- Friday, 24 September 2021 10:35
A Book from the Pricing Profession to the C-Suite
Pricing–The New CEO Imperative, the 11th volume by Stephan M. Liozu on the topic of pricing and customer value management, is a message from the pricing profession to the C-suite. It aims to promote pricing and encourage CEOs and C-suite executives to pay greater attention to pricing and to increase their investments in their pricing initiatives. In the context of digital transformations and a post-COVID-19 new normal, pricing is a strategic capability that no CEO should ignore—and a driver of competitive advantage and a strong profit lever.
Pricing has 21 chapters organized in five sections: Pricing Lessons and Myths, Pricing Impact and Pricing Power, Pricing Testimonials, Pricing Maturity and Capabilities, and Pricing as a Force of Transformation.
This book was made possible through the financial contribution of ten companies:
- Boston Consulting Group
- Deloitte Consulting LLP
- Manchon & Company
- Miller Advisors
- Pros Holdings
- Simon Kucher & Partners
This collection is also endorsed by the Professional Pricing Society (PPS) and the Coalition for the Advancement of Pricing (CAP). Be bold: join the pricing revolution!
- Tuesday, 18 August 2020 13:29
Best Practices in Business-to-Government Pricing Strategies
B2G Pricing is the 10th book by Stephan M. Liozu on the topic of pricing and customer value management. This volume focuses on the topic of business-to-government (B2G) pricing and, more specifically, on best practices for pricing differentiated, high-value, and complex offers to government procurement entities. In 22 chapters organized in four sections-pricing, value-based pricing, price-to-win, and innovation in pricing-the book combines Dr. Liozu’s experience in the area of B2B pricing with his many years of experience in the B2G pricing world.
It also contains valuable contributions from experts in the field who’ve spent decades in government contracting and pricing: Katie Ashton, CGI Dennis Berg, Shipley Associates Michele Flynn, SIREAS LLC Andreas Hinterhuber, Università Ca’ Foscari Kim Kelly, Knowledge Link Alex King, Amplio Services Marsha Lindquist, Granite Leadership Strategies Michael Mansard, Zuora Scott Miller, Miller Advisors Larry Newman, Shipley Associates Michael O’Guin, Knowledge Partner Emmanuel Poidevin, e-Attestations.com Chris Street, Thales UK Kate Vitasek, University of Tennessee.
- Saturday, 20 July 2019 09:43
Pricing can truly transform organizations. The impact of pricing on
organizations is a result of two factors: pricing strategy development and the implementation of
these strategies. Implementation is arguably the most difficult part in the pricing strategy
process where even seasoned practitioners demand guidance. Pricing strategy development
requires creativity, analytical rigor, and an ability to master the internal political competition for
scarce resources, but it takes place in a well-defined environment. Fast forward to strategy
implementation: competitors that stubbornly fail to behave according to assumptions, new
entrants, internal resistance, new opportunities, changing customer preferences, leadership
changes, regulatory interventions, or market growth rates that change unexpectedly are some
of the intervening variables between the pricing strategy originally developed and the strategy
actually implemented. This book provides the theories and best practices that enable the
effective implementation of pricing strategies. It offers:
- a best practice overview on how to convert a pricing strategy into superior results
- insights from current academic research on driving profits via pricing strategy
- examples on how to deal with digital transformation in the context of pricing
- tools and insights into how to overcome internal resistance, align the organization, and
forge win-win relationships with customers
Taking a new approach, Pricing Strategy Implementation is a critical and practical tool for
practicing executives and managers, as well as academics and researchers in pricing, marketing
strategy, and strategic management.
- Monday, 17 September 2018 13:45
A Practical Roadmap to Frame, Price, and Sell B2B Digital Offers
The Digital revolution promises trillions of dollars in created value by 2030. Consultants and researchers are projecting massive and disruptive disruption in entire industrial sectors. As a results, PwC reports in their DigitalIQ report that 73% of executives say that they are investing in internet of things (IoT) and 54% in artificial intelligence. ABB predicts that 33 billion things or objects will be connected to the internet by 2020. So we are experiencing a deluge of digital investments, programs, and large-scale transformations.
Yet, and despite this tsunami of activities, in 2017, Cisco reported that 60% of IoT Initiatives stall in the Proof of Concept phase and that only 26% of companies have had an IoT initiative that they consider a success. In 2017, Siemens also revealed that less than a fifth (18%) of surveyed companies analyze more than 60% of production data they collect. Finally, Simon-Kucher & Partners (SKP) reports that 3 out of 4 firms that invested in digitalization in the past 3 years fail in their efforts due to the lack of monetization strategies, the focus on the wrong priorities, the lack of customer intimacy, and the neglect of digital pricing best practices. In fact, only 18% of these firms are true digital heroes.
Despite the high level of interest and investments, the reality is that most companies are just getting started. The digital champions are not yet reaping the fruit of their investments. Most companies tend to struggle with the process of designing digital business models, with the development of truly differentiated offers, and with the monetization and pricing of their data-based offers.
This book focuses on the topics of data monetization and of the value-based pricing of data-driven offers. The authors introduce a newly-developed practical data monetization roadmap that can be used by digital project teams, incubators, and digital factories to better frame their offers and to apply the principles of value-based pricing. They present options in digital pricing models and practical guidelines on how to deploy them.
Readers will learn:
- The various monetization and value creation models for data-enabled offers
- The 8 steps of the data monetization framework
- The best practices in designing differentiated data-enabled offers
- The value-based pricing of data and options in digital pricing models
- Business model implications of switching from ownership to consumption model
- Sunday, 06 August 2017 13:53
Customer value and pricing transformations can take many years. They usually start with the deployment of tools, methods, and systems. They also focus on skills and competences. Most companies have successful initial stages of transformation. For many of them and after 18 months, the process starts to slow down and transformations can be stuck in a zone of good intentions or derail all together. This book focuses on the critical element of a customer value transformation: the mindset. Mindset is everything. It is the difference between trying tools and systems versus adopting and assimilating them.
In this book, I proposes a model focused on mindset transformation to allow for sustained transformation efforts and potentially to accelerate the pace of value transformations. This model is based on many value and pricing transformations I conducted as a Coach and Consultant. It is 206 pages long and full of tips and techniques.