Why deals get discounted, lost to price, or end in no decision — and how leading companies fix it
Most B2B organizations believe they have a pricing problem. In reality, they are experiencing a breakdown in how customer value is quantified, communicated, and defended across the revenue process.
The symptoms are familiar: deals that close only after heavy discounting, deals lost because the price is perceived as too high, and deals that stall or end in no decision. While these outcomes appear to reflect issues in pricing, sales execution, or positioning, they often stem from a common structural gap — the absence of a consistent, enterprise-grade approach to value communication.
In this session, pricing strategist Lynn Guinn will examine why this pattern persists and how leading organizations are addressing it. He will outline how companies are moving beyond static value propositions and ad hoc ROI tools toward integrated approaches that align pricing, product marketing, and sales around quantified customer value — resulting in improved win rates, faster deal cycles, and stronger margin performance.
DETAIL
Most B2B organizations believe they have a pricing problem.
Sales leaders argue that deals are lost because prices are too high.
Pricing leaders argue that deals close only after excessive discounting.
Product marketing teams struggle to translate product differentiation into clear economic impact for customers.
The result is a familiar pattern across enterprise pipelines:
- Deals that close — but only after margin-eroding discounts
- Deals that are lost because the solution is perceived as “too expensive”
- Deals that stall or end in no decision
These outcomes appear to reflect different issues across pricing, sales execution, and market positioning.
In reality, they often stem from the same underlying structural gap:
the organization has not operationalized how customer value is quantified, communicated, and defended throughout the revenue process.
When the economic value of a solution is not explicitly modeled and translated into a credible business case for the buyer:
- Sales teams rely on price concessions to secure agreement
- Buyers evaluate offers based on price rather than differentiated impact
- Executive decision makers struggle to justify change internally
In this session, pricing strategist Lynn Guinn will examine why this pattern occurs so frequently in modern B2B revenue organizations and how leading companies are addressing it.
Drawing on experience at the intersection of pricing strategy, value modeling, and revenue execution, Lynn will explore how organizations are evolving beyond traditional pricing and sales enablement approaches to build repeatable, enterprise-grade value communication capabilities.
These organizations are moving from:
- static value propositions
- isolated pricing models
- ad hoc ROI calculators
to integrated approaches that allow customer value to be quantified, aligned with pricing, and communicated consistently throughout the buying journey.
The result is a measurable improvement in:
- win rates
- deal velocity
- margin performance
- executive decision confidence
This webinar will explore the structural causes behind discounting, price objections, and stalled dea
