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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.
In this training, you will learn:
- Fundamentals of Economic Value Estimation (EVE®) and its role in pricing strategy.
- How to identify value drivers and analyze the value chain.
- How to assess customer segmentation and determine key value factors.
- How to effectively evaluate the Next Best Alternative (NBA) to position your offer.
- How to quantify and implement value in pricing decisions.
- How to communicate, share, and monetize value to maximize profitability.
- How to apply EVE® principles to real-world business scenarios.
This training is part of the EPP Global Pricing and Revenue Management Forum 2025, 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 designed for industry professionals in B2B environments, including:
- Innovation Managers – Driving new value creation.
- Product Managers – Managing product strategy and market positioning.
- R&D Managers – Aligning innovation with customer needs.
- Pricing Analysts & Managers – Developing data-driven pricing strategies.
- Segment Managers – Identifying and optimizing target market opportunities.
- Marketing Managers – Communicating and positioning value effectively.
- Business Development Managers – Expanding market reach and revenue potential.
- Sales Managers – Translating value into successful sales strategies.
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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
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Partner, Monitor Deloitte
Marc AbelsSpecialist with 24 years of experience in value pricing, helping clients to understand the value they deliver and develop strategy as a result. He leads Deloitte’s Pricing Center of Excellence in Europe.
Senior Manager Commercial Strategy & Pricing
Bart Van Den Langenbergh11 years of experience in supporting companies across various industries in optimizing their profitability by tackling Pricing, Sales Effectiveness, Product Management & Go-to-Market challenges.
Senior Pricing Consultant
Lavinia Soubry5+ years of experience supporting companies across various industries, with a focus on commercial strategy & pricing.
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Dates & Fees
Discounts
- BRING A COLLEAGUE AND GET -15% discount on both tickets
- REGISTER WITH 3 AND GET -20% discount on your tickets
- EPP PRIME MEMBERS GET €150 discount
EPP member ? Log-in to get your member discount.
Find all your benefits in the membership area.Hotel info
Accommodation
EPP has secured a preferential room rate. 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.
-
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.
In this training, you will learn:
- Fundamentals of Economic Value Estimation (EVE®) and its role in pricing strategy.
- How to identify value drivers and analyze the value chain.
- How to assess customer segmentation and determine key value factors.
- How to effectively evaluate the Next Best Alternative (NBA) to position your offer.
- How to quantify and implement value in pricing decisions.
- How to communicate, share, and monetize value to maximize profitability.
- How to apply EVE® principles to real-world business scenarios.
This training is part of the EPP Global Pricing and Revenue Management Forum 2025, 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 designed for industry professionals in B2B environments, including:
- Innovation Managers – Driving new value creation.
- Product Managers – Managing product strategy and market positioning.
- R&D Managers – Aligning innovation with customer needs.
- Pricing Analysts & Managers – Developing data-driven pricing strategies.
- Segment Managers – Identifying and optimizing target market opportunities.
- Marketing Managers – Communicating and positioning value effectively.
- Business Development Managers – Expanding market reach and revenue potential.
- Sales Managers – Translating value into successful sales strategies.
-
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
-
Partner, Monitor Deloitte
Marc AbelsSpecialist with 24 years of experience in value pricing, helping clients to understand the value they deliver and develop strategy as a result. He leads Deloitte’s Pricing Center of Excellence in Europe.
Senior Manager Commercial Strategy & Pricing
Bart Van Den Langenbergh11 years of experience in supporting companies across various industries in optimizing their profitability by tackling Pricing, Sales Effectiveness, Product Management & Go-to-Market challenges.
Senior Pricing Consultant
Lavinia Soubry5+ years of experience supporting companies across various industries, with a focus on commercial strategy & pricing.
-
Dates & Fees
Discounts
- BRING A COLLEAGUE AND GET -15% discount on both tickets
- REGISTER WITH 3 AND GET -20% discount on your tickets
- EPP PRIME MEMBERS GET €150 discount
EPP member ? Log-in to get your member discount.
Find all your benefits in the membership area.Hotel info
Accommodation
EPP has secured a preferential room rate. 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.