pricing

pricing.experts

21DxZx2

the world’s best

prICIng COnference

27 th Annual Spring

Pricing Workshops

& Conference

MAY 3-6, 2016

CHICAGO, ILLINOIS

LOEWS CHICAGO O’HARE HOTEL

Value-

Based

Pricing

all THe

pieces OF THe

pricing

puzzle

CPQ

Profitability

Yield

Management

Revenue

Management

Introducing the NEW CPQ Series!

Increase Your Company’s Profitability!

Great strategies for all Pricing, Revenue Management, Yield Management, CPQ,

Marketing, Sales, Finance, and Operations Professionals to perform better.

Take advantage of our special Buy 2 - Get 1 Free Early Bird Discount.

But hurry - this offer expires March 18, 2016!

www.pricingsociety.com/CHICAGO2016

#PPSChi


PSCHICA

KeVIn MITCHell

JOIN US

MAY 3-6, 2016

CHICAGO, IllINOIS

LOews CHICAGO O’HAre HOTel

FOR THE

VERY

BEST

IN

PRICING

President, Professional Pricing Society

On behalf of the entire Professional

Pricing Society team, I am thrilled

to announce the program for

our 27th Annual Spring Pricing

Workshops & Conference. Although

our events continue to get bigger

and better all the time, we make

it a priority to respond to our

individual member feedback. As a

result, our conference will feature

great information about building

teamwork between pricing, sales,

marketing, and finance while still

providing the analytical tools,

strategies, and tactics you need to

thrive. We are also thrilled to return

to Chicago and to a great venue

that has hosted PPS Conferences

in the past, The Loews Chicago

O’Hare hotel. I hereby invite you

to join over 500 of your peers for

full-day and two-day Workshops on

May 3-4, 2016 with the Conference

keynotes and breakouts to follow

on May 5-6, 2016.

Our events are the best forum to

acquire the knowledge you need

to increase your performance –

choose from over 50 speakers

from Microsoft, GE, KPMG, and

Ernst & Young among others with

over 100 hours of best practices,

all while reconnecting with old

friends and meeting new peers

at the world’s largest conference

focused on pricing, sales,

marketing, revenue management,

profit optimization and related

fields. So whether you are brand

new to the discipline, a manager

looking to increase your business

acumen, a strategic leader looking

for the next great steps for your

organization, or an otherwise

interested party looking for the

latest trends and insights, there will

be workshops and presentations

ready to generate ideas for you

and your company.

#PPSChi

Founded

1984 by Eric Mitchell

MeMBers 4,813

COMpanies 653

GlOBAl Presence

75 Countries /

6 Continents

Events

5 Major Annual

Pricing Conferences

OFFerings

• Certified Pricing Professional

• Pricing Training Workshops

• 30 Online Pricing Courses


Workshops......................................6

Conference At-A-Glance.........16

Keynote Presentations............18

Breakout Sessions.................... 22

Conference Information.........28

Corporate Partners..................30

Registration................................. 32

GOCONTENTS

For the first time at a Spring

PPS Conference, we will have

an entire session dedicated to

Sales Operations, which will

be a must if you partner with a

sales organization in conjunction

with your pricing goals, or are

interested in Sales Enablement or

Configure-Price-Quote strategies

& tactics.

PPS Conferences are also the

worldwide meeting place for

pricing professionals, providing

more industry leading speakers

and expertise than any other. No

other pricing event will provide

you with more networking

opportunities to connect and

share ideas with fellow pricers

who face similar circumstances

and challenges. Please join us.

I look forward to seeing you in

Chicago!

The Voice of the

Pricing Profession

Since 1984, PPS has been the heart

and soul of the pricing profession.

Today, we continue to focus on

bringing the pricing discipline’s

foremost thought leaders to our

conferences, workshops and online

courses, so our members can gather

for learning, networking and sharing

experiences.

Now, pricing people can advance

their knowledge from anywhere

in the world. In addition to worldclass

training and live events, PPS

also provides access to the most

valuable electronic resources in the

pricing field. We publish the monthly

Pricing Advisor Newsletter and the

quarterly Journal of Professional

Pricing, covering the latest topics and

expert advice in the field. After all the

changes and growth over the decades,

PPS remains independent, unaltered,

unbiased and true to our original

mission - we are solely dedicated to

nurturing the ever growing community

of pricing professionals.

The Most Trusted Resource

in the Pricing World

The PPS network includes more than

4,800 active members worldwide

from more than 600 leading

companies in 75 countries. Currently,

we produce five major annual pricing

conferences in Asia, Europe, North

and South America. Each conference

assembles the finest specialists in

the world to deliver the latest best

practices, innovative trends and

strategic skills in the pricing field.

PPS also offers dozens of full-day

training workshops every year,

taught by leading pricing principals

and experts.

Cpp - A Mark of Distinction

for Pricers Worldwide

PPS workshops are the foundation

for the Certified Pricing Professional

(CPP) designation, a multi-stage

training curriculum designed to

support, educate and elevate

the global pricing professional.

The CPP program has grown to

become a mark of distinction for

pricers worldwide, improving their

knowledge and careers.

OTHer SerVICes

• 16 Annual Publications

• Pricing Whitepapers

• Case Studies

• Webinars

• Annual Salary Survey

3


PRICING TRAINING

CerTIFICATION WORKSHOps & OnlIne COurses

Cpp Training

Benefits Your

Company

and YOU!

The Professional

Pricing Society is the

only organization that

exclusively supports

professional pricers and

has been for 32 years.

We provide valuable

pricing strategies,

publications, research,

and resources to

thousands of members

from leading industries

in over 75 countries.

For More

Information

about the Certified

Pricing Professional

program please email

cpp@pricingsociety.com

or visit the PPS website:

pricingsociety.com

and click on Pricing

Training - Certified

Pricing Professional

(CPP) or Online

Pricing Courses.

Top 5 Benefits of

Cpp Pricing Education:

1 Best Practices from Top Pricing Experts: Our

faculty represents the top minds in business and

academia. All of our course materials are based

on industry best practices, extensive applied

experience, and practitioner success stories.

2 Comprehensive Pricing Training: Some courses

cover broader fundamental pricing strategies, while

others provide in-depth study of more advanced

topics. All of our materials are designed to equip

your department with the tools and concepts that

will improve profitability.

3 You Can Develop an Internal Pricing Culture:

Quickly orient your employees to pricing best

practices and help instill a structured approach to

pricing within your company, creating a powerful

internal culture of like-minded pricing experts for

your firm.

4 Rigorous Certification Process: In addition to

earning 6 credits by successfully completing

workshops and/or online courses, participants go

through a rigorous certification process including

an extensive study guide and online preparation

sessions. For final certification, participants must

pass a comprehensive Accreditation Exam - one of

the many reasons why the CPP certification is the

most respected pricing credential in the world.

5 You Can Bring Your Pricing Function In-House:

Your firm knows its products, services, and

strategies better than any external consultant.

Empower your own organization with the

knowledge needed to improve profits and

minimize revenue leaks, while saving on

outside fees.

To find out how you can save money on the best pricing

training available with new CPP Pricing Training

and Certification Packages, please email us at

cpp@pricingsociety.com or call us at +1.770.509.9933.

4 PROFESSIONAL PRICING SOCIETY #PPSCHI


CERTIFIED PRICING PROFESSIONAL

THE INDusTry-STANDARD prOFessIONAL prICING CerTIFICATION

The PPS Certified Pricing Professional (CPP) Program is academically sound

and based on real business experience. The content is delivered via Live Workshops

on 4 continents and Online Pricing Courses accessible from anywhere in the world.

Material for the program

is developed by Pricing

Practitioners, Pricing

Consultancy Experts and

Professors from the most

prestigious Corporations and

Academic Institutions in the

world.

The CPP curriculum covers

core competency areas of

price setting, psychological

influences to price acceptance,

price-variance and discount

management, pricing strategy

and tactics, and organizational

pricing-function development

and improvement.

Program

Framework

The purpose of this framework

is to provide a sequence you

should take to receive a wellrounded

education in pricing.

If you’re pursuing the CPP

designation, you can take any of

the Online Pricing Courses

or Live Workshops you choose,

following this framework.

The CPP designation confers that

a professional is prepared for a

career in pricing. The certification

addresses a broad array of

strategic and tactical pricing

challenges, including price

setting, discounting, promotions,

psychology, and organizational

design. All industries are covered,

using academically proven and

industry accepted best practices.

While taking a course from

each level is recommended,

it is not required.

LEVEL 100

Foundation Overview

Foundation courses which

should be taken first

LEVEL 200

Price Setting

LEVEL 300

Price Variance Management

LEVEL 400

Pricing Psychology

LEVEL 500

Elective

Addressing specific industries,

specific price structures, or other

specific issues

LEVEL 600

Corporate Strategy

Capstone type courses which

should be taken last

PPS is Proud to Offer an Exclusive

Certified Pricing Professional

Designation (Cpp) Badge to our

members that have successfully

earned their certification!

Add to profile

Announcing LinkedIn

Badge Displays - The way to

distinguish pricing expertise

on your personal page!

After completing all the courses and

successfully passing all tests, qualified

CPPs can post the official badge within

their LinkedIn Page!

Here’s How:

1 Ensure that all Certified Pricing Professionals are verified

through PPS*. Either join the exclusive CPP LinkedIn

Group or send a direct email to PPS Membership

cherica@pricingsociety.com.

2 Click on the exclusive embed link, given to CPPs that

have successfully completed all course work.

3 Copy and paste the link to your personal LinkedIn page.

4 Share with your networks so that everyone

can view your new Badge!

* Note, neither a license number nor date of completion

are necessary to retrieve the Badge.

It’s That Simple!

There are many benefits to obtaining a CPP Designation. The

online training allows offsite, flexible course offering, utilizing

the highest quality education and instructors. Certification

is priced to fit most budgets and allow professionals to

distinguish their training and knowledge from the rest.

27TH ANNUAL SPRING PRICING WORKSHOPS & CONFERENCE

5


WS1

LEVEL

400

COURSE

2-DAY WORKSHOP TUESDAY & WEDNESDAY, MAY 3-4

The Two Sides of Human

Economic Behavior:

Mr. Spock and Homer Simpson

The assumption of rationality has come

under attack in recent decades. The idea

that “Economic Man” has unbounded

rationality and free will, and is entirely

efficient in his decisions and choices,

has sometimes been proven false by

behavioral economics.

This workshop will explore the

principles of the Austrian School of

Behavioral Economics and the science

of Praxeology: the deductive study of

voluntary human action. Recent research

on behavioral economics will also be

presented in the context of consumer

decision making and pricing.

PRESENTED BY:

ATTENDEES WILL LEARN:

• The First Law of Pricing:

all value is subjective

• The Second Law of Pricing:

all prices are contextual

• Customers don’t buy what you do,

but why you do it

• Business Model Innovation and the

Four Assertions

• Why there is no such thing as a

commodity

• The seven types of customer risk

and their impact on value

• Baker’s Law: Bad Customers Drive

Out Good Customers

• What is a “fair price” and the ethics

of price discrimination

Ronald Baker

Founder, VeraSage Institute

Ronald J. Baker started his CPA career in 1984 with KPMG’s Private

Business Advisory Services. Today, he is the founder of VeraSage Institute,

the leading think tank dedicated to educating professionals internationally,

and a host on the VoiceAmerica.com show: The Soul of Enterprise -

Business in the Knowledge Economy. He is the author of six best-selling

books, including his latest, Implementing Value Pricing: A Radical

Business Model for Professional Firms.

ed kless

Senior Director, Partner Development and Strategy, Sage

Ed Kless joined Sage in 2003 and is the senior director of partner

development and strategy. He develops and delivers curriculum on the

practice of small business consulting. He is the co-author of The Soul

of Enterprise: Dialogues on Business in the Knowledge Economy,

a compendium from his VoiceAmerica.com talk-show The Soul of

Enterprise: Business in the Knowledge Economy, and a senior fellow

at the VeraSage Institute.

