What happens when the pricing playbook you’ve relied on no longer works? In this episode of Let’s Talk Pricing, PPS President Kevin Mitchell sits down with Christina Wirth, CPP, Managing Director and Head of Pricing & Commercial Enablement at KPMG US, to explore what it really means to “forget what you knew about pricing.”

With over 20 years of experience driving pricing transformation across global professional services firms, Christina shares:

• The legacy pricing habits holding companies back—and why they persist

• How leaders can dismantle outdated models to unlock new value

• The disruptive role of Generative AI and the rise of Outcome-Based Pricing at Scale

• Where human judgment still matters in an algorithmic world

• Her roadmap for leading successful pricing transformations

Christina also gives a sneak peek into her upcoming profitABLE25 Las Vegas keynote, where she’ll challenge pricing leaders to rethink what’s possible.