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October 20-28, 2020 | #PPSVIRTUAL20
00Days
00Hours
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Video

Amazing Value

For more than 30 years, our job at the Professional Pricing Society has been to provide professionals with networking opportunities and access to the strategies and tactics you need to improve your company’s performance. This fall, from the comfort of your home or office, join us virtually as we bring together the brightest minds to share real-time pricing best practices.

#PPSVIRTUAL20  

Conference At-A-Glance

  • Tues, Oct. 20th
    (workshop day)
  • Wed, Oct. 21st
    (workshop day)
  • Thurs, Oct. 22nd
    (conference day)
  • Fri, Oct. 23rd
    (conference day)  
  • Tues, Oct. 27th
    (workshop day)
  • Wed, Oct. 28th
    (workshop day)

12:00PM - 4:00PM EDT | Negotiation Skills for Pricers and Sales

Lydia DiLiello
Capital Pricing Consultants, LLC

Pricing projects invariably involve quantitative analysis on some level. For that analysis to be valuable, stakeholders must understand why it matters and how it could impact decision-making. Fundamentally, executing a quantitative analysis and communicating that analysis to stakeholders requires two different skill sets.

The goal of pricing analysis is not to bombard your audience with data visualizations. Rather, the goal is to provide context and facilitate management conversations to drive pricing decisions.
This session will teach attendees how to effectively adjust their communication approach for maximum impact.

Attendees will learn:
* How to create 3 pricing analysis tools using Excel: the pocket price band, the pocket price by market variable, and the price waterfall
* How to use data to craft a story tailored to your audience
* How to deal with common roadblocks, such as a lack of unified pricing language or addressing an audience made of quantitative and non-quantitative stakeholders

12:00PM - 4:00PM EDT | Commerce Strategies for Winning at Digital Selling

Craig Zawada

PROS

While some businesses were prepared for the COVID-19 crisis with existing digital channels, many B2B companies were ill-prepared for a swift change to virtual selling or customer self-serve experiences. With an existing reliance on traditional sales methods, many organizations are challenged to deliver on two important aspects to selling digitally: 1) availability of pricing for digital self-serve channels, and 2) adapting pricing to fast-changing market conditions and customer needs. In this workshop, will show us how businesses addressing pricing for digital channels are gaining key competitive advantages and how your organization can build a roadmap to digital selling success.

Attendees will learn:
* How digital acceleration has changed the pricing transformation journey
* The needs and challenges of your key collaborators: Sales and eCommerce teams
* How your organization can gain competitive advantage with digital acceleration

Jeff Robinson

PROS

12:00PM - 4:00PM EDT | Economic Value to Customers

Kyle T. Westra
Wiglaf

Economic Value to Customer (EVC) is an important quantitative pricing methodology for any pricing professional. Whether estimating the value of a new product during development, determining the launch price for go-to-market, adjusting your model for existing products, or examining new ways to segment your customers, EVC should be in your toolbox.

In this session, we will go through an in-depth, immersive case study to give participants the full experience of building an EVC model from scratch. This is ideal for those with roles touching pricing analysis, product management, product development, marketing, and innovation.

Attendees will learn:
* How to use product and customer information to create a value-based, quantitative pricing model
* How to communicate EVC findings into insights for list prices, customer segmentation, and customer value
* How to update and further refine an existing model with new information

12:00PM - 4:00PM EDT | Leverage Analytics to Identify Pricing Opportunities in B2B

Fred Puech
Pricing Solutions

Many B2B companies still lag behind when it comes to leveraging their transactional data to improve their pricing. Very often, a lack of confidence in the data itself leads to complete paralysis, preventing the company from improving its profitability and competitiveness through pricing. The perception that the company does not have the right skill set to analyze its data is another aggravating factor.

This workshop will show the audience that pricing analytics can be effectively implemented by any company. Through several real-life examples, participants will gain the skills needed to conduct various types of pricing analytics with immediate bottom line impact.


Attendees will learn:

* How to assess the quality of their data and what to do about it
* Where to start when launching a pricing analytics program and how to make it pay for itself quickly
* How to build more advanced segmentation models based on data

12:00PM - 4:00PM EDT | Negotiation Skills for Pricers and Sales

Lydia DiLiello
Capital Pricing Consultants, LLC

Pricing projects invariably involve quantitative analysis on some level. For that analysis to be valuable, stakeholders must understand why it matters and how it could impact decision-making. Fundamentally, executing a quantitative analysis and communicating that analysis to stakeholders requires two different skill sets.