DAILY

WOrkshOP

agenDA

8:00

Breakfast /

Registration

9:00

Workshops

Begin

10:15

Morning

Break

10:45

Workshops

Resume

12:00

Lunch

1:00

Workshops

Resume

2:15

Afternoon

Break

2:45

Workshops

Resume

4:00

Workshops

Close

4:30

(Wednesday)

Workshop

Reception

sponsored by:

(Agenda

applies

to every

workshop)

Free Online

Pricing

Course!

Only Workshop

Attendees

who complete

and pass the

Post-Workshop

Quiz will earn 2

credits towards

their CPP

designation

and will receive

1 Online Pricing

Course at no

additional

charge!

6 PROFESSIONAL PRICING SOCIETY #PPSCHI


WS2

LEVEL

200

COURSE

2-DAY WORKSHOP TUESDAY & WEDNESDAY, MAY 3-4

Unlocking the Magic of

Effective Pricing:

Understanding How to Craft Strategies for Sales Excellence

Effective pricing requires examining and

understanding behavioral responses to

prices and understanding what influences

perceptions and purchase intentions.

An important, yet often neglected,

principle is that pricing decisions involve

managing price differentials. Buyers’

judgments of whether a potential

purchase is acceptable are made

relative to a baseline or reference price.

When the price differential is perceived

insubstantial, buyers judge the price

as acceptable. When does this price

differential become too significant that

buyers perceive the offer too expensive

or cheap?

In this workshop, participants will learn

how prices convey information, and how

PRESENTED BY:

pricing strategies should define pricing

tactics. The ability to communicate value

helps firms overcome customers’ price

resistance providing opportunities for

growth.

ATTENDEES WILL LEARN:

• How customers perceive price and

form value perceptions

• Fundamentals of perceived

value pricing

• How to communicate price

information and value to customers

• Key principles of effective pricing

management

• The path to achieving pricing

excellence

Lillian L. Cheng

Partner, Cheng, Monroe & Associates

Lillian L. Cheng is a specialist, researcher and trainer in go-to-market

strategies. Having consulted for companies ranging from Internet startups

to global luxury brands to multinational high-tech companies, she

brings decades of experience in consulting and executive training to

seminars and university classrooms that focus on redefining the role of

marketing, pricing and channel management.

Dr. Kent B. Monroe

Partner, Cheng, Monroe & Associates, J.M. Jones Professor of

Marketing Emeritus, University of Illinois at Urbana-Champaign

Dr. Kent B. Monroe brings decades of research, teaching and experience

to training seminars that explain and illustrate successful pricing

strategies and tactics. His training focuses on understanding the

importance of pricing, how people perceive and react to prices, and

how perceived value pricing is managed. He has a bachelor’s degree

from Kalamazoo College, an MBA from Indiana University, and a

doctorate from the University of Illinois. He is also the author of

Pricing: Making Profitable Decisions.

DAILY

WOrkshOP

agenDA

8:00

Breakfast /

Registration

9:00

Workshops

Begin

10:15

Morning

Break

10:45

Workshops

Resume

12:00

Lunch

1:00

Workshops

Resume

2:15

Afternoon

Break

2:45

Workshops

Resume

4:00

Workshops

Close

4:30

(Wednesday)

Workshop

Reception

sponsored by:

(Agenda

applies

to every

workshop)

Free Online

Pricing

Course!

Only Workshop

Attendees

who complete

and pass the

Post-Workshop

Quiz will earn 2

credits towards

their CPP

designation

and will receive

1 Online Pricing

Course at no

additional

charge!

27TH ANNUAL SPRING PRICING WORKSHOPS & CONFERENCE

7


WS3

LEVEL

300

COURSE

1-DAY WORKSHOP TUESDAY, MAY 3

Product Differentiation:

How to Discover and Capitalize on Your

Product’s Value Drivers

According the 2014 Global Pricing Study

conducted by PPS and Simon-Kucher &

Partners, 72% of all new products miss

their profit targets. In today’s globally

competitive markets, pricing teams

must understand both the perceived

and real attributes of product value that

will enable them to protect margins and

affect realized prices that drive revenue.

This workshop will share how major

manufacturers are concurrently and

proactively raising prices and improving

customer satisfaction. We will discuss

how providing sales and contract teams

with useful customer insights can

improve volume compliance. We will

also run a modeling exercise to compare

PRESENTED BY:

Nik Caruthers, MBA

Senior Strategic Consultant, PROS

the impact of the varied go-to-market

approaches of two similar high-tech

manufacturers.

ATTENDEES WILL LEARN:

• How to improve profitability by

discovering which product attributes

differentiate your company’s portfolio

from competitors

• How to maximize lifetime product

revenue by introducing new products

at the right price point

• How a coordinated price strategy can

extend product lifecycles and create

stronger alignment between pricing,

finance and sales

Nik Caruthers helps companies drive transformational change to realize

their revenue and margin potential. Prior to joining PROS, Caruthers

spent 16 years in roles of increasing responsibility with Intel Corporation,

where he managed procurement, business operations and pricing teams.

He earned an MBA from Thunderbird’s Garvin School of International

Management, and a bachelor’s degree in chemical engineering from the

Massachusetts Institute of Technology.

Valerie Howard, MBA

Senior Industry Solutions Manager, PROS

Valerie Howard manages the go-to-market strategy for PROS high-tech

solutions. In this role, she helps high-tech companies realize their revenue

and profit potential with sales improvement initiatives that align their price

and go-to-market strategies. She earned an MBA from The University of

Texas McCombs School of Business and a bachelor’s degree in electrical

engineering from the Cooper Union for the Advancement of Science and

Art.

DAILY

WOrkshOP

agenDA

8:00

Breakfast /

Registration

9:00

Workshops

Begin

10:15

Morning

Break

10:45

Workshops

Resume

12:00

Lunch

1:00

Workshops

Resume

2:15

Afternoon

Break

2:45

Workshops

Resume

4:00

Workshops

Close

4:30

(Wednesday)

Workshop

Reception

sponsored by:

(Agenda

applies

to every

workshop)

Free Online

Pricing

Course!

Only Workshop

Attendees

who complete

and pass the

Post-Workshop

Quiz will earn 1

credit towards

their CPP

designation

and will receive

1 Online Pricing

Course at no

additional

charge!

8 PROFESSIONAL PRICING SOCIETY #PPSCHI


WS4

LEVEL

100

COURSE

1-DAY WORKSHOP TUESDAY, MAY 3

Core Pricing Skills:

Three Decades of Pricing Evolution

The role of pricing has changed

significantly over the last three

decades. Globalization, big data, new

technology, the evolving role and power

of procurement teams, ever-changing

pricing legislation, improved pricing

theory, increased transparency, economy

driven consolidation, and paradigm

shifts in strategy and marketing by

a few key visible companies have all

contributed to the elevated importance

of excellence in price management.

Through understanding the evolution of

each of these areas of pricing through

present day, participants will leave with

a portfolio of examples of pricing events

and outcomes to leverage in every day

decision making.

PRESENTED BY:

ATTENDEES WILL LEARN:

• Pricing Legislation

• Common Strategies in Major

Verticals

• The Pricing Software Space

• Companies That Led the Way

• Pricing Differentiation /

Segmentation Approaches

• Global Pricing Considerations

• Commodities and Price Indices

• Core Pricing Analytics Methodology

• Contract Language: Winners and

Losers

• Getting Value Pricing Right

• Pricing Research

Adrienne Gordon

President, Pricing Empowered LLC

Adrienne Gordon is passionate about helping organizations and

individuals achieve their full value potential. She helps companies

leverage best practices in pricing to maximize profits through her

company, Pricing Empowered. She brings 18 years of pricing experience

through price leadership roles at 3 multi-billion dollar corporations, and

experience with dozens of additional companies. She enjoys mentoring

emerging female leaders, and children through her education business.

DAILY

WOrkshOP

agenDA

8:00

Breakfast /

Registration

9:00

Workshops

Begin

10:15

Morning

Break

10:45

Workshops

Resume

12:00

Lunch

1:00

Workshops

Resume

2:15

Afternoon

Break

2:45

Workshops

Resume

4:00

Workshops

Close

4:30

(Wednesday)

Workshop

Reception

sponsored by:

(Agenda

applies

to every

workshop)

Free Online

Pricing

Course!

Only Workshop

Attendees

who complete

and pass the

Post-Workshop

Quiz will earn 1

credit towards

their CPP

designation

and will receive

1 Online Pricing

Course at no

additional

charge!

27TH ANNUAL SPRING PRICING WORKSHOPS & CONFERENCE

9


WS5

LEVEL

600

COURSE

1-DAY WORKSHOP TUESDAY, MAY 3

Pricing and Corporate Strategy:

The Pricing Decision Framework Proven Successful

by the World’s Most Profitable Companies for

Getting Pricing Done Right

Pricing challenges and decision arise

early and often. List prices, discounting,

new product development, account

management, and international variations

are just a few key pricing challenges

facing modern corporations every day.

Given these challenges, how should a

corporation manage the pricing function?

This workshop shares how leading firms

are integrating different pricing and price

management techniques throughout

the corporation to maximize both

growth and profitability. We will examine

approaches for managing prices in highly

competitive business markets, applying

concepts from the fields of economics,

consumer behavior, business selling,

product lifecycles, and competitive

dynamics. We will also present a proven

framework for managing pricing in a

modern corporation developed through

both academic research and executive

interviews.

ATTENDEES WILL LEARN:

• The nature of a good price

• The impact of price concessions on

profitability

• Connecting product development to

pricing decisions

• Connecting customer account

development to pricing decisions

• Connecting international

contingencies to pricing decisions

• A proven framework for integrating

pricing into strategic corporate

development

DAILY

WOrkshOP

agenDA

8:00

Breakfast /

Registration

9:00

Workshops

Begin

10:15

Morning

Break

10:45

Workshops

Resume

12:00

Lunch

1:00

Workshops

Resume

2:15

Afternoon

Break

2:45

Workshops

Resume

4:00

Workshops

Close

4:30

(Wednesday)

Workshop

Reception

sponsored by:

PRESENTED BY:

Tim J. Smith, Ph.D., CPP

Founder and Managing Partner of Wiglaf Pricing and Adjunct

Professor of Marketing at DePaul University

Dr. Tim J. Smith is the founder and Managing Partner of Wiglaf Pricing,

Academic Advisor to the PPS Certified Pricing Professional (CPP)

program, and the author of Pricing Strategy: Setting Price Levels,

Managing Price Discounts and Establishing Price Structures (2012).

He focuses on using quantitative and qualitative research to enable

firms to drive revenue.

(Agenda

applies

to every

workshop)

Free Online

Pricing

Course!

Only Workshop

Attendees

who complete

and pass the

Post-Workshop

Quiz will earn 1

credit towards

their CPP

designation

and will receive

1 Online Pricing

Course at no

additional

charge!

10 PROFESSIONAL PRICING SOCIETY #PPSCHI


WS6

LEVEL

300

COURSE

1-DAY WORKSHOP WEDNESDAY, MAY 4

Value-Based Pricing and

Differential Value Quantification:

Best Practices to Understand, Apply & Operationalize

Both Concepts in Your Organization

While adoption of value-based pricing

and the implementation of Economic

Value Estimation (EVE ® ) is increasing,

pricers still face difficulties in designing

and executing value-based pricing

strategies and executing the EVE ®

methods across their organizations.

However, the EVE ® process can be fairly

mechanical and, with proper training, can

be understood fairly rapidly.

In this unique workshop, we will review

the latest science on value-based pricing

and the EVE ® process. We will explore

how to operationalize the outcome in

value-based innovation, value-based

marketing and value-based selling

strategies. Participants receive a signed

copy of The Pricing Journey book as well

as A User’s Guide to Value Modeling.

