Craig Zawada

Chief Visionary Officer, PROS, author of “The Price Advantage”

Craig Zawada joined PROS in 2010 and serves as its Chief Visionary Officer. He is responsible for creating and articulating the vision for how PROS uses the latest technology to help companies drive incremental sales growth and profit improvement.

Zawada also works with new and existing customers to define the implementation path for these solutions to help them outperform in their respective industries. Prior to joining PROS, he was a partner and leader in the Marketing & Sales Practice at McKinsey & Company.

Zawada is a widely published author, with articles that have appeared in many high-profile publications, including Harvard Business Review, Forbes.com, Mergers and Acquisitions, and the McKinsey Quarterly. He has been interviewed by and quoted in Fortune, Canadian Business, Business 2.0 and CNBC.com publications. Zawada co-authored both the first and second editions of “The Price Advantage,” which has been recognized as one of the most pragmatic books available on pricing strategy. As a frequently sought-after presenter, Zawada has spoken at conferences around the world on next-generation sales and pricing improvement strategies.

He earned both an M.B.A. and bachelor’s degree in business administration from the Schulich School of Business at York University in Ontario, Canada.