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(Wed) Moving Beyond Pricing Excellence to Commercial Excellence with Alex Hoff & Jin Sheen Yeoh

(Wed) Moving Beyond Pricing Excellence to Commercial Excellence with Alex Hoff & Jin Sheen Yeoh


Pricing excellence is indeed a very worthwhile pursuit, but pricing excellence on its own or in isolation almost always fails to achieve the promised results that many of us believe are possible. There are far too many brilliant pricing strategies that are never fully implemented or realized and too many brilliant pricing practitioners who end up frustrated and disillusioned.

We must embrace, especially in B2B industries, that pricing is one of several interdependent processes and capabilities that must be assessed and managed together – something many companies are now referring to as Commercial Excellence. Pricing is woven throughout related process such as strategic marketing and market segmentation, product and portfolio lifecycle management, channel management, and possibly most importantly in B2B, sales and sales operations.

In this workshop, we will guide you through a self-assessment of your organization’s current Commercial Excellence maturity, benchmarked against hundreds of other similar organizations. We will then work interactively on identifying where you can help drive the most value in your situation and develop an action plan for when you’re back at the office. Your workshop leaders will draw upon best practices observed across hundreds of B2B clients as well as personal experiences as former pricing leaders themselves.

    Attendees will learn:

    • How pricing fits into other key processes like sales
    • How to evaluate their own Commercial Excellence maturity
    • Specific next steps to drive value realization for their organization

    Meet Your Instructors

    Alex Hoff
    VP Product Management & Marketing, Vendavo

    Alex Hoff has been with Vendavo for 12 years and is currently VP Product Management & Marketing. Prior to joining Vendavo, Hoff spent most of his career in various pricing and marketing roles in both B2B and B2C organizations. In 2003, as a Director of Strategic Pricing, he was an early adopter of price optimization solutions that utilized artificial intelligence and machine learning. He holds an MBA in Marketing and BS in Behavioral Psychology from TCU. He has taught undergraduate business students as an adjunct lecturer on marketing and pricing, and he earned his CPP certification from PPS in 2008.

    Jin Sheen Yeoh
    Product Manager, Vendavo

    Jin Sheen Yeoh has been with Vendavo for 10 years and currently serves as a Product Manager. She has 15 years of experience delivering scalable, enterprise CRM and pricing software solutions for a variety of B2B and B2C clients in the chemical, high tech, industrial manufacturing, packaging, automobile, and retail industries. She is certified in change management (ProSci) as well as pragmatic marketing (PMC level VI). With her experience in pricing and work across multiple industries, she routinely helps clients achieve an increase of 1-2% of sales. She is also Chairman of the Board at The MICA Project.