Skip to main content
  • Overview

    EVM (Economic Value Modeling) also known as EVC (Economic Value Calculation)  is an important step in the B2B value management cycle of value creation, value pricing, value communication, and value selling.  This training program is focused on the process, the technique, and the use of EVM as an important instrument to understand, communicate, and sell your differentiated value.

    This training is before The EPP Global Pricing and Revenue Management Forum 2024.

    Our Participant Profile

    This training is targeted for industry practitioners at the following functions in B2B environments:

    • Innovation managers
    • Product managers
    • R&D managers
    • Pricing analysts
    • Pricing managers
    • Segment managers
    • Marketing managers
    • Business Development managers
    • Sales managers

  • Harness the expertise to implement a value-driven pricing strategy. Secure lucrative profits by aligning your pricing with the genuine value you deliver to customers. Master the art of economic value modeling (EVM) as an integral step in the value management cycle, encompassing value creation, value pricing, value communication, and value selling. 


    Deep dive into the process, the technique, and the use of Economic Value Modeling as an important instrument to understand, communicate, and sell your differentiated value.

    1. Economic Value Estimation

    Determine the Initial Price Band

    Refine Based on Market Context and Profitability Analysis

    Validate and Finalize Target Price by Segment

    2. Feature-Benefit-Value Mapping

    Link Features to Value Drivers

    How to create unique benefits with digital data

    Preliminary Value Quantification

    Test and Validate Model

    3. Exercise on Economic Value Estimation

    Apply the interview technique SPIN (Situation- Problem- Implication – Need) to uncover needs and prepare a benefit-value quantification.

    A real B2B case will be used to guide the exercise.

    4. Economic Value Calculation as Input for Pricing

    How do you translate value in pricing?

    How to create new earning logic in a Digital Era?

    Exercise on price positioning

    Service pricing

    Digitally Enabled Solutions pricing

    Differentiated offer configurations: Prepare options to meet demand from various customer segments

    5. Economic Value Calculation as Input for Value Selling

    Value communication and psychology

    Examples of economic benefits perceived by professional buyers and their willingness to pay

    The behavior of professional buyers depicted by neuro-sciences (B2B case study)

    Exercise on value communication

    6. Price Policies and Governance

    Visually represent the opportunities identified after brainstorming and analysis exercise, prioritizing goals for your RGM roadmap.

    Wrap-up and Key Take-Aways for the Training



  • Avatar

    Partner, Monitor Deloitte
    Marc Abels

    Marc has 20 years of experience in Go to market strategies and a deep expertise in pricing. He leads the Strategy & Analytics team (260 consultants) for Deloitte Belgium. He is one of the ‘pricing’ experts within Deloitte Europe and is a regular speaker on various pricing conferences (e.g. EPP- Pricing Platform).


    Director – Commercial Strategy & Pricing
    Simon Murzeau

    Simon is a Director within the Strategy department of Deloitte, focusing on Commercial Strategy & Pricing. For the last 12+ years he has gained experience on pricing and analytics in payments, healthcare (med-dev) and transportation industries.

    Experience ranges from value-based pricing projects to leading pricing transformation programs as head of a pricing organization, as a trusted advisor to senior business leaders.

    His industry background in pricing and analytics enables him to identify the value levers and issues of clients around pricing and revenue optimization.


    Senior Manager - Commercial Strategy and Pricing
    Thomas Aerts


    Partner – Commercial Strategy & Pricing - Monitor Deloitte
    Maarten Moreels

    Maarten is a Partner within Monitor Deloitte with a strong track record, Commercial Strategy & Pricing (16+ years). Maarten is leading the Commercial Strategy & Pricing practice and therefore has solid experience in leading large multinational strategic pricing projects. His operational experience (8 years) in pricing, sales & marketing from the industry enables him to identify the critical value levers and translate strategies into pragmatic and result-driven approaches. Furthermore, Maarten has built up a very strong pricing management expertise, having supported several multinational companies across the globe on optimizing their pricing performance

  • Dates & Fees

    Start : 12 Nov 2024 at 09:00
    Duration : 2 days
    Location : Amsterdam (Leonardo Royal Hotel Amsterdam)
    Fees : €1920.00


    15% discount if you register with 2
    25 % discount if you register with 3 or more
    10% discount for our CPM Alumni
    €300 discount on certification programs for EPP Prime Members
    €150 discount on open programs for EPP Prime Members

    Hotel info


    Location and contact:

    Paul van Vlissingenstraat 24, 1096 BK Amsterdam

    T: +31 20 2500000



    EPP has secured a preferential room rate at the Leonardo Royal Hotel Amsterdam, exclusively for the attendees of this Forum.

