Pricing Leadership Outlook 08: Jenya Kubashevskiy and Joel Dienye
Author: Jenya Kubashevskiy and Joel Dienye
We believe the pricing capability that will separate winning companies over the next five years is the ability to turn pricing into a continuous, data-driven discipline rather than a periodic exercise. The advantage will not come from having more data or better AI alone, but from building the infrastructure, technology, and organizational capability to translate customer value, elasticity, competitive signals, and market changes into confident pricing decisions at the speed the market moves.
The companies that do this well will be able to test, measure, and adjust pricing continuously, while giving commercial teams the tools and authority to act on those insights in near real time. Companies that continue to treat pricing as a finance-led, spreadsheet-driven annual exercise will struggle to respond quickly to margin pressure, new entrants, and shifting customer behaviour. Ultimately, the differentiator will be the ability to convert data into pricing decisions continuously, at scale, and with confidence.
About the Authors
Jenya Kubashevskiy brings his expertise in quantitative research consulting to his role as Director, enriching our team with his valuable experience. With a Master’s degree in Data Science from Trent University and another Master’s degree in Physics from Lomonosov Moscow State University, Jenya possesses a strong academic foundation that blends analytical precision with financial acumen. Beyond his professional endeavors, Jenya finds joy in a variety of pursuits from travelling, skating to boxing.
Joel Dienye is a Director in the pricing practice, specializing in pricing transformation for manufacturing, healthcare, and business services organizations. He partners with sales, marketing, and finance leaders to develop pricing strategies and lead enterprise pricing initiatives. Joel holds a Bachelor's degree in Electrical Engineering from the University of Windsor and a Master of Management Analytics from Queen's University.
