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Lionnel Bourgouin is a core member of Boston Consulting Group's Marketing, Sales & Pricing practice. He is the global leader for B2B pricing with a concentration on tech and industrial goods pricing, especially SaaS pricing model.

Lionnel’s consulting work includes pricing strategy, new pricing models, pricing transformations and organization enablement, and net revenue management efforts (promotional effectiveness, trade optimization, etc). In addition, he has worked on several marketing, product management, and sales force effectiveness projects.

Lionnel also leads the roadmap, development, commercialization, and deployment of Price.Ai, our B2B pricing analytics solution (a BCG X product).

Prior to joining BCG, Lionnel worked in the strategic alliance department at Air France and was a consultant at OC&C Strategy Consultants.

AREAS OF EXPERTISE

EDUCATION

  • MBA, Haas School of Business, UC Berkeley

Publications and Videos

Moving from the Custom Game to the Choice Game

BCG's Lionnel Bourgouin explains how a move to the choice game is really a move to a more customer-centric organization.

Inflation is forcing B2B CEOs to rethink pricing

Inflation Is Forcing B2B CEOs to Rethink Pricing

Rather than see B2B inflation as a dire threat, companies should view it as an ideal opportunity to make long-overdue changes to pricing practices. The attention of senior leaders will never be more focused on pricing than it is right now.
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Debunking the Myths of B2B Dynamic Pricing

Companies that see through these misconceptions can set course on the journey toward making the right decision on price at the right time for each customer.