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Dr. Marcus Demmelmair | Managing Director | Accenture
Sriram Sundar | Principal Director | Accenture
Ineke Wessendorf | Principal Director

Embarking On Big Pricing Transformation– Getting Started: From Ambition to Impact

Introducing a pricing tool is often a catalyst for broader pricing transformation, but many initiatives fail by treating tool selection as a purely technical exercise. Successful organizations embed tool decisions within a clear pricing ambition, governance model, and target operating model from the outset. This article outlines how to approach pricing tool selection and rollout as an integral part of an E2E pricing transformation, ensuring the tool enables better decisions, consistent execution, and sustainable adoption. When aligned with strategy, processes, and people, pricing tools become a powerful accelerator of value realization rather than a standalone IT solution.
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Dr. Marcus Demmelmair is Managing Director at Accenture’s Pricing & Commercial Strategy Practice. Marcus’ passion is to advise on fresh commercial strategies leveraging artificial intelligence as well as innovative technologies. Marcus combines deep B2B pricing expertise with a hands-on execution mindset leading commercial transformation programs for clients across Europe.
Mr. Sriram Sundar is a Principal Director in Accenture Song - B2B Sales and Commerce practice, specializing in Pricing and Revenue Lifecycle Management. He brings deep expertise in leading complex pricing and CPQ transformations, driving innovation through AI-powered solutions, and translating strategic vision into practical, scalable execution. His work consistently results in tangible business outcomes, helping clients modernize their revenue operations, accelerate growth, and unlock value across the pricing lifecycle.
Ineke Wessendorf is a Principal Director in Accenture’s European Pricing Strategy team with over 12 years of consulting experience. She advises clients across B2B industries on strategic pricing and sales excellence, combining deep pricing expertise with a strong execution mindset. Ineke is recognized for leading complex pricing transformations and technology enabled capability building initiatives, helping organizations define strategic pricing agendas, strengthen commercial capabilities, and lay the foundation for scalable, end to end technology transformations that deliver lasting business impact.