Karan Sood is the Senior Director of Sales Operations at Rakuten Kobo. On this episode of the Go To Masters Show, he shares how pricing has evolved from a passive, cost-plus function to a strategic revenue driver that shapes entire go-to-market strategies.

• Transforming pricing from "order-taking" to strategic value creation across different business models
• Mastering the nuanced differences between PLG and sales-led pricing approaches
• Using compensation as the ultimate behavior-change lever to drive pricing transitions