Impact Pricing Why Efficiency, Not AI, Is the Real Competitive Advantage in Pricing with Lindsay Maurer
Lindsay Maurer is Pricing Intervention Manager at BP. With 14 years of experience in product management and pricing, she reveals how she achieved a 13% profit gain despite a 16% revenue drop, and why she believes "the dumbest guy in the market sets the price."
In this episode, Lindsay and Mark Stiving discuss regional pricing strategies, ethical competitive intelligence, and the power of price signals in the market. They explore what defines a pricing leader versus a follower, why clean data matters more than fancy tools, and why AI can't fix bad pricing fundamentals.
Whether you work in pricing, lead a team, or simply want to understand how pricing shapes business strategy, this episode offers practical, real-world insights you can use right away.
Why You Have to Check Out Today's Podcast:
- Learn how to build regional pricing strategies that adapt to local competition and customer behavior.
- Discover smart, ethical ways to track competitors using tools like Circana data and web scraping.
- Understand why clean data and efficient processes matter more than any pricing technology.
"It doesn't matter how much technology you throw at bad data — it's not going to fix your pricing strategy."
– Lindsay Maurer
Topics Covered:
02:50 - Getting into Pricing: How Lindsay's career began and what got her hooked on pricing strategy.
06:10 - Inside the Role: What a Pricing Intervention Manager does - from fixing revenue leaks to supporting teams across the Americas.
12:15 - Market Dynamics: Why "the dumbest guy in the market sets the price" and how smart companies protect their margins.
15:08 - Retail Pricing: How retailers test price floors and ceilings, monitor competitors, and manage customer perceptions.
17:31 - Price Leadership: What makes a company a price leader versus a follower, and how market factors like tariffs shape decisions.
20:17 - Competitor Insights: How often to track prices in different industries and how to ethically gather market data.
25:01 - Strengthening Pricing Teams: Why efficient tools, clean data, and solid processes matter more than fancy systems.
28:25 - AI in Pricing: Where AI fits today, what it can and can't do, and how to use it for smarter market insights.
29:57 - Pricing Community: Lindsay's call for collaboration - connecting with other pricing professionals and sharing tools.
Key Takeaways:
"The dumbest guy in the market sets the price. If you have someone that has products that they can go and sell for half the price of yours, well, you're also taking out half the price of everyone's margin, but also your own." - Lindsay Maurer
"Make sure you've got great information coming in. Make sure that you're doing anything you can do with it as efficiently as possible so that when you do get those quotes and you do get those quick turnaround requests for sales that you can price quickly and you don't lose business due to inefficiency." - Lindsay Maurer
People / Resources Mentioned:
- Al Beck: Al Beck: Pricing Director at Standard Motor Products https://www.linkedin.com/in/alexanderkbeck/
- Circana (formerly NPD): https://www.circana.com
- Ficstar: https://www.ficstar.com/
- Import.io: https://www.import.io/
- SVP Recruiting: Organizer of Pricing Week conference https://svpricing.com/pricing-week
Connect with Lindsay Maurer:
- Website: https://www.bp.com/
- LinkedIn: https://www.linkedin.com/in/lindsaymaurer/
Connect with Mark Stiving:
- LinkedIn: https://www.linkedin.com/in/stiving/
- Email: mark@impactpricing.com