In this episode of Pricing Heroes, we speak with Danilo Zatta, one of the world's leading pricing minds — as described by the Financial Times — and a LinkedIn top five pricing thought leader. Danilo is a global pricing and top-line growth advisor to blue-chip companies and private equity investors, and the author of more than 20 books. He joins us to discuss his latest, Revenue Growth Management: How to Capture Hidden Value in FMCG and Retail, a practical playbook for commercial teams navigating price, promotions, mix, and trade terms in an increasingly complex retail landscape.

Key Topics:

• Why pricing alone is no longer sufficient, and how the shift to revenue growth management changes the way commercial teams operate
• The five core RGM levers — pricing, promotions, mix, trade terms, and innovation — and how to manage them as a coordinated system
• How the most successful retailers are building cross-functional RGM teams that span finance, category, sales, and marketing
• The gap between data-driven ambition and month-end firefighting, and what it takes to close it
• AI as a force multiplier in RGM: where it works, where it's being misapplied, and how to identify the highest-value use cases
• The Novus case study: how Ukraine's leading retailer used Competera's AI pricing platform to achieve a 6.7% profit uplift amid wartime volatility
• A preview of Danilo's upcoming book on AI pricing, including build vs. buy decisions and change management for pricing software rollouts

Recommended Resources:

• Ten Rules of Highly Effective Pricing by Danilo Zatta
• The Pricing Model Revolution by Danilo Zatta
• Pricing Decoded by Danilo Zatta
• Impact Pricing podcast by Mark Stiving
• The Price Point newsletter (via Danilo's LinkedIn)

Connect with Danilo Zatta on LinkedIn.

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Get your free copy of Get Ready for the Future Of Pricing with our A-Z Guide.

For more information about AI pricing solutions, check out our Corporate sponsor Competera.ai.

In this episode of Pricing Heroes, we speak with Alex Halkin, Founder and CEO of Competera, returning to the show two years after his first appearance in 2024. In that conversation, Alex predicted a major shift toward AI-driven, contextual pricing in retail. Today, he revisits those predictions, assesses how the space has evolved, and shares what's coming next — from autonomous pricing decisions to four-dimensional optimisation models and algorithmic trading-style speed.

Key Topics:

• How AI adoption in retail pricing has accelerated since 2024, and why CIOs are now advocating for it rather than resisting it
• Why contextual AI pricing is not for every retailer, and how to assess if it's right for your business
• How advanced AI pricing algorithms use model routing to orchestrate multiple AI models to achieve holistic pricing outcomes
• Whether AI is necessary for velocity ratio index (VRI) and lifecycle sell-through rate optimisation for seasonal inventory
• Why some overstock problems are demand problems, not pricing problems
• How macroeconomic volatility is making pricing resemble algorithmic trading

Connect with Alex Halkin on LinkedIn.

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Get your free copy of Get Ready for the Future Of Pricing with our A-Z Guide.

For more information about AI pricing solutions, check out our Corporate sponsor Competera.ai.

In this special year-end episode of Pricing Heroes, we revisit one of our most widely listened-to conversations of the year: our 2025 pricing predictions roundtable. Recorded in January, this episode brought together nine leading pricing experts to share their perspectives on the forces they believed would shape pricing throughout the year ahead.

Now, as 2025 comes to a close, those predictions read less like forecasts and more like a reflection of the realities pricing teams have spent the year navigating. From tariffs and inflation pressures to the rapid adoption of AI, growing scrutiny of algorithmic pricing, and the ongoing evolution of pricing organizations, this episode offers a valuable opportunity to reflect on what held up, what proved more complex in practice, and what pricing leaders can take forward into 2026.

Rather than revisiting predictions in hindsight, this conversation captures how experienced practitioners were thinking about pricing at the start of the year — and why many of those perspectives remain highly relevant today.

Featured Experts:

🎙️ Stephan Liozu – Chief Value Officer, Zilliant
🎙️ Per Sjöfors – Author of The Price Whisperer
🎙️ Oliver Banks – Retail Transformation Expert, Author of Driving Retail Transformation
🎙️ Ayon Bhattacharyya – Founder & CEO, Biz Growth Spurt
🎙️ Markus Husemann-Kopetzky – Founder, Price Management Institute
🎙️ Danilo Zatta – Pricing Advisor, Author of The 10 Rules of Highly Effective Pricing
🎙️ Maciej Kraus – Managing Partner, Movens Capital, Author of The Future of Pricing
🎙️ Tim J. Smith – CEO, Wiglaf Pricing & Adjunct Professor, DePaul University
🎙️ Alex Halkin – Founder & CEO, Competera

Key Topics:

• How tariffs, trade policy, and inflation reshaped pricing decisions in 2025
• The shift from AI experimentation to practical adoption in pricing teams
• Why algorithmic and dynamic pricing drew public and regulatory scrutiny
• The growing importance of data foundations and pricing governance
• How value-based pricing gained relevance in a more price-sensitive environment
• Why competing on price alone continues to erode margins and trust
• The evolving role of pricing teams as part of broader revenue intelligence functions

Get in touch with us

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Get your free copy of Get Ready for the Future Of Pricing with our A-Z Guide.

For more information about AI pricing solutions, check out our Corporate sponsor Competera.ai.