I love how plumbing is making a comeback in the tech space. I recently heard a podcast talk about vision versus infrastructure as "poetry" vs "plumbing". There's a few things that make it difficult to innovate and move quickly: - Inflexible Quote to Cash tools. To truly test willingness to pay, you need to be able to quickly launch pricing and even provide customizable pricing to test pricing elasticity. Those are not OOTB features for billing and quote to cash tools moving hundred's of millions in revenue (or at least not on my experience). - Too much plumbing. Let's say you have a homegrown ecommerce and in-product billing platform. Connecting it to provisioning, credit card transactions, through an integration layer into an ERP and CRM, and back again. Each one of those hand-offs introduces potential issues and they each interpret pricing and discounts differently. - Dispersed organization. If you're monetization infrastructure looks like the above, you have to coordinate across 5+ teams (web, UX, dev for the product, dev for the ecommerce platform, dev for billing, dev for the CRM, dev for the integration) who have different sprints and priorities to make one change. I think these are challenges specifically for larger organizations and more mature products. The ability to "set it and forget it" when it comes to pricing is no longer an option.

@Ed Arnold 100%. Pricing is often done in a bubble and seen as a financial exercise versus an extension of the GTM strategy.

@Atisha Banjare I can't recommend Monetizing Innovation by Madhavan Ramanujam enough. It uses examples and simplifies not only the connection to strategy but also WTP basics and how to build this muscle in your organization.