Smart Pricing makes a big difference

I read a fascinating interview (linked below) in which co-founder of Price Intelligently Patrick Campbell strikes at the assumption that prices need to be set in stone.

We both find it painful that companies work very hard at their product and marketing, but have a hard time monetizing because of a lack of tools necessary to determine prices.

The gap between potential revenue by pricing optimally and actual revenue can be enormous. We’ve noticed differences of 30% or more in revenue between prices that are nearly identical from the perspective of the business !