This 2-day program provides a strategic and practical deep dive into Economic Value Modeling (EVM/EVC) – a critical methodology for quantifying, pricing, and communicating value in B2B markets. Participants will gain actionable frameworks, proven techniques, and real-world applications to develop value-driven pricing strategies that maximize profitability and competitive advantage.
Value Estimation Fundamentals: Master the EVE® methodology to quantify customer value and inform pricing decisions.
Value Driver Analysis: Identify and prioritize key value drivers across customer segments and competitive landscapes.
Next Best Alternative Assessment: Learn to position your offering effectively against competitive alternatives.
Value-Based Pricing Implementation: Translate quantified value into optimal pricing structures and models.
Value Communication Strategies: Develop compelling value narratives that resonate with professional buyers.
Practical Application:Apply EVM techniques to real business scenarios through hands-on exercises.
Through expert instruction from Deloitte and interactive case studies, participants will build the skills to implement a complete value management cycle – from creation and pricing to communication and monetization – driving measurable business impact.
This training is part of the EPP 19th Global Pricing and RM Summit 2025, the only international pricing forum dedicated to Pricing and Revenue Directors/Managers, cross-industry. With a Combo 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.
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 expertise to develop pricing strategies anchored in real customer value. Learn to quantify, communicate, and monetize value effectively using the Economic Value Modeling (EVM) framework—covering creation, pricing, communication, and selling. Drive profitability by ensuring your prices reflect the true value you 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
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.
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.
Senior Pricing Consultant
Lavinia Soubry
5+ years of experience supporting companies across various industries, with a focus on commercial strategy & pricing.
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.
This 2-day program provides a strategic and practical deep dive into Economic Value Modeling (EVM/EVC) – a critical methodology for quantifying, pricing, and communicating value in B2B markets. Participants will gain actionable frameworks, proven techniques, and real-world applications to develop value-driven pricing strategies that maximize profitability and competitive advantage.
Value Estimation Fundamentals: Master the EVE® methodology to quantify customer value and inform pricing decisions.
Value Driver Analysis: Identify and prioritize key value drivers across customer segments and competitive landscapes.
Next Best Alternative Assessment: Learn to position your offering effectively against competitive alternatives.
Value-Based Pricing Implementation: Translate quantified value into optimal pricing structures and models.
Value Communication Strategies: Develop compelling value narratives that resonate with professional buyers.
Practical Application:Apply EVM techniques to real business scenarios through hands-on exercises.
Through expert instruction from Deloitte and interactive case studies, participants will build the skills to implement a complete value management cycle – from creation and pricing to communication and monetization – driving measurable business impact.
This training is part of the EPP 19th Global Pricing and RM Summit 2025, the only international pricing forum dedicated to Pricing and Revenue Directors/Managers, cross-industry. With a Combo 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.
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 expertise to develop pricing strategies anchored in real customer value. Learn to quantify, communicate, and monetize value effectively using the Economic Value Modeling (EVM) framework—covering creation, pricing, communication, and selling. Drive profitability by ensuring your prices reflect the true value you 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
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.
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.
Senior Pricing Consultant
Lavinia Soubry
5+ years of experience supporting companies across various industries, with a focus on commercial strategy & pricing.
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.
