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Certified Pricing Manager - B2B - Fall Edition

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  • Overview

    The Certified Pricing Manager (CPM) program is designed as a comprehensive and practical training for pricing professionals and is considered the roadmap to master all core pricing excellence processes.

    This face-to-face program takes you on a 4-day learning journey focused on critical topics for pricing and participants will gain essential pricing optimization knowledge and skills. The program uniquely equips you to develop and implement a customized roadmap, enabling you to successfully lead margin optimization projects within your organization. It stands out as your guide to mastering all core processes of pricing excellence, ensuring that you are well-prepared to apply these concepts effectively in real-world scenarios.

    Our Participant Profile

    The Certified Pricing Manager (CPM) program is ideal for professionals engaged in the multifaceted aspects of pricing, revenue management, growth initiatives, and process optimization.

    The program is tailored for:

      • Professionals with 3 months to 3 years of experience in pricing, seeking to solidify their knowledge and skills.
      • Business professionals with over 5 years of experience and a solid understanding of business operations, including finance, sales, and marketing.


    After completing our interactive on-site certification training, participants are invited to undertake an online certification exam for the Certified Pricing Manager B2B. This exam rigorously evaluates your understanding of essential concepts and your ability to apply this knowledge in practical, real-world situations. Successfully passing the exam not only demonstrates your grasp of the material but also reflects your dedication to achieving excellence. Earning the CPM B2B certification marks a significant milestone in your professional development, opening doors to enhanced career opportunities and industry recognition.

    Upon successfully finishing the program, you will receive a digital certificate as ‘Certified Pricing Manager B2B’ from EPP Pricing Platform, symbolizing your achievement and expertise.

  • EPP's Certified Pricing Manager (CPM) Program is designed to enhance and demonstrate your mastery of the art and science of pricing. It provides a robust roadmap and skill set designed to ensure you master pricing excellence. As you progress, engage and benchmark with our faculty and pricing peers, solidifying and advancing your pricing proficiency and acumen.

    Program Modules:

    Module 1: The Pricing Framework

      • Understand the EPP Pricing Maturity Model and assess your organizational pricing maturity
      • Defining your pricing aspirations for the next 12 months

    Module 2: Linking Pricing Strategy to Company Strategy

      • Understand the fundamentals of defining a price strategy that is aligned with and driven by the value you deliver to customers and your overarching business strategy
      • Analyze the relationship between value positioning and price
      • Understand when to be a price leader, follower, or challenger
      • Understanding the implications of a channel strategy on price strategy
      • Learn the core concepts of effective pricing to optimize revenue and/or profits
      • Understand foundational pricing concepts: Price Elasticity, Value Maps, the Pocket Price Waterfall

    Module 3: Price Setting

      • Understand the price/volume trade-off to inform effective price setting that is grounded in customer value
      • Set product, service, and solution prices that are aligned to your price strategy by using techniques such as customer segmentation, value mapping, and willingness-to-pay analysis and other techniques
      • Develop proficiency in using economic value modeling, bundling, and product lifecycle pricing to optimize revenue or margin while ensuring portfolio consistency
      • Learn how to set price guidance to guide sales pricing and negotiation
      • Learn how to develop analyses and reports that can guide your price setting and price increases

    Module 4: Channel and Customer Pricing

      • Learn to effectively translate your channel strategy into a commercial policy that guides the go-to-market and manages the value chain
      • Acquire the skills to design a powerful price waterfall
      • Learn how to develop analyses and reports that can guide your commercial policy approach

    Module 5: Price Guidance and Execution

      • Learn to execute effective price guidance systems, including establishing floor and target prices, to inform and empower sales teams
      • Master the process of managing price exceptions to balance volume and price, ensuring optimal sales outcomes.
      • Develop strategies to avoid cross-border price conflicts and ensure consistent pricing across different markets.

