In my experience, I see markup pricing or on meeting existing costs, which is worse. It often seems to be a result of reliance on accountants, with internal marketers being incapable of influencing pricing. Usually due to lack of training. Interested to hear other's thoughts.

Where I have done pricing work, no matter how small, it's made an instant difference. Whether it's experimental pricing, moving from time-based to output/communicating value or through customer research/demand monitoring.