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PRICING
26TH
ANNUAL
SPRING
DALLAS, TEXAS
MAY 5-8, 2015
HILTON ANATOLE HOTEL
WORKSHOPS
& CONFERENCE
HURRY!
BUY 2 - GET 1 FREE
EARLY BIRD OFFER
EXPIRES MARCH 20, 2015.
page 4
page 18
page 19
Early Bird Offer
12 WORKSHOP
OPTIONS
Choose from 2 TwoDay and 10 Full-Day
Workshops Covering the
Most Critical Aspects of
Pricing Today
24 CONFERENCE
SESSIONS
Including 6 Keynotes
from the Best and
Brightest Pricing
Thought Leaders
OVER 90 HOURS
OF TRAINING,
NETWORKING AND
LEARNING
The Best Event
Anywhere to Improve
Your Pricing Performance
BUY 2 - GET 1 FREE
Offer Expires
March 20, 2015.
Register Now. Don’t Miss
this Huge Offer! Call us
at +1.770.509.9933 for
details!
R E G I S T E R A T W W W . P R I C I N G S O C I E T Y. C O M / D A L L A S 2 0 1 5
26TH ANNUAL SPRING
PRICING
WORKSHOPS & CONFERENCE
DALLAS,TEXAS
MAY 5-8, 2015
HILTON ANATOLE HOTEL
Welcome to Dallas!
JOIN US FOR THE VERY BEST IN PRICING!
On behalf on the entire Professional Pricing Society
team, we are thrilled to announce a new venue for our
26th Annual Spring Pricing Workshops & Conference –
the elegant Hilton Anatole Hotel in the Design District
of Dallas, Texas!
It has been six years since the last PPS event in Texas,
and in that time our training, education and networking
programs have grown to fit the ever evolving needs pricing professionals
across the globe, whether you are a Lone Star (sorry!) in your company,
a central figure connecting multiple departments and differing goals, a
manager with high performance aims, or a strategic leader setting the
course for the entire organization.
Our Dallas Conference features six keynote addresses from worldrenowned business strategists such as Tom Nagle and Hermann Simon,
12 workshop choices ranging from Fundamental Principles for Effective
Pricing to Change Management to Strategy to Partnership with Sales,
and 18 breakout sessions in three tracks with insights from Pricing
Practitioners, Pricing Experts, and Tools & Techniques specialists. PPS
events are designed to get you the skills necessary to improve your
Revenue Management acumen and improve your company’s margins
and profitability.
In addition to the hands-on workshops, high-level keynote addresses
and breakout sessions from leading business experts, our conference
will also provide a diverse environment for training and connecting to
other esteemed professionals with common interests and goals. Our
conferences are the largest, most inclusive, and most valuable events
available for pricing professionals, and provide more industry leading
speakers and expertise than any other. In addition, 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.
As the only organization exclusively committed to growing the
pricing profession and disseminating pricing expertise throughout the
business world, PPS is proud to offer a conference that is centered on
connections, learnings, growth and successes for you and your company.
Please join us. I look forward to seeing you in Dallas!
KEVIN MITCHELL
President,
Professional
Pricing Society
2
PPS: THE MOST
TRUSTED RESOURCE IN
THE PRICING WORLD
PPS carries on a long tradition of
dedication to the global pricing
community. 31 years ago, our
Chairman and Founder Eric Mitchell
officially created the Professional
Pricing Society (PPS) to connect
pricing practitioners, experts, and
solution providers.
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 world-class 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.
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 31
years. We provide valuable pricing strategies,
publications, research, and resources to thousands
of members from leading industries in over
75 countries.
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
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.
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.
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 4-hour
CPP Accreditation Exam - one of the many
reasons why the CPP certification is the most
respected pricing credential in the world.
PPS is here to serve you.
We are the Home of Pricing!
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.
