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The Art of Pricing: Strategies for Go-to-Market Success
Richard FlynnMay 3, 2023 9:36:41 AM6 min read

The Art of Pricing: Strategies for Go-to-Market Success

In today's competitive business landscape, the success of a product isn't just about its features, design, or innovation. As a result, a well-thought-out pricing strategy is a critical component of your go-to-market (GTM) plan, and it can significantly impact your product's overall success or failure. This blog post will dive deep into various pricing strategies and tactics and discuss their advantages and disadvantages in GTM planning.


What is a Pricing Strategy?

A pricing strategy is a systematic approach to setting the price of your product or service, considering factors like costs, competition, customer value perception, and your business objectives. A well-defined pricing strategy can help you:

  • Maximize revenue and profitability
  • Attract your target customers
  • Differentiate your product in the market
  • Position your brand effectively

With these goals in mind, let's explore some popular pricing strategies and their pros and cons.


1. Cost-plus Pricing

Cost-plus pricing, also known as markup pricing, is a straightforward pricing strategy where you determine the price by adding a fixed percentage to the cost of production. This percentage, known as the markup, is intended to cover your overheads and ensure a profit margin.


  • Simplicity: Cost-plus pricing is easy to calculate and doesn't require extensive market research.
  • Profit assurance: Since adding a fixed markup to your costs, you can profit on every sale.


  • Ignores market conditions: Cost-plus pricing doesn't consider customer value perception, competition, or market demand. This means you could end up setting prices that are too high or too low, leading to lost sales or reduced profitability.
  • Discourages cost control: This approach may lead to complacency in cost management, as businesses know they can pass on any cost increases to customers through higher prices.


2. Value-based Pricing

Value-based pricing sets the price of a product or service based on the perceived value it offers to customers. This strategy involves researching your target audience, understanding their needs, pain points, and willingness to pay, and pricing your product accordingly.


  • Customer-centric approach: By focusing on your product's value, you can build stronger relationships and increase customer satisfaction.
  • Higher profit margins: If your customers perceive your product as highly valuable, they may be willing to pay more, leading to higher profit margins.
  • Competitive advantage: By delivering superior value and charging a price that reflects that value, you can differentiate yourself from competitors and gain a competitive advantage.


  • Requires extensive research: To implement value-based pricing, you must invest time and resources into researching your target market, understanding customer preferences, and tracking market trends.
  • Price sensitivity: As the market evolves and customer preferences change, you may need to adjust your prices frequently to reflect the shifting value perception.


3. Competitor-based Pricing

Competitor-based pricing, or competition-based pricing, involves setting your prices based on the prices of similar products in the market. Then, depending on your business objectives and target audience, you can price your product at a premium, at par, or a discount compared to your competitors.


  • Ease of implementation: Competitor-based pricing is relatively simple, relying on readily available market data.
  • Market-driven approach: This strategy considers the competitive landscape, helping you set prices that align with the market's willingness to pay.


  • Lack of differentiation: Competitor-based pricing doesn't focus on your product's unique value proposition or customer value perception, making it difficult to differentiate your product from competitors.
  • Reactive strategy: This approach is inherently reactive, relying on competitors' pricing decisions. You may find yourself constantly adjusting your prices in response to competitor moves rather than taking a proactive approach to pricing.


4. Penetration Pricing

Penetration pricing is a strategy where you set a lower initial price for your product to attract customers, increase market share, and create brand loyalty. The idea is to encourage rapid market penetration and quickly create a large customer base. Then, once you have established a strong foothold in the market, you can gradually increase the price to improve profitability.


  • Rapid market penetration: A lower price can help you attract price-sensitive customers and quickly increase market share.
  • Brand loyalty: By offering a lower initial price, you can create a positive first impression and foster brand loyalty, which can be beneficial in the long run.


  • Low initial profit margins: Penetration pricing can result in lower profit margins in the short term, as you sacrifice profitability to gain market share.
  • Difficult to raise prices later: Once customers are accustomed to low prices, raising them without alienating your customer base can be challenging.


5. Price Skimming

Price skimming is a strategy for setting a high initial price for your product, targeting early adopters willing to pay a premium. Then, as the demand from these early adopters declines, you gradually lower the price to attract more price-sensitive customers.


  • Maximizes early profit margins: By setting a high initial price, you can maximize your profit margins from early adopters who are less price-sensitive.
  • Positions the product as premium: A high initial price can create a perception of exclusivity and quality, positioning your product as a premium offering in the market.


  • Limited initial customer base: Price skimming can limit your initial customer base to a small group of early adopters, potentially slowing market penetration.
  • Alienates price-sensitive customers: A high initial price may deter price-sensitive customers, who may opt for more affordable alternatives.


6. Freemium Pricing

Freemium pricing is popular among software-as-a-service (SaaS) companies and mobile apps. With this approach, you offer a free, basic version of your product while charging for premium features or services. The goal is to attract users with a low barrier to entry and then convert them into paying customers.


  • Attracts users with low barriers to entry: Offering a free version of your product can help you attract a large user base, as customers can try your product without any financial commitment.
  • Potential for high revenue from premium upgrades: If your premium features or services offer significant value, you can generate substantial revenue from upgrade users.


  • High user acquisition costs: Attracting a large user base can be expensive, as you may need to invest in marketing and customer support to maintain a positive user experience.
  • Low conversion rates from free to paid users: Not all users who try your free product will convert to paying customers, limiting your revenue potential.


Choosing the Right Pricing Strategy for Your GTM Plan

There's no one-size-fits-all solution when it comes to pricing strategies. To select the best strategy for your product and GTM plan, consider the following factors:

  • Product type: The nature of your product (physical vs. digital, commodity vs. unique) can influence which pricing strategy is most suitable.
  • Target audience: Consider your target customers' demographics, preferences, and sensitivity when pricing.
  • Competitive landscape: Analyze your competition and their pricing strategies to determine how to differentiate your product and position it effectively in the market.
  • Business objectives: Your pricing strategy should align with your overall business objectives, whether they are to maximize profitability, increase market share, or establish brand loyalty.


Final Thoughts

Choosing the right pricing strategy is crucial for your go-to-market success. By carefully considering the advantages and disadvantages of each strategy in the context of your product, target audience, and competition, you can make an informed decision that will help you achieve your business objectives and maximize your product's potential in the market.

Remember that pricing is not a one-time decision. As your business evolves and market conditions change, you may need to revisit and adjust your pricing strategy to stay competitive and maintain profitability. Therefore, regularly review your pricing strategy and stay attuned to market trends to ensure your product remains well-positioned for long-term success.


Richard Flynn

Richard Flynn is a recognized leader in channels and go-to-market business strategy and execution. A Founding Partner and Chief Marketing Officer for Spur Reply, Richard has over 25 years of go-to-market experience in sales transformation, channel management, and customer marketing.