ATTENDEES WILL LEARN:

• How to operationalize value-based

pricing and EVE ® in day-to-day

business

• How to practically link value-based

pricing with value-based innovation,

value-based marketing, and valuebased

selling

• How to respond to deployment, value

quantification and messaging process

challenges

• How to use multi-functional

collaboration to accelerate the

deployment of value-based pricing

• How to track that your EVE ®

approach is successful

DAILY

WOrkshOP

agenDA

8:00

Breakfast /

Registration

9:00

Workshops

Begin

10:15

Morning

Break

10:45

Workshops

Resume

12:00

Lunch

1:00

Workshops

Resume

2:15

Afternoon

Break

2:45

Workshops

Resume

4:00

Workshops

Close

4:30

(Wednesday)

Workshop

Reception

sponsored by:

PRESENTED BY:

Stephan Liozu, Ph.D., CPP

Pricing Evangelist, Founder of Value Innoruption Advisors

Stephan M. Liozu is the Founder of Value Innoruption Advisors,

a pricing and value management consulting boutique. He holds a

doctorate from Case Western Reserve University, earned his CPP in

2009, and achieved the Prosci ® change management certification in

2012. He has authored two books, The Pricing Journey and Pricing

and Human Capital, and sits on the Advisory Board of LeveragePoint

Innovation, 360pi, and PPS.

(Agenda

applies

to every

workshop)

Free Online

Pricing

Course!

Only Workshop

Attendees

who complete

and pass the

Post-Workshop

Quiz will earn 1

credit towards

their CPP

designation

and will receive

1 Online Pricing

Course at no

additional

charge!

27TH ANNUAL SPRING PRICING WORKSHOPS & CONFERENCE

11


WS7

LEVEL

500

COURSE

1-DAY WORKSHOP WEDNESDAY, MAY 4

Sales for the Win!

Overcome Procurement’s Gamesmanship to Protect

Pricing and Improve Profits

Procurement managers have taken their

game to the next level. Sophisticated

‘should-cost’ analysis and integrated

supply-chains are just a few ways

procurement has extracted value and

shifted risk to suppliers while still driving

more price concessions.

Pricers are uniquely positioned to help

salespeople recognize negotiations as a

game and create tactics to get paid for

value and rewarded for additional risk.

Pricing managers can also help sales

read the cards, identify who’s bluffing,

determine the type of buyer and the

particular scenario sales is dealing with,

and use tactics that will ensure you play

the winning hand.

PRESENTED BY:

The class is based on the popular book

Negotiating with Backbone, 2nd edition

by Reed Holden.

ATTENDEES WILL LEARN:

• Procurement’s behaviors and games

• Techniques to simplify value and craft

messages for sales

• Using ‘Give-Gets’ for negotiation

leverage

• Discerning whether you are dealing

with a bluff

• Negotiating tactics for customers you

can’t afford to lose

TANNIS ASHWORTH

Manager - Facilitation & Performance Development, Holden Advisors

Tannis Ashworth is the Manager of Facilitation and Performance

Development at Holden Advisors. She has more than 20 years of

experience in the design, delivery and implementation of value-centric

curriculum focused on the cross-functional alignment of sales, marketing

and client service, improving performance, relationship management and

business leadership. She holds a bachelor’s degree from George Mason

University, and studied Change and High Performance Leadership at

eCornell.

TRAVIS UMPLEBY

Senior Consultant, Holden Advisors

Travis Umpleby is a Senior Consultant at Holden Advisors and drives

“Negotiating with Backbone” initiatives with clients. He specializes in

creating pricing to value strategies and negotiation tools that include

“Give-Gets” and value messages that sales can use in the face of

tough negotiations. Umpleby holds an MBA from the Carroll School of

Management at Boston College and a bachelor’s degree from Brigham

Young University.

DAILY

WORKSHOP

AGENDA

8:00

Breakfast /

Registration

9:00

Workshops

Begin

10:15

Morning

Break

10:45

Workshops

Resume

12:00

Lunch

1:00

Workshops

Resume

2:15

Afternoon

Break

2:45

Workshops

Resume

4:00

Workshops

Close

4:30

(Wednesday)

Workshop

Reception

sponsored by:

(Agenda

applies

to every

workshop)

Free Online

Pricing

Course!

Only Workshop

Attendees

who complete

and pass the

Post-Workshop

Quiz will earn 1

credit towards

their CPP

designation

and will receive

1 Online Pricing

Course at no

additional

charge!

12 PROFESSIONAL PRICING SOCIETY #PPSCHI


WS8

LEVEL

500

COURSE

1-DAY WORKSHOP WEDNESDAY, MAY 4

How to Monetize your CPQ Investment:

Getting the Most Revenue and Profit Generation

From Your CPQ System

Are you implementing a CPQ (configure

price quote) system now or in the future?

Utilizing proven techniques and examples,

this workshop addresses how to get the

most money out of your CPQ system.

Learn critical success steps from both a

financial and an operational perspective.

Learn how to create pricing policies and

business processes that work effectively

and efficiently, and powerful metrics that

are timely and relevant. Explore how to

break down complex configured items

to their most elemental components

and assign a base value. Finally, we will

discuss how to calculate ROI.

PRESENTED BY:

ATTENDEES WILL LEARN:

• 5 critical areas for revenue and

profit generation

• Examples to determine current gaps

in configuration systems

• Price “buckets” for configured

products

• Techniques for determining

“adders”

• How to address quoting processes

• How to create success metrics that

actually work

• 5 keys to training your sales force

on value instead of discounting

LYDIA DI LIELLO

Founder & Principal, Capitol Pricing Consultants LLC

Lydia Di Liello is the founder and principal of Capital Pricing

Consultants LLC, a Revenue Management company dedicated to

improving profitability for its clients. She brings more than 22 years of

global revenue management, pricing expertise and business leadership

experience to her clients. Di Liello is a member of the PPS Board of

Advisors. She earned her MBA from The Youngstown State University.

DAILY

WORKSHOP

AGENDA

8:00

Breakfast /

Registration

9:00

Workshops

Begin

10:15

Morning

Break

10:45

Workshops

Resume

12:00

Lunch

1:00

Workshops

Resume

2:15

Afternoon

Break

2:45

Workshops

Resume

4:00

Workshops

Close

4:30

(Wednesday)

Workshop

Reception

sponsored by:

(Agenda

applies

to every

workshop)

Free Online

Pricing

Course!

Only Workshop

Attendees

who complete

and pass the

Post-Workshop

Quiz will earn 1

credit towards

their CPP

designation

and will receive

1 Online Pricing

Course at no

additional

charge!

27TH ANNUAL SPRING PRICING WORKSHOPS & CONFERENCE

13


WS9

LEVEL

300

COURSE

1-DAY WORKSHOP WEDNESDAY, MAY 4

How to Dramatically Grow Profits

Through Pricing Transformation

This course will focus on helping pricing

professionals develop specific strategies

to significantly grow profitability through

pricing transformation by sharing a

systematic approach to uncovering

opportunities for pricing improvement.

During this workshop, we will reference

case studies from companies in a variety

of industries that have successfully

realized significant pricing improvement

to illustrate and demonstrate the

approaches. By the end of this program

the participants will have the inside track

on how to drive bottom line results.

PRESENTED BY:

ATTENDEES WILL LEARN:

• How to practically approach the

pricing opportunity to impact change

• How to quickly and efficiently identify

quick wins

• How to use segmentation to grow

profits

• How to revitalize a legacy pricing

structure

• How to create a pricing architecture

that your Salesforce can sell

• How to train the salesforce and

prepare them to meet with customers

• Successful analytical approaches

• Strategies for improving your

world class pricing maturity to

systematically grow profit

Kirk Jackisch

Vice President, Pricing Strategy and Management, Pricing Solutions

With more than 20 years of strategic pricing experience, Kirk Jackisch has

worked with leading global companies across a wide range of industries

including high-tech, healthcare, consumer products and Business Process

Outsourcing. As the Vice President responsible for leading the Pricing

Strategy and Management practice at Pricing Solutions, Jackisch helps

companies develop World Class Pricing strategies and capabilities to

better position them for long-term profitable growth.

DAILY

WOrkshOP

agenDA

8:00

Breakfast /

Registration

9:00

Workshops

Begin

10:15

Morning

Break

10:45

Workshops

Resume

12:00

Lunch

1:00

Workshops

Resume

2:15

Afternoon

Break

2:45

Workshops

Resume

4:00

Workshops

Close

4:30

(Wednesday)

Workshop

Reception

sponsored by:

(Agenda

applies

to every

workshop)

Free Online

Pricing

Course!

Only Workshop

Attendees

who complete

and pass the

Post-Workshop

Quiz will earn 1

credit towards

their CPP

designation

and will receive

1 Online Pricing

Course at no

additional

charge!

14 PROFESSIONAL PRICING SOCIETY #PPSCHI


WS10

LEVEL

500

COURSE

1-DAY WORKSHOP WEDNESDAY, MAY 4

Advanced Change Management:

Set a Multi-Year Plan to Create Superior Pricing,

Passion & Skills Across Sales and Leadership

This course focuses on creating a

practical, actionable plan to take your

company’s pricing performance from

good to great. Achieving superior pricing

goes well beyond the price setting and

analysis typically done by the pricing

organization. It requires a supportive

company culture with a passion

and urgency for pricing and profit

enhancement, strong price execution

motivation and skills throughout sales,

the right pricing organization/structure,

as well as the right pricing processes

and systems. This critical part of a

company’s pricing transformation is

often overlooked or under invested.

Pricing leaders need to expand their

PRESENTED BY:

role to include driving this broader

transformation.

This course is designed to help

participants identify gaps in their pricing

change management efforts and offers

practical approaches, solutions and

action plans in the key areas.

ATTENDEES WILL LEARN:

• Vision, culture and leadership buy-in

• Pricing organization effectiveness

• Sales and marketing skills and

motivation

• Process and systems approaches

Joanne Smith

President, Pricing to Profits Consulting

Joanne Smith, President of Pricing to Profits Consulting, is the author

of The Pricing and Profit Playbook (Bradley Publishing - October

2013), and the former DuPont Corporate Head of Marketing, Pricing

and Customer loyalty. She achieved her bachelor’s degree from Drexel

University and completed Advanced Marketing and Sales Courses

with the Kellogg School of Management Program. She is a certified Six

Sigma Champion.

DAILY

WOrkshOP

agenDA

8:00

Breakfast /

Registration

9:00

Workshops

Begin

10:15

Morning

Break

10:45

Workshops

Resume

12:00

Lunch

1:00

Workshops

Resume

2:15

Afternoon

Break

2:45

Workshops

Resume

4:00

Workshops

Close

4:30

(Wednesday)

Workshop

Reception

sponsored by:

(Agenda

applies

to every

workshop)

Free Online

Pricing

Course!

Only Workshop

Attendees

who complete

and pass the

Post-Workshop

Quiz will earn 1

credit towards

their CPP

designation

and will receive

1 Online Pricing

Course at no

additional

charge!

27TH ANNUAL SPRING PRICING WORKSHOPS & CONFERENCE

15


CONFERENCE AT-A-GLANCE

THURSDAY, MAY 5

TIMe eVenT speAKers

7:00am-8:00am

ReGISTRATIon/BreAKFAST

8:00am-8:15am Welcome and Networking Kevin Mitchell, PPS President

8:15am-9:15am KEYnoTE PRESenTATIon: A Flower is Just Rory Sutherland, Vice Chairman,

a Weed With an Advertising Budget

Ogilvy & Mather Group UK, London

9:15am-10:00am

Sponsor Hall NeTWoRKIng BreAK

10:00am-11:00am KEYnoTE PRESenTATIon: Successful Innovation: Georg Tacke, Chief Executive Officer,

How to Monetize Your Company’s Products

Simon-Kucher & Partners

11:00am-12:00pm KEYnoTE PRESenTATIon: Using Influence Versus Authority Laura Preslan, General Manager, Microsoft Corporation

for Better Pricing Decisions

12:00pm-1:00pm

NeTWoRKIng LunCHeon

This track features Advisors in

the pricing field sharing methods

that will inform participants how

to be more effective at both the

strategic and tactical level covering

many diverse pricing topic areas.

- BREAKouT SESSIonS -

pricing Practitioners Track pricing Experts Track Tools & Techniques Track CPQ / Sales OperationsTrack

This track features

professionals in the pricing

field sharing best practices –

what has worked, what has

not and how the challenges

were resolved.

