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Five Ways Pricing Teams Can Shape Sustainability Strategies

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Sustainability is becoming a primary concern for top-level executives. As companies prepare for a surge in regulations and requirements, they face a decision: adopt sustainability measures solely for compliance or use them to gain a competitive edge. This decision is crucial, with significant implications. Stakeholders, including consumers, investors, shareholders, and regulators, are closely monitoring companies' actions.

For businesses that view sustainability as a strategic differentiator, collaboration with all go-to-market teams, including the pricing team, is essential. The article highlights five ways pricing teams can influence sustainability strategies:

  1. Engage Other Teams: Pricing teams should involve other departments in sustainability discussions, ensuring a focus on customer implications and go-to-market strategies. This approach ensures sustainability isn't solely an internal matter but connects with marketing, pricing, and sales.

  2. Customer-Centric Strategy: While many sustainability programs emphasize technology, reporting, and materials, the strategy should be customer-centric. It should address how sustainability benefits customers and contributes to their bottom line.

  3. Showcase Monetization and Pricing Tools: Tools like segmentation, business model innovation, pricing research, and value-based selling, already in the pricing toolbox, can be adapted to sustainability topics and integrated with go-to-market strategies.

  4. Lead ROSI Calculation: Return on Sustainability Investments (ROSI) is a new metric that justifies sustainability programs to top executives. Pricing teams can help customers understand their ROSI using Total Cost of Ownership (TCO) and EVE® models.

  5. Create a Monetizing and Pricing Sustainability Workstream: The sustainability strategy should emphasize monetization and pricing. Pricing teams can advocate for this focus with key company leaders, either through a dedicated workstream or a taskforce.

In conclusion, while pricing teams were often sidelined during digital transformations in the past, they now have a unique opportunity to lead sustainability monetization strategies. Proactivity and assertiveness are crucial for these teams to make their mark.

Thought-Provoking Questions:

  1. How can companies ensure that their sustainability strategies are not just for compliance but also provide a competitive advantage?

  2. In what ways can pricing teams adapt their existing tools and strategies to the realm of sustainability?

  3. How will the introduction of ROSI as a metric change the way companies view and invest in sustainability initiatives?


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