Pricing is often treated as the last knob to turn after the product and positioning are already decided. But a price tells a buyer which segment the product is for, how serious it is and what the company believes it is worth.
The harder decision is usually the shape of the offer. Exposing every option creates choice without clarity. Product Marketing has to bundle real capability into a small number of packages that a buyer can understand quickly while protecting profitability.
This matters even more in complex, high-value sales. What is bundled, what scales with usage and what remains separate all shape the conversation before a salesperson has explained the details.
Thinking about pricing early does not mean fixing it early. Price remains a hypothesis that real deals can correct. The mistake is treating it as only an adjustment and never as part of the strategic choice.