Value, Innovation & Pricing Insights from CEOs

Pricing is a critical lever that impacts business outcomes. In this survey, we are capturing insights from business leaders on how value, innovation and pricing can impact your performance as well as your stakeholders.

We hope this survey will provoke thinking around the relationship of value, innovation and pricing to create opportunity. If you would like to receive the survey results, please provide your email at the end.

At Ibbaka, we periodically conduct research as a part of our ongoing work to create a community and dialogue around value creation, pricing and innovation. Learn more about Ibbaka.

Thank you for your participation.

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* 1. Within the context of your role, share a proud moment in which you were able to influence value creation, innovation or pricing within your organization.

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* 2. As CEO/Business Owner/Managing Director, which of the following do you believe would have the most positive economic impact on your business? (Please select top 3)

Identifying new sources of revenue

Identifying opportunities to create differentiated value for your customers

Improving sales and marketing efforts

Reducing organizational risk

Better/more efficient allocation of resources

Eliminating redundant effort (processes/tasks)

Improving company valuation

Other (please specify)

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* 3. Within the context of how you influence value creation, innovation or pricing within your organization, which of the following resonate with you? (Please select top 3)

Meeting personal or team KPIs

Having subject matter expertise to facilitate strategic decision-making

Creating differentiated value for your customers

Having cross-functional alignment on strategy

Having a shared understanding of customer value creation

Validating the viability of your offer

Knowing you are not leaving money on the table

Knowing you have tested/repeatable organizational processes in place

Other (please specify)

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* 4. Please rate the following statements on the role of in-depth market segmentation within your organization. Market segmentation...

	Strongly Agree	Agree	Neutral	Disagree	Strongly Disagree	N/A
helps you determine which group of customers you should prioritize	helps you determine which group of customers you should prioritize Strongly Agree	helps you determine which group of customers you should prioritize Agree	helps you determine which group of customers you should prioritize Neutral	helps you determine which group of customers you should prioritize Disagree	helps you determine which group of customers you should prioritize Strongly Disagree	helps you determine which group of customers you should prioritize N/A
helps you identify which group of customers really value your offers	helps you identify which group of customers really value your offers Strongly Agree	helps you identify which group of customers really value your offers Agree	helps you identify which group of customers really value your offers Neutral	helps you identify which group of customers really value your offers Disagree	helps you identify which group of customers really value your offers Strongly Disagree	helps you identify which group of customers really value your offers N/A
helps you understand customer willingness to pay	helps you understand customer willingness to pay Strongly Agree	helps you understand customer willingness to pay Agree	helps you understand customer willingness to pay Neutral	helps you understand customer willingness to pay Disagree	helps you understand customer willingness to pay Strongly Disagree	helps you understand customer willingness to pay N/A
helps use differentiation for your strategic choices of where to play and how to win	helps use differentiation for your strategic choices of where to play and how to win Strongly Agree	helps use differentiation for your strategic choices of where to play and how to win Agree	helps use differentiation for your strategic choices of where to play and how to win Neutral	helps use differentiation for your strategic choices of where to play and how to win Disagree	helps use differentiation for your strategic choices of where to play and how to win Strongly Disagree	helps use differentiation for your strategic choices of where to play and how to win N/A
impacts pricing decisions	impacts pricing decisions Strongly Agree	impacts pricing decisions Agree	impacts pricing decisions Neutral	impacts pricing decisions Disagree	impacts pricing decisions Strongly Disagree	impacts pricing decisions N/A
impacts investments on product roadmap	impacts investments on product roadmap Strongly Agree	impacts investments on product roadmap Agree	impacts investments on product roadmap Neutral	impacts investments on product roadmap Disagree	impacts investments on product roadmap Strongly Disagree	impacts investments on product roadmap N/A

Other (please specify)

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* 5. What are the other impacts that market segmentation has on your organization?

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* 6. Please rate the following statements on the role of pricing within your organization.

	Strongly Agree	Agree	Neutral	Disagree	Strongly Disagree	N/A
Pricing helps us sustain competitive advantage	Pricing helps us sustain competitive advantage Strongly Agree	Pricing helps us sustain competitive advantage Agree	Pricing helps us sustain competitive advantage Neutral	Pricing helps us sustain competitive advantage Disagree	Pricing helps us sustain competitive advantage Strongly Disagree	Pricing helps us sustain competitive advantage N/A
Pricing is a key input for establishing sales and revenue targets	Pricing is a key input for establishing sales and revenue targets Strongly Agree	Pricing is a key input for establishing sales and revenue targets Agree	Pricing is a key input for establishing sales and revenue targets Neutral	Pricing is a key input for establishing sales and revenue targets Disagree	Pricing is a key input for establishing sales and revenue targets Strongly Disagree	Pricing is a key input for establishing sales and revenue targets N/A
Your pricing determines how your market perceives the value of your offer	Your pricing determines how your market perceives the value of your offer Strongly Agree	Your pricing determines how your market perceives the value of your offer Agree	Your pricing determines how your market perceives the value of your offer Neutral	Your pricing determines how your market perceives the value of your offer Disagree	Your pricing determines how your market perceives the value of your offer Strongly Disagree	Your pricing determines how your market perceives the value of your offer N/A
Pricing helps enforce discounting discipline	Pricing helps enforce discounting discipline Strongly Agree	Pricing helps enforce discounting discipline Agree	Pricing helps enforce discounting discipline Neutral	Pricing helps enforce discounting discipline Disagree	Pricing helps enforce discounting discipline Strongly Disagree	Pricing helps enforce discounting discipline N/A
Pricing helps guide your customer to the offer that best meets their needs	Pricing helps guide your customer to the offer that best meets their needs Strongly Agree	Pricing helps guide your customer to the offer that best meets their needs Agree	Pricing helps guide your customer to the offer that best meets their needs Neutral	Pricing helps guide your customer to the offer that best meets their needs Disagree	Pricing helps guide your customer to the offer that best meets their needs Strongly Disagree	Pricing helps guide your customer to the offer that best meets their needs N/A
New or different pricing models are used to transform the way that people buy	New or different pricing models are used to transform the way that people buy Strongly Agree	New or different pricing models are used to transform the way that people buy Agree	New or different pricing models are used to transform the way that people buy Neutral	New or different pricing models are used to transform the way that people buy Disagree	New or different pricing models are used to transform the way that people buy Strongly Disagree	New or different pricing models are used to transform the way that people buy N/A

