In many B2B businesses, pricing is still treated like it was 20 years ago—driven by gut feel and anecdotal market knowledge.

But margin is too important to leave to instinct.

The best pricing teams I’ve worked with don’t chase perfection—they build discipline.

• They use data (not worship it)

• They align pricing to value (not just cost)

• And they create structure and accountability

You don’t need a pricing department to start.
You need intent.

“Pricing isn’t just a lever. It’s a pillar—and many businesses haven’t realized it yet.”

While Sales, Marketing, Finance, and Ops get the spotlight as core pillars of business strategy, Pricing is still seen as a tactical adjustment—something you tweak when revenue dips.

But what if that mindset is exactly what’s holding companies back?

In the first post of my new series, I explore why Pricing still doesn’t have a seat at the table—and why that needs to change.