Jan 09, 2024

24 Pricing People to Follow in 2024

By Zilliant

We’re entering a new era for pricing. What has previously been about setting a price is transforming into a broader pricing process that touches multiple departments and is constantly changing and evolving. We call this the pricing lifecycle.

Talk to any pricing leader and they will tell you they can feel it too. They’ve been pushed to move faster with fewer resources and higher stakes over the past couple of years. Pricing leaders have been nothing short of miracle workers for their businesses --- often armed with little more than spreadsheets and CSV dumps.

With all the changes in the economic environment – and anticipated changes in 2024 – we know this pressure on pricing and revenue operations teams will continue. In times of great pressure though, new ideas and ways of doing things emerge. Zilliant has been committed to helping our customers and other companies transform in this new era.

And we’re not alone. If you look around in the industry, there are many brilliant minds who have been sharing their lessons, strategies, thoughts, and innovative approaches with the world. We want to take a moment to celebrate their contributions and to help others learn from the collective community of experts.

At Zilliant, we believe that true pricing excellence is a necessity to grow a market-leading company. We want to make sure that you can take advantage of this knowledge from this phenomenal community of experts. So here, in no particular order, are 24 pricing people that you should be following and paying close attention to in 2024.

Any that we missed that you think are essential to follow? Let us know!

Stephan M. Liozu, Ph.D. – Founder & Chief Disrupter at Value Innoruption Advisors

Stephan M. Liozu is the Founder of Value Innoruption Advisors, a consulting boutique specializing in industrial, digital, and value-based pricing. Over the past 10 years, Stephan has written countless academic articles on pricing and edited or published 12 pricing books, including 2021’s Pricing - The New CEO Imperative, which he discussed on our B2B Reimagined podcast.


Danilo Zatta, PhD, MBA – Head of Sales, Pricing & TopLine Strategies at Valcon

Dr. Danilo Zatta is a leading expert in topline growth, specializing in profit improvement and pricing. Zatta has been recognized by the Financial Times as 'one of the world's leading pricing minds' and is the author of The 10 Rules of Highly Effective Pricing and the international bestseller The Pricing Model Revolution.


Lydia M. DiLiello - CEO & Founder at Capital Pricing Consultants

Lydia DiLiello is the founder of Capital Pricing Consultants and has been helping clients grow profitably for more than 25 years. Lydia is a well-known and widely respected speaker leading executive forums, conferences, and workshops worldwide; she is published frequently in trade and professional journals. Lydia is a frequent guest on our B2B Reimagined podcast and has previously joined to discuss market volatility, supply chain disruption, and pricing In tumultuous times.


Mark Stiving, Ph.D. – Founder of Impact Pricing LLC

Mark Stiving is an award-winning international speaker known for helping audiences find hidden value and more profit, immediately. Mark is a prolific and highly rated author of Impact Pricing: Your Blueprint for Driving Profits and Selling Value: How to Win More Deals at Higher Prices and hosts the always insightful Impact Pricing podcast. You can also hear Mark discuss why subscription pricing is on the rise in B2B in an episode of our B2B Reimagined podcast.


Mohamed Beshir - Managing Director at Accenture for Market Unit Austria, Switzerland, and Germany

Mohamed Beshir is a visionary and results-oriented global business solutions leader with more than 20 years of experience in leading transformational business and Information Technology initiatives under complex matrixed and demanding environments. He is an energetic leader passionate about coaching, mentoring, and building high-performance teams focused on establishing collaborative partnerships with business stakeholders and delivering results. Mohamed also joined our B2B Reimagined podcast for a deep dive into price optimization software and how it adds value to CPQ.


Per Sjofors - Founder/CEO at Sjöfors & Partners, Inc.

Per Sjofors is the best-selling author of The Price Whisperer - A Holistic Approach to Pricing Power and a member and thought leader at the Forbes Business Council and the C-Suite Hero Club. He was recently identified as among the "The 10 Most Visionary Leaders Making a Difference in 2023" by Inc. Magazine and among the "Top 50 Global Thought Leaders in Sales" by Thinkers360.


Joanne M Smith – President at Price to Profits Consulting

Joanne M Smith is a senior marketing and business executive with broad and diverse experience leading B2B marketing, pricing, business development, and customer loyalty initiatives – generating millions of dollars to bottom lines. She also authored The Pricing and Profit Playbook, which provides simplified, practical ways to improve profits.


Rob Pedigo - Sr. Director, North America Pricing Strategy at Dawn Foods

Rob Pedigo is an accomplished pricing leader whose career evolved through multiple industries. Rob’s track record reflects sustained success in pricing, price optimization, change management, and pricing transformation. His divergent approach to problem-solving often reveals unexplored trouble spots and solutions.


Colin Carroll - Pricing and Commercial Excellence at PwC

Colin is a Partner in PwC’s Marketing and Sales Practice, with a focus on Pricing and Commercial Excellence. He has more than twenty years of consulting experience in commercial excellence, pricing, sales, and channel effectiveness. Listen to Colin describe how UPS achieved its future-proof pricing vision in our pricing transformation webinar.


Steven Forth – Co-Founder & CEO at Ibbaka

Steven Forth’s focus is bringing new concepts to market and setting them up to scale. He does this by combining design and decision-making frameworks with value management and pricing strategy. In 2014, OpenView Labs identified Steven as one of the leading experts in B2B pricing. He blogs about pricing regularly on Ibbaka’s Value Pricing blog.


Karan Sood - Director Sales Operations at Director Sales Operations at Rakuten Kobo Inc.

