17 ALIGN ON GOALS Pricing does not drive the business, it supports the business and pricing goals needed to sup- port the company’s larger strategic goals. Map pricing goals to business goals and make the mechanism by which the pricing goal impacts the business goal clear. PRICING BUSINESS GOAL GOAL PRICING BUSINESS GOAL GOAL PRICING BUSINESS GOAL GOAL Ibbaka’s Pricing Planning Guide & Checklist for 2024 November 2023