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  • 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 part of The EPP Global Pricing and Revenue Management Forum 2024, the only international pricing forum dedicated to Pricing and Revenue Directors/Managers, cross-industry. With a Full Pass, you'll gain access to both the training and the entire Forum, maximizing your learning and networking opportunities!

    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. 

    LEARNING JOURNEY

    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).

    Avatar

    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.

    Avatar

    Senior Manager - Commercial Strategy and Pricing
    Thomas Aerts

  • Dates & Fees

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

    Discounts

    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

    VENUE

    Location and contact:

    Paul van Vlissingenstraat 24, 1096 BK Amsterdam

    T: +31 20 2500000

    E: reservations.royalamsterdam@leonardo-hotels.nl

    Accommodation 

    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 francisco.porcel@pricingplatform.com.


    • 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 academy@pricingplatform.com
    • 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.

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