B2B Reimagined Podcast

B2B Reimagined is a monthly podcast with a rotating host of experts. Each of whom brings decades of experience using data science to address industry-vertical specific challenges that give the critical strategic control over pricing and sales that today’s B2B companies simply must have. View all podcast episodes and read episode transcriptions.

Featured Article

B2B Sales and Marketing in Harmony (Yes, it can be done!)

Our guest today, Aggregate Insights CEO Brady Jensen, explains how the two sides become misaligned, how to prevent or stop the blame game, and what sales-marketing harmony looks like in practice.

B2B Sales and Marketing in Harmony (Yes, it can be done!)
How to Shop for a Pricing Solution
Episode 84

How to Shop for a Pricing Solution

“Behind the term ‘pricing tool’ or ‘pricing software’ you can actually have very different things in mind. A competition monitoring tool, a margin improvement tool, an AI price optimization tool, a sales interface. So the first thing was, can we categorize the use cases that people have in mind behi...

B2B Sales and Marketing in Harmony (Yes, it can be done!)
Episode 83

B2B Sales and Marketing in Harmony (Yes, it can be done!)

“Well, if the other side just did their job better, we’d be in much better shape."Any B2B sellers or marketers heard this one before? Maybe you’ve said it? At some point in your career, you’ve likely experienced the tension between sales and marketing, two departments that in theory should always be...

Are You "Transforming" Your Business in Name Only?
Episode 81

Are You "Transforming" Your Business in Name Only?

“For me, the strange thing is companies are investing in transformation in all dimensions of their business, but barely in the one that has the biggest profit impact – pricing,” says Sebastian Wrobel, cofounder and managing director of PricingWorks on today’s episode.Sebastian and host Barrett Thomp...

Pricing Should Be at the Heart of Your Organization
Episode 80

Pricing Should Be at the Heart of Your Organization

Profitability and customer experience are important. That’s about as noncontroversial a statement as you can make in B2B. So, pricing – which is perhaps the biggest driver of both – should be at the heart of every B2B company, right?“That is quite a controversial statement whenever I make it,” said...

Why Pricing Transformation isn’t a “Chicken or Egg” Problem
Episode 79

Why Pricing Transformation isn’t a “Chicken or Egg” Problem

What should come first: pricing technology or pricing strategy? Our guest today, PwC Partner Ron Otocki, makes a strong case for why the two should go hand-in-hand. Ron leans on his vast experience guiding companies through digital transformations to explain how pricing fits into larger transformati...

Subscription Pricing Models on the Rise in B2B
Episode 78

Subscription Pricing Models on the Rise in B2B

In the subscription economy, a company’s product takes a backseat to its subscriber. What does this mean for a company’s go-to-market strategy? For starters, value-added services and customer support become paramount.In your everyday life, you most likely subscribe to various streaming services or o...

Will AI Eat the Software World?
Episode 77

Will AI Eat the Software World?

Read enough headlines about generative AI and you will start to mull some big questions: Is it the next big paradigm shift? Is it a grave threat to the modern workforce? Can it be smarter than me? “It’s about a six-month-old puppy at this point,” says Lou Simon, vice president of Uptima Elevate and...

A Passionate Debate Between Two CX Experts
Episode 76

A Passionate Debate Between Two CX Experts

Price changes and churn threats occur throughout the customer journey. How your organization handles them determines how your customers will react: either positively or negatively. Do they stick with you and buy now? Or go elsewhere without a word? It’s up to you.This friendly debate between two pas...

CEO Summit: The Vision and Value Behind Digital Sales Transformation
Episode 75

CEO Summit: The Vision and Value Behind Digital Sales Transformation

Logik.io CEO Chris Shutts returns to the show, this time to connect with Pascal Yammine, chief executive officer of Zilliant. They discuss the transformational digital shift occurring in industries like traditional manufacturing, high-tech, software, and business services, driven by customer demand...

The Channel: Always Changing, Always Vital
Episode 74

The Channel: Always Changing, Always Vital

“When people talk about the death of the channel, the death of distribution, I just sit back and go, ‘Hold my beer – give me a whiteboard and I will explain to you how wrong you are.’”Channelnomics CEO Larry Walsh is our guest today for a wide-ranging discussion on what the channel is and why it mat...

Building Your Best Digital Future w/ Argano
Episode 73

Building Your Best Digital Future w/ Argano

“The world is not constant and stable. So why should your pricing strategy be? You have to mimic the working world that you live in,” said Argano Chief Strategy Officer Tim Harris on today’s episode. Harris joined Barrett Thompson to continue the show’s ongoing examination on how manufacturers are d...

Pricing Resiliency Requires Brains and Brawn with Accenture
Episode 72

Pricing Resiliency Requires Brains and Brawn with Accenture

“You need to combine the pricing brain and the pricing muscles…the bruscles of pricing.”What does this mean? According to our guests from Accenture – Strategy Principal Director Daniel Lindner and Managing Director, Pricing and Commercial Strategy Daniel Antolin – it means embedding powerful pricing...

Manufacturers Must Get Nimbler – But How?
Episode 71

Manufacturers Must Get Nimbler – But How?

Slalom is a global consulting firm and one of the top Salesforce manufacturing partners in the world. Matt Baker and Calvin Chow from Slalom joined the show to help us continue our exploration of current manufacturing trends and commercial solutions.Learn why a major theme for 2023 is the concept of...

The State of B2B in 2023
Episode 70

The State of B2B in 2023

Zilliant Chief Marketing Officer Lindsay Duran and General Manager of Commercial Excellence Barrett Thompson take a long look at the B2B landscape as considerable macroeconomic uncertainty persists. How should companies adjust their pricing strategies as prices eventually come down? How can sales op...

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