In competitive B2B markets, pricing pressures hit from everywhere. Competitors can undercut and shape customer perception. Customers chase features and question value. Internally, Product overestimates worth, Sales demands discounts, and execs crave bigger, longer-term deals. With so many voices—and often no clear pricing owner—it’s easy to drift from a value-based strategy. In this session, we’ll explore how to keep value at the core, using competitive intel as an input, not the strategy. Learn to navigate common traps, manage internal dynamics, and influence with confidence. Whether you own pricing or shape it, you’ll leave with sharper tools and a stronger stance.