Innovation is key to sustained success for almost all businesses: the alternative is gradual commoditization and margin erosion (unless you are a monopolist, but that’s a different topic!).
Disruptive innovations are particularly challenging. On the one hand, they offer the potential to ‘change the game’, yet on the other, designing effective pricing can feel overwhelming, with no roadmap and few insights to help show the way.
In this session, participants will walk away with an understanding of a proven approach to pricing innovation that is efficient and effective.
This session is for Independent Consultants who work with innovative B2B companies (hardware and/or SaaS) on their strategy, product design, go-to-market, and pricing, and novices who would like to know more.
Dr. Ian Tidswell has 20 years of B2B pricing experience across a range of industries, from startups to world-leading enterprises. Today he advises and coaches some of the world’s most innovative companies, helping them develop pricing architectures that enable them to meet their commercial goals. Ian, formerly a McKinsey consultant and the head of pricing for Syngenta, is based in Basel Switzerland.
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