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Resilient Pricing for an Uncertain World
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Resilient Pricing for an Uncertain World

David Langkamp, Matt Beckett, Camille Brégé, Sachin Shirwalkar, Arnab Sinha and Jean-Manuel Izaret
Boston Consulting Group, 2023
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7

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  • Analytical
  • Applicable
  • Hot Topic

Recommendation

Many B2B companies report a growing sense of pessimism, according to insights from Boston Consulting Group, given that they anticipate long-term challenges related to market volatility and uncertainty. Top-performing companies are those that have taken a more holistic, long-term, and strategic approach to pricing. Learn the basics of implementing “resilient pricing,” and discover why it’s time to replace traditional strategies, such as price increases, with a new model to retain your competitive edge in the future.

Summary

Best-in-class B2B companies respond to volatility and uncertainty with “resilient pricing.”​​

For many B2B companies, there’s no end in sight to market uncertainty. While companies used to adjust package sizes or price levels during periods of volatility, they must leverage a different approach when navigating long-term unpredictability: “resilient pricing.” Resilience refers to “a company’s capacity to absorb stresses caused by disruptions and then recover critical functionality — and ultimately thrive — in altered circumstances.” Companies that implement resilient pricing are those that take actions to improve agility, while leveraging AI tools and advanced analytics to monitor demand shifts. However, according to a Boston Consulting Group survey, only 40% of B2B companies have clearly defined strategies for managing volatility via resilient pricing actions.

After surveying roughly 1,400 pricing decision-makers from a range of sectors, Boston Consulting Group identified the characteristics that top-performing companies shared, which include:

  • Nimble and responsive — The most successful...

About the Authors

David Langkamp, Matt Beckett, Camille Brégé, Sachin Shirwalkar, Arnab Sinha, and Jean-Manuel Izaret are professionals with Boston Consulting Group.

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