The Top 5 Lessons I've learnt in 2024 from running Price Increase Campaigns for our B2B Clients

Given the recent inflationary environment, B2B companies have been tasked with the intricate and often challenging act of running price increase campaigns on their existing customer base. Over the last 24 months, I've led numerous price increase campaigns for our clients and witnessed some very common trends & pitfalls across the sales & account management organisation. Here are the top five lessons I've learnt:

1. Sales and account managers often underestimate their true pricing headroom potential

A common theme in our campaigns has been the underestimation of pricing potential by account managers and sales teams. Many assume that any price increase will lead to customer churn, but this fear is often unfounded. Often when setting renewal prices, the account managers will apply a significant weight to the difficulty of the last negotiation round with the customer without looking at the broader context of the account. Other factors that should be considered…