    Module 6: Price Review and Analysis

      • Establish a routine for reviewing prices to ensure transactional control and market adaptability, while developing effective methodologies for implementing price changes
      • Learn to utilize pricing analytics to gain actionable insights and support strategic pricing decisions
      • Identify essential controls for pricing compliance and error minimization, and gain an in-depth understanding of systems and processes that maintain pricing integrity and regulatory adherence

    Module 7: Your Value Monetization Roadmap

      • Create a 12-month roadmap for your pricing reports, and margin improvement projects with a focus on execution and results
      • Prepare for and achieve certification to validate your expertise


  • Avatar

    Author of ‘The 10 Rules of Highly Effective Pricing’ -Pricing Advisor
    Dr. Danilo Zatta

    Danilo Zatta is one of the world’s leading advisors and thought leaders in the field of Pricing and TopLine Excellence. As a management consultant for more than 25 years, he advises and coaches many of the world’s best-known organizations.
    The Financial Times defined him as ‘one of the world’s leading pricing minds’.

    Dan has also been recognized amongst the Top 5 Pricing Thought Leaders on LinkedIn, in the list of the most engaging and impactful pricing thought leaders globally. The leading Italian business newspaper defined him as ‘as one of the most recognized monetization authors in the world’.

    He has led hundreds of projects both at national and global level for multinationals, small and medium-sized companies as well as investment funds in numerous industries, generating substantial profit increases. His advisory work typically focuses on programs of excellence in pricing and sales, revenue growth, corporate strategies, topline transformations, and redesign of business and revenue models.

    Dan has also written 20 books including The 10 Rules of Highly Effective Pricing (Wiley, 2023), the international best seller The Pricing Model Revolution (Wiley, 2022), translated into 10 languages, At the Heart of Leadership (Routledge, 2023) and Revenue Management in Manufacturing (Springer, 2016). He has also published hundreds of articles in different languages and regularly acts as keynote speaker at conferences, events, associations, and at leading universities. He also supports as personal topline coach several CEOs of leading companies.

    Dan graduated with honors in economics and commerce from Luiss in Rome and University College Dublin in Ireland. He got an MBA from INSEAD in Fontainebleau, France and Singapore. Finally, he completed a PhD in revenue management and pricing at the Technical University of Munich in Germany.

    “CPM is a hands on program where participants have access to classroom education while applying it to their reality right away. The fruitful discussion in the room, plus the project charter achieved by the end of the week ensures actionable insights are taken back to the day to day work.”


    Experienced Independent Consultant
    Ian Tidswell

    Dr. Ian Tidswell has 20 years of B2B pricing experience across a range of industries, from startups to world-leading enterprises, as a consultant, operator, leader and coach.  Today, he trains, advises, and coaches some of the world's most innovative companies across a wide range of industries, helping them develop pricing architectures that enable them to meet their commercial goals. Ian, formerly a McKinsey consultant, started his pricing journey at Vendavo and then led a pricing transformation at Medtronic before becoming the head of pricing for Syngenta.  He has been a trainer for EPP (including the CPM2 & 3, Channel Pricing and MedTech programs) for the last 6 years, and is based in Basel, Switzerland. 

    “I value and enjoy the CPM training programs.  For anyone starting their pricing journey or wanting to move up to the next level, the programs offer a unique combination of theory and best practices, along with hands-on exercises that help participants map out their pricing initiatives confidently. Personally, I very much enjoy learning about the participants' companies and pricing experiences (a key part of the program value is the networking and exchange of experience.  Often my relationship with the participants continues well after the training and projects are completed.”

  • Dates & Fees

    Start : 22 Oct 2024 at 09:00
    Duration : 4 days
    Location : Lisbon (The Eurostars Das Letras)
    Fees : €5195.00


    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

    The CPM Program takes place in the Eurostars Das Letras, located in the historic heart of Lisbon. The boutique hotel is less than 500 metres away from the statues of Avenida da Liberdade and less than a 5-minute walk to the Avenida Metro Station.


    EPP has secured a preferential room rate at the Eurostars Das Letras, exclusively for the attendees to this training for €239.00 per room per night (buffet breakfast and VAT included). In order to benefit from this preferential rate and more information, please contact Francisco Porcel on


    Rua Castilho 6-12 Lisbon
    1250-069 Portugal

    • 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.