Pricing College Podcast

Joanna Wells and Aidan Campbell

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Marketing
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Get a free education when you attend Pricing College. Learn everything about pricing, value management, revenue management and how to build a pricing career. Join Joanna Wells and Aidan Campbell for entertaining and informative discussion every week.

2d ago

Episode #0136 - How Do You Grow When Customers Want Lower Prices? Four strategies. Four businesses that got it right.

What do you do when your biggest customer asks for a lower price? Say yes, and your margins take a hit. Say no, and you risk losing the customer entirely. In this episode of the podcast, Joanna Wells explores how top brands avoid this margin trap and continue growing without across-the-board price cuts. We break down four real-world strategies from four leading businesses that got it right. ⏱️ TIMESTAMPS 00:00 - The CEO's Pricing Dilemma 01:31 - Strategy 1: Portfolio Strategy (Penfolds) 04:21 - Strategy 2: Selective Price Investment (Woolworths) 05:57 - Strategy 3: Portfolio Optimisation (Nestlé) 07:31 - Strategy 4: Value Innovation (John Deere) 10:53 - What's Your Answer to the Price Question? #PricingStrategy #BusinessGrowth #JoannaWells #RevenueGrowth #B2BStrategy #ValueInnovation #BusinessLeadership
Jul 21

Episode #0135 - Why Pricing Is the Hidden M&A Risk Most Boards Never Plan For: Lessons from the Sigma- Chemist Warehouse Merger

When multi-billion-dollar mergers promise massive operational synergies, why do so many post-acquisition profit margins fall short? The leak often hides in plain sight: Pricing Architecture. In this episode, we break down the ACCC's approval of the landmark Sigma Healthcare – Chemist Warehouse merger and explore the commercial, regulatory, and pricing challenges that arise when wholesale and retail arms merge under one roof. We reveal why traditional integration plans focus on ERPs, HR, and procurement while completely ignoring pricing alignment—creating the dangerous Pricing Integration Gap. 📌 What You'll Learn in This Episode: The Synergy Illusion: Why board-approved M&A margin targets quietly disappear 18 months post-merger. The Sigma–Chemist Warehouse Case: How vertical integration creates inherent friction between wholesale supply and retail competition. ACCC Undertakings through a Commercial Lens: Deconstructing regulatory requirements regarding customer lock-in, data deletion, and remote supply as commercial pricing risks. The Pricing Integration Gap: Why leaving legacy pricing structures, discounts, and customer contracts intact destroys acquired value. The Regulatory Litmus Test: How to prove your wholesale pricing decisions don't uncompetitive advantage your internal retail arm. Timestamps: 00:00 – Introduction: The Hidden Risk in Major M&A 00:45 – The Illusion of Merger Synergies & The Blame Game 02:15 – Case Study: Inside the Sigma & Chemist Warehouse Deal 03:45 – ACCC Undertakings: Regulatory Safeguards vs. Commercial Reality 05:15 – The Pricing Integration Gap & Why ERP Integration Isn't Enough 06:30 – The Litmus Test for Board Members & Commercial Leaders #MandA #PricingStrategy #MergersAndAcquisitions #BusinessStrategy #SigmaChemistWarehouse #ACCC #VerticalIntegration #CorporateGovernance #CommercialStrategy #ExecutiveLeadership #Podcast
Jul 14

Episode #0134 - The California AI Pricing Lawsuit Every CEO Should Know About. Who Really Owns Your Pricing: Your Business Or Your AI Vendor

Every night, algorithmic pricing software updates thousands of prices across the globe. Most CEOs assume it's working perfectly, the revenue is coming in, and the vendor says everything is fine. But a massive federal class-action lawsuit filed in California is exposing a dark truth about algorithmic pricing, and it's a massive wake-up call for corporate governance. In this episode, we break down the antitrust lawsuit targeting eight of the largest fuel retailers in the U.S. (including Walmart, 7-Eleven, and BP) who all subscribed to the same AI-driven pricing platform, Kalibrate. The core issue isn't just about reading the market; it's about what happens when competitors feed non-public, commercially sensitive cost and volume data into the exact same algorithm. When 1,700+ stations stop competing and start moving in a continuous algorithmic loop, who is actually setting the price? Your business, or your AI vendor? If a regulator or your board asked you to defend an automated 7.3% price hike tomorrow, could you prove it was your strategy, or would you have to blame the "black box" of a third-party platform? TIME-STAMPED NOTES: [00:00] The Hidden Risks of AI and Dynamic Pricing [01:44] How AI and Dynamic Pricing Can Influence Market Competition [05:17] When AI and Dynamic Pricing Take Control Away from Businesses [ 08:13] Why AI and Dynamic Pricing Require Stronger Governance and Accountability [11:38] Conclusion: Who Really Controls Your Prices? If you found this breakdown valuable, please LIKE, SHARE, and SUBSCRIBE for more deep dives into business strategy, AI governance, and modern leadership. #AIPricing #BusinessStrategy #CEO #ArtificialIntelligence #AntitrustLawsuit #CorporateGovernance #AlgorithmicPricing #TechLaw #BusinessLeadership
Jul 6