    To benefit from this preferential rate and more information, please contact Francisco Porcel at

    • Please note that the program fee does not include travel expenses, accommodation, individually organized dinners and other incidentals.
    • VAT shall apply at prevailing rates according to local (country of training) laws and regulations.
    • We try to negotiate special hotel rates if possible - please ask the hotel for the best rates.
    • If you have special requests, please connect with
    • Please note that EPP reserves the right to cancel or postpone events/sessions, or alter the country, location or venue in case of force-majeur, unforeseen circumstances, or if minimum registration numbers are not met. In case of such cancellation, postponement or alteration by EPP, registrants will receive a rollover credit for attendance at the rescheduled sessions.
    • For more information we refer to our Terms and Conditions.

Hear from our participants

Patient Care Solutions
Mae Sattam
GE Healthcare

It was a great course and is already paying dividends with our pricing team! GE Healthcare

Senior Pricing Analyst
Thad Seymour
GE Healthcare

The MedTech Pricing training was very informative and offered valuable ideas to improve our team’s pricing act...

Pricing Specialist
Sofie De Groote
Hyundai Europe

This training was very valuable to me to get to know the practical process of value based modeling and I will ...

Executive Director - Product Management
Robert Morrison
Totally Money

I found the Subscription Based Pricing course exceptional. I wanted to get up to speed on best practices, but ...

Global Markets Pricing Leader
Kassandra Klaritsch

The Strategies & Tactics of Pricing Training is an excellent session that helps leaders with diverse level...

Spare Parts Pricing Manager
Fabian Mattes

The Spare Parts & Service Pricing training by the European Pricing Platform was a very intense and focused...

Senior Commercial Manager
Tom Grange
Virgin Media

Good content, excellent moderator and insightful debate across a range of different pricing analisyis techniques.

Sr. Pricing Administrator
Hermine Viaene
Samsonite Europe

The pricing research toolbox was very interesting , driven by a very professional speaker. We got a lot of ins...

Bart Dekkers

The Strategies and Tactics of Pricing training helped me to get a perfect overview on the different aspects of...

Pricing Strategy
Petra Reiter

Thanks for a really good training, I learnt a lot and I think Pol Vanaerde is a really good trainer, he has al...

Senior Pricing Analyst EMEA Surgical Devices
Marina Araujo
Covidien AG

To spend two days focusing on an item such as "strategic pricing" was a true eye opener in the sense that it r...

Aftermarket Pricing Manager
Laura Mayr

For me the EPP Spare Parts Training was the first training in my job as spare parts pricing manager so I didn'...

Spare parts manager
Lex Van Bruggen
Lely Industries

This spare part pricing masterclass gave me a really good insight into different pricing methodologies and how...

Business Controller
Kenneth Bengtsson
Mekonomen Group

Except for direct discussions with him, I have had the benefit to listen to Tord during two occasions during N...

Vice President Marketing
Roberto Santos
Klöckner Pentaplast

Christian Wirth has a vast experience around pricing leadership in many different businesses. Companies today ...

Pricing Manager
Sven Kopp
Gardner Denver

As a Pricing manager in a classic B2B industrial manufacturing company, it was awesome to learn more about oth...

    Senior Strategic Pricing & Business Manager
    Linda Thalmüller
    FresenIus medical Care

    Great experience, relevant insight backed up with sound practical  experience of trainers that makes you reflect.

    Pricing Manager
    Dieuwke Systema

    The CPM certification programme made me realize that in the stage DTG is in, I needed to see Pricing as a proj...

    Pricing Analyst
    Panagiotis Giannakopoulos

    The CPM Program provides great insights and best practices for pricing through a group of knowledgeable speake...

    Strategy Implementation Manager
    Federico Boccardo

    Before joining the Certiffied Pricing Manager Program my organisation didn’t have a defined view on its pricin...

    Finance Project Manager
    Debbie van Birgelen
    IDEXX Laboratories

    "I highly recommend the CPM program, not only is the content, and expertise of the speakers excellent, but par...

      Looking for advice or a customized training?

      Contact our Learning & Development Managers:

      Send email