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  • Overview

    This 2-day program offers a practical and strategic dive into Economic Value Modeling (EVM/EVC) — a key methodology in B2B for quantifying, pricing, and communicating customer value. Led by experienced trainers from Deloitte, the course equips participants with:

    • A solid understanding of the EVE® methodology to define and quantify value
    • Tools to identify value drivers and assess competitive alternatives
    • Techniques to build value-based pricing strategies
    • Guidance on how to communicate and capture value effectively in sales

    Day 1 - Introduction to the Economic Value Estimation and identifying the Value Drivers for your products and services

    • Introduction to Economic Value Estimation (EVE®)

    Diving into types of values & value concepts, how value can be quantified and what structured methodology to follow to perform this yourself.

    • Step 1 of the EVE method: Identifying the Value Drivers and Next Best Alternative

    From understanding your customers’ needs, segmenting your customers & translating their needs into value drivers to determining the competitive alternatives.

    Day 2 - Quantifying, Communicating, and Monetizing Economic Value

    • Step 2 of the EVE method: Quantifying & Implementing the value.

    Translating value drivers into concrete formula’s ad quantifications and pricing your full product catalogue with Attribute Pricing

    • Step 3 of the EVE method: Communicating & Monetizing the value.

    Defining a value proposition, installing a value-selling approach and enforcing a strict pricing execution to capture the value.

     

    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.

  • Gain the skills to define, quantify, and price real customer value using the EVE® methodology. Learn to identify value drivers, assess competitive alternatives, and translate value into clear pricing metrics. Strengthen your ability to communicate and capture value effectively, ensuring your pricing reflects the true worth your solutions deliver.

    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

    Marc Abels
    Partner | Monitor Deloitte

    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

    Bart Van Den Langenbergh
    Senior Manager Commercial Strategy & Pricing | Monitor Deloitte

    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.

  • Dates & Fees

    Start : 01 Dec 2026 at 09:00
    Duration : 2 days
    Location : Brussels (TBD - Brussels)
    Fees : €1985.00

    Discounts

    Bring a colleague – receive 15% off the total ticket price for both participants
    Register as a group of 3 or more – enjoy 20% off the total cost for all tickets
    EPP Prime Member – get €150 discount 

    EPP member? Log-in to get your member discount. 
    Find all your benefits in the membership area.

    Hotel info

    For further information about the venue, 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

    This 2-day program offers a practical and strategic dive into Economic Value Modeling (EVM/EVC) — a key methodology in B2B for quantifying, pricing, and communicating customer value. Led by experienced trainers from Deloitte, the course equips participants with:

    • A solid understanding of the EVE® methodology to define and quantify value
    • Tools to identify value drivers and assess competitive alternatives
    • Techniques to build value-based pricing strategies
    • Guidance on how to communicate and capture value effectively in sales

    Day 1 - Introduction to the Economic Value Estimation and identifying the Value Drivers for your products and services

    • Introduction to Economic Value Estimation (EVE®)

    Diving into types of values & value concepts, how value can be quantified and what structured methodology to follow to perform this yourself.

    • Step 1 of the EVE method: Identifying the Value Drivers and Next Best Alternative

    From understanding your customers’ needs, segmenting your customers & translating their needs into value drivers to determining the competitive alternatives.

    Day 2 - Quantifying, Communicating, and Monetizing Economic Value

    • Step 2 of the EVE method: Quantifying & Implementing the value.

    Translating value drivers into concrete formula’s ad quantifications and pricing your full product catalogue with Attribute Pricing

    • Step 3 of the EVE method: Communicating & Monetizing the value.

    Defining a value proposition, installing a value-selling approach and enforcing a strict pricing execution to capture the value.

     

    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.

  • Gain the skills to define, quantify, and price real customer value using the EVE® methodology. Learn to identify value drivers, assess competitive alternatives, and translate value into clear pricing metrics. Strengthen your ability to communicate and capture value effectively, ensuring your pricing reflects the true worth your solutions deliver.

    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

    Marc Abels
    Partner | Monitor Deloitte

    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

    Bart Van Den Langenbergh
    Senior Manager Commercial Strategy & Pricing | Monitor Deloitte

    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.

  • Dates & Fees

    Start : 01 Dec 2026 at 09:00
    Duration : 2 days
    Location : Brussels (TBD - Brussels)
    Fees : €1985.00

    Discounts

    Bring a colleague – receive 15% off the total ticket price for both participants
    Register as a group of 3 or more – enjoy 20% off the total cost for all tickets
    EPP Prime Member – get €150 discount 

    EPP member? Log-in to get your member discount. 
    Find all your benefits in the membership area.

    Hotel info

    For further information about the venue, 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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