A pricing strategy can look great on paper, but it only works if sales and account teams can execute it confidently in the market. In this episode, Avy and Michael speak with John Shulman from Alignor about how to bridge the gap between pricing recommendations and real outcomes with customers. John shares practical tools, cultural considerations, and leadership approaches that help organizations align pricing and sales, reduce resistance, and drive stronger commercial performance. Key takeaways:• Pricing success depends on sales execution• Pricing is 30/70. Thirty percent numbers, seventy percent people• Collaborating early reduces pushback later• A shared framework and language between pricing and sales improves outcomes Listen for practical steps you can apply right away.