The digital revolution affects just about every part of a business … including how it prices. What is important now is understanding what aspects have changed, how and why they did change, and, importantly, what we can do about it tomorrow. This session stresses four mega trends that are disrupting pricing potential: accountability, transparency, fit, and automation. Failure to understand how each of these forces affects your environment virtually guarantees that you are not tapping the full potential of your customers. Importantly, it also signals that you are exposing the organisation to serious threats.