Craig C. Zawada, Senior Vice President, Pricing Excellence, PROS Pricing
Craig joined PROS in 2010 with experience spanning a wide range of B2B and consumer products. Prior to joining PROS, he was a partner and co-leader of the North American Pricing Practice at McKinsey & Company. Craig is a widely-published author in the area of pricing strategy, whose articles have been featured in many publications, such as the Harvard Business Review, Mergers and Acquisitions, and the McKinsey Quarterly. He has been interviewed and quoted in Fortune, CFO Magazine, Canadian Business, and Business 2.0.
He is perhaps best known for his role in co-authoring both the first and second editions of the book, The Price Advantage (Wiley Finance) which has been recognized as one of the most pragmatic books on pricing strategy available.
Pricing has finally moved from early adoption to mainstream. Many companies have put in place processes, people and initiatives to ring the cash register with success. However, there is a big difference between those companies that are trying to just get pricing under control, versus turning it into a competitive advantage.
Given the new complexities of pricing including volatile commodity costs, shortened lifecycles, sophisticated buyers, etc., companies will need to raise their aspirations for the performance of their pricing function. It simply is not enough for you and your company to be merely “Good” at Pricing, given the challenges that you face.
Attendees will learn:
What truly distinguishes “good” from world class pricing across all three levels of pricing (i.e., Market Strategy, Customer Value, Transactions)
How to fully leverage pricing insights to provide value to the executive, sales, marketing and even purchasing functions
Recommendations on the steps needed to move from “good to great”
