Pricing · Jul 8, 2026 · 4 min read
Pricing is a growth channel
The cheapest lever most midsize businesses have available, and the one they touch least often.
Every other growth lever costs money to pull. Pricing costs a decision.
Why teams avoid it
Changing price feels irreversible and it touches every part of the business — sales scripts, the website, contracts, forecasts. So it gets deferred, sometimes for years, while the company runs experiments on channels that matter less.
Where to start
Look at your discount distribution. If more than a third of deals close below list, the list price isn't your price — it's an anchor your team is negotiating away from. That's a packaging problem, and it's usually fixable without touching the number itself.