Ep 86 | Pricing Transformation is an Evolution, Not a Revolution
B2B Reimagined
“The patient has to survive the procedure. We have to carry on our operations, serve our clients, send invoices, acquire new customers, while changing our pricing in the background. That's why I always say that pricing change is an evolution, not a revolution.” Maciej Kraus is a pricing guru, author, TED speaker, and frequent lecturer at Stanford University. We were thrilled to have him on to share his perspective on successfully executing a pricing transformation. Maciej explains that while it’s a must for B2B companies to modernize pricing processes and the underlying technology...
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Ep 85 | B2B Reimagined LIVE! Illuminating Perspectives from Pricing Leaders
B2B Reimagined
Listen to our first-ever live episode of the podcast, recorded at , featuring a panel of leading pricing professionals. Pressure on pricing teams is greater than ever. But in times of great pressure, new ideas and ways of doing things emerge. Mo Beshir (Accenture), Rob Pedigo (Dawn Foods) and Lydia DiLiello (Capital Pricing Consultants) explore the ‘how’ and ‘why’ behind pricing transformation, how to elevate pricing within a company, how to manage organizational change, and the tangible impacts of pricing success.
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Ep 84 | How to Shop for a Pricing Solution
B2B Reimagined
“Behind the term ‘pricing tool’ or ‘pricing software’ you can actually have very different things in mind. A competition monitoring tool, a margin improvement tool, an AI price optimization tool, a sales interface. So the first thing was, can we categorize the use cases that people have in mind behind ‘pricing software’?” Malik Rajan is the founder of The Pricing Club. His mission is to foster a dynamic community of pricing professionals helping each other grow through best practices and thought leadership. As such, his team recently released its first ever Guide to Pricing...
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Ep 83 | B2B Sales and Marketing in Harmony (Yes, it can be done!)
B2B Reimagined
“Well, if the other side just did their job better, we’d be in much better shape.” Any B2B sellers or marketers heard this one before? Maybe you’ve said it? At some point in your career, you’ve likely experienced the tension between sales and marketing, two departments that in theory should always be on the same team. Our guest today, Aggregate Insights CEO Brady Jensen, explains how the two sides become misaligned, how to prevent or stop the blame game, and what sales-marketing harmony looks like in practice. Brady shared what he’s learned from years of primary source...
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Ep 82 | Why Sanitary Products Providers are Ditching the Status Quo & Embracing Value-Based Pricing
B2B Reimagined
Dr. Rainer Schlamp, partner at EbelHofer Consultants, joins us to dissect an industry that often flies under the radar, but is essential to our everyday lives. The sanitary products industry is a complex and vibrant ecosystem weaving together producers, wholesalers, retail stores, contractors, and web shop consumers. Often products are bundled and sold together as a total solution to fit architectural design specifications and must be priced as such. Rainer and host Barrett Thompson discuss why value-based pricing is essential in this industry, how to factor value into a solution...
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Ep 81 | Are You “Transforming” Your Business in Name Only?
B2B Reimagined
“For me, the strange thing is companies are investing in transformation in all dimensions of their business, but barely in the one that has the biggest profit impact – pricing,” says Sebastian Wrobel, cofounder and managing director of PricingWorks on today’s episode. Sebastian and host Barrett Thompson explore how smart B2B organizations include pricing transformation in their digital transformation journeys and have a frank discussion on what “transformation” actually means. “In some companies, what they call ‘transformation’ really isn't a transformation,”...
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Ep 80 | Pricing Should Be at the Heart of Your Organization
B2B Reimagined
Profitability and customer experience are important. That’s about as noncontroversial a statement as you can make in B2B. So, pricing – which is perhaps the biggest driver of both – should be at the heart of every B2B company, right? “That is quite a controversial statement whenever I make it,” said Karan Sood, pricing expert and today’s guest on B2B Reimagined. “When I show people my spider chart of how pricing is the heart of the organization, some people are very supportive and some people are like, ‘You're smoking something.’ But I do believe pricing is at...
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Ep 79 | Why Pricing Transformation isn’t a “Chicken or Egg” Problem
B2B Reimagined
What should come first: pricing technology or pricing strategy? Our guest today, PwC Partner Ron Otocki, makes a strong case for why the two should go hand-in-hand. Ron leans on his vast experience guiding companies through digital transformations to explain how pricing fits into larger transformative projects, and how the most successful pricing initiatives mix strategy and the right tools from the very start. “When you're in an enterprise environment, it's easy to essentially ask for investment in a tool and say that's going to be the solution. It's much harder to say, ‘Well, I'm going...
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Ep 78 | Subscription Pricing Models on the Rise in B2B
B2B Reimagined
In the subscription economy, a company’s product takes a backseat to its subscriber. What does this mean for a company’s go-to-market strategy? For starters, value-added services and customer support become paramount. In your everyday life, you most likely subscribe to various streaming services or office software tools. But subscription and usage-based models are expanding far beyond the consumer realm, becoming more and more popular in traditional B2B spaces. Dan Balcauski, founder and chief pricing officer of Product Tranquility, joins the show to explain why this shift is...
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Ep 77 | Will AI Eat the Software World?
B2B Reimagined
Read enough headlines about generative AI and you will start to mull some big questions: Is it the next big paradigm shift? Is it a grave threat to the modern workforce? Can it be smarter than me? “It’s about a six-month-old puppy at this point,” says Lou Simon, vice president of Uptima Elevate and our guest on today’s show. However, like a puppy, Lou expects generative AI tools like ChatGPT to learn and grow very quickly. He and host Barrett Thompson share ideas on what that evolution will look like for B2B companies, and how generative AI can combine with purpose-built AI platforms...
info_outlineRead enough headlines about generative AI and you will start to mull some big questions: Is it the next big paradigm shift? Is it a grave threat to the modern workforce? Can it be smarter than me?
“It’s about a six-month-old puppy at this point,” says Lou Simon, vice president of Uptima Elevate and our guest on today’s show.
However, like a puppy, Lou expects generative AI tools like ChatGPT to learn and grow very quickly. He and host Barrett Thompson share ideas on what that evolution will look like for B2B companies, and how generative AI can combine with purpose-built AI platforms like Zilliant and other best-of-breed technologies to create something even bigger.
Attend MindShare 2023 on June 7-9 to catch Lou’s breakout session, “Stitching Technology Together for Industry Innovation.”