From price to volume in B2B: Rethink proposition and pricing strategy to boost growth

Many companies face a common challenge: Revenue growth is currently driven primarily by price increases while volume remains stagnant. As customers grow more price-sensitive and low-cost competitors gain share, leaders must act decisively to connect value and price to realize further growth and strengthen their positioning. 

Over the past several years, B2B companies have seen persistent inflation and increasing costs. While many have managed to sustain top-line growth through successive price increases, these gains have masked an underlying challenge: the stagnation of volume growth. Customers, faced with rising costs across the board, are more reluctant than ever to accept price hikes unless they are matched by meaningful improvements in value. At the same time, many B2B firms are still operating with legacy propositions shaped by old market dynamics, now increasingly disconnected from customer expectations. These inherited models often fail to address…