When discounting happens in an undisciplined manner a number of unpleasant symptoms relating to the sales team and, ultimately, the bottom line can arise.
Any organization with sub-optimum pricing or discounting practices could see significant gains after in valuation after improving their pricing.
As organizations grow, they become more complex. Changing something as simple as a price point can have numerous unintended consequences.
Because there is a limited amount of customers in every market, the earlier pricing is properly addressed in a software product’s life-cycle, the better.