What it is and how it helps you beat expectations. DO YOUR PRICES MAKE SENSE? What we mean by that is, do the prices you recommend to the field seem logical to sales people? How about to customers? For prices to make sense to these stakeholders, they must align with local market dynamics and customer relationships, as well as the perceived value of your products and services. From a corporate and P&L perspective, the same question has a different meaning. To your executive team and shareholders, prices should line up with your strategic and financial goals. For the business to be successful, you need to set prices that deliver the growth and gross margins committed to in your business plan. 1. Market Dynamics 2. Value 3. Strategy

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