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
Other
• 16 Annual Publications
Services: • Pricing Whitepapers
• Case Studies
• Webinars
• Annual Salary Survey
For more information about the Certified
Pricing Professional program please visit
the PPS website: www.pricingsociety.com
and click on Pricing Training - Certified
Pricing Professional (CPP) or Online
Pricing Courses.
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.
Do I have to pursue
a CPP designation to
attend a PPS Workshop?
No, you don’t have to. If you
are primarily interested in
pricing training or learning
about specific topics, all PPS
workshops are a perfect fit.
You will still receive your course
certificate after passing the
workshop test. It makes no
difference if you have decided
to pursue the CPP designation
or not.
3
DAY
WORKSHOP
2
TUESDAY & WEDNESDAY MAY 5-6, 2015
WS1
FUNDAMENTAL PRINCIPLES FOR
EFFECTIVE PRICING
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!
This two-day interactive workshop provides an in-depth
overview and fundamental orientation for the development and
management of value-oriented pricing strategies and tactics.
We will provide leading-edge insights for managers who are
responsible for pricing products and services or who need to
understand how to integrate pricing into their management
activities. Pricing is an important multifunctional business
activity that involves and influences the marketing, financial and
operational areas of a business. Managers from each of these
business areas will find this workshop beneficial and informative.
This workshop will present the factors that must be considered
when setting price and teach attendees how pricing alternatives
can be developed and analyzed. Further, recognizing that price
conveys information about the firm, its products and services,
and its intentions, we also discuss how to communicate pricing
information to the firms’ internal and external constituents. The
workshop will emphasize a proactive approach to pricing that
requires a market orientation and specifically considers how
customers develop value perceptions.
ATTENDEES WILL LEARN:
•The fundamentals of
perceived-value pricing
•How customers perceive price
and form value perceptions
•How to analyze and choose
among different pricing
alternatives
•The role of cost information
in the setting of prices
•How to communicate pricing
information to customers and
competitors
DAILY WORKSHOP AGENDA
(Agenda applies to every workshop)
8:00am Breakfast / Registration
9:00am Workshop Begins
10:15am Morning Break
10:45am Workshop Resumes
12:00pm Lunch
1:00pm Workshop Resumes
2:15pm
Afternoon Break
2:45pm Workshop Resumes
4:00pm Workshop Close
5:00pmMay 6th
Workshop
Reception
sponsored by:
•The key principles of effective pricing management
SPEAKERS:
DR. KENT B. MONROE
Partner, Cheng, Monroe
& Associates and J. M.
Jones, Professor of
Marketing Emeritus,
University of Illinois at
Urbana-Champaign
Kent B. Monroe brings decades
of research, consulting and
practical experience to training
seminars designed to explain
and illustrate successful pricing
strategies and tactics. He defined
the conceptual foundations of
behavioral price research and is
the author of, Pricing: Making
Profitable Decisions. He was the
founding editor of Pricing Practice
and Strategy (1993-2003) and he
received the American Marketing
Association/McGraw-Hill/Irwin
Educator of the Year Award in 2005.
LILLIAN L. CHENG
Partner, Cheng Monroe &
Associates, Consultant &
Researcher in Pricing &
Marketing Strategy
Lillian Cheng is an
advisor and researcher in pricing
and marketing strategy. She has
taught at several universities and
is co-author of “An Appraisal of
Behavioral Price Research (Part I)”
and “Reflections on An Appraisal
of Behavioral Research (Part 1)”,
both in AMS Review, (3), 2013.
She has worked with numerous
international businesses including
Internet start-ups, luxury brands
and high-tech firms.
Scan with
your Smart
Phone to
see a video
about this
session!
4
26TH ANNUAL SPRING PRICING WORKSHOPS & CONFERENCE
DAY
WORKSHOP
2
TUESDAY & WEDNESDAY MAY 5-6, 2015
WS2
CHANGE MANAGEMENT IN PRICING:
THEORIES, BEST PRACTICES AND A TRANSFORMATIONAL FRAMEWORK
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!
