Pricing Integrity
Discounting Is Often a Proof Problem
Discounting usually signals missing or mis-sequenced proof, not weak pricing. Here’s how proof ownership and sequencing restore pricing integrity.
Key takeaways
- This pattern is about execution constraints, not personas or discounts.
- Most leakage comes from misaligned proof, ownership, and sequencing.
- Fixing it requires an execution spine, not more tactics.
Discounting is usually a proof problem
Most pricing pressure is not caused by competitors. It is caused by uncertainty about outcomes.
When proof is mis-sequenced or ownership is unclear, discounting becomes the shortcut.
Where proof breaks down
Too much proof too early, before the buyer understands relevance.
Too little proof when the buyer needs certainty.
No owner for proof assets or sequencing.
Restoring pricing integrity
Define proof stages aligned to buyer decisions.
Assign ownership for proof creation and use.
Tie discount approvals to missing proof, not negotiation skill.
What to do next
Truth-lock the problem
Use the GTM Diagnostic to identify where ICP, pricing, and execution are misaligned.
Install execution cadence
If the issue is already known, GTM Execution restores ownership and weekly momentum.