Speakers: Lauri Hanover | Greg Alexander, SBI


Your pricing strategy is the backbone of any successful product marketing campaign. In order to make your number consistently, your product needs to be priced correctly. This requires a deep understand of product profitability. I recently interviewed Lauri Hanover, the CFO at Netafim, a global pioneer of the drip revolution. Together we discuss how to improve your company’s marketing strategy by determining the perfect price in regards to your cost.


During the episode, Lauri will discuss topics such as:


  • Why cost is the biggest influence on a sound pricing strategy.
  • How to factor in the costs of building, marketing, selling, installing and supporting your product.
  • How to determine a product price relative to your cost and product strategy.
  • What to pull from outside influences such as market trends and competitor pricing.
  • The first steps to putting a new pricing strategy into action.


You cannot make your number if your products are not priced correctly. It’s that simple. Your company cannot continue to innovate if the products aren’t profitable. Instead, listen to Lauri’s insights in order to partner with your CFO and calculate your true cost to build, market and sell your products.


Greg Alexander

Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.

Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.


He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.


Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.


He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.


Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.


He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.




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