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Pricing Strategy

Pricing and the CEO

Pricing and the CEO

Pricing is a critical part of business success and it cannot be left to chance. What role should the CEO play in pricing? It comes down to setting strategy, ensuring alignment, monitoring execution, and taking leadership on pricing ethics and fairness.

What questions should the CEO ask about pricing?

What questions should the CEO ask about pricing?

The CEO should play a leading role in pricing strategy and demand a high level of execution. Pricing is too important to leave to experts. It is one of the most powerful strategic levers a business has. What are the ten top questions a CEO can ask to help improve pricing practices at their company? The Ibbaka Self Assessment tool will help you to benchmark your company on best practices.

Value-Based Pricing’s Senior Statesman Tom Nagle on the Skills Needed for Pricing Expertise

Value-Based Pricing’s Senior Statesman Tom Nagle on the Skills Needed for Pricing Expertise

Tom Nagle basically defined strategic pricing, developing the core ideas and frameworks used today to understand differentiation value, construct a pricing strategy and execute on pricing in the field. Ibbaka spoke with him about the skills needed for pricing expertise.

What is the distribution of your Willingness to Pay curve?

What is the distribution of your Willingness to Pay curve?

Willingness to Pay (WTP) is one of the most popular, and slipperiest concepts, in the pricing world. Three key things to remember: (i) WTP can be shaped, it is not a given, (ii) WTP is a distribution and not a point, (iii) the shape of the WTP distribution impacts your pricing strategy.

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