Stay ahead with customer value thinking.

This pandemic has dramatically transformed the way we do business around the world. There are changes that are short-term in nature and others that will be with us for a long time as part of the new normal. The crisis has challenged fragile supply chains, complex organizational structures, and the selling operating model across many sectors. Although the worst might be behind us, CROs must redesign their go-to-market strategies to adapt to the new normal and continue to grow. And one of their redesign priorities to integrate customer value management (CVM) in their practice, in their process,...

The procurement function has become much more professionalized over the past decade. With the emergence of new professional purchasing practices and advanced technologies, the new generation of buyers and procurement agents are fearless. They are tech savvy, well prepared with negotiation tactics, and well-versed in the reverse engineering of value selling and value-based pricing proposals. Technologies have made their role super-efficient and focused on short-term cost savings and long-term business sustainability. Today, it is well understood that most the sales process has been replaced by...

For years organizations have tried to bridge marketing and sales functions. One working without the other is a no-go. I argue it is the same with sales and pricing. You cannot design and execute successful pricing programs without having the sales forcefully on board. Similarly, you cannot be successful at sales without clear pricing tactics governed by rules, guidelines, and transparent margin data. I posit that sales and pricing are joined at the hip. That relationship is even more critical when discussing the topics of value-based pricing and value-based selling. Let us consider the...