Episode 15 - Lisa Thompson on Strategic Pricing for B2B Companies

Industrial Growth Institute

Lisa Thompson Unveils Secrets of Strategic Pricing - Industrial Growth Institute Podcast Episode # 15 with Ed Marsh

Summary

In this conversation, Ed Marsh interviews Lisa Spadafora Thompson, a globally known expert in pricing and portfolio growth for B2B companies.

They discuss strategic pricing, product management, and the challenges faced by industrial manufacturing companies.

Lisa shares insights on:

• the role of pricing in marketing
• the history of strategic pricing
• the importance of understanding customer value
• the impact of pricing on profitability
• the role of product managers
• challenges of discounting strategies
• the impact of pricing on company growth and sustainability.

The conversation delves into the intricacies of strategic pricing, exploring the multifaceted nature of pricing models and their impact on business success.

Lisa shares insights on customer-driven pricing, cost considerations, competitive advantage, and the broader macroeconomic environment. She also discusses the intersection of board governance and management, as well as her involvement in nonprofit work and her outlook on the future of business.

Takeaways

• Strategic pricing is a profit-driven approach to pricing that focuses on maximizing the value captured in the form of price.
• Product managers play a crucial role in understanding the intersection of customer needs and company goals to drive profitability and growth.
• Lack of understanding customer value, over-engineering products, and absence of a discounting strategy are common causes of lack of profitability.
• Small businesses often have a better understanding of customer value and profitability due to the simplicity of their organizational structure.
• Pricing is a strategic function that requires alignment with corporate strategy and a deep understanding of customer needs and market dynamics. Strategic pricing encompasses customer-driven pricing, cost considerations, competitive advantage, and the broader macroeconomic environment, requiring a holistic approach to pricing models.
• The intersection of board governance and management plays a crucial role in overcoming counterproductive organizational silos and driving impactful governance for business success.
• Involvement in nonprofit work and fostering education, especially for youth and marginalized communities, is a meaningful and impactful endeavor for creating positive change in society.
• The future of business holds the promise of redefining capitalism to focus on creating wealth, jobs, and community well-being, presenting an exciting opportunity for businesses to contribute to positive societal impact.

Takeaway Quotes from Lisa Spadafora Thompson

"When you're doing it strategically, this is pricing."
"When you're sitting in front of the customer, that is the moment of truth. And everything you've done in the business, not just marketing, everything you've done as it relates to the products you've developed, the costs that you incur to bring them to market, the way you've priced, everything comes to roost when you are sitting in front of that customer."

Check out Lisa's website

LinkedIn: Lisa Thompson and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript

Chapters

00:00 The Art of Strategic Pricing: Maximizing Value and Profitability
17:40 Challenges and Solutions in Industrial Manufacturing Pricing
44:29 Unraveling the Complexity of Strategic Pricing
53:26 Navigating the Intersection of Board Governance and Management
01:08:09 Empowering Youth and Fostering Education
01:19:47 Redefining Capitalism: The Future of Business

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