The Discount Nobody Tracked
Every deal closed with something shaved off, and none of it hit a dashboard. By year-end the discounts totaled twelve percent of revenue.
Angle
Pricing
5 posts
Your logo wall is a liability
Marquee logos landed at a third off, renewed flat, and never wrote the promised case studies. The logos cost more than they ever returned.
Signups rose 30%. Revenue fell 12%.
The A/B test found a lower price that converted better. It converted the company into a worse business, and the tool reported a win the whole way down.
Stop Pretending the Discount Is a Concession
Every deal closed at twenty percent off. Two years later, list price was fiction nobody believed, and raising meant renegotiating the company's own revenue.
A $4M raise bought 18 months of being wrong
They raised $4M to fix a sales problem that turned out to be a pricing problem. The money bought eighteen months of being wrong, with more conviction.