Pre-Conference Workshops

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Profit Summit 2017 Education Workshops

One of the most popular additions to Profit Summit in recent years is the workshops. Each year, we have seen feedback praising the quality of the workshops—from leader to subject to takeaways.

That is why we are so excited to announce the workshop topics and leaders for Profit Summit 2017 from April 4-6 in Miami. This year’s lineup is fantastic and in high demand.

Workshop: Change Agent in Pricing Certification
Stephan Liozu, Ph.D. Prosci®

Chief Value Officer, Thales

Certified Change Manager. He holds a Ph.D. in Management from Case Western Reserve University. His dissertation, called “The Pricing Journey”, demonstrates the need for transformational change to reach pricing excellence.

Leader: Stephan Liozu
About the Workshop: Research shows that 70% of change projects fail. Pricing projects and pricing transformations need a strong change management approach including a vision, a success team coalition, a compelling need for change, and a change management toolbox. The CAP® certification workshop reviews the entire change management process and focuses on 10 critical dimensions of change in pricing and value management.
Topics Covered:
  • Recognize the need for change leadership in pricing projects.
  • Design a powerful change management toolbox for their pricing projects.
  • Select the right metrics and KPI’s to measure the change process.
  • Build strong coalitions to maximize change success.
  • Develop a pricing and value vision that will energize sales teams.
  • Use positive and compelling language that energizes teams to get on board.
  • Act as change agents in pricing in their organization.
Summary: The training will combine the latest theoretical science on change management and change leadership. Participants are required to bring real-life pricing project information to build a proprietary change management roadmap.
Stephan Liozu, Ph.D. Prosci®

Chief Value Officer, Thales

Certified Change Manager. He holds a Ph.D. in Management from Case Western Reserve University. His dissertation, called “The Pricing Journey”, demonstrates the need for transformational change to reach pricing excellence.

Workshop: Fundamentals of Pricing Strategy Workshop
Alex Hoff

Vice President of Business Consulting, Vendavo

Alex Hoff has been with Vendavo for almost nine years and serves as Vice President of Business Consulting — working with our customers to help them drive value through price and margin management improvements. Prior to joining Vendavo, Alex spent most of his career in various product marketing and pricing roles for Fortune 500 companies in both B2C and B2B industries.

Leader: Alex Hoff
About the Workshop: Fundamentals of Pricing Strategy is an interactive one-day workshop, which introduces the Vendavo industry-leading approach to elevating the function of Price Management. It is designed to enable participants to bring pricing at their organization to the level of strategic capability.
Topic Covered: It covers key pricing topics by combining industry case studies, hands on exercises and facilitated discussions on:
  • Pricing Strategy Introduction — introduces tactical questions that underlie common historical approaches to pricing
  • Role of Cost in Pricing Decisions — overview of cost-based approaches to pricing and methodology for contribution maximizing pricing decision making
  • Role of Customer Value in Pricing — overview of value as an element of pricing strategy and methodology to capture value in price
  • Role of Competition in Pricing — overview of theories regarding the nature of competition and alternatives to price competition
  • Pricing Strategy Archetypes — overview of the four most common strategy archetypes used in pricing and marketing
Summary: Completing this course will provide a deeper understanding of:
  • Methodologies for price setting and price execution
  • Cost and financial analysis for pricing
  • Value-based pricing best practices
  • Practical application of price segmentation
  • Strategies for managing price competition
  • How to develop profit maximizing pricing strategies
Alex Hoff

Vice President of Business Consulting, Vendavo

Alex Hoff has been with Vendavo for almost nine years and serves as Vice President of Business Consulting — working with our customers to help them drive value through price and margin management improvements. Prior to joining Vendavo, Alex spent most of his career in various product marketing and pricing roles for Fortune 500 companies in both B2C and B2B industries.

Workshop: Value-Based Pricing
Robert Irwin

Vice President of Business Consulting Europe, Vendavo

Robert has worked in the area of Pricing for over 15 years and has spent the last 8 years at Vendavo helping customers to implement and automate their pricing processes, strategies and margin optimization. Before joining Vendavo, Robert was the Global Director of Pricing at a High-Tech manufacturer where he developed, built and led the Pricing Organization. He is experienced in leading sales and operations teams in the international business environment and has a proven track record of successfully leading organizations through structural and process change. Robert has an MBA from Wake Forest University and a BA (Hons) in International Business from Sheffield City Polytechnic.

Leader: Robert Irwin
About the Workshop: Value-based Pricing is a widely documented and well-known concept. Everyone has heard the theory and yet, it still remains an underutilized practice. There are a range of well-known methodologies available to support this activity. However, they tend to be time consuming and require companies to invest significant effort in the definition of new product pricing. This has direct consequences for the number of products that any organization can manage at one time.
Topic Covered: In this workshop, we will look at how you can develop and deploy supplementary methodologies that will enable you to apply a value-based pricing approach to a broader set of products, not only for product introductions. We will also address the challenges of ensuring that all your hard work in setting a value based price does not go out of the window at the point of negotiation. In a group exercise, together with your peers, you will have the opportunity to develop and debate this practical approach to Value-Based Pricing, including: addressing roadblocks to implementation, identifying customer behaviors to be incentivized and agreeing the process to ensure sales adoption. We look forward to welcoming you to this interactive workshop.
Robert Irwin

Vice President of Business Consulting Europe, Vendavo

Robert has worked in the area of Pricing for over 15 years and has spent the last 8 years at Vendavo helping customers to implement and automate their pricing processes, strategies and margin optimization. Before joining Vendavo, Robert was the Global Director of Pricing at a High-Tech manufacturer where he developed, built and led the Pricing Organization. He is experienced in leading sales and operations teams in the international business environment and has a proven track record of successfully leading organizations through structural and process change. Robert has an MBA from Wake Forest University and a BA (Hons) in International Business from Sheffield City Polytechnic.

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