More than 70% of projects fail because of the inability of
organizations to change. The same goes with pricing projects
and initiatives. Change in value and pricing management is
challenging, sometimes tenuous, and might take a long time to be
accepted, adopted and assimilated. Whether pricing practitioners
lead a small project or they embark on a transformational pricing
journey, they have to understand the basic concepts and theories
of change management.
During this workshop, the speaker presents the most effective
and adopted change management methodologies (ADKAR®,
LaMarsh Managed Change®, ICT®, Kotter Model, Organizational
Efficacy for Change, and McKinsey 7 S Model). The concept of
organizational change capacity in pricing is discussed based
on a 2012 survey of 939 pricing professionals that identified the
key drivers of successful change in pricing. Finally, the speaker
reviews in detail a proprietary change management model
for pricing projects that includes ten critical dimensions of
transformational change.
SPEAKER:
STEPHAN LIOZU, Ph.D.
Pricing Evangelist, Value
Innoruption Advisors
Stephan M. Liozu, CPP,
is a creator, a disruptor,
a designer, a creator
and an innovator. With over 20
years of experience in business,
he has recently focused on design
and creativity in value and pricing
strategies. He holds a Master’s
degree in Innovation Management,
a Ph.D. in Management from Case
Western Reserve University, and
the Prosci® change management
certification.
This unique two-day workshop combines the latest science in
change management and change leadership with practical reallife in-class exercises. Participants are invited to identify a current
or future real-life pricing project for which they can apply change
management tools and develop a practical roadmap.
ATTENDEES WILL LEARN:
•The various change
management theories and
methodologies
•The concept of organizational
change capacity and its
significance in pricing
transformation
•The ten dimensions of change
in pricing that are important
for the pricing journey
•The potential roadblocks
to change and how to
handle them
Scan with
your Smart
Phone to
see a video
about this
session!
DAILY WORKSHOP AGENDA
(Agenda applies to every workshop)
8:00am Breakfast / Registration
9:00am Workshop Begins
10:15am Morning Break
10:45am Workshop Resumes
12:00pm Lunch
1:00pm Workshop Resumes
2:15pm
Afternoon Break
2:45pm Workshop Resumes
4:00pm Workshop Close
5:00pmMay 6th
Workshop
Reception
sponsored by:
•An emerging change management framework for
pricing transformations
DALLAS 2015 | www.pricingsociety.com/dallas2015
5
DAY
WORKSHOP
1
TUESDAY MAY 5, 2015
WS3
PRICING AND CORPORATE STRATEGY:
THE PRICING DECISION FRAMEWORK PROVEN SUCCESSFUL BY THE
WORLD’S MOST PROFITABLE COMPANIES FOR GETTING PRICING DONE RIGHT
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!
Pricing challenges and decisions arise early and often. List
prices, discounting, new product development, account
management, and international variations are just a short list of
key pricing challenges facing modern corporations. How should a
corporation manage the pricing function?
In this workshop, Tim J. Smith, Ph.D., CPP, will share 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. This workshop applies concepts
from the fields of economics, consumer behavior, business selling,
product lifecycles, and competitive dynamics in order to provide
executives with a well-rounded view of pricing in business
markets. Executives attending this course will be able to identify
routes to improve their pricing practices and avoid traps leading
to pricing disasters.
SPEAKER:
TIM J. SMITH, Ph.D., CPP
Founder and Managing
Principal of Wiglaf
Pricing and Adjunct
Professor of Marketing
at DePaul University
Tim J. Smith is an Academic
Advisor to the PPS Certified
Pricing Professional program. He
focuses on using quantitative and
qualitative research to enable firms
to drive revenue. He authored
Pricing Strategy: Setting
Price Levels, Managing Price
Discounts and Establishing
Price Structures (2012).
The workshop will conclude with a framework for managing
pricing in a modern corporation developed through both
academic research and executive interviews and proven by
some of the world’s most profitable and growth oriented firms.
