Craig Zawada, a pricing expert with a rich background in consulting and technology, shares insights from his journey in shaping pricing strategies. From pioneering concepts in pricing at McKinsey to driving innovation at PROS, Zawada discusses the evolving role of pricing in the digital and AI era.

Innovation is only sustainable if part of the value can be captured in price. How does your organization price innovations?

There are many ways to innovate on your pricing metric to get a closer correlation with your value metrics and business model. Heathrow Airport provides an interesting case study. Note how they use different pricing metrics for inbound and outbound flights!

Pricing models are how you structure the pricing of your product or service. It is where all the different aspects of your pricing strategy and tactics come together. Here is a simple primer on pricing models and how to build them.

Pricing excellence requires organizational alignment on pricing. Corporate culture plays an important role in this. It is critical that finance, operations, product development, product marketing and especially sales are aligned on pricing success. Without alignment, it is difficult to execute on adaptive pricing.