B2B pricing work usually focuses on the economic value, but that is only part of the story. Few B2B sales take place without an emotional commitment from the buyer. Emotion, how buyers and users feel about a solution, are also central to the customer journey and impact subscription renewal. Understanding emotional value drivers is part of B2B pricing.

A value model is a system of equations built from value drivers that estimates how much value a solution will provide to a customer or set of customers (market segment).