Our Thinking

When it comes to pricing, theory and practice are two sides of the same coin. So we constantly strengthen our pricing confidence approach through research and thought leadership. Meanwhile, our work with business leaders day-to-day ensures that our knowledge delivers practical, real-time results.

Pricing strategy — We wrote the book
In 2008, we launched our new book, Pricing with confidence: 10 Ways to Stop Leaving Money on the Table. Co-authored by Dr. Reed Holden and Mark Burton, the book gives sales, marketing, finance, and pricing leaders a road map for working together to outperform the competition.

Dr. Holden also co-authored The Strategy and Tactics of Pricing, ed. 2 and 3, the largest-selling book on pricing in both academic and professional markets.

Thought leadership — We explore today’s issues
Through articles and essays and our current events Newsletter we continually form and express viewpoints on today’s most urgent business challenges:

• Selling to Procurement: The New Normal. Commoditization is accelerating at an alarming rate and increasingly with differentiated high-value products and services. 

  
  

• Selling with Confidence: How to Keep Revenue and Prices Up. Selling with confidence gives sales professionals the skills and support they need to resist growing pressure to discount prices.

• Rocket Plan. Mark Burton and Steve Haggett detail how to make new product launches succeed through a rigorous pricing approach.

• Getting Out of the Professional Services Commodity Trap. Dr. Holden explains why sales managers must become trusted advisors to customers.

• Outsourced Services: Trends in Selecting the Right Offering and Pricing Strategies. Mark Burton helps you achieve the performance and price you want from your outsourcers.