Episode #0133 - Can You Explain Your Price Without Looking At Your Competitor

"The market made me do it." For decades, that single phrase has been the ultimate shield for businesses facing tough pricing questions. If costs go up, you raise prices. If competitors move, you move with them. It's how the game has always been played—from fuel giants and supermarkets to manufacturing and B2B suppliers. But that shield is cracking. With regulators like the ACCC turning up the heat and increasingly sophisticated procurement teams demanding real answers, a massive shift is happening. Buyers no longer want to know what the market is doing. They want to know exactly how you arrived at your number. In this episode, we break down why relying on market-driven pricing is becoming a massive commercial risk, and how the best businesses are learning to justify their prices independently using internal cost structures, margins, and undeniable value propositions. Stop watching your competitors. It's time to know your own number. Key Takeaways From This Episode: The Death of the Market Defense: Why "following the market" is a description of behavior, not a justification of value. The Changing Buyer Mindset: How procurement leads and commercial managers are reframing the pricing conversation. The Exposure Risk: Why letting your competitors dictate your justification means they own your strategy. Building a Bulletproof Price: How to confidently articulate your cost, margin, and value without looking sideways. #PricingStrategy #BusinessStrategy #Procurement #ACCC #B2BSales #CommercialValue #Finance #BusinessGrowth #MarketTrends #CorporateLaw
Jul 1

Dear CEO Episode 2 : The Information You Receive About Pricing Has Been Designed By The Wrong People.

By the time pricing data arrives on your desk, in your board pack, or in your leadership meetings, it has already been shaped, structured, filtered, and framed. In this episode, we pull back the curtain on corporate pricing reporting. This isn't a story of fraud or bad intentions; it is a breakdown of a rational corporate system where everyone is answering a different question, except yours. Discover how Finance, Sales, and Commercial teams naturally curate data to "survive the room," how leadership culture accidentally encourages the filtering of uncomfortable truths, and how you can change your perspective to see the real story behind your margins. 📌 Key Takeaways from This Episode The Ownership of the Story: Why the person who owns the data ultimately owns the narrative your business believes. The Three Filters: How Finance focuses on margin percentages, Sales focuses on top-line volume, and Commercial teams protect accounts, leaving nobody looking at the whole picture. The Three Hidden Conversations: A step-by-step breakdown of how uncomfortable data gets "contextualised" and curated long before the CEO review. Surviving the Room: How executive reactions inadvertently train teams to hide structural pricing flaws. Moving Upstream: Why changing your dashboard won't solve your pricing problem, but changing which room you sit in will. ⏱️ Timestamps 00:00 – Introduction: The data on your desk isn't what you think it is 01:12 – The 3 owners of pricing data (Finance, Sales, and Commercial) 03:45 – The 3 hidden conversations that curate your data 06:20 – "Surviving the Room": How corporate culture filters uncomfortable truths 08:15 – The final filter: Why leaders accept confirmation over reality 10:10 – What you aren't receiving: The missing customers and conversations 12:35 – How to fix it: Moving upstream to change your pricing reality 🔔 Connect & Subscribe If you found this episode valuable, please Like, Comment with your biggest takeaway, and Subscribe for more deep dives into executive leadership, strategy, and corporate truth. #ExecutiveLeadership #BusinessStrategy #PricingStrategy #CEOInsights #DataTransparency #CorporateCulture #FinanceAndSales #BusinessGrowth #DataAnalytics
Jun 29

Episode #132 - From 1 July Coles Will Have to Justify Their Price, Then They'll Start With Yours