This track features content

pricing experts sharing their

expertise in how to address

barriers to success that

organizations face implementing

pricing strategies.

This track features professionals

in the pricing field delivering

their configure price quote (CPQ)

solutions, as a key way to scale

their business and maintain growth,

without sacrificing customer

satisfaction and retention.

1:00pm-2:00pm

The Value Based World:

Beyond the Headlines Miguel

Serrano Kieckebusch, Senior

Director, Global Pricing

Strategy, Contracting & Tender

Management, Medtronic, PLC

New Product Launch Success:

Application of a Price & Value

Discovery Process Greg Thomas,

VP of Pricing Research and

Analytics, Pricing Solutions

Practical Application of the

Various Pricing Strategy

Tips Doug Fuehne, Strategic

Consulting, PROS

Pricing Excellence Through

Quote-to-Cash Michael Dunne,

Director of Product Marketing,

Apttus

2:00pm-2:30pm

Sponsor Hall NeTWoRKIng BreAK

2:30pm-3:30pm

Pricing and Sales Winning

Together: Discover Ways to

Improve Pricing Excellence Josh

Schwartz, Global Pricing Leader

for Power Services, General

Electric

Refine Your Contracting Strategy

– Offer And Pricing – By Gaining

Perspective On Gpos’ Objectives

Josh Goodman, Partner, Simon-

Kucher & Partners Strategy &

Marketing Consultants

Building Pricing and Profitability

Improvement Strategies for the

Product Life Cycle: Cross-Industry

Lessons Anton Malygin,

Vice President of Global Pricing,

ACI Worldwide

Big Deal Pricing: How to Price

Rfqs Successfully and Win

Important Price Negotiations

Philip Daus, Senior Director,

Simon-Kucher & Partners

3:30pm-4:30pm

4:30pm

Leading Your Pricing Department

Through Transformation: It is All

About the Journey Claudia Galea,

Senior Manager, The Boeing

Company

ConFERenCE RecePTIon sponsored by:

Top 5 Challenges in Pricing

Transformation Initiatives Ansari

Faizal, President, Professional

Services, PriceSenz LLC

The Changing Role of Channels

in a Digital World Stephen

Nyquist, Senior Manager, EY

A Better Mousetrap: Next

Generation Cpq and Pricing

Solutions Gabriel Smith, VP and

GM Americas, Price f(x)

FRIDAY, MAY 6

TIMe eVenT speAKers

7:00am-8:00am ReGISTRATIon/BreAKFAST

8:00am-9:00am KEYnoTE PRESenTATIon: The Four Disciplines of Breakout Pricing Mark Burton, Principal, KPMG

9:00am-10:00am

Sponsor Hall NeTWoRKIng BreAK

10:00am-11:00am KEYnoTE PRESenTATIon: Using Pricing Psychology to Grow Profits Paul Hunt, President, Pricing Solutions

11:00am-12:00pm KEYnoTE PRESenTATIon: The Price is Right and Other Peter Ostrow, Vice President & Group Director,

TV Classics That Teach Us Smarter Selling

Aberdeen Group

12:00pm-1:00pm

NeTWoRKIng LunCHeon

- BREAKouT SESSIonS -

pricing Practitioners Track pricing Experts Track Tools & Techniques Track CPQ / Sales OperationsTrack

1:00pm-2:00pm

Pricing on the Path to Big Data

Transformation Steven Tom,

SVP of Analytics, Innovation, &

Learning, TESSCO Technologies

Rethinking Pricing Strategies in

the Face of Market Disruption

Suraj Mohandas, Senior Director

of Customer Success, Zilliant

Monetizing Data Assets

Alan Hollander, Director, Simon-

Kucher & Partners Strategy &

Marketing Consultants

Profit Transformation: Prepare

Your Customer Facing Team to

Defend Your Price and Value

Adele McLean, Vice President,

Holden Advisors

2:00pm-2:30pm

Sponsor Hall NeTWoRKIng BreAK

2:30pm-3:30pm

The First Steps to Pricing

Management James Dillon,

VP, Customer Operations,

OCZ Storage Solutions

Cost to Serve: Managing Leakage

and Influencing Behavior Tonya

DeWeese, Senior Director,

Strategic Consulting, PROS

Get Out of the Office: The Ferris

Bueller Approach to Pricing

Christine Carragee, Sr. Pricing

Consultant, Vendavo, Inc.

Building Successful Deals Desks

Amit Dhir, Director, Pricing and

Profitability Consulting, PwC

3:30pm-4:30pm

Need Clarity to Lead Change?

Problem Solve Your Pricing

Strategy James Wilton, Head of

Strategic Pricing, RELX Group

16 PROFESSIONAL PRICING SOCIETY #PPSCHI

Capturing Full Credit for

Strong Prices with Great Price

Communication Jon Hauptman,

Partner, Willard Bishop LLC

Leveraging Competitive

Intelligence for Your

Organization’s Pricing Strategy

Kenneth Sawka, CEO + President,

Fuld + Company

Pricing and Sales Winning

Together: Discover Ways to

Improve Pricing Excellence

Joseph Marigliano, Pricing

Leader, Stanley Security

Solutions


Connect. | Grow. | Succeed.

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CONVERSATION

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WWW.PRICINGSOCIETY.COM


KEYNOTE PRESENTATIONS

Thursday

Keynote PRESENTATIONS

at-A-Glance

7:00-8:00

Registration/Breakfast

8:00-8:15

Welcome and Networking

Kevin Mitchell, PPS President

8:15-9:15

A Flower is Just a Weed

With an Advertising Budget

Rory Sutherland

9:15-10:00

Sponsor Hall Networking Break

10:00-11:00

Successful Innovation:

How to Monetize Your

Company’s Products

Georg Tacke

11:00-12:00

Using Influence Versus Authority

for Better Pricing Decisions

Laura Preslan

12:00-1:00

Networking Luncheon

8:15-9:15

A Flower is Just

a Weed With an

Advertising Budget

Rory Sutherland

Vice Chairman, Ogilvy & Mather Group

UK, London

Learn why you are often right to ignore

your Navigation System; why the most

important medical discovery may be the

placebo; what the Greeks knew about architecture that

modern architects forget; how advertising can help

reduce consumption; how psychology could reduce

the stress of airport security; how your restaurant is

forcing you to drink wine; why it’s time to reinvent the

telephone call centre and what on earth is the point of

stripy toothpaste? And why the whole idea of price and

value are due for an overhaul.

Rory Sutherland considers that modern consumer

markets are a kind of Galapagos Islands for

understanding deeper human motivation and

behaviour. He suspects that, if we replace the traditional

economists’ calipers with better tools borrowed from

anthropology, ecology and evolutionary psychology,

we can make (some) sense of the human and business

behaviours which have long seemed baffling.

ATTENDEES WILL LEARN:

• Psychological Elements that will Improve your

Company’s Value Position

• Where Standard Economic Theories Fall Short

and Fail to Deliver

• How Understanding Human Behaviours Lead to

Better Marketing

Rory Sutherland has performed award-winning work

for multiple Fortune 500 companies. He was appointed

Creative Director of OgilvyOne in 1997, ECD in 1998,

and Vice Chairman of the Ogilvy Group (UK) in 2005.

He is a visiting professor of Warwick University and

was recently awarded an honorary doctorate by Brunel

University. He is also the Technology Correspondent

of the Spectator, the world’s oldest English language

magazine.

18 PROFESSIONAL PRICING SOCIETY #PPSCHI


THURSDAY MAY 5

10:00-11:00 11:00-12:00

Successful Innovation:

How to Monetize Your

Company’s Products

GEORG TACKE

CEO, Simon-Kucher & Partner

Innovation is necessary, but successful

innovation – measured in dollars and cents

– is a very hard target to hit. Today, more

than ever, companies need to innovate

to survive. Companies continue to obsess over being

creative and innovative while spending significant

time and expense in designing and building products,

yet struggling to monetize their products. 72% of

innovations are either failures or don’t meet their profit

and revenue targets. Many have come to accept that a

high failure rate is just the cost of doing business.

Radically improving the odds that your innovation will

succeed is just a matter of removing the guesswork.

That happens when you put customer demand and

willingness to pay in the driver seat – when you design

the product around the price. It’s a new paradigm, and

that opens the door to true game change. You can stop

hoping to monetize, and start knowing that you will.

Using Influence Versus Authority

for Better Pricing Decisions

Laura Preslan

General Manager, Microsoft Corporation

In a perfect pricing world, everyone you

need to influence as a pricer reports

directly to you, thereby giving you the

authority to make them do what you want.

But most of us don’t live in that world. Instead, we live

in a cross-organization, cross-team, cross-company

world where decision-making authority can be blurry.

This type of blurred authority makes achieving fast

forward progress very difficult.

In this “no authority” world, we have to get our

recommendations implemented through force of

personality, engaging dialogue, riveting analysis,

and help from others. In other words, we have to

use influence rather than authority. Influence takes

time and skill. We can all master it with a little help.

In this keynote, attendees will learn key strategies

for increasing their pricing influence within their

organization.

ATTENDEES WILL LEARN:

• A Practical Nine-Step Approach to Capitalizing

on Your Company’s Products

• How to make Monetization Part of your

Company’s DNA

• The Course Corrections necessary to Avoid

“Business as Usual”

Besides his CEO responsibility Georg Tacke specializes

in developing business, marketing and pricing strategies

for companies in the service (telecommunication,

transportation, travel & hospitality, B2B services etc.)

and automotive industries.

He is well-known as one of the top pricing experts

in these sectors. With over 20 years’ experience, he

has worked with numerous major firms from these

industries; he continues to support several CEOs and

management boards as a personal advisor and coach.

ATTENDEES WILL LEARN:

• Key influence strategies

• How to find supporters

• A real-world example of using influence for

pricing progress

Laura Preslan has 20 years of experience in marketing,

sales, pricing, consulting, technology implementation,

industry analysis, and team leadership. She has worked

at Microsoft for nine years. Prior to Microsoft, she

was a Senior Manager at Deloitte Consulting’s pricing

practice and was a VP of Research at AMR Research.

She graduated from Brown University and is a member

of the PPS Board of Advisors.

27TH ANNUAL SPRING PRICING WORKSHOPS & CONFERENCE

19


KEYNOTE PRESENTATIONS

Friday

Keynote PRESENTATIONS

at-A-Glance

7:00-8:00

Registration/Breakfast

8:00-9:00

The Four Disciplines

of Breakout Pricing

Mark Burton

9:00-10:00

Sponsor Hall Networking Break

10:00-11:00

Using Pricing Psychology

to Grow Profits

Paul Hunt

11:00-12:00

The Price is Right and Other TV

Classics That Teach Us Smarter Selling

Peter Ostrow

12:00-1:00

Networking Luncheon

8:00-9:00

The Four Disciplines

of Breakout Pricing

Mark Burton

Principal, KPMG

High-performing pricing leaders are

moving well beyond simply establishing

a focus on pricing. Moving off their

departmental “beachheads,” they are

leading pricing breakouts that have far-reaching

implications. They are taking bold actions that impact

how their organizations go to market and connect

directly to success in increasingly competitive and

complex global markets.

What do these bold leaders and their organizations

have in common? They consistently apply four

disciplines that connect their target markets

and customers with the capabilities required to

outmaneuver the competition. This keynote will explore

the four disciplines that leading pricers are adopting.

ATTENDEES WILL LEARN:

• Drive strategic and financial alignment –

ensure pricing supports the financial ambitions

of the firm

• Relentlessly focus on customer outcomes – truly

understand what customers want to achieve

• Be ready, be capable, be fast – develop

organizational pricing capabilities

• Sharpen the tip of the spear - ensure success

with and through the sales organization

Mark Burton is a Principal in the Strategy Consulting

Practice at KPMG and is leader of their pricing practice.

With close to 20 years of experience in developing

and implementing pricing strategy and pricing

transformation programs, Burton is a recognized

thought leader when dealing with the most complex

pricing issues. He is co-author of one of the leading

books on pricing and has led over 200 pricing

engagements during his career.

