Build the capabilities to lead pricing excellence.
The Certified Pricing Executive (CPEx) Program is specifically designed for Executive Leadership, focusing on advanced aspects of pricing and emphasizing Value Monetization.
This certified program provides participants with a comprehensive understanding of pricing strategies and optimization techniques. Combining theoretical knowledge with practical application, the program equips professionals with the tools needed to drive impactful pricing initiatives and deliver measurable results within their organizations.
The learning journey is organized into three key phases:
- Kick-Off Session: A virtual session where trainers meet the participants and analyze the PMI based on their previously submitted responses. This ensures the training is tailored to address specific objectives and expectations effectively | October 14
- Onsite Training: An immersive 3-day in-person program covering all critical aspects of pricing excellence, equipping participants with the skills and knowledge needed to lead impactful pricing initiatives.
- 1:1 Session (Optional): Participants can schedule an individual session with a trainer of their choice to address personalized topics or challenges.
This structured approach ensures a comprehensive and customized learning experience tailored to meet both individual and organizational needs.
Objectives
The CPEx certification equips senior pricing and commercial leaders to shape strategy, strengthen execution and lead pricing transformation:
- Executive-Level Curriculum: Explore pricing strategy, governance, operating models, performance measurement and organisational transformation.
- Leadership and Peer Exchange: Learn alongside senior professionals and exchange perspectives on common pricing leadership challenges.
- Cross-Functional Execution: Strengthen alignment, accountability and collaboration across pricing, sales, finance and other key functions.
- Pricing Transformation Roadmap: Develop an actionable roadmap to advance pricing maturity and performance across your organisation.
- Executive Certification: Validate your expertise and commitment to pricing leadership through the EPP certification.
Participant Profile
The certified program is specifically designed for seasoned pricing managers and pricing leaders aspiring to elevate their mastery across core pricing competencies and lead impactful value monetization within their organizations.
This advanced course is most beneficial for:
- Senior pricing professionals with over 3 years of dedicated experience in pricing.
- Pricing leaders' intent on furthering their development to effectively navigate and lead complex value monetization initiatives.
- Executives and directors committed to driving growth and profitability through advanced pricing strategies and prepared to engage in a focused, executive-level learning experience.
A structured roadmap to pricing excellence.
The Pricing Framework
- Reflect on your organizational pricing maturity using the EPP Pricing Maturity Assessment.
- Define actionable pricing goals for the next 12 months.
Pricing Strategy
- Learn how to define and articulate a coherent pricing strategy aligned with your business objectives.
- Understand competitive pricing dynamics and determine your organization’s position as a leader, follower, or challenger.
- Acquire the skills to establish and use competitive pricing intelligence effectively.
- Grasp the fundamental concepts of effective pricing and apply them to your pricing strategies.
Installing a Value Strategy
- Lead the transition by deploying a true value strategy.
- Equip yourself with leadership techniques to drive the change needed in your organization.
- Understand how to embed value-based pricing into the innovation cycle.
- Explore pricing strategies that support the digital buying process.
AI, Data & Pricing Technology
- Learn to leverage technology to automate and optimize pricing decisions.
- Gain insights into predictive pricing analytics for B2B contexts.
- Build a compelling business case for adopting pricing software.
- Lead the successful implementation of pricing software and its integration with business processes.
- Understand the implications of artificial intelligence for the evolution of pricing.
Leading the Pricing Organization
- Identify and establish the optimal operating model for your pricing team.
- Organize your pricing team to improve efficiency and effectiveness.
- Support professional development and build a strong pricing culture.
- Understand the importance of negotiation skills within a pricing team.
- Learn how to navigate change successfully.
- Establish effective pricing governance.
Price Performance Management & KPIs
- Select meaningful pricing KPIs.
- Balance leading and lagging indicators.
- Measure price realization, discount leakage, and value capture.
- Monitor sales adoption and transformation progress.
- Establish effective governance and performance review routines.
- Avoid creating an overly complex KPI landscape.
How to Act in Price Wars
- Learn how to prevent a price war before it begins.
- Understand when and how to compete in a price war when it cannot be avoided.
- Develop an approach for exiting a price war while limiting damage.
The Role of the CEO in Pricing
- Explore the CEO’s role in pricing, from creating awareness to setting goals.
- Review the key pricing responsibilities of a CEO.
- Understand how to drive change by instilling pricing discipline.
Innovative Monetization Strategies
- Discover how innovative monetization models can create competitive advantage.
- See how value pricing makes a difference in practice.
- Understand the logic of psychological pricing.
Increase Prices with Success
- Learn how to increase value and prices together.
- Understand how to increase prices while providing less value.
- Explore surcharges and other advanced pricing approaches.
