If you're responsible for pricing in a B2B company, you know the job is more about hard facts than buzzwords. You need to figure out what your competitors are charging, why they can (or can't) get away with it, and where your offer really stands out—or falls flat. The good news: You don't have to do it all in spreadsheets or vague PowerPoints. Tools like Leveragepoint can help you get to the real numbers faster, but only if you use them right.
This guide breaks down how to use Leveragepoint for competitive pricing analysis—step by step, with none of the usual fluff. If you want shortcuts, pitfalls to avoid, and real talk about what works, you're in the right place.
1. Know What You’re Trying to Answer
Before you log in to any platform, get clear about what you actually want to learn. “Competitive pricing analysis” is broad. Here are some sharper questions:
- Where are we overpriced or underpriced compared to alternatives?
- Which features do our customers value enough to pay for?
- Are there segments where we have a real pricing advantage?
- Where are we losing deals, and is price actually the reason?
Pro tip: Write these questions down. Otherwise, you’ll fall down a rabbit hole of dashboards that look impressive but don’t answer anything useful.
2. Gather Your Competitive Data (Don’t Skip This)
Leveragepoint can’t conjure up competitor pricing out of thin air. You need at least:
- Competitor product names, SKUs, or configurations
- Their list prices (if public) and any known discounts
- What features or services are included at each price
- Any qualitative info: customer reviews, sales rep stories, analyst reports
Where to get this: Sales teams, customer feedback, published price lists, RFPs, lost deal post-mortems.
What doesn’t work: Guessing, “my cousin heard,” or scraping random web pages. Garbage in, garbage out. If you’re unsure, mark it as an assumption and revisit it later.
3. Set Up Competitor Profiles in Leveragepoint
Once you’ve got your raw info, use Leveragepoint to set up structured competitor profiles.
How to do it:
- Create a new competitor record for each main rival (don’t bother with fringe players unless you have unlimited time).
- Enter their pricing structure: list price, volume breaks, major discounts, etc.
- Document their product’s key features, especially anything customers mention a lot.
- Attach notes or data sources so you can update later (and remember where the info came from).
What works: Keeping these profiles lean. Don’t try to model every obscure option—focus on what actually changes deals.
4. Build Value Models for Your Offer (and Theirs)
This is where Leveragepoint actually earns its keep: value modeling. Instead of just comparing sticker prices, you map out the extra value (or lack thereof) your product delivers over the competition. This is sometimes called Economic Value Estimation (EVE), but don’t get put off by the jargon.
Steps:
- List differentiators: What does your product do that theirs doesn’t? Be specific.
- Quantify the impact: For each differentiator, estimate how much money/time/risk it saves or creates for the customer. Use real numbers where possible.
- Assign value: Attach a dollar (or euro, etc.) value to each differentiator based on your customer’s context—not just what you wish it was worth.
- Map “parity features”: Note features that are basically the same (no incremental value).
- Subtract negatives: If you’re missing something a competitor has, that’s negative value. Be honest.
What to ignore: Wild guesses, wishful thinking, or “our brand is just better.” Leveragepoint lets you track assumptions—use this, and revisit them as you get real customer feedback.
5. Use Leveragepoint Visualizations for Real-World Scenarios
Once your value models are set, use Leveragepoint’s tools to visualize competitive scenarios:
- Value waterfalls: See how your offer’s economic value stacks up, step by step, versus each competitor.
- Pricing sensitivity analysis: Tweak assumptions (e.g., what if the competitor discounts 10% more?) and see how it changes your relative value.
- Customer segment views: If you sell to multiple types of customers, clone your models and adjust the numbers. A feature that’s gold for one segment might be worthless for another.
What works: Running “what if” scenarios that are grounded in real customer data, not just what marketing wants to believe.
What doesn’t: Relying on a single, generic model. The value of your product changes across customer types and deal sizes.
6. Compare and Communicate, Don’t Just Analyze
Data is useless if it sits in a dashboard. Here’s how to make your analysis actionable:
- Export simple visuals: Leveragepoint can generate charts and reports that actually make sense to sales teams and execs. Use them in pricing discussions, not just strategy decks.
- Build short, narrative summaries: “For customers in [segment], our extra features save about $X per year versus [competitor]. That justifies a Y% price premium—assuming we don’t get undercut.”
- Flag risky assumptions: Call out where you’re guessing or the data is shaky. This builds credibility and keeps people from overrelying on the analysis.
What works: Turning your output into battlecards or quick-reference slides for sales—not 40-page reports that nobody reads.
7. Iterate As You Learn (And Don’t Get Precious)
Competitive pricing isn’t a one-and-done project. Markets change, competitors drop prices, new features launch, and what customers care about shifts.
- Schedule regular reviews: Once a quarter is more realistic than every month.
- Update assumptions: When you get new data (won/lost deal feedback, new pricing sheets), plug it in. Don’t wait for “enough” data—start now and refine as you go.
- Archive old models: Don’t delete them. Sometimes you need to look back and see what changed.
What doesn’t work: Waiting for perfect data or obsessing over tiny details. It’s more useful to be approximately right than precisely irrelevant.
Where Leveragepoint Shines (and Where It Doesn’t)
Great for:
- Structuring messy competitive data into clear value models
- Visualizing pricing differences in ways non-pricing folks can actually understand
- Making assumptions and tradeoffs explicit
Not great for:
- Magically finding competitor prices (you still need to do the legwork)
- Tracking hyper-complex, multi-product bundles (gets messy fast)
- Replacing real customer conversations—models are only as good as the info you feed them
Quick-Start Checklist
- Define the real questions you want answered.
- Gather competitor pricing and feature data (don’t guess).
- Set up competitor profiles in Leveragepoint.
- Build clear value models for your offer and theirs.
- Use Leveragepoint’s visual tools to compare and test scenarios.
- Share findings with sales and leadership—don’t hoard the insights.
- Keep your models updated as things change.
Bottom Line
Competitive pricing analysis isn’t about finding the “perfect” answer—it’s about building a working model you can update as you learn. Leveragepoint is a solid tool if you use it to cut through the noise and focus on what matters. Start simple, stay honest about your data, and keep iterating. You’ll get better answers (and fewer headaches) that way.