20 PROFESSIONAL PRICING SOCIETY #PPSCHI


FRIDAY MAY 6

10:00-11:00 11:00-12:00

Using Pricing Psychology

To Grow Profits

Paul Hunt

President, Pricing Solutions

We all have a “gut” feeling about what

does and does not work in pricing based

on our long history of buying things,

whether it be for ourselves or for business.

In effect, we are all amateur psychologists. But what

really does work on a consistent basis and what

mistakes can be avoided to maximize profits?

This keynote will share the findings of a recent research

initiative exploring best practices in pricing psychology.

Some of the findings will be surprising, while others will

confirm things you “know” but have never verbalized.

ATTENDEES WILL LEARN:

• Practices sales people can apply to be more

effective when communicating pricing

• How product managers and marketers can

set prices so that they are more attractive to

potential buyers

• How culture impacts pricing, and whether you

should vary pricing practices by country

• The most commonly made mistakes

• How to apply best practices on a consistent

basis

Paul Hunt, President of Pricing Solutions Ltd., has

specialized in pricing for more than 20 years. He

has developed a vast array of proprietary pricing

methodologies, and has helped clients with multiple

pricing issues including: bundling, competitive pricing,

customer categorization, new-product pricing,

perceived value, price complexity/simplification,

pricing policy, price structure, price wars, price/volume

relationship, and value-added pricing. His first book,

World Class Pricing: The Journey, was published in

2013.

The Price is Right and

Other TV Classics That

Teach Us Smarter Selling

PETER OSTROW

Vice President & Group Director,

Aberdeen Group

New research is uncovering a remarkable

trend in modern selling: The price of

what is sold is not only critical to buyers

– they want the best deal possible – but also to when,

how, and even if sellers choose to bend or stand their

ground. In this session, Aberdeen Vice President Peter

Ostrow will discuss: How pricing and price optimization

are becoming more important to margin-focused

sales organizations; recent data that illustrates the

positive effect price optimization has on best-in-class

companies; and the intersection of price optimization

and Configure-Price-Quote (CPQ) capabilities.

ATTENDEES WILL LEARN:

• How using insights from the latest research can

help organizations

• How to understand your buyers’ motivations

• How price optimization and CPQ can help your

company thrive

Peter Ostrow has been focused on sales & marketing

best practices for 25 years, beginning with a long stint

at advertising firm JWG Associates. At Aberdeen,

he oversees research consumed by end-users in

marketing, sales, and service management roles. Peter

also leads the sales effectiveness practice, covering

the technology, service, and consulting enablers that

enterprise sales forces deploy to become best-in-class

organizations.

Peter is a world-renowned expert in Configure-Price-

Quote (CPQ) capabilities and price optimization who

has written extensively about maximizing revenue and

customer experience. He has Bachelor’s degree from

Brown University and lives near Boston.

27TH ANNUAL SPRING PRICING WORKSHOPS & CONFERENCE

21


BREAKOUT SESSIONS

1:00-2:00

Pricing Practitioners Track

Pricing Experts Track

Tools & Techniques Track

CPQ / Sales OperationsTrack

The Value-

Based World:

Beyond the

Headlines

New Product

Launch Success:

Application of

a Price & Value

Discovery Process

Practical

Application of the

Various Pricing

Strategy Tips

Pricing Excellence

Through Quoteto-Cash

Miguel Serrano

kIeckeBUsch

Senior Director,

Global Pricing

Strategy,

Contracting

& Tender Management,

Medtronic, PLC

Open any newspaper today

and you will find numerous

examples of business verticals

trying to drive “Value-Based”

concepts, either by themselves

or by partnering with other

players. The real fact is though,

that few of these concepts are

actually really embedded into

today’s business or legislative

realities. Very few verticals

have succeeded with valuebased

initiatives so far because

implementing value-based

concepts in practice is very

difficult.

This session will explore what

“Value-Based” really means,

and within that framework

we will showcase examples

of succesful approaches to

implementing value. We will

also illustrate some of the

complexities and challenges

presented by the value

transition, as well as how to

translate some of this strategic

thinking into the actual price

management / value selling.

ATTENDEES WILL LEARN:

• What “Value-Based” really

means

• Complexities of

implementing value-based

concepts

• Common challenges of the

value-based transformation

• How to translate value-based

concepts into actual price

management practice

Greg Thomas

VP of Pricing

Research and

Analytics, Pricing

Solutions

Most new products or

services are under-priced

when launched. This is

because product owners

have limited market

information, are uncertain of

the product’s value and lack

a structured price discovery

process. Pricing becomes

an afterthought, and fear,

compromise and deadlines

drive price setting decisions

resulting in weak competitive

position and financial

expectations not being

achieved.

This session will provide

pricing professionals with a

price discovery framework,

which can be easily applied

to the product development

process. The framework

ensures that product owners

set prices confidently, in

a timely manner and with

achievable financial goals.

ATTENDEES WILL LEARN:

• What key information is

required and when in the

development of a pricing

offer for a new product

• How to develop this

information, discover

insights and apply them to

create a pricing strategy

that achieves financial

success

• How to organize the

price discovery process

and engage your internal

stakeholders to create

aligned expectations

DOUG FUEHNE

Strategic

Consulting, PROS

In today’s

growing pricing

profession, although there

is a great deal of literature

available explaining the

various types of pricing

strategies and methods being

used, there are few practical

demonstrations explaining

how to effectively put these

strategies into practice within

your organization.

In this session, participants

will examine real life

case studies outlining

implementation strategies

and best practices for each

of the four major types of

pricing strategies:

• Cost Plus

• Market Based

• Inventory Based

• Value Based

Participants will learn what

is required to successfully

implement each strategy

within an organization,

including the data required

and recommended toolsets,

and will also examine which

pricing approach works best

in each market type.

ATTENDEES WILL LEARN:

• How to effectively

implement the four major

approaches to pricing

strategy: Cost Plus, Market

Based, Inventory Based,

Value Based

• The tools required to

implement each pricing

approach

• Which pricing strategies

work best in which types of

markets

michael DUnne

Director of Product

Marketing, Apttus

In tumultuous

business climates

growing a business and

earning healthy returns is as

challenging as ever. Greater

effectiveness in pricing

is critical to commercial

success, in meeting

revenue, margin and other

corporate goals. Joins us in

understanding how Quote-to-

Cash suites spanning quoting,

pricing, contracting, renewals,

analytics and more empower

companies to dramatically

improve pricing excellence

in key disciplines like price

analysis, price setting, price

execution and price guidance

that preserve and boost

pricing power.

ATTENDEES WILL LEARN:

• Comprehensive tools are

available to dramatically

improve pricing excellence

• Quote-to-Cash applications

deliver pricing excellence

and insights to all sales and

marketing channels

• Automation of Quote-to-

Cash processes provide

a strong foundation

for pricing analytics,

intelligence and guidance,

for innovating business

practices

22 PROFESSIONAL PRICING SOCIETY #PPSCHI


THURSDAY MAY 5

2:30-3:30

Pricing Practitioners Track

Pricing Experts Track

Tools & Techniques Track

CPQ / Sales OperationsTrack

Pricing and Sales

Winning Together:

Discover Ways to

Improve Pricing

Excellence

Refine Your

Contracting Strategy

- Offer and Pricing - by

Gaining Perspective

on Gpos’ Objectives

Building Pricing and

Profitability Improvement

Strategies for the

Product Life Cycle:

Cross-Industry Lessons

Big Deal Pricing:

How to Price RFQs

Successfully and

Win Important

Price Negotiations

Josh Schwartz

Global Pricing

Leader for Power

Services, General

Electric

Competing metrics from

pricing and sales can be

a challenge within an

organization, but achieving

alignment on these metrics

can deliver big wins. In this

keynote, Josh Schwartz

shares his experience

developing strategies for

improving pricing excellence

in ways that will facilitate

pricing and sales winning

together.

This presentation will

highlight the process of

developing cohesive metrics,

strategies, and outcomes to

deliver results. Aligning the

entire organization together

in pricing improvement

and metrics is the key to

success, because the result

of successful alignment is

everyone winning together.

Attendees will learn strategies

for creating this successful

alignment, developing

effective communication

channels to highlight profit

improvements, and tactics for

developing win-win scenarios

for both pricing and sales.

ATTENDEES WILL LEARN:

• How to develop win-win

scenarios for the team

• How to create multiple

communication methods to

highlight and monitor the

biggest profit lever

• How to engage the entire

organization in pricing

improvement

Josh Goodman

Partner, Simon-

Kucher &

Partners Strategy

& Marketing

Consultants

Hospital Group Purchasing

Organizations (GPOs)

represent a significant

stakeholder within the

contracting value-chain, with

the top GPOs managing

more than $150 billion in total

spend among healthcare

providers. While GPOs’

objectives are to offer supply

expense savings, among

other benefits, each GPO has

a slightly different approach

and methodology for

achieving these savings for

their members.

In this session, the discussion

will shed light on the

differences in the approaches

of varying Hospital GPOs

and explore how MedTech

organizations can better

prepare their strategy and

protect their pricing power.

Attendees will learn how

MedTech companies can

revise their contracting

strategies by understanding

GPOs’ objectives and

approaches to the buying

process.

ATTENDEES WILL LEARN:

• Varying approaches by

Hospital GPOs for achieving

savings for their members

• Best practices for MedTech

organizations for dealing

with varying Hospital GPOs

• How MedTech organizations

can maintain pricing power

and adjust contracting

strategies by understanding

GPO objectives

Anton Malygin

Vice President of

Global Pricing,

ACI Worldwide

Nothing creates as

many pricing and profitability

leakages as companies’

mismanagement of their

Product Life Cycle. The main

causes of this corporate

failure are either a complete

misunderstanding of how

to manage products and

products’ pricing in the

context of the Product Life

Cycle, lack of organizational

resources or capabilities to do

that, or organizational inertia

of applying old strategies

and pricing to products that

already advanced to the next

stage of the Product Life

Cycle. Such mismanagement

typically results in the loss of

the competitive positioning,

deterioration of the market

share, reduction in revenue and

profitability, higher inventory

levels, higher working capital

requirements, and unnecessary

complexity in a product

portfolio and a supply chain.

ATTENDEES WILL LEARN:

• Typical pricing/profitability

leakages throughout the

Product Life Cycle

• Recommended strategies,

techniques and approaches

to deploy in each stage of the

Product Life Cycle to address

the pricing/profitability

leakages

• Implementing the

effective Product Life

Cycle Management in an

organization

Philip DAUs

Senior Director,

Simon-Kucher &

Partners

Nine out

of 10 companies use

an unstructured and

unsystematic approach

when responding to

Requests for Proposals

(RFPs) and the pricing of

big deals. Furthermore,

when negotiating prices

with customers, 85% of all

companies underestimate

their power position. This

frequently leads to situations

where money is left on the

table.

While sales reps typically

claim that every deal is

unique, in reality the basic

power mechanics are always

similar. Therefore, leading

companies have started to

adopt systems that rely less

on the skills of the sales force

and more on state of the

art concepts to assess their

own power position, set big

deal prices and prepare for

price negotiations. These

companies have improved

their bottom line by up to 5%.

ATTENDEES WILL LEARN:

• How value mapping can

help big deal pricing

• Frameworks that help

achieve negotiation

excellence

• Key concepts to align sales

operations with pricing

goals

27TH ANNUAL SPRING PRICING WORKSHOPS & CONFERENCE

23


BREAKOUT SESSIONS - THURSDAY MAY 5

3:30-4:30

Pricing Practitioners Track

Pricing Experts Track

Tools & Techniques Track

CPQ / Sales OperationsTrack

Leading Your Pricing

Department Through

Transformation:

It’s All About The

Journey

Top 5 Challenges

in Pricing

Initiatives

The Changing Role

of Channels in a

Digital World

A Better Mousetrap:

Next Generation CPQ

and Pricing Solutions

Claudia Galea

Senior Manager,

The Boeing

Company

The end

destination for all pricing

departments is having all of

the necessary capabilities in

place to achieve full pricing

potential. However, there is a

lot of uncertainty during the

journey towards this end goal,

which can be challenging.

