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 operateThe five core RGM levers — pricing, promotions, mix, trade terms, and innovation — and how to manage them as a coordinated systemHow the most successful retailers are building cross-functional RGM teams that span finance, category, sales, and marketingThe gap between data-driven ambition and month-end firefighting, and what it takes to close itAI as a force multiplier in RGM: where it works, where it's being misapplied, and how to identify the highest-value use casesThe Novus case study: how Ukraine's leading retailer used Competera's AI pricing platform to achieve a 6.7% profit uplift amid wartime volatilityA preview of Danilo's upcoming book on AI pricing, including build vs. buy decisions and change management for pricing software rolloutsRecommended Resources:Ten Rules of Highly Effective Pricing by Danilo ZattaThe Pricing Model Revolution by Danilo ZattaPricing Decoded by Danilo ZattaImpact Pricing podcast by Mark StivingThe Price Point newsletter (via Danilo's LinkedIn)Connect with Danilo Zatta on LinkedIn.Get in touch with us----------Get your free copy of Get Ready for the Future Of Pricing with our A-Z Guide.For more information about AI pricing solutions, check out our Corporate sponsor Competera.ai.