1 rich Libsyn https://www.libsyn.com 90 600 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?&amp;nbsp; &amp;nbsp; “That is quite a controversial statement whenever I make it,” said Karan Sood, pricing expert and today’s guest on B2B Reimagined. “When I show people my spider chart of how pricing is the heart of the organization, some people are very supportive and some people are like, ‘You're smoking something.’ But I do believe pricing is at the heart of the organization.” &amp;nbsp; Karan and host Barrett Thompson examine the distance between pricing’s theoretical strategic value and the reality - its common lack of organizational influence - through the lens of four pricing paradoxes: &amp;nbsp; Pricing should be considered first in a new campaign or product launch, but it often comes last. Pricing teams should be forward-looking, but most toil in the past (last quarter’s profitability, what went wrong?). Pricing should lead the organization in data-driven capabilities, but it’s usually one of the last adopters. Pricing should have visibility to the C-suite, but it’s relegated to the back office. &amp;nbsp; Listen as we diagnose the reasons behind these disconnects and prescribe immediate actions pricing leaders can take to expand their influence, based on real-world examples. www.zilliant.com B2B Reimagined https://zilliant.com/podcasts <iframe title="Libsyn Player" style="border: none" src="//html5-player.libsyn.com/embed/episode/id/28477367/height/90/theme/custom/thumbnail/yes/direction/forward/render-playlist/no/custom-color/88AA3C/" height="90" width="600" scrolling="no" allowfullscreen webkitallowfullscreen mozallowfullscreen oallowfullscreen msallowfullscreen></iframe> https://assets.libsyn.com/secure/item/28477367