Although changing business

practices and investment

in better systems and

technology will help,

ultimately it is your resources

that will make your pricing

journey successful. Whether

or not you put in the

necessary investment and

communicate your vision

early and frequently will

affect the change capacity of

your organization. Agility and

perserverance are required

to transform a pricing

department effectively.

Using a real-world case

study, this session will

provide attendees with

the knowledge and tools

necessary to both lead

change and make it stick.

ATTENDEES WILL LEARN:

• How to formulate and

implement effective

strategies

• How to establish impact

measures that are

explainable to leadership

• How to hire and train your

resources

Ansari Faizal

President,

Professional

Services,

PriceSenz LLC

Every pricing transformation

initiative goes through a

typical and predictable set

of challenges. Understanding

them early on and developing

a mitigation plan well in

advance greatly contributes

to the success of the pricing

transformation initiative.

In this session, attendees

will explore and understand

the top five challenges

commonly faced in pricing

initiatives. These challenges

were identified and derived

from industry research and

the presenter’s more than 14

years of experience in pricing

transformation projects

across various industries.

This session will help those

pricers who are in the initial

stages of a pricing initiative

learn what to expect and gain

the necessary strategies for

avoiding costly mistakes.

ATTENDEES WILL LEARN:

• What challenges to

anticipate in a pricing

transformation initiative

• The most common

challenges that occur in

pricing initiatives

• How to plan ahead for

mitigation barriers to a

successful transformation

• The factors that most

impact pricing initiatives

• Strategies for avoiding

common pitfalls

Stephen

Nyquist

Senior Manager,

EY

One major

impact of our digitized world

is the shift in value and

associated pricing power

within channels, across

channels and, in some cases,

to customers. We recognize

these changes as welcome

advancements, because we

can reach more customers, at

the moment of decision, with

the right information, product

and value proposition. As

pricers we have strived to

capture price at every point

that we add value, but what

happens when that value

shifts to a different point in

the value chain or disappears

completely?

The disruption of traditional

channels has resulted in value

shift and change in pricing

power. This discussion will

explore research into this

shift, how it has impacted

traditional channels and

created new channels.

ATTENDEES WILL LEARN:

• Examples of value shift

driven by digitalization

• How value propositions are

being adjusted to benefit

from these shifts

• How leading companies use

these shifts to maximize

profit through pricing

Gabriel Smith

VP and GM

Americas, Price

f(x)

Learn how you

can move into the next

generation of Configure

Price Quote (CPQ) and

pricing solutions, which are

better, faster, and cheaper

to implement, with minimum

risk to your business. This

presentation will share real

world examples from several

industries in analytics,

competitive data, price

management, configuration,

quoting, and rebate

management.

Attendees will explore

modern software

technologies and practices

and learn how they are

allowing companies to

move faster (for less time

and money) towards

operationalizing pricing and

CPQ strategy and tactics in

a manner that is embedded

into their business processes

and scales to meet any

organization’s needs.

ATTENDEES WILL LEARN:

• How advances in enterprise

software drastically reduce

the risk, cost and time to

implement CPQ and pricing

solutions

• Pricing strategies and

tactics that leading

companies enable with CPQ

and price optimization/

management software

• Success factors in selecting

a vendor and implementing

a CPQ or price management

solution

24 PROFESSIONAL PRICING SOCIETY #PPSCHI


FRIDAY MAY 6

1:00-2:00

Pricing Practitioners Track

Pricing Experts Track

Tools & Techniques Track

CPQ / Sales OperationsTrack

Pricing on the

Path to Big Data

Transformation

Rethinking

Pricing Strategies

in the Face of

Market Disruption

Monetizing

Data Assets

Profit Transformation:

Prepare Your Customer

Facing Team to Defend

Your Price and Value

Steven Tom

SVP of Analytics,

Innovation, &

Learning, TESSCO

Technologies

In the quest to realize value

from Big Data, pricing

and analytics executives

challenged with convincing

management to take the

plunge face a universal

obstacle: justifying the

investment and delivering

transformational results.

In this session, presenter

Steven Tom will share

how he traversed the gap,

starting with wins in pricing

that created a cultural

foundation for data-driven

decision-making, reinforcing

a pricing-to-win mentality,

and then opening the

possibilities to ROI from Big

Data with advanced product

recommendation algorithms

and predictive customer

analytics.

ATTENDEES WILL LEARN:

• Strategies for making a

strong case to executive

management for investing

in the structure and tools

need to harness the value of

Big Data

• Best practices for creating a

cultural foundation for datadriven

decision making

• How to reinforce a pricingto-win

mentality throughout

your organization

• How to use Big Data to

identify opportunities for

ROI improvement and

increased profits

• How to communicate ROI

and results to management

Suraj

Mohandas

Senior Director

of Customer

Success, Zilliant

For B2B companies, a

number of disrupting factors

in the market are driving

the need to rethink pricing

strategies and tactics. From

the rise of ecommerce in

B2B to increasing M&A

and divestiture activity to

unpredictable and volatile

costs swings, business

complexity and the speed

in which companies need

to react is increasing at a

faster rate than ever before.

How can pricing executives

maintain pricing power in the

face of these rapid changes?

In this session, attendees will

explore the implications of

these disruptive factors on

pricing strategies. Attendees

will also learn best practices

for dealing with these factors,

as well as strategies that go

beyond managing through

the disruption to actually

making it work to your

benefit.

ATTENDEES WILL LEARN:

• How disruptive factors are

impacting current pricing

approaches

• Best practices to manage

cost volatility and postmerger

or -acquisition

pricing integration

• How companies can

optimize prices their

ecommerce channels

Alan

Hollander

Director,

Simon-Kucher

& Partners

Strategy &

Marketing Consultants

As companies collect ever

increasing amounts of data

(both public and private),

opportunities arise for

monetizing data assets.

These assets can range from

customer purchase or usage

trends to detailed operational

statistics and predictive

analytics across global

markets.

With this much data comes

some important choices.

Can you monetize these

assets? If so, how can you

do this to create sustainable

business growth? This

session will cover some of

the key challenges around

data monetization, discuss

the importance of customer

use case development, and

explore how it contributes to

understanding differences in

value and willingness to pay.

The session will conclude

with implications for creating

effective monetization

strategies though packaging

and pricing.

ATTENDEES WILL LEARN:

• How to identify and

prioritize key data attributes

for possible monetization

• The benefits of taking a

more holistic approach to

offers by looking beyond

the data

• Why starting with the

customer creates more

effective pricing

Adele McLean

Vice President,

Holden Advisors

How much focus,

energy and

resources does your company

invest into controlling the

cost of business? Compare

this with the focus, energy,

and resources invested into

controlling price and there is

often a significant variance.

Is this because cost and

expense are seen as ‘within

our control’ whereas pricing

is ‘in the customer’s control’?

You may have a hand-full

of people who are actively

‘price setting’, but it takes

the whole organization’s

focus to realize ‘price

getting’. In this session,

attendees will analyze their

organization and execute

a real features-benefitsvalue

analysis for customer

facing functions. Strategies

presented will enable the

entire organization to defend

price and value, and quantify

daily interactions into real

customer value.

ATTENDEES WILL LEARN:

• Identify stakeholders

involved in creating and

capturing value

• Quantify value and translate

it into meaningful messages

for customer facing teams

• Prepare customer facing

teams to communicate

value and answer tough

questions from customers

27TH ANNUAL SPRING PRICING WORKSHOPS & CONFERENCE

25


BREAKOUT SESSIONS

2:30-3:30

Pricing Practitioners Track

Pricing Experts Track

Tools & Techniques Track

CPQ / Sales OperationsTrack

The First Steps

to Pricing

Management

Cost to Serve:

Managing Leakage

And Influencing

Behavior

Get Out

of the Office:

The Ferris Bueller

Approach to Pricing

Building

Successful

Deals Desks

james DILLOn

VP, Customer

Operations, OCZ

Storage Solutions

Our Company

is bad at pricing, but I

personally do it well.” This

declaration was made by

nine different people as they

interviewed a candidate for

the newly created position

of Pricing Director at a high

tech company.

Pricing change management

begins with self-awareness

and this session will describe

a case study where a

seasoned pricing expert

entered a company where

people didn’t want to change.

Beginning with a few simple

principles, learn how you can

operationally turn theory into

practice and impact your

company one pricing decision

at a time.

ATTENDEES WILL LEARN:

• How to immediately impact

pricing mindsets;

• A real world example on

how to operationalize

competitive theory; and

• Practical ways to get people

from self-gratification to

self-awareness.

TONYA DEWeese

Senior Director,

Strategic

Consulting, PROS

Amid all of the

uncertainties in today’s

business world, companies

that are maximizing profits

know one thing for sure:

the true cost of serving a

customer. They have a clear

understanding of where the

costs are being recovered

to drive margins. They have

visibility into leakage, and

they know when to take

action to recover expense

or leverage additional

charges to influence

behavior. Companies that

are outperforming have

governance and processes

in place to identify costto-serve

(CTS) elements,

manage them appropriately

and prevent the leakage from

lack of visibility.

In this session, attendees

will receive a comprehensive

overview of cost-to-serve

elements to consider. The

presentation will also provide

insight into the critical pieces

of serving customers that

help companies outperform

the competition.

ATTENDEES WILL LEARN:

• What are the appropriate

cost-to-serve elements to

consider

• How these elements should

be analyzed

• Does materiality matter?

• Using cost-to-serve data

and charges to drive

behavior

Christine

Carragee

Sr. Pricing

Consultant,

Vendavo, Inc.

“Life moves pretty fast. If you

don’t stop and look around

for a while, you could miss it.”

In this session, we encourage

participants to get out

of their offices and take

educational trips, go to

seminars, take online courses

and interview friends and

colleagues from other

fields to bring innovative

techniques from other areas

practice and expertise into

the pricing discipline.

Attendees will explore

lessons from other scientific

fields that can be applied to

pricing. The presentation is

embedded with examples

of how cross-pollination

from other sciences is

already impacting B2C

pricing and why B2B needs

to get with the program.

The presentation will also

address areas in which B2B

pricing is falling behind other

disciplines.

ATTENDEES WILL LEARN:

• When to use Qualitative

Data in pricing decisions

• Ways we are missing out on

the Big Data revolution

• Sources of free, high quality

training in Machine Learning

and Survey Techniques

Amit Dhir

Director, Pricing

and Profitability

Consulting, PwC

Pricing execution

includes organizations

that help quote and price

to customers and sales

across regions, markets,

and products and services.

Successful organizations have

centralized “Deals Desks”

that have common processes,

systems and tools, data

analytics and performance

metrics. However, there are a

number of pricing challenges

faced by deals desks, as this

session explains.

This presentation focuses

on the lessons learned from

helping companies develop

processes, organizations,

data analytics and systems

that improve their quoting

and deal management

capabilities. Presenter Amit

Dhir, Director in PwC’s Pricing

and Profitability management

consulting practice,

specializes in helping clients

to improve profitability,

pricing and strategy.

ATTENDEES WILL LEARN:

• The Journey of Pricing

Excellence and building

successful “Deals Desks”

• Common pitfalls and

challenges faced by

deals desks and how the

organizations can eliminate

these pitfalls and challenges

• Case studies of real projects

and clients that achieved

successfully functioning

deals desks and world-class

pricing organizations

26 PROFESSIONAL PRICING SOCIETY #PPSCHI


FRIDAY MAY 6

3:30-4:30

Pricing Practitioners Track

Pricing Experts Track

Tools & Techniques Track

CPQ / Sales OperationsTrack

Need Clarity to Lead

Change? Problem

Solve Your Pricing

Strategy

Capturing Full Credit

for Strong Prices

with Great Price

Communication

Leveraging

Competitive

Intelligence for

Your Organization’s

Pricing Strategy

Pricing and Sales

Winning Together:

Discover Ways to

Improve Pricing

Excellence

JAMes WILTOn

Head of Strategic

Pricing, RELX

Group

You have a

nagging feeling that your

pricing strategy isn’t

performing optimally, but

successful transformations

aren’t based on “nagging

feelings!” How can you

pinpoint exactly what isn’t

working so you can take the

steps you need to fix it?