Value Monetization Roadmap
- Design an actionable 12-month pricing strategy focused on execution and results.
- Prepare for certification while consolidating your expertise in pricing strategy and implementation.
Discover more - download the full program!
Earn a recognised professional certification.
Completing the CPEx B2B program and exam proves your ability to master pricing concepts and apply them in real business situations. It’s a milestone that highlights your expertise, credibility, and commitment to professional growth. You’ll receive an official certificate, a recognition you can showcase in formal settings and across professional networks.
- Recognized proof of expertise
- Stronger professional credibility
- Greater career opportunities
Meet your trainers.
Daniel Lindner
Managing Director | Accenture
Daniel is a Managing Director in Pricing & Commercial Strategy at Accenture, helping leading B2B companies unlock sustainable margin growth through price differentiation, gross-to-net optimization and AI-powered pricing. Based in Mannheim, he brings 15+ years of strategy consulting experience, combining deep pricing expertise with hands-on execution across industries including high tech, chemicals, and industrial manufacturing. He has been a passionate speaker and trainer at EPP for many years.
Polina Pavlova
Strategy Senior Manager | Accenture
Polina is a Strategy Senior Manager in the European Pricing Team at Accenture with a track record of >25 pricing projects across the chemicals, industrial, and consumer goods sectors. Polina’s expertise spans pricing transformation (B2C and B2B), revenue growth management, and digital enablement, underpinned by advanced skills in data analysis and process design. Throughout her career at Accenture, Polina has led transformation initiatives end-to-end from pricing strategy to large-scale global pricing & CPQ rollouts. She enjoys working at the intersection of business and technology, turning ambitious pricing ideas into tangible results.
Marcus Demmelmair
Managing Director | Accenture
Dr. Marcus is Managing Director at Accenture Strategy, where he focuses on helping organizations unlock sustainable growth through pricing, commercial excellence, and value‑driven transformation. Marcus works closely with senior executives to design and scale commercial strategies that improve revenue quality, margin performance, and go‑to‑market effectiveness. He brings deep experience in pricing strategy, commercial operating models, and end‑to‑end value realization, supporting clients in translating strategic ambition into measurable business outcomes. Marcus is particularly passionate about leveraging data, AI, and technology to enable smarter pricing and long‑term competitive advantage.
Danilo Zatta
Senior Partner | Implement Consulting Group
Danilo is one of the world’s leading advisors and thought leader 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. He has led hundreds of projects both at national and global level for multinationals, small and medium-sized companies as well as investment funds.
Dan has also written 20 books including The Pricing Model Revolution (Wiley, 2022), an international best seller translated in several languages. He also acts as keynote speaker at conferences, events, associations, and at leading universities. Additionally, he supports several CEOs of leading companies as personal topline coach.
Ludwig Göbl
Strategy Senior Manager | Accenture
Ludwig Göbl is a Strategy Senior Manager in the European Pricing Team at Accenture, specializing in value-driven pricing transformation for B2B organizations. He combines pricing strategy with advanced analytics to unlock quick wins and sustainable margin improvement. His work spans the design and implementation of pricing models, from strategic frameworks to practical enablement of pricing software. He focuses on delivering pragmatic, data-backed solutions that translate directly into measurable business impact.
Dates & Fees
Discounts & Group Rates
Joining the CPEx program as a team, or with your pricing colleagues, offers additional benefits such as team alignment, reflection, and fruitful discussions. We understand that and provide group rates to facilitate your peer learning.
- €4495 full training fee
- 15 % discount on a team registration of 2
- 25 % discount on a team registration of 3 and more
- 20 % discount for our CPM Alumni
- €300 discount for EPP Prime Members
What's Included
• Access to the virtual sessions and full three-day in-person training
• Digital course materials, practical tools and additional resources via the EPP Online Learning Platform
• Daily coffee breaks, refreshments and lunches throughout the training
• Networking dinner with participants and trainers on Day 2
• Online certification exam
• Official EPP certification upon successful completion of the exam
• Access to the EPP community and exclusive alumni benefits
EPP has secured preferential hotel rates for participants. Please visit the Venue section for booking details and instructions. For special requests or additional information, please contact marta.amaral@pricingplatform.com.
By registering, participants agree to the applicable EPP Terms & Conditions. Please consult them for further information regarding registrations, cancellations and program changes.
Venue:
The Hoxton, Poblenou, Barcelona, Spain
Av. Diagonal, 205, Sant Martí, 08018 Barcelona
Located in Barcelona’s vibrant Poblenou district, the venue is well connected to the city centre by public transport and within easy reach of key business and leisure areas. The hotel offers modern meeting facilities and a lively setting with restaurants and rooftop spaces on site.
For additional venue details or logistical support, please feel free to contact marta.amaral@pricingplatform.com
