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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.

  • 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

    Specialist 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.

    Avatar

    Senior Manager Commercial Strategy & Pricing
    Bart Van Den Langenbergh

    11 years of experience in supporting companies across various industries in optimizing their profitability by tackling Pricing, Sales Effectiveness, Product Management & Go-to-Market challenges.

    Avatar

    Senior Pricing Consultant
    Lavinia Soubry

    5+ years of experience supporting companies across various industries, with a focus on commercial strategy & pricing.

     

  • Dates & Fees

    Start : 18 Nov 2025 at 09:00
    Duration : 2 days
    Location : Madrid (TBD - Madrid)
    Fees : €1985.00

    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

     

  • Avatar

    Partner, Monitor Deloitte
    Marc Abels

    Specialist 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.

    Avatar

    Senior Manager Commercial Strategy & Pricing
    Bart Van Den Langenbergh

    11 years of experience in supporting companies across various industries in optimizing their profitability by tackling Pricing, Sales Effectiveness, Product Management & Go-to-Market challenges.

    Avatar

    Senior Pricing Consultant
    Lavinia Soubry

    5+ years of experience supporting companies across various industries, with a focus on commercial strategy & pricing.

     

  • Dates & Fees

    Start : 18 Nov 2025 at 09:00
    Duration : 2 days
    Location : Madrid (TBD - Madrid)
    Fees : €1985.00

    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.

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