The ability to problem

solve effectively is critical

for the success of any

pricing organization, but

it is a competency that is

seldom given sufficient

focus. Organizations that

do make the investment are

able to accurately diagnose

the issues with their pricing

strategies and take the

necessary steps to fix them,

thereby unlocking significant

opportunities.

ATTENDEES WILL LEARN:

• A robust framework for

problem solving pricing

strategies that anyone can

apply

• Common symptoms of

failings in specific areas of

pricing strategies to look

out for

• The steps that must be

taken to arrive at actionable

solutions

• The skills you should look

for in your pricing recruits

to boost your problem

solving capability

Jon Hauptman

Partner, Willard

Bishop LLC

Setting the right

prices is only

part of a retail organization’s

optimal pricing solution.

Retail pricers must also get

credit for their great prices

and values so that their

pricing strategies will matter

to their customers, enhance

their store experience and

incentivize them to purchase.

This session will highlight

actual examples and proven

best practices in retail price

communication, implemented

both inside the store and

outside the store (including

mediums such as digital

platforms and websites,

social media, and personal

vehicles). These triedand-true

practices can be

adopted by any company

to strengthen price image,

increase shopper loyalty and

drive profitable growth.

ATTENDEES WILL LEARN:

• Why effective price

communication is a critical

complement to other

pricing actions for retail

organizations

• Best practices and tactics

that can be implemented

immediately to strengthen

price communication and

drive sales

• An approach to monitoring

price communication

to ensure continuous

improvement

Kenneth

sAWka

CEO + President,

Fuld + Company

Sound pricing

strategy starts with gathering

and evaluating information

on competitors’ prices in the

market. Failing to gather and

assess this intelligence can

lead to pricing strategies that

are out of sync with market

expectations, but gathering

and evaluating competitive

intelligence can also be a

very challenging prospect for

many companies.

This presentation will discuss

the critical role competitive

intelligence plays in pricing

decisions, discuss best

practices in gathering and

analyzing competitive

intelligence as part of the

pricing process, and point out

limitations and restrictions

in gathering intelligence that

pricing professionals must

adhere to.

ATTENDEES WILL LEARN:

• The role of competitive

intelligence at the early

stages of pricing strategy

• Best practices for gathering,

analyzing, and using

competitive intelligence to

set prices

• Important legal and ethical

considerations that must

guide how intelligence is

gathered on competitor

prices

• Tips for creating an

intelligence gathering and

analysis process for your

organization’s pricing

function

Joseph V.

Marigliano

Pricing Leader,

Stanley Security

Solutions

Competing goals between

pricing, finance, and sales

often lead to conflicting

views and practices on the

use and role of discounting

deals in order to win the

business. This can lead to

misaligned discounting,

leaving money on the table

in the form of lost deals

or excessive discounting,

lost sales productivity from

restrictive approval regimes,

or unhealthy tension among

the involved parties.

Achieving alignment on the

goals can deliver big wins

wherein sales associates

can utilize their skills and

discretion in the most

effective manner, with

appropriate oversight into the

process.

ATTENDEES WILL LEARN:

• How to develop win-win

scenarios for aligning

competing interests

• Analytics to support

effective use of discounting

and management coaching

• Strategies to deal with

typical scenarios involving

win rates, discounting, and

the desire to achieve

27TH ANNUAL SPRING PRICING WORKSHOPS & CONFERENCE

27


CONFERENCE INFORMATION

27 th

annual

spring

priciNG

WORKShops

& Conference

MAY 3-6, 2016

CHICAGO, IllINOIS

Explanation of Options and Prices

Option 1 Spring 2016 Conference ONLY (May 5-6)

Option 2 Spring 2016 Conference + 1-Day Workshop

Option 3 Spring 2016 Conference + 2-Day Workshop

Option 4 Spring 2016 Conference + Two 1-Day Workshops

Option 5 Spring 2016 Conference + 2 Workshops + Online CPP Bundle

Option 6 Spring 2016 Conference + 1 Workshop + Online CPP Bundle

Option 7 Spring 2016 2-Day Workshop ONLY

Option 8 Spring 2016 Two 1-Day Workshops ONLY

Option 9 Spring 2016 1-Day Workshop ONLY

$2,095 Non-Member

$1,795 Member

$2,995 Non-Member

$2,695 Member

$3,695 Non-Member

$3,395 Member

$3,695 Non-Member

$3,395 Member

$6,095 Non-Member

$5,795 Member

$5,295 Non-Member

$4,995 Member

$2,295 Non-Member

$1,995 Member

$2,295 Non-Member

$1,995 Member

$1,795 Non-Member

$1,495 Member

Housing Information

The wonderful Loews Chicago O’Hare Hotel is the host for PPS 27th Annual Spring

Pricing Conference and Workshops. Reservations should be made using the link

provided on the PPS website: www.pricingsociety.com/Chicago2016. The hotel will only

hold the PPS block of rooms until April 11, 2016. That is about three weeks before the

conference begins. We advise that you reserve your hotel room when you register

for the conference or even before, if you are fairly certain that you will be attending.

Loews Chicago O’Hare

5300 N. River Road

Rosemont, Illinois 60018

+1.847.544.5300

Payments,

Substitutions

and

Cancellations

Policies

You may make payment

by wire transfer or

electronic bank draft

or credit card, or online

at www.pricingsociety.

com/Chicago2016.

You may substitute

attendees at any time

prior to the start of

the conference with no

penalty. You may cancel

by April 11, 2016 and

receive a refund, minus a

20% administration fee.

28


Option 1 - Conference Only: With this

option you can join us for the 2 Conference

days only on May 5th and 6th, 2016.

Option 2 - Conference + 1-Day Workshop:

Includes one of the 1-Day CPP Workshops

on May 3rd or May 4th and the PPS

Conference on May 5th and 6th for more

flexibility and maximum benefit to you.

Option 3 - Conference + 2-Day Workshop:

Includes the 2-day CPP Workshops on

May 3rd and May 4th as well as the PPS

Conference on May 5th and 6th, 2016.

Option 4 - Conference + Two 1-Day

Workshops: Includes a 1-day workshop on

May 3rd and another 1-day workshop on

May 4th and the PPS Conference on May

5th and 6th, 2016.

Option 5 or Option 6 - Conference +

Online CPP Bundle: The best of both

worlds! This package is designed to get

your CPP certification quickly without

having to rely on subsequent budget

approvals. The Package will allow you

the opportunity to earn 6 CPP Credits.

You will receive the Full Conference

package including a Workshop of your

choice on May 3rd or May 4th, a FREE

Online Pricing Course, plus 4 additional

Online Pricing Courses of your choice,

as well as the CPP Certification Exam

package - which includes the complete

study guide, online study sessions and

extra reading materials.

Board of Advisors

MR. ERIC MITCHELL

Founder & Chairman of the Board

The Professional Pricing Society

MR. XAN CHAMBERLAIN

Global Pricing Manager

Hitachi Data Systems

MR. MARTIN COALSON

President, ShipCarsNow,

A Union Pacific Company

MS. LYDIA DILIELLO

Founder & Principal

Capital Pricing Consultants LLC

Included With Your Registration

• Only Workshop Attendees who complete and pass the Post-Workshop Quiz will

receive credits towards their CPP designation and will also receive 1 Online Pricing

Course at no additional charge!

• All Conference attendees will receive all of the conference keynote presentations.

• Breakfast, refreshments and lunch are served during Workshops & Conference days.

• All Workshop participants are invited to our Workshop Networking Reception on

Wednesday, May 4, 2016.

• All Conference attendees are invited to the Conference Reception on Thursday

afternoon, May 5, 2016.

• 4th Attendee Free – When 3 people register from the same firm at the same

time, a 4th person may register for the Conference free of charge.

• PPS Member Discount – For active Professional Pricing Society

members. When registering several people at the Member rate, please

make sure that you havae one of the Corporate Membership plans to

receive discounts for everyone. Individual Annual Membership in PPS is

$400. The Corporate 5 Member plan is $1,000; Corporate 10 Member

plan is $1,500; Corporate 20 plan is $2,500.

Code of Conduct

The PPS 27th Annual Spring Pricing Conference and

Workshops offers the best forum to discuss pricing strategies

and tactics worldwide. All attendees are hereby reminded that

discussions in and around the event should not violate price

fixing laws or international anti-competitive laws.

#PPSChi

Dress Code

Attire is business casual. For your

own comfort in meeting rooms, we

recommend that you dress in layers.

MS. KELLIE ECKER, CPP

President

Ecker Investments

MR. JIM GEISMAN, CPP

President

Software Pricing Partners, Inc.

DR. SCOT HORNICK

Executive VP Revenue Management

The Hertz Corporation

DR. RICHARD LANCIONI, CPP

Professor of Marketing

Temple University,

Fox School of Business

DR. STEPHAN LIOZU, CPP

Founder

Value Innoruption Advisors

MS. LAURA PRESLAN

General Manager

Dynamics Program Office,

Microsoft Corporation

MR. CHRIS PROVINES

CEO, Healthcare Value Institute and

ValueVantage Partners; Adjunct

Professor, Rutgers University

Graduate School of Business

MS. STACEY SCHAEFFER

Director, Price & Offering

Management,

SAS Institute, Inc.

MR. MICHAEL SIMONETTO

Principal, Pricing &

Profitability Management,

Deloitte Consulting LLP

29


SPONSORS

glOBAl premiere sponsor

and CONFerenCE recepTIOn

sponsor

PROS Holdings, Inc. (NYSE: PRO) is a big data software company that helps

customers outperform in their markets by using big data to sell more effectively.

We apply years of data science experience to unlock buying patterns and

preferences within transaction data to reveal which opportunities are most likely

to close, which offers are most likely to sell and which prices are most likely to

win. PROS offers big data solutions to optimize sales, pricing, quoting, rebates

and revenue management across more than 40 industries. PROS has completed

over 800 implementations of its solutions in more than 55 countries. The PROS

team comprises approximately 1,000 professionals around the world.

Navetti’s extensive expertise with large

international manufacturing companies

and their comprehensive pricing solutions

are the foundation of their clients’ success

in improving revenue and margins through

pricing management and optimization. Navetti

PricePoint provides manufacturers with a new

pricing methodology, delivering sustainable profit

improvements. The solution is tightly integrated

with other core IT-systems like ERP, Data

warehouse, PDM and other systems.

workshop reception sponsor

Whether you want to develop value-based pricing,

establish pricing controls, or embed a “best in class” pricing

strategy, we can help you realize your full value potential.

PwC’s proprietary software tool ‘Equazion’ analyses

profitability, diagnosing areas for improvement; our

specialist techniques provide insight into pricing structure

and dynamics; and our operational insights identify

roadblocks in translating pricing strategy into practice.

Periscope, a McKinsey Solution, offers a suite of

insight-driven commercial performance solutions

for the manufacturing, chemicals, wholesale/

distribution, consumer goods, retail, banking,

travel and hospitality industries. Designed to

improve performance and manage pricing

challenges, each solution combines ongoing data

management, analytical insights, software tools,

and capability-enhancing support that deliver

continuing impact by embedding McKinsey’s IP

into client’s everyday way of working.

The economists, statisticians, programmers,

and strategy experts at Advanced Analytical

Consulting Group have helped clients spanning

various industries to enhance their pricing

and profitability management capabilities,

which has led to identified profits worth

over $500 million. We have developed and

deployed econometric models for quality

control, performance measurement, and profit

maximization at major corporations in the

United States and internationally.

BI MAKES DATA VISUAL. KINIMETRIX MAKES DATA PROFITABLE.

The Kini Group provides easy access to advanced

business analytics through its flagship solution,

KiniMetrix. Applying the cloud-based SaaS,

companies of all shapes and sizes leverage

their sales transaction data to find insights for

margin improvement quickly and intuitively.