Other (please specify)

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* 7. Please rate the following statements on the role of innovation within your organization. Innovation…

	Strongly Agree	Agree	Neutral	Disagree	Strongly Disagree	N/A
is a source of competitive advantage	is a source of competitive advantage Strongly Agree	is a source of competitive advantage Agree	is a source of competitive advantage Neutral	is a source of competitive advantage Disagree	is a source of competitive advantage Strongly Disagree	is a source of competitive advantage N/A
can grow market share within existing market(s)	can grow market share within existing market(s) Strongly Agree	can grow market share within existing market(s) Agree	can grow market share within existing market(s) Neutral	can grow market share within existing market(s) Disagree	can grow market share within existing market(s) Strongly Disagree	can grow market share within existing market(s) N/A
can help you enter new market(s)	can help you enter new market(s) Strongly Agree	can help you enter new market(s) Agree	can help you enter new market(s) Neutral	can help you enter new market(s) Disagree	can help you enter new market(s) Strongly Disagree	can help you enter new market(s) N/A
allows you to be a disruptor within your industry	allows you to be a disruptor within your industry Strongly Agree	allows you to be a disruptor within your industry Agree	allows you to be a disruptor within your industry Neutral	allows you to be a disruptor within your industry Disagree	allows you to be a disruptor within your industry Strongly Disagree	allows you to be a disruptor within your industry N/A
allows you to maintain market share	allows you to maintain market share Strongly Agree	allows you to maintain market share Agree	allows you to maintain market share Neutral	allows you to maintain market share Disagree	allows you to maintain market share Strongly Disagree	allows you to maintain market share N/A
defends against commodification	defends against commodification Strongly Agree	defends against commodification Agree	defends against commodification Neutral	defends against commodification Disagree	defends against commodification Strongly Disagree	defends against commodification N/A
can increase company valuation	can increase company valuation Strongly Agree	can increase company valuation Agree	can increase company valuation Neutral	can increase company valuation Disagree	can increase company valuation Strongly Disagree	can increase company valuation N/A

Other (please specify)

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* 8. What are some of the key trends within the pricing or innovation space that can impact your organization?

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* 9. Who within your organization is responsible for making pricing decisions? (Please select all that apply)

Chief Executive Officer (CEO)

Chief Financial Officer (CFO)

Director/VP of Operations

Chief Marketing Officer (CMO)

Chief Product Officer (CPO)/VP Product/ Head of Product

Chief Revenue Officer (CRO) or VP Sales

Head of Professional Services

Chief Pricing Strategist

Other (please specify)

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* 10. Are you responsible for pricing decisions within your organization? (Please select all that apply)

Yes I am personally responsible for making pricing decisions

I am not personally responsible, but I have input into organizational pricing decisions

I am part of a cross-functional team responsible for organizational pricing decisions

No I am not responsible for making pricing decisions

Other (please specify)

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* 11. What industry is your company in?

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* 12. What industry does your company serve?

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* 13. Would you be interested in finding out more about Ibbaka? (Please select all that apply)

Yes, I would be willing to participate in a 30 minute conversation on value, pricing and innovation

Yes, I would like to learn more about upcoming Ibbaka workshops

Yes, I would like to subscribe to the Ibbaka blog on value, pricing and innovation

Yes, I would like to learn more about Ibbaka’s consultancy services

Yes, I would like to learn more about Ibbaka’s future pricing support tools

No, I am not interested

Value, Innovation & Pricing Insights from CEOs

Question Title

* 1. Within the context of your role, share a proud moment in which you were able to influence value creation, innovation or pricing within your organization.

Question Title

* 2. As CEO/Business Owner/Managing Director, which of the following do you believe would have the most positive economic impact on your business? (Please select top 3)

Question Title

* 3. Within the context of how you influence value creation, innovation or pricing within your organization, which of the following resonate with you? (Please select top 3)

Question Title

* 4. Please rate the following statements on the role of in-depth market segmentation within your organization. Market segmentation...

Question Title

* 5. What are the other impacts that market segmentation has on your organization?

Question Title

* 6. Please rate the following statements on the role of pricing within your organization.

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* 7. Please rate the following statements on the role of innovation within your organization. Innovation…

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* 8. What are some of the key trends within the pricing or innovation space that can impact your organization?

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* 9. Who within your organization is responsible for making pricing decisions? (Please select all that apply)

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* 10. Are you responsible for pricing decisions within your organization? (Please select all that apply)

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* 11. What industry is your company in?

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* 12. What industry does your company serve?

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* 13. Would you be interested in finding out more about Ibbaka? (Please select all that apply)

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* 14. If you have answered yes to the previous question, please provide your email address. Your email will not be used for any other purposes.

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* 15. If you would like to learn more about our survey results, please provide you email address. Your email will not be used for any other purposes.