If pricing were a competitive advantage in B2B sales, Salesforce would have gone bankrupt by now. And if product quality alone were a decisive factor in B2B buying, several products should have closed shop a long time back.World's leading SaaS companies like Salesforce and HubSpot know this for a fact. Their price and product offering is a reflection of the value that customers expect out of their software. This post will look at the vital role that customer value plays in B2B sales and customer retention.