Our customers identify critical issues and

opportunities related to sales performance, price/

volume/mix, customer churn, price realization,

and any other metric area they deem important

to their business objectives.

Price f(x) is an innovative software company

created by experienced professionals. Our

company is based on a firm belief that the

majority of the business software applications in

the marketplace are too complex, have too many

features and buttons, too difficult to learn and

take too long to implement. Our products are built

to accomplish the same or more than those of

our competition, but with much less complexity.

They are based on an ultra modern and flexible

technology, are intuitive, work smarter, feel better,

and allow you to do things your way.

Ernst and Young is a global leader in assurance,

tax, transaction and advisory services. The

insights and quality services we deliver help

build trust and confidence in the capital markets

and in economies the world over. We develop

outstanding leaders who team to deliver on our

promises to all of our stakeholders. In so doing,

we play a critical role in building a better working

world for our people, for our clients and for our

communities.

From pricing studies to customer satisfaction

studies, we can help you provide the best

perceived value, improve service quality and

differentiate yourself from your competition

The Market Analytics team is recognized for

innovative thinking, creativity in research

design and excellence in project execution.

We use proven methodologies, but we aren’t

limited to off-the-shelf products or “canned”

techniques. In every case, we design the most

efficient methods to meet your specific needs.

PriceSenz provides end-to-end Pricing

Solutions for large and medium B2B

Enterprises covering the entire lifecycle of

Enterprise Pricing Transformation. PriceSenz’s

offerings encompass Pricing Strategy,

Enterprise Business Integration, Solution

Delivery and Pricing Change Management.

Holden Advisors is the leading consultancy and

training firm in pricing and value-based selling.

We help clients drive breakthrough business

results by developing customer value insights

that are used in the entire pricing process, from

price setting to price negotiations. Our team

delivers value-based global pricing strategy,

analysis, processes, and backbone-building

price negotiation tactics that drive real impact

straight to the frontline of the customer buying

experience.

Unique among our competitors, Monitor

Deloitte combines a rich heritage of leadingedge

strategic thinking and innovation

with deep expertise in operations and

implementation to amplify our impact. Joining

strengths, we can better help you address your

most complex business challenges, create new

and lasting value, and achieve transformational

growth, enabling you to lead and shape the

future of the world.

Pricing Solutions Ltd. specializes in 5 core

services: pricing strategy, pricing management,

pricing and value research, pricing training and

pricing systems. The result: typical payback on

an engagement is 10:1. Pricing Solutions Ltd.

has developed a wide range of proprietary

tools, processes and research techniques

for studying and analyzing our clients’

pricing problems. These tools and processes

complement our philosophy.

30 PROFESSIONAL PRICING SOCIETY #PPSCHI


PTC delivers technology solutions that

transform product creation and servicing. Our

Service Lifecycle Management (SLM) solutions

provide a consolidated view into the extended

service network and connect the planning,

delivery and analysis of service, empowering

companies to increase revenue, profitability

and customer value. Additionally, PTC’s Service

Parts Pricing solution identifies the optimal

price for every new and existing service part.

The Simon School is the first and only business

school to offer a specialized pricing track

within the full-time MBA program. Our pricing

students learn the fundamentals of value-based

pricing, price discrimination, market research,

and techniques for estimating demand and

price elasticity. Our advanced pricing courses

cover B2B pricing, pricing under capacity

constraints, competitive strategic pricing,

auctions and behavioral pricing.

Wiglaf Pricing is the premiere project-based

pricing strategy consultancy guiding leading

global firms from a wide variety of industries

to profitability and pricing stability. With

productized, customizable services in price

setting, discount management, organizational

development/design, and training, Wiglaf

Pricing was founded on the premise that

not all needs are identical, and that true

pricing excellence requires thought and

strategy leadership.

Quantiz is a pricing management-consulting

firm that uses Six Sigma and Process Excellence

to enhance its analytical skills in order to

develop differentiated services and solutions

to improve our customers’ sustainable growth

and profitability. Based in Sao Paulo, Brazil,

the company was founded and is managed

by Frederico Zornig, who also leads the Latin

America chapter of Professional Pricing Society.

Syncron Global Price Management software

addresses the pricing challenges facing today’s

global B2B companies. Syncron’s solutions

help businesses gather and analyze price

information. Using advanced analytics and

a simple, flexible interface, customers can

simulate, distribute and synchronize new prices

across a global organization. By leveraging

this unique cloud software, customers achieve

substantial and immediate improvements to

profitability and competitive position.

Zilliant provides companies with datadriven

guidance, enabling better pricing and

sales decisions across the business. Zilliant

applications are built on our optimization

platform, leveraging company data to provide

insights on pricing and sales that grow the top

and bottom line. Our flexible SaaS model enables

customers to quickly and confidently improve

their financial performance by integrating into

existing systems and processes.

Simon-Kucher & Partners Strategy & Marketing

Consultants has the world’s largest and most

experienced consulting practice dedicated

to pricing and smart profit growth. We have

over 690 employees on 4 continents. We have

resolved complex pricing issues for more than

80 of the global Fortune 500 firms, and in the

last three years we have conducted over 2,600

pricing projects.

Software Pricing Partners specializes in the

pricing of software products. Every software

company knows that pricing is the key to

profitability, but they are of unsure how to

license, package and price their solutions

methodically. We help clients improve

their pricing practices so they can increase

revenues, improve deal pricing and deal

structure, shorten sales cycles, and redeploy

discount dollars.

Vendavo is a leading provider of price

management and optimization software for

B2B companies worldwide. Vendavo Enterprise

Pricing Suite solves pricing problems by

providing true enterprise-wide control of the

entire pricing process. It combines pricing

science, best practices, and enterprise-class

software to drive small improvements in

average prices at every stage of the pricing

process, delivering 10%-30% profit increases.

Vistaar is a leading provider of price

management solutions that enable companies

to achieve pricing best practices through

price analytics, price optimization, price

list management and deal management.

Our technology solutions transform pricing

operations into a strategic advantage for

some of the world’s largest manufacturers,

distributors and service providers. Vistaar’s

operations include six offices across North

America, Europe and Asia.

all THe

pieces

OF THe

pricing

puzzle

Strategic Analysis Inc., a global business

consulting firm, uses its core capability in

competitive intelligence to develop pricing,

pricing strategy and tactics, and price

benchmarking throughout an industry’s

ecosystem to increase client profits. SAI

drives its field-developed research to

develop proactive, value-added results and

recommendations for clients, and helps clients

to better understand key opportunities and

threats within their markets.

Vistex solutions equip clients’ Sales and

Marketing divisions with accurate knowledge

of product pricing, return on investment, and

revenue goals as they develop Go- To-Market

strategies. Vistex solutions give organizations

a complete view of their current products

and revenue programs, and displays the

information in a way that enables organizations

to make better decisions about where and how

to Go-To-Market successfully.

MAY 3-6, 2016

CHICAGO, ILLINOIS

#PPSChi

27TH ANNUAL SPRING PRICING WORKSHOPS & CONFERENCE

31


3535 Roswell Road, Suite 59

Marietta, Georgia 30062 USA

PRSRT STD

AUTO

U.S. POSTAGE

PAID

ATLANTA, GA

PERMIT #2003

ALSO PLEASE ROUTE:

• VP/Director Marketing

• VP/Director/Manager of Pricing

• Product/Market Manager

• President/General Manager

ATTENTION MAILROOM:

If undeliverable to addressee,

please forward to one of the

departments on the route slip.

(Lower left boxes)

27 th annual spring prICIng

worksHOps & COnference

MAy 3-6, 2016

CHICAGO

PLEASE COMPLETE AND SUBMIT one form per person

register online at www.pricingsociety.com/chicago2016

Registrant Name____________________________________________________ Title_ _________________________________________________________

Organization______________________________________________________________________________________________________________________

Address__________________________________________________________________________________________________________________________

City________________________________ State/Province__________Country___________________________Zip/IPC______________________________

Phone_ ____________________________________________ Email_________________________________________________________________________

PleASE SeleCT THE WORKSHOP(S)

You WISH TO ATTenD

TuesDAY & weDnesDAY MAY 3 & 4

2-DAY WORKSHOPS

❏ WS1 • The Two Sides of Human Economic

Behavior: Mr. Spock and Homer Simpson

with Ronald Baker & Ed Kless

❏ WS2 • Unlocking the Magic of Effective Pricing:

Understanding How to Craft Strategies for Sales

Excellence with Lillian L. Cheng & Kent B. Monroe

TuesDAY MAY 3 1-DAY WORKSHOPS

❏ WS3 • Product Differentiation: How to Discover

and Capitalize on Your Product’s Value Drivers

with Nik Caruthers & Valerie Howard

❏ WS4 • Core Pricing Skills: Three Decades

of Pricing Evolution with Adrienne Gordon

❏ WS5 • Pricing and Corporate Strategy:

The Pricing Decision Framework Proven Successful

by the World’s Most Profitable Companies for Getting

Pricing Done Right with Tim J. Smith, Ph.D., CPP

WEDnesDAY MAY 4 1-DAY WORKSHOPS

❏ WS6 • Value-Based Pricing and Differential Value

Quantification: Best Practices to Understand, Apply

& Operationalize Both Concepts in Your Organization

with Stephan M. Liozu, Ph.D., CPP

❏ WS7 • Sales for the Win! Overcome Procurement’s

Gamesmanship to Protect Pricing and Improve Profits

with Tannis Ashworth & Travis Umpleby

❏ WS8 • How to Monetize Your CPQ Investment: Getting

the Most Revenue and Profit Generation From Your CPQ

System with Lydia Di Liello

❏ WS9 • How to Dramatically Grow Profits Through

Pricing Transformation with Kirk Jackisch

❏ WS10 • Advanced Change Management: Set a Multi-

Year Plan to Create Superior Pricing, Passion & Skills

Across Sales and Leadership with Joanne Smith

PleASE SeleCT YouR ConFERenCE/WORKSHOP OPTIon

❏ Option 1 Spring 2016 Conference ONLY (May 5-6)

❏ Option 2 Spring 2016 Conference + 1-Day Workshop

❏ Option 3 Spring 2016 Conference + 2-Day Workshop

❏ Option 4 Spring 2016 Conference + Two 1-Day Workshops

❏ Option 5 Spring 2016 Conference + 2 Workshops + Online CPP Bundle

❏ Option 6 Spring 2016 Conference + 1 Workshop + Online CPP Bundle

❏ Option 7 Spring 2016 2-Day Workshop ONLY

❏ Option 8 Spring 2016 Two 1-Day Workshops ONLY

❏ Option 9 Spring 2016 1-Day Workshop ONLY

REMEMBER: the 4th Attendee is FRee! When 3 people register from the same firm at the same time,

a 4th person may register for the conference free of charge. Simply duplicate this form when submitting

multiple registrants.

SPECIAL neeDS

Disability (visual, hearing, mobility)

______________________________________________________________________________

Dietary restrictions: ❏ Vegetarian ❏ Kosher ❏ Other___________________________________

PAYMENT METHOD

❏ PAYMENT ENCLOSED

❏ BILL MY ORGANIZATION

Credit Card #_ __________________________________________________________________

Exp. Date (MM/YY)___________________________________CVC_______________________

MAIL TO: Cherica Spann, PPS Registrar,

Professional Pricing Society,

3535 Roswell Rd., Suite 59,

Marietta, GA 30062 USA

❏ ❏ ❏ ❏

$2,095 Non-Member

$1,795 Member

$2,995 Non-Member

$2,695 Member

$3,695 Non-Member

$3,395 Member

$3,695 Non-Member

$3,395 Member

$6,095 Non-Member

$5,795 Member

$5,295 Non-Member

$4,995 Member

$2,295 Non-Member

$1,995 Member

$2,295 Non-Member

$1,995 Member

$1,795 Non-Member

$1,495 Member

PHONE: +1.770.509.9933 FAX: +1.770.509.1963

INTERNET: www.pricingsociety.com/Chicago2016

EMAIL: Cherica@pricingsociety.com

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