Karan Sood oversaw revenue management for over $6 billion in revenue across a diverse range of industries during the past decade. Throughout this experience, he’s gained a deep understanding of the critical role that pricing plays in business success. Karan discussed actions pricing leaders can take to expand their influence in an episode of our B2B Reimagined podcast. Be sure to also subscribe to Karan’s MonetizeThis bi-weekly newsletter for insights on pricing, sales ops, and business models.


James Vaughn - Principal Pricing Consultant at Zilliant

James is an executive-level leader with proven skills driving top and bottom-line growth in multiple industry verticals. He uses his consulting experience leveraging big data and pricing science to bring revenue lift and profit lift through smarter pricing. James is also the author of Stop Racing In A Blindfold!: Big Data + Pricing Science Drive Bigger Profits, which examines how companies can control pricing for all their products and customers - not just the top 100 with the biggest revenue.


Kevin Mitchell - President of the Professional Pricing Society

Kevin Mitchell is the President of The Professional Pricing Society (PPS), the worldwide professional organization dedicated to pricing training, education, and networking. He is also the publisher of The Pricing Advisor monthly newsletter and the quarterly Journal of Professional Pricing. Listen to Kevin discuss why pricing professionals are more essential than ever to their organizations in an episode of our B2B Reimagined podcast.


Caroline Lartigolle - Senior Pricing Consultant at PAGE-37

Caroline Lartigolle works with commercial teams to ensure pricing success, whether the goal is accelerating revenue growth or enhancing profit or prevent margin leakages or erosion. She coaches and inspires growth of in-house expertise, empowers sales teams to close successful deals, and develops working methods advancing the profit mindset across organizations.


Jeet Mukherjee - Chief Strategy Officer at Holden Advisors

Jeet Mukherjee is armed with over two decades of global experience in management consulting, strategy, analytics, marketing, and pricing. Jeet specializes in hardware and software pricing with a B2B focus, and in 2022, he co-authored Pricing With Confidence: 10 Rules for Increasing Profits and Staying Ahead of Inflation. Jeet examined the importance of making faster decisions and not being afraid to fail in the short term in an episode of our B2B Reimagined podcast.


Kylie Fuentes - Chief Product Officer at Zilliant

Kylie Fuentes is an internationally experienced, commercially minded product executive with a specialization in Revenue, Monetization and Commerce technologies. Kylie has extensive experience leading product management, user experience, data, marketing & engineering teams. She’s passionate about helping companies navigate through the chaos of hypergrowth and getting to scale.


Jean-Manuel Izaret - Global Leader - Marketing, Sales & Pricing Practice at Boston Consulting Group

Jean-Manuel Izaret leads BCG’s Marketing, Sales & Pricing practice globally, which partners with leading companies across industries to transform their commercial functions leveraging cutting-edge digital and analytics capabilities to help them grow. In 2019, he hosted a Ted Talk on how a Netflix-style pricing model could make medical treatments affordable for all.


Augustin Manchon - President and CEO at Manchon & Company Inc.

As a senior advisor of pricing, marketing and sales executives, Augustin Manchon helps internal teams create, communicate and capture customer value. He brings best practices in pricing strategy, process, technology, research, and analytics, and conducts full transformations from diagnosis to implementation to results.


Anne Warren – Owner of Price Profitability Advisors LLC

Anne Warren is a hands-on business and people leader with extensive experience in pricing and profit management - from development of pricing strategy through detailed execution. She has initiated and implemented multi-million-dollar price increases for newly acquired private equity portfolio companies, including building ongoing internal controls to ensure price increases were sustained.


Lynn Guinn - Global Strategic Pricing Leader at Cargill

For more than 25 years, Lynn Guinn has held various leadership and executive roles in finance, plant operations, international operations, procurement, strategy, sales and pricing on all continents of the planet except Antarctica. Lynn is a proven strategic business leader that inspires the best of the cross-functional teams and was awarded the 2010 Cargill Chairman's Award for High Performance Team.


Maciej Kraus - Managing Partner at Movens Capital

Maciej Kraus specializes in helping companies generate more profit for their development and growth. With over 15 years of experience in strategy consulting, management, and leadership, he honed his expertise in pricing and sales excellence across B2B, B2C, and retail markets. Maciej is also a guest lecturer at Stanford University Graduate School of Business.


Barrett Thompson - General Manager of Commercial Excellence at Zilliant

Barrett leads the Business Solutions Consultant team at Zilliant, aligning solutions to customer needs and promoting pricing and sales best practices among our customers. For over two decades, Barrett has built and delivered optimization and pricing solutions to Fortune 500 businesses in diverse vertical industries. He is a frequent speaker and author on achieving rapid, sustainable profitability improvements through applied pricing science. Barrett hosts Zilliant’s B2B Reimagined podcast.


Frederico Zornig - CEO at Quantiz Pricing Solutions

As the CEO of Quantiz Pricing Solutions, Frederico Zornig leads a team of pricing consultants who provide the best and most current solutions for pricing and revenue management for leading companies in Brazil, Latin America, and the USA. He has more than 25 years of experience in pricing consulting, project management, training, and research in various industries, from fast-moving consumer goods to health care, retail, and more.


Madhavan Ramanujam - Senior Partner at Simon-Kucher

Madhavan Ramanujam has over a decade of experience in providing growth and pricing advice to technology companies. He has helped more than 200 clients, from Fortune 500s to startups, launch and monetize new products and services, generating billions of dollars in incremental revenue and profit. Madhavan is also the co-author of the best-selling book Monetizing Innovation.


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