A massive shift is hitting Australian retail. Under the mandatory food and grocery code of conduct, Coles and Woolworths are legally required to justify their shelf prices to regulators based on a strict standard: cost of supply plus a reasonable margin. But if you think this law stays at the checkout, you are missing the real commercial threat. The pressure is about to travel directly into the range review room. When a retailer has to prove their numbers to the ACCC, the very first thing they will do is demand that you justify yours. In this episode, we break down exactly how this law changes your next buyer negotiation, the critical question your current price list can't answer, and why this "justification framework" is about to spread far beyond the grocery sector into mining, construction, and manufacturing. ⏱️ Key Timestamps 00:00 – The hidden consequence of the new pricing laws. 00:29 – The $10M ACCC penalty: Cost of supply vs. reasonable margin. 01:40 – Why the commercial logic forces buyers to audit your supply chain. 02:53 – What happens in a range review when a supplier isn't ready. 04:37 – Why offering a discount is actually an admission of defeat. 05:36 – How to defend your margin without using "cost-plus" pricing. 07:22 – B2B Warning: Why this pricing question will travel to other industries. 09:05 – A price without a reason is just a discount waiting to happen. #ColesAndWoolworths #ACCC #PricingStrategy #FMCG #RangeReview #B2BNegotiation #SupplyChain #AustralianBusiness #MarginProtection #PodcastEpisode132
Jun 22

Dear CEO Episode 1 : Your Pricing Problem Is Not What You Think It Is.

As a CEO, you look at board reports, summaries, and high-level margins. But what happens when you actually open up the raw, transactional data? In this episode, we dive into the hidden layers of corporate defense mechanisms—from recruitment filters and executive stakes to "the shield" of trusted staff and an over-protectiveness in corporate culture—that unintentionally keep CEOs in the dark about their actual pricing structure. When the real data is finally brought into the room, the reaction is almost always the same: the numbers are challenged, the atmosphere shifts, and the problem gets wrapped up in a "project" rather than a decision. Meanwhile, your sales team is discounting in the field under pressure, margin is leaking, and your customers are starting to feel the inconsistency. Your pricing problem isn't a systems problem, and it isn't a sales team problem. It is a visibility problem. Tune in to discover why the commercial story you inherited might be protecting you from the very information you need to lead, and how you can find the courage to dismantle the wall and look at the real numbers. 📌 What We Discuss in This Episode: The Four Invisible Layers: How your recruitment, executive team, internal shields, and company culture unconsciously distort your commercial reality. The Deflection Routine: Why raw data gets challenged, questioned, and institutionalized into endless committees instead of driving swift decisions. The Cost of Silence: How margin leaks quietly through thousands of field transactions while your best customers sense something is uneven. The CEO's Ultimate Responsibility: Why you are the only person who can break the cycle and demand a pricing architecture over a pricing preference. #CEO #BusinessStrategy #PricingStrategy #CorporateLeadership #DataVisibility #MarginOptimization #Podcast
Jun 22

Episode #0131 - Is Your Pricing Protecting Margin Or Destroying It

When you sit down with a CEO or commercial team and open up the actual transactional data, that is the exact moment a chilling realisation sets in. More often than not, the answer is: "Nobody knows." In this episode, we pull back the curtain on what pricing actually looks like inside a business that's been operating for 20+ years. It's not a story of intentional strategy—it's a story of accumulated chaos. From legacy discounts and old competitor responses to forgotten volume rebates and manual overrides, we look at how unexamined pricing complexity quietly destroys profitability. If your business is growing revenue but stalling on profitability, you don't have a sales problem or a margin problem. You have a price architecture problem. Tune in as we break down why a deep-dive pricing analysis is no longer optional—especially under current regulatory scrutiny—and how the businesses that hold genuine pricing power rely on clear, defensible reasons for their prices, not just a spreadsheet. #PricingStrategy #PricingAnalysis #ProfitMargin #BusinessStrategy #B2BBusiness #MarginProtection #CEO #Finance

See All (100)

Creator

Joanna Wells and Aidan Campbell
Years Active

2020 - 2026
Episodes

100
Rating

Clean
Show Website

Pricing College Podcast

Pricing College Podcast

Episodes

Episode #0136 - How Do You Grow When Customers Want Lower Prices? Four strategies. Four businesses that got it right.

Episode #0135 - Why Pricing Is the Hidden M&A Risk Most Boards Never Plan For: Lessons from the Sigma- Chemist Warehouse Merger

Episode #0134 - The California AI Pricing Lawsuit Every CEO Should Know About. Who Really Owns Your Pricing: Your Business Or Your AI Vendor

Episode #0133 - Can You Explain Your Price Without Looking At Your Competitor

Dear CEO Episode 2 : The Information You Receive About Pricing Has Been Designed By The Wrong People.

Episode #132 - From 1 July Coles Will Have to Justify Their Price, Then They'll Start With Yours

Dear CEO Episode 1 : Your Pricing Problem Is Not What You Think It Is.

Episode #0131 - Is Your Pricing Protecting Margin Or Destroying It

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