Who owns the pricing discipline in your company? Who should own it? Some organizations have dedicated "Pricing" or "Revenue Growth" departments, whereas others leave it to the classical departments of Finance, Sales or Marketing. This article suggests that regardless of where the responsibility lies today, Marketing should be heavily involved and more often than not "own" the price setting process.
Conversely, the marketing team should also take ownership and not shy away from the pricing discipline. Pricing is one of the classical 4P's as described by famous professor and author Philip Kotler. Price sets the tone of the brand. Price is important.