ATTENDEES WILL LEARN:
• The nature of a good price
•The impact of price
concessions on profitability
•How to connect product
development to pricing
decisions
•How to connect customer
account development to
pricing decisions
•How to connect international
contingencies to
pricing decisions
DAILY WORKSHOP AGENDA
(Agenda applies to every workshop)
8:00am Breakfast / Registration
9:00am Workshop Begins
10:15am Morning Break
10:45am Workshop Resumes
12:00pm Lunch
1:00pm Workshop Resumes
2:15pm
Afternoon Break
2:45pm Workshop Resumes
4:00pm Workshop Close
5:00pmMay 6th
Workshop
Reception
sponsored by:
•A proven framework for integrating pricing into
strategic corporate development
Scan with
your Smart
Phone to
see a video
about this
session!
6
26TH ANNUAL SPRING PRICING WORKSHOPS & CONFERENCE
DAY
WORKSHOP
1
TUESDAY MAY 5, 2015
WS4
THE SALES-PRICING PARTNERSHIP:
HOW TO HELP SALES WIN AT HIGHER PRICES
When pricing pressure is on, how can pricing managers help
sales teams defend prices and value in tough negotiations?
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!
Pricing professionals are uniquely positioned to help build
backbone and negotiation power in the sales force. Pricing
managers can help sales identify customer negotiations as a
game. They can teach the sales team to understand the cards
being played and identify who is bluffing. They can determine
the type of buyer and the particular scenario sales is dealing
with, and use tactics that will ensure the winning hand is played.
Further, pricing managers can help ensure that sales isn’t wasting
time and company resources pursuing truly low probability
opportunities. This workshop is based on the popular Negotiating
with Backbone by Reed Holden.
ATTENDEES WILL LEARN:
•What is behind Procurement’s
behaviors and clout
•How to use value to create
‘give-gets’ for negotiation
leverage
•How to discern whether you
are dealing with a bluffing
poker player
•Eight selling scenarios
and how to identify them,
negotiate price and sell in
each case
Scan with
your Smart
Phone to
see a video
about this
session!
DALLAS 2015 | www.pricingsociety.com/dallas2015
DAILY WORKSHOP AGENDA
(Agenda applies to every workshop)
8:00am Breakfast / Registration
9:00am Workshop Begins
10:15am Morning Break
10:45am Workshop Resumes
12:00pm Lunch
1:00pm Workshop Resumes
2:15pm
Afternoon Break
2:45pm Workshop Resumes
4:00pm Workshop Close
5:00pmMay 6th
Workshop
Reception
sponsored by:
SPEAKERS:
SPEAKERS:
CHRIS MITCHELL
Director of
Global Initiatives
Holden Advisors
Chris Mitchell has over
25 years of experience
in sales tactics and strategy
development, sales management
consulting, marketing alignment,
sales process and performance
improvement. She has been
devoted to marquis brands in
healthcare (including PBMs),
logistics, transportation, office
imaging, professional services
and manufacturing resulting in
measurable increased performance.
She is adept at connecting key
learning points to the business
world.
TANNIS ASHWORTH
Manager of Facilitation
and Performance
Development
Holden Advisors
Tannis Ashworth
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
metrics, relationship practice
management and business
leadership. She has an extensive
background working with complex
organizations worldwide within the
technology, telecommunications,
manufacturing, professional
services and banking industries.
7
DAY
WORKSHOP
1
WS5
TUESDAY MAY 5, 2015
MASS PRICE INCREASES & CONTRACT
RENEWALS: ELIMINATE THE CHAOS
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!
Do you dread the process of rolling out a mass price change? Feel
lucky when you can keep on top of prices for one or two product
lines? When it’s time for a mass update across your entire portfolio
- with millions of price points across multiple channels and lines
of business - if it just seems harder than it should be, this is the
workshop for you. With material cost increases, price drops due to
competitive pressure, and aggressive revenue goals dependent on
pricing – mass price changes are a fact of life at least once or twice a
year. And that’s really just the beginning.