The goal of pricing analysis is not to bombard your audience with data visualizations. Rather, the goal is to provide context and facilitate management conversations to drive pricing decisions.
This session will teach attendees how to effectively adjust their communication approach for maximum impact.

Attendees will learn:
* How to create 3 pricing analysis tools using Excel: the pocket price band, the pocket price by market variable, and the price waterfall
* How to use data to craft a story tailored to your audience
* How to deal with common roadblocks, such as a lack of unified pricing language or addressing an audience made of quantitative and non-quantitative stakeholders

12:00PM - 4:00PM EDT | Commerce Strategies for Winning at Digital Selling

Craig Zawada

PROS

While some businesses were prepared for the COVID-19 crisis with existing digital channels, many B2B companies were ill-prepared for a swift change to virtual selling or customer self-serve experiences. With an existing reliance on traditional sales methods, many organizations are challenged to deliver on two important aspects to selling digitally: 1) availability of pricing for digital self-serve channels, and 2) adapting pricing to fast-changing market conditions and customer needs. In this workshop, will show us how businesses addressing pricing for digital channels are gaining key competitive advantages and how your organization can build a roadmap to digital selling success.

Attendees will learn:
* How digital acceleration has changed the pricing transformation journey
* The needs and challenges of your key collaborators: Sales and eCommerce teams
* How your organization can gain competitive advantage with digital acceleration

Jeff Robinson

PROS

12:00PM - 4:00PM EDT | Economic Value to Customers

Kyle T. Westra
Wiglaf

Economic Value to Customer (EVC) is an important quantitative pricing methodology for any pricing professional. Whether estimating the value of a new product during development, determining the launch price for go-to-market, adjusting your model for existing products, or examining new ways to segment your customers, EVC should be in your toolbox.

In this session, we will go through an in-depth, immersive case study to give participants the full experience of building an EVC model from scratch. This is ideal for those with roles touching pricing analysis, product management, product development, marketing, and innovation.

Attendees will learn:
* How to use product and customer information to create a value-based, quantitative pricing model
* How to communicate EVC findings into insights for list prices, customer segmentation, and customer value
* How to update and further refine an existing model with new information

12:00PM - 4:00PM EDT | Leverage Analytics to Identify Pricing Opportunities in B2B

Fred Puech
Pricing Solutions

Many B2B companies still lag behind when it comes to leveraging their transactional data to improve their pricing. Very often, a lack of confidence in the data itself leads to complete paralysis, preventing the company from improving its profitability and competitiveness through pricing. The perception that the company does not have the right skill set to analyze its data is another aggravating factor.

This workshop will show the audience that pricing analytics can be effectively implemented by any company. Through several real-life examples, participants will gain the skills needed to conduct various types of pricing analytics with immediate bottom line impact.


Attendees will learn:

* How to assess the quality of their data and what to do about it
* Where to start when launching a pricing analytics program and how to make it pay for itself quickly
* How to build more advanced segmentation models based on data

12:15PM - 1:00PM EDT | Keynote 1 - Marketing & Value Creation

Seth Godin

While pricing used to be about a number and how much it cost, Seth will be sharing the story of how we build something that’s worth talking about. The modern consumer is bombarded with hundreds of ads each day. From TV, desktop, mobile devices, billboards, inside a taxi, to even at the gas pump, brands are constantly finding new ways to get their message across to the consumer. But is this truly effective marketing?

Seth proposes that companies invest less in trying to describe what they sell in desirable words, and instead make their product itself more desirable. Then, he says, word will spread.


1:15PM - 2:00PM EDT | Keynote 2 - Building a Forever Transaction with Every Customer

Robbie Kellman Baxter

With the explosion of subscription-based businesses, business customers and consumers alike are becoming increasingly sophisticated. Expectations are high, and competition is fierce to win the engagement and loyalty. Robbie Kellman Baxter, a leading subscription and membership business model expert, will share how your business can take advantage of this trend, building “Forever Transactions” with every subscriber.

Robbie will go beyond the stories of subscription natives like Netflix, LinkedIn, and Spotify to provide information on the full range of business models and product features that companies can explore and apply. She will discuss specific, practical guidance on how to start, scale, and sustain such a business in a world of changing customer expectations, competitive conditions, and pushback from colleagues.

Whether you’re just getting started on the subscription path, scaling an initial success into a much larger endeavor, looking to transform your transactional business into a membership business, or even navigate a successful and profitable exit, Robbie will inspire, educate and guide you on your journey to build forever into your business model.

2:30PM - 3:15PM EDT | Breakout Session 1

  • Track 1
  • Track 2
  • Track 3
  • Track 4
  • Track 5

Pricing Ethics

This session will present a framework for pricing ethics and profit focus. We will contrast mission-based pricing with illegal and unethical pricing practices and identify what to avoid. We will analyze the middle ground where most pricing professionals operate and talk about the continuum there. Finally, we will discuss how practices can move along the continuum over time and how to influence where you fall in the continuum.

Attendees will learn:
•    A framework by which to consider pricing practices and ethics
•    Examples at each stage of the continuum
•    What to focus on and avoid to move your pricing practices in the right direction

Presented by: Gabe Smith  

Pricing: A Strategic Ingredient of Digital Transformation Success

This session will present a framework (the 4-Gears Model) to help companies visualize the end state of successful DX. 

Attendees will learn:
· The defensive and offensive justifications for embarking on a long and difficult DX journey
· The most common DX failures and what we can do to minimize their risk
· Why pricing is crucial to the long-term success of DX initiatives

Presented by: Dr. Michael Wu  

The Future of Price Negotiations

Pete Eppele will walk attendees through uses cases for using technology to automate pricing negotiations across all channels.

Attendees will learn:
i. Why the price negotiation game is unnecessarily complicated, cumbersome, and costly and how automation can play a key role in changing the game
ii. How to bring science to the art of pricing negotiation and reduce bulky processes to free up valuable pricing strategy time
iii. Which trends indicate that pricing negotiation is poised for a digital overhaul using data science and leading technology
iv. How a new concept – Intelligent Automated Negotiation – is poised to be the future of pricing negotiations

Presented by: Pete Eppele

Turning Leakage into Leverage

Join this session to learn how you can implement an integrated approach to exploit profit potentials based on:

•    7 interlinked secrets to solving pricing challenges
•    Full data integration and measurement of KPIs like target alignment, competitive index, pricing excellence level
•    Decision-support logic which allows the top management to prevent profit leakage  

We’re turning “Leakage” into “Leverage”! Don’t miss the opportunity to learn how you can use this 7-step methodology to ensure that your pricing processes are aligned and that you are capturing maximum value potential for your organization. This session is for B2B and B2C companies.

Presented by: Frank Frohmann

The Future is Simple

Pricing touches most other functions across the organization, including Sales, Finance, Marketing, IT, HR, Legal, Customer Communications, and others.  Emerging software technologies offer the ability to incorporate real-time machine learning to automate pricing decisions.  All these stakeholders and tools add complexity to pricing processes. While individual approval triggers or algorithms solve specific concerns, the accumulation of individual solutions yield overly-complex processes that no single person understands.  Automation adds speed, but risks stripping judgment.

This discussion will focus on:
•    The costs of complexity
•    Benefits of simplicity
•    Ways to simplify complex pricing processes

Presented by: Steve Haggett

3:30PM - 4:15PM EDT | Breakout Session 2

  • Track 1
  • Track 2
  • Track 3
  • Track 4
  • Track 5

Close the Pricing-Rebate Management Loop

During this session we will provide an overview of best practices and customer case studies that demonstrate the value of a technology enabled closed loop pricing and rebate management process powered by machine learning and AI.

Attendees will learn:
* How to apply artificial intelligence to your current rebate program and let software determine ideal rebate eligibility for a quote
* How deep learning can help predict what percentage of your rebates will actually be redeemed, and overall ROI for specific price and promotion programs
* How to deploy algorithms that leverage industry domain so that software generated recommendations regarding which offers to provide a customer can be made
* When to make changes to your existing rebate management programs

Presented by: Shashank Misra

Price Analytics Needs to Break the Sound Barrier

There is a lot of benefit to evaluating price elasticities as an average over a long period of time. When done for many products, they can be useful in helping to decide which items can move more aggressively on price and which to be more careful about. However, these average measurements may not capture consumer behavior in a way that can guide decisions. Time-varying parameters (TVP) analysis of Quick Service Restaurant (QSR) data reveals changes in sensitivity over time related to seasonality, perceptions of added value, and competition. In addition, there is strong evidence that consumer sensitivity to price is limited in time, especially if the price does not change.

Participants will learn….
1. How and why consumers change their sensitivity to price over time
2. Why elasticities are used much less frequently than price points, thresholds and gaps for practical problems
3. How to develop TVP models for themselves

Presented by: Mark Garratt

AI-Based Pricing

There is a lot of benefit to evaluating price elasticities as anaverage over a long period of time. When done for many products, theycan be useful in helping to decide which items can move moreaggressively on price and which to be more careful about. However, theseaverage measurements may not capture consumer behavior in a way thatcan guide decisions.


Participants will learn….

1. How and why consumers change their sensitivity to price over time

2. Why elasticities are used much less frequently than price points, thresholds and gaps for practical problems

3. How to develop TVP models for themselves


Presented by: Thorsten Lips

Overcoming Volatility with Pricing Science

Advanced analytics is changing how we approach pricing strategy and tactics. It’s important to understand the data requirements, terminology and process steps to enable successful pricing projects. This session will include clustering/segmentation, lifecycle and elasticity modeling, and price optimization to show you how these models are deployed in an Analytic Workbench.

Presented by: Dallas Crawford

Pricing in the Digital Age

Is your business model still adequate for this new era? Or is it time to re-engineer your pricing structures and engage in a pricing transformation?

Attendees will learn:
•    How the digitization of economy is disrupting business as usual
•    How to approach pricing in that context
•    What to consider when leading a pricing transformation

Presented by: Nolwenn Goddard

12:15PM - 1:00PM EDT | Keynote 1 - Disruption

Charlene Li

Many companies make disruption their goal. They believe that if they develop the right innovation, they will disrupt their markets forever and drive the kind of growth worthy of a magazine cover story. But as Charlene Li explains, that’s not how disruption works. Disruption doesn’t create growth; instead, growth creates disruption.

To be competitive, it’s no longer enough to be innovative – you must have a strategy for disruptive growth, a plan to identify and seize an opportunity no one else has the audacity or confidence to reach for. Disruptors don’t just blow things up – they also create and build things that results in huge, positive change. This Keynote will help you build your own disruption mindset.


1:15PM - 2:00PM EDT | Keynote 2 - Subscription Pricing

Tien Tzuo

We’re at a pivotal moment in business history, one not seen since the Industrial Revolution: the end of product ownership as we know it. Now we subscribe to services. And not just streaming services like Netflix and Spotify—even industrial firms like Ford and Caterpillar and retailers like Walmart provide subscription services. So how can your business survive and thrive in the new economy?

In this riveting talk, Tien Tzuo shares tales from the trenches to show how your company can prosper. You’ll learn what companies like Ford, Adobe, EA, and The New York Times wish they had known about embracing the subscription business model and how subscription businesses are growing revenues up to nine times faster than S&P company revenues.


2:30PM - 3:15PM EDT | Breakout Session 1

  • Track 1
  • Track 2
  • Track 3
  • Track 4
  • Track 5

Take a Walk on the (Wild) Sales Side

We have all invested heavily into understanding the ’science’ behind pricing, however it’s the ‘art’ of pricing we need to explore further. Learn how to package your knowledge and experience and translate it into something salespeople can understand and ultimately defend? 


Participants will learn:
1. How the buying center has changed, making it increasingly difficult for salespeople
2. How to put your collective organizational energy towards pricing as a team
3. Why the ‘art’ of pricing is just as important as the ‘science’ in commercial strategy

Presented by: Brian Doyle

Pricing Organization Design

In this session, Tim J. Smith will share metrics and best-practices for building pricing excellence into a corporate capability.

Key Discussion Points:
* What is the composition of a pricing team at companies achieving pricing excellence?
* What skills and capabilities should companies identify as necessary when selecting members of their pricing team?
* How are companies building their analytical capabilities?
* How are companies starting their journey towards pricing excellence?


Presented by: Tim Smith, Ph.D., CPP

Setting Your Pricing Priorities During a Business Recovery

Attendees Will Learn:
* How to assess their business to prioritize actions
* How to identify and respond to the various “business shocks” that could have presented themselves during the crisis
* How to handle negotiations with customers
* How to make smart pricing decisions and generate positive results?

Presented by: Kirk Jackisch

The Foundation of Channel Resilience

This session will focus on how pricing, sales and channel leaders can collaborate on new price execution strategies to overcome the obstacles and what companies can plan for and improve as it expands its global channels.

Presented by: Nikki Caruthers

Convincing the C-Suite to Invest in Pricing

Attendees will learn:

•    How to effectively communicate the risks of not investing in your pricing function
•    How to show that pricing investment will drive positive outcomes throughout the business
•    Why reinventing your pricing function from a team of experts to a team of enablers is key

Presented by: Tim Meeker

3:30PM - 4:15PM EDT | Breakout Session 2

  • Track 1
  • Track 2
  • Track 3
  • Track 4
  • Track 5

Visibility Means Better Pricing Strategy

In this session, we will explore ways that pricing executives can shed light on their biggest pricing opportunities while maximizing the efficiency of their often-limited resources. You’ll come away with answers to questions such as:

1) How can I quickly identify and address costly exceptions?
2) Where are areas of unwarranted price variation?
3) What are my biggest sources of margin leakage and how can I fill those gaps?
4) How can I strategically analyze and manage cost recoveries?

Presented by: Kimberly Long

Negotiating with Negotiators

As the Sales team pushes back on pricing strategies, have no doubt they will be using their negotiation tactics on you. This session is a crash course on how to build your arsenal against the five most common sales objections: 

1. If we do not give the customer what they want, we will lose the business
2. The sales team knows the customer best, you need to trust our insight
3. We tried this before and it didn’t work
4. We are locked in with this customer and cannot implement your recommendations
5. The data is wrong


Objectives
* Communicate with the Sales Team move effectively to get strategies implemented
* Raise the curtain on underlying issues that drive sales objections
* Create simple game plans for each objection


Presented by: Avy Punwasee

Dynamic Target Price Guidance for Turbulent Times

In this session you will learn and understand the stages of price guidance maturity and develop your own roadmap for delivering intelligent and actionable price recommendations. A variety of target pricing strategies will be explored, with real-world examples illustrating approaches along the spectrum, from simple cost-plus methods to segment-optimized pricing techniques. You’ll get recommendations for appropriate application of each of these strategies depending on business constraints. These examples and best practices come from the speaker’s own experience as a Director of Pricing and his experience as a consultant working with Fortune 500 clients.
 
Objectives
●    Learn how target pricing guidance is a critical key to success for B2B commercial and selling processes
●    Understand the stages of target price guidance maturity, from simple to the most sophisticated
●    Understand best practices for target pricing techniques for different situations
●    Develop a roadmap for you and your organization to drive commercial excellence

Presented by: Dave Anderson

Three Steps to Pricing Excellence

In this course we will share the results of our research, illustrated by case studies of different levels of pricing maturity, to uncover how focused effort on certain capabilities can drive pricing excellence.
 
Attendees will learn:
·       To self-diagnose their pricing performance using a simplified maturity assessment
·       To recognize potential areas of ‘spikiness’ in their company and competitors  
·       To identify areas of complexity that might be hampering performance

Presented by: Sudipto Banjaree

Pioneering Pricing in Your Organization

This presentation will share insights on building and scaling a successful pricing strategy function.

Attendees will learn:
•    How to set up a pricing function for success organizationally
•    How to best create a feedback loop on pricing internally
•    How to create effective pricing guidance for optimal value capture

Presented by: Akshat Gupta

12:00PM - 4:45PM EDT | Partnering With Sales

Joanne Smith
Price to Profits Consulting
Your pricing team can set great targets and recommendations for pricing moves, but success always comes down to sales’ ability to execute these recommendations. Each negotiated deal has the potential for the price to be dropped. Often it’s dropped unnecessarily or far deeper than needed. Additionally, when a business decides to raise price, the execution skills of business leaders, marketing and sales are critical for success. Too often price increases fall far short of expectations. Whether sales discounted price or were unable to increase price, the business assumes the competitive and market dynamics were not favorable when the real reason is often weak execution.

This workshop will cover proven strategies, best practices and tactics the business, marketing and sales teams need in order to successfully negotiate a deal with minimal or no price decreases and to effectively implement price increases. It will also cover the critical role of the pricing team in encouraging and guiding sales towards these best practices

12:00PM - 4:45PM EDT | Internal Data is Not Enough - Embracing Customer Perspective

Mike Cannestra
Holden Advisors
In B2B markets, customers do business with you for one reason - to achieve greater revenue & profit growth than they otherwise would with an alternative solution. To understand this financial view of value creation, pricing teams must move beyond internal (historical) data and add the “outside-in” perspective of the customer. Without this perspective, pricing teams cannot understand the impact their solutions have on the customer and thus lack the insight necessary to set a fair price which customers will accept.

How do you know if you are offering the right solutions for your customers? Adopting the customer’s perspective also provides the opportunity to solve emerging customer needs not previously recognized. Often, this does not require developing new products, but rather adding value-added services to existing solutions. When pricing teams understand bottom-line financial value, they can align the entire commercial organization, reduce internal/external price negotiations and, build stronger partnerships with key accounts.

Participants will learn:
* How to build a map of your customer’s business
* How to conduct depth interviews with customers to validate internal hypotheses
* How to adapt your offering and pricing strategy to meet the needs of your customer now
Patrick McCullough
Holden Advisors

12:00PM - 4:45PM EDT | Quantitative Communication

Nathan Phipps, Wiglaf

Pricing projects invariably involve quantitative analysis on some level. For that analysis to be valuable, stakeholders must understand why it matters and how it could impact decision-making. Fundamentally, executing a quantitative analysis and communicating that analysis to stakeholders requires two different skill-sets.

The goal of pricing analysis is not to bombard your audience with data visualizations. Rather, the goal is to provide context and facilitate management conversations to drive pricing decisions.
This session will teach attendees how to effectively adjust their communication approach for maximum impact.

Attendees will learn:
* How to create 3 pricing analysis tools using Excel: the pocket price band, the pocket price by market variable, and the price waterfall
* How to use data to craft a story tailored to your audience
* How to deal with common roadblocks, such as a lack of unified pricing language or addressing an audience made of quantitative and non-quantitative stakeholders

12:00PM - 4:45PM EDT | The Discipline of Being Nimble (Post-COVID Pricing)

Serena Crivellaro
KPMG
The economic and humanitarian crises of 2020 have required companies to be nimble in their strategy, operations, and working models – as well as their pricing.  As business conditions continue to evolve, nimble companies who will be ‘first out of the gate’ with new offers, discounts, and price increases will be the winners in the new post-COVID world.
 
This workshop covers frameworks and approaches to identify when and how to change pricing, how to shape the pricing strategy, deep dives into both surcharges and discounts, and what enablers are required to be nimble but disciplined in handling price changes.  The course also incorporates real examples across manufacturing, technology and consumer products.
 
Attendees will learn:
·       To identify how a nimble pricing strategy should be shaped
·       To quickly screen which pricing moves are warranted in each new situation
·       To design discounts and surcharges following leading practice
·       To build enablers required to support agile but disciplined pricing
Sudipto Banjaree
KPMG

12:00PM - 4:45PM EDT | Partnering With Sales

Joanne Smith
Price to Profits Consulting
Your pricing team can set great targets and recommendations for pricing moves, but success always comes down to sales’ ability to execute these recommendations. Each negotiated deal has the potential for the price to be dropped. Often it’s dropped unnecessarily or far deeper than needed. Additionally, when a business decides to raise price, the execution skills of business leaders, marketing and sales are critical for success. Too often price increases fall far short of expectations. Whether sales discounted price or were unable to increase price, the business assumes the competitive and market dynamics were not favorable when the real reason is often weak execution.

This workshop will cover proven strategies, best practices and tactics the business, marketing and sales teams need in order to successfully negotiate a deal with minimal or no price decreases and to effectively implement price increases. It will also cover the critical role of the pricing team in encouraging and guiding sales towards these best practices

12:00PM - 4:45PM EDT | Internal Data is Not Enough - Embracing Customer Perspective

Mike Cannestra
Holden Advisors
In B2B markets, customers do business with you for one reason - to achieve greater revenue & profit growth than they otherwise would with an alternative solution. To understand this financial view of value creation, pricing teams must move beyond internal (historical) data and add the “outside-in” perspective of the customer. Without this perspective, pricing teams cannot understand the impact their solutions have on the customer and thus lack the insight necessary to set a fair price which customers will accept.

How do you know if you are offering the right solutions for your customers? Adopting the customer’s perspective also provides the opportunity to solve emerging customer needs not previously recognized. Often, this does not require developing new products, but rather adding value-added services to existing solutions. When pricing teams understand bottom-line financial value, they can align the entire commercial organization, reduce internal/external price negotiations and, build stronger partnerships with key accounts.

Participants will learn:
* How to build a map of your customer’s business
* How to conduct depth interviews with customers to validate internal hypotheses
* How to adapt your offering and pricing strategy to meet the needs of your customer now
Patrick McCullough
Holden Advisors

12:00PM - 4:45PM EDT | Quantitative Communication

Nathan Phipps, Wiglaf

Pricing projects invariably involve quantitative analysis on some level. For that analysis to be valuable, stakeholders must understand why it matters and how it could impact decision-making. Fundamentally, executing a quantitative analysis and communicating that analysis to stakeholders requires two different skill-sets.

The goal of pricing analysis is not to bombard your audience with data visualizations. Rather, the goal is to provide context and facilitate management conversations to drive pricing decisions.
This session will teach attendees how to effectively adjust their communication approach for maximum impact.

Attendees will learn:
* How to create 3 pricing analysis tools using Excel: the pocket price band, the pocket price by market variable, and the price waterfall
* How to use data to craft a story tailored to your audience
* How to deal with common roadblocks, such as a lack of unified pricing language or addressing an audience made of quantitative and non-quantitative stakeholders

12:00PM - 4:45PM EDT | The Discipline of Being Nimble (Post-COVID Pricing)

Serena Crivellaro
KPMG
The economic and humanitarian crises of 2020 have required companies to be nimble in their strategy, operations, and working models – as well as their pricing.  As business conditions continue to evolve, nimble companies who will be ‘first out of the gate’ with new offers, discounts, and price increases will be the winners in the new post-COVID world.
 
This workshop covers frameworks and approaches to identify when and how to change pricing, how to shape the pricing strategy, deep dives into both surcharges and discounts, and what enablers are required to be nimble but disciplined in handling price changes.  The course also incorporates real examples across manufacturing, technology and consumer products.
 
Attendees will learn:
·       To identify how a nimble pricing strategy should be shaped
·       To quickly screen which pricing moves are warranted in each new situation
·       To design discounts and surcharges following leading practice
·       To build enablers required to support agile but disciplined pricing
Sudipto Banjaree
KPMG

 KEYNOTE SPEAKERS

What our customer say about this product

WHAT CAN YOU EXPECT?

  • The best content all designed to help you and your company thrive.
  • Over 30 speakers & more than 50 hours of great content over 6 days – available live and on demand.
  • Networking opportunities and connections through the PPS Team – who have done conferences around the world for 30 years
  • Great interactivity – engage with speakers through chat rooms and Q&A sessions.
  • Strategies and tactics that you can use immediately to increase your skill sets.

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FREQUENTLY ASKED QUESTIONS


What's Included in my Registration?

* Access to the mobile app

* 4 Keynote Sessions and 20 Breakout Presentations

* One year unlimited access to replay of the virtual conference

How do I receive the early bird rate?

Early Bird rate is automatically applied to the checkout. If you have a large group (3 or more), please email us at events@pricingsociety.com.

How do I receive the member rate?

Make sure you're logged in to your member account before you begin the registration process. Go to Member Login

Can I use a credit letter to attend the virtual conference?

What's the substitutions and cancellations policy?

Substitutions can be done at any time by emailing us at events@pricingsociety.com. You may cancel your registration and receive a full refund until September 14, 2020. After September 14th there will be a 20% administrative fee for each cancellation. Please email us for cancellations.

Can I earn CPP credits for attending?

Yes you can! Complete a workshop and its post-workshop test to earn 2 CPP credits. By attending this conference you can receive up to 5 CPP credits at one time! Attendees can also answer questions about the 4 keynotes to earn 1 CPP Credit.

I'm having trouble with my registration. What should I do?

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