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
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