A lot of B2B scale-ups are fixated on generating high volumes and expanding their customer base. Investors care about, revenues, right?  So let’s grow as big as possible, as fast as possible. But here's the catch: while they're busy driving up account numbers and customer reach, they often underinvest a crucial aspect – pricing. Pricing is often treated as an afterthought, missing out on the opportunity to unlock the true value they offer and capitalise on it today.

Welcome back to another exciting edition of the xCollective! In this episode we had the privilege of hosting Dr. Ian Tidswell, the pricing expert from Ideal Price. We discussed the often overlooked potential of pricing as a growth lever for many businesses. When done well, pricing can make the difference between success and failure.