Your Deals Aren’t Lost on Price — They’re Lost on Value

Why deals get discounted, lost to price, or end in no decision — and how to fix it

Many B2B organizations believe they have a “pricing problem” when they are actually facing a breakdown in how customer value is quantified and defended. When the economic impact of a solution isn’t clear, sales teams default to discounting, and buyers struggle to justify the investment.

Join pricing strategist Lynn Guinn to explore how leading companies are moving beyond static spreadsheets toward integrated value execution to improve win rates and protect margins

The Symptoms of a Value Gap
Does your organization recognize these common pipeline patterns?

• Margin Erosion: Deals only close after heavy, “must-have” discounting.
• Price Objections: Competitive solutions are perceived as “too expensive” because differentiation isn’t translated into dollars.
• The “No Decision” Stall: Deals stay in the pipeline indefinitely because the buyer cannot build a credible internal business case.

The Root Cause: A Structural Breakdown
These issues often stem from a single gap: the failure to operationalize value. Without a consistent way to model economic impact:

• Sales Teams rely on price concessions to create urgency.
• Buyers evaluate offers based on sticker price rather than long-term ROI.
• Executives lack the financial confidence to sign off on large capital investments.

What You Will Learn
In this session, we will examine how top-performing organizations are evolving their go-to-market strategies. Lynn Guinn will outline the shift from:

• Static to Interactive: Moving from “one-off” PowerPoint decks to live, data-driven value stories.
• Isolated to Integrated: Aligning pricing, marketing, and sales around a single “source of truth” for customer value.
• Ad Hoc to Enterprise-Grade: Replacing inconsistent spreadsheets with governed, scalable value models.