Nearly everyone has an opinion on what prices should be. In addition
to the myriad of inputs you need to consider, from geography and
volume to customer type and beyond, your inbox is filled with
requests from corporate attorneys, executives, sales managers,
reps, finance guys, country managers, and contract specialists — all
outlining special pricing situations you need to accommodate.
Most of the tools and workflows in use today don’t make it any easier.
And basic spreadsheet software like Excel or homegrown database
solutions to manage portfolio-wide price changes are not just
impractical, they can be downright risky.
It’s your job to make pricing happen — to do the seemingly
impossible and reconcile millions of prices, thousands of inputs, and
hundreds of people — and publish a price list that delivers on the
growth targets your company needs. Get the help you need In this
workshop.
ATTENDEES WILL LEARN:
•How to eliminate price errors
even with complications like
thousands of line items, multiple
document versions, etc.
•To collaborate and manage
version control to avoid mass
internal complaints that follow
the mass price increase.
•How to accurately forecast
the realized price of your 3%
planned price increase when
the field turns it into a 1% actual
price increase with exceptions.
Scan with
your Smart
Phone to
see a video
about this
session!
8
DAILY WORKSHOP AGENDA
(Agenda applies to every workshop)
8:00am Breakfast / Registration
9:00am Workshop Begins
10:15am Morning Break
10:45am Workshop Resumes
12:00pm Lunch
1:00pm Workshop Resumes
2:15pm
Afternoon Break
2:45pm Workshop Resumes
4:00pm Workshop Close
5:00pmMay 6th
Workshop
Reception
sponsored by:
An understanding of how a price change will impact other areas of
the company and have confidence that nothing will “break” when you
publish your new prices.
SPEAKERS:
TODD PATE
VP, Strategic
Consulting Americas
Todd Pate provides
thought leadership in
the technology and
manufacturing industries. He
has built and led multiple pricing
organizations since 1998. Todd’s
experience includes Vice President
of Global Pricing at Motorola
Mobility, Vice President of Global
Pricing at Aristocrat Technologies,
Vice President of Strategic Pricing
at Ingersoll Rand, and Director
of Pricing at Dell. Todd holds a
BBA from the University of Texas
McCombs School of Business, an
MBA from the University of Chicago
Booth School of Business, and is
an Adjunct Business Professor at
UT Tyler College of Business and
Technology.
TONYA DEWEESE
Senior Director
Global Industry
Practice Team
Tonya DeWeese has
more than 25 years
of experience in operations
and strategy, and driving
transformational changes at a
Fortune 300 company. Tonya has
delivered results through top-line
growth initiatives and productivity
efforts in supply chains, shared
services and IT. Prior to joining
PROS, She served as director of
enterprise pricing solutions at Air
Products and Chemicals, where she
created a sustainable and scalable
global approach to price and
margin management.
26TH ANNUAL SPRING PRICING WORKSHOPS & CONFERENCE
DAY
WORKSHOP
1
WS6
WEDNESDAY MAY 6, 2015
BEHAVIORAL PRICING: APPLYING BEHAVIORAL
ECONOMICS IN B2B AND B2C PRICING
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!
“Value-based Pricing” has been widely accepted as the best
approach to pricing. Nevertheless, all classical pricing tools within
this approach still build on the assumption that customers behave
like the famous “homo oeconomicus,” defined as perfectly
informed, selfish and rational decision makers with stable
preferences. These assumptions are each contradicted by an
overwhelming amount of insights from “Behavioral Economics”
and “Neuroscience,” and inhibit us from defining smarter pricing
strategies which are able to leverage the frugal heuristics and
systematic biases of the decisions “real” customers are making.
This workshop will characterize Behavioral Pricing as a general
approach to pricing that goes well beyond the classic valuebased pricing paradigm. In the course of the workshop, we will
show how you can develop more profitable pricing strategies
by applying the insight presