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June 24-25, 2020


About The Summit

Not every company will leverage pricing during this time of crisis, but your organization can have a better outcome with the right business strategies. We are bringing together the brightest minds to share real-time pricing best practices at the Pricing in a Crisis Virtual Summit. We care about the entire community, so live access will be 100% free, whether or not you are a PPS Member. After the Summit has taken place, it will be moved to our Members Only vault, so we encourage you to become a member for continued access.

The Pricing in a Crisis Virtual Summit will take place June 24-25, 2020.

Together, we can get through this turbulent time.


Thank You to Our Virtual Summit Sponsors

Virtual Summit At-A-Glance

  • Wednesday, June 24th
  • Thursday, June 25th

12:00PM - 12:40PM EDT | Drive Mix Management During Market Upheaval

The world has changed. To cope with sharp demand fluctuations, positive or negative, companies are quickly attempting to right size their financials. As a natural result, decisions affecting value proposition, go to market and pricing strategy are being made at lightning speed. 

More than ever, it is essential to ensure you maintain corporate discipline and can continue to see the forest through the trees.Mix management is an essential tool to ensure accountability remains in place and that decisions drive incremental top and bottom line benefit.

Attendees will learn:

- What is mix management?
- How do you yield insights from mix?

- How do you practically action mix during times of crisis?

12:50PM - 1:30PM EDT | Digital Transformation and Pricing

With increased market and supply chain volatility, it is more key than ever to be able to pivot and change your strategy and tactics as needed to compete. Companies that have undergone this sort of transformation have a major competitive advantage over those that don’t, especially when it comes to pricing and lead to order. Attend to learn more about how to enable.

 Attendees will learn:
What are the benefits of digital transformation (focused on pricing)

- What the process of transformation looks like

- How to prioritize whato How to get the organization behind you

- Real world case studies

1:40PM - 2:20PM EDT | Price with a New Perspective

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. 

Further, how do you know if you are offering the right solutions for your customers? Adopting the customer’s perspective provides the opportunity to solve emerging customer needs not previously recognized. Often, this does not require developing new products, but rather adding valuable 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. 

As we approach and anticipate an exit from these troubling times, it is even more critical to connect with your customers. Each one of your customers is different and each will have differing needs as they seek to repair the damage caused by COVID-19. How are you going to help them?

Attendees will learn:

- How to gain a deeper understanding of your customer’s business

- How to conduct depth interviews with customers to validate internal hypotheses

How to customize value messaging to key stakeholders

2:30PM - 3:10PM EDT | Building Your Pricing Crisis Preparedness Plan

In the B2B world, it’s inevitable that you will face difficult times — recessions, pandemics, steeply declining oil prices, and more. These events can lead to intense pricing pressure that, left unchecked, may result in disastrous financial performance. Yet, pricing pressure doesn’t need to lead to crippling pricing declines. You need to get ahead of the storm with a Pricing Crisis Preparedness Plan.In this session, Joanne, author of Pricing in a Crisis Playbook, will share her firsthand success drawing from the strategies she used to lead DuPont and other global B2B companies through tough times.

Attendees will learn:

- The importance of proactively influencing the market with a sense of urgency
- How to prepare a comprehensive Pricing Crisis Preparedness Plan

3:20PM - 4:00PM EDT | Pricing Models to Enable Product-as-a-Service (PaaS)

The Covid-19 crisis is challenging almost all manufacturers to stabilize their balance sheets. The companies are increasingly turning to Product as a Service programs to shift revenue streams from lumpy finished good sales patterns to more repeatable service agreements. While many manufacturers have relied on very healthy parts and services margins over the years, these same companies have not historically capitalized on full-service programs. 

With increased finished good IOT connectivity, manufacturers can begin capitalizing on extended service programs.With the emergence of these service programs or Product-as-a-Service programs, there is an increasing need for profitable approaches to pricing these programs. Traditional ‘back of the napkin’ approaches to service program pricing will no longer work. 

 Attendees will learn:

The role Product as a Service programs play in stabilizing manufacture balance sheets in a crisis
- Best in class approaches to pricing Product-as-a-Service programs
- Learn about industries with the most experiences with Product-as-a-Service programs

12:00PM - 12:40PM EDT | Negotiation Skills and How They Can Help Your Company Recover from COVID-19

Knowing how to negotiate deals, protect contracts and implement win/ win strategies has never been more important for both individuals and businesses. We will explore how to utilize existing contracts to protect and extend your business while keeping customers happy. And we will share ways to neutralize emotion during potentially heated negotiations. Help take the fear and emotion out of customer interactions by focusing on a company’s unique value proposition and getting to “yes” with the customer.

Whether you sit in Pricing, Finance or Sales the ability to maintain happy customers is critical to all businesses and the ability to negotiate pricing is key to this process. This webinar will provide practical suggestions and tips that can be utilized in any negotiation situation.The added benefit is it is taught by someone who has been on both sides of the table as a Pricing executive as well as a Procurement executive. 

Attendees will learn: 

- Learn how to say “Yes” to customer requests while adding your own safety “Ands or Buts”
- How to use existing contracts to protect your margins and give your customers piece of mind

- Making manageable tradeoffs that provide a Win/ Win and don’t damage your profit

- Learn how to take the emotion out of the negotiation with specific tactics

12:50PM - 1:30PM EDT | Pricing with Resilience Through Market Volatility

With one in two businesses expecting a decrease in their top-line revenue as a result of the COVID-19 crisis, many businesses have been tempted to react to the economic downturn with panic. Now more than ever, businesses need the data-driven, pragmatic leadership of pricing teams to weather current volatile market conditions. Pricing leaders can help their businesses to maintain control of their most powerful profit lever, support sales in responding to the demands of increasingly digital buyers, and set their business up to capture market share when economies begin to recover. In this session, you’ll hear how pricing leaders are leaning into today’s challenges with resilience and agility to strengthen their businesses from within despite unpredictable external conditions. 

Attendees will learn: 

- Why your business needs your pricing leadership now more than ever
- The key elements to pricing for resiliency through market volatility
- How to support sales teams in proactively responding to shifting customer perceptions of value

- What it takes to maintain competitive, market relevant prices for digital channels

1:40PM - 2:20PM EDT | Finding & Fixing Margin Leakage in Customer-Specific Pricing

Customer specific pricing, or negotiating and setting a unique price for each customer, is often one of the most sacred price modes in a business, and, as such, the last to be addressed when price needs to move. 

This session will delve into customer specific pricing: what it is, how it’s expressed in the business, and re-imagined approaches to achieving major margin improvements

Attendees will learn: 

- What it takes to more effectively manage this price mode

- Messages about customer specific price changes that resonate with the sales team and customers

- How to manage customer specific pricing that retains healthy margins and satisfies customers

2:30PM - 3:10PM EDT | Pricing and Selling B2B Software in 2020 - Downturn Playbook Tactics

Without a doubt, client needs and short-term objectives have undergone a tectonic shift this past year, creating a high uncertainty around best pricing practices for B2B software firms. While many software firms may be in survival mode using aggressive price reductions, others may be better positioned to ride the downturn wave using revised strategies and playbooks that seek to drive continued and monetizable value for clients throughout 2020 and beyond. 

This discussion will focus on best practice software offer design approaches in a downturn as well as the need for re-engineering product strategy, supporting services, and the sales playbook to deliver a coordinated company effort to better addresses changing client needs, objectives, and perceptions within the new market environment.

Attendees will Learn: 

- Introduction to The Software Pricing Framework as an approach for pricing and offer re-design

- Top 10 B2B software tactics in a downturn: “What needs to change… and quickly…”

3:20PM - 4:00PM EDT | Pricing Through Multiple Measurements

There are many methodologies, algorithms, and “best practices” one can apply to drive pricing decisions, but which is right? To move pricing capability beyond identifying predictive metrics towards building a sustainable competitive advantage, one must confront the fact that different measurements yield different predictions. In Pricing Through Multiple Measurements, we argue that different methodologies should be used in combination to deliver a holistic image of reality and enable strategic, that is, beyond algorithmic, decision making. 

Attendees will learn: 

- Using Multiple Pricing Metrics for New Product Development to Set Prices at Launch

- Using Multiple Pricing Metrics for Competitive Engagement to Manage Price Adjustments Dynamically

- Working with Uncertainty Organizationally to Maximize Price Capture and Price Performance

Avy Punwasee is Founder and Principal of Revenue Management Labs, a boutique consultancy dedicated to realizing sustainable bottom line improvements through developing and executing innovative pricing strategies. With over 15 years of senior revenue management experience spanning pricing, strategy, and analytics Avy has transitioned between being an in-house practitioner with large companies such as Anheuser Busch InBev and Ford Motor Company to consulting for leading companies on a global scale. Avy earned his MBA and BBA from Schulich School of Business – York University.

