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Distribution recognizes the need to develop talent for pricing within their organizations. Owning this core competency is now critical for survival. Many distributors have historically outsourced this capability, but are now ready to adapt this skill set internally and own the most important component to their customer relationship. In this session, we will discuss the transactional datasets used for pricing analysis and provide an understanding to the importance of blending knowledge with data to derive accurate pricing for customers. We will point out potential pitfalls in pricing that lead to commercial issues, and discuss the use of segmentation to derive contextual performance models.