Gabriel Smith has 20 years of experience in quote-to-cash, CPQ and price optimization. Early in his career on the CPQ team at Cisco, he played a lead role in implementing one of the first CPQ software solutions. He then worked for a first-generation price optimization software company in consulting, product management and sales. In 2015, Smith started the U.S. entity for Pricefx and currently serves their Chief Evangelist. He has worked with leading companies like Avery Dennison, 3M, CertainTeed, Emerson, IBM, Iron Mountain, Praxair, Seagate and Sonoco, helping them to turn pricing opportunities into realized profit.

Patrick McCullough is a Director with Holden Advisors. In this role, he is responsible for commercializing the firm's vast array of intellectual property. He specializes in driving the adoption of complex ideas and products through the translation of customer insights into tangible value. McCullough received a BS in Marketing from Penn State University and an MBA from the Columbia Business School.

Joanne Smith, the author of Pricing in a Crisis Playbook, The Price Negotiation Playbook and The Pricing and Profit Playbook, is well known as one of the top pricing experts in the B2B sector. Formally the head of DuPont Corporate Pricing, she now works with leading global companies to guide their transformations and pricing strategies as well as teach their sales and marketing organizations. The is on the faculty of PPS and the Institute for the Study of Business Markets.

Nathan Corder has over 20 years of experience in the aftersales and aftermarket space. He spent 10 years with General Motors leading the implementations of aftersales pricing solutions, inventory optimization solutions, and working to optimize dealer part inventory footprints. Nathan has spent the last 13 years in the software industry working to optimize aftersales operations with companies like Nissan, GM, Baker Hughes, Cisco, HP, Varian Medical, Coca-Cola, and many others. Corder received his BS in Electrical Engineering from Michigan State University and an MBA from Oakland University.

Brooks Hamilton is a leader of the Zilliant professional services organization where he is responsible for ensuring the successful implementation of pricing and sales growth projects in North America. Prior to his current role at Zilliant, Hamilton worked in product management, established Zilliant’s mid-market business unit, and held a variety of management roles within the professional services organization. He has developed pricing models for customers that price more than $20 billion in sales per year. He holds a BA in Political Science from Rice University.

Lydia Di Liello is the CEO & Founder of Capital Pricing Consultants, a revenue management and business consultancy dedicated to improving profitability for its clients through strategic, operational and tactical recommendations. She brings more than 25 years of global revenue management and business leadership expertise to her clients. Working with diverse companies in 16 countries, from Fortune 500 to private startups, her experience provides a breadth of knowledge and understanding of the unique challenges her clients face. She holds an MBA from Youngstown State University and is a member of the Board of Advisors for the Professional Pricing Society.

Valerie Howard, Solution Strategy Director at PROS, manages the go-to-market strategy for the PROS pricing solution portfolio. As a former user and product manager of PROS solutions, she has firsthand experience in the transformative benefits and competitive advantages that can be realized through pricing technology. Valerie earned an MBA from the McCombs School of Business at The University of Texas and a B.S. in Electrical Engineering through a scholarship at the Cooper Union for the Advancement of Science and Art.

Scott Miller, CPP, is Founder of Miller Advisors (, a boutique consulting practice specializing in software pricing and offer design strategies for global B2B and B2G (government) companies. Scott’s experience includes senior consulting roles and head of global pricing for several $10B software and technology firms. He is also a CPP, CPA, CMA, a published author, and speaker on best-in-class pricing practices. Scott is also the facilitator for the PPS online course “Software Pricing Strategies” and can be reached at

Tim J. Smith, Ph.D., CPP, is the founder and CEO of Wiglaf Pricing, an Adjunct Professor at DePaul University, and the Academic Advisor to the PPS Certified Pricing Professional (CPP) program. He is the author of Pricing Done Right: The Value-Based Pricing Framework Proven Successfulby the World’s Most Profitable Companies (2016) and the leading pricing textbook Pricing Strategy: Setting Price Levels, Managing Price Discounts and Establishing Price Structures (2012). He holds a BS and BA from Southern Methodist University, a PhD from the University of Chicago, and an MBA with high honors from the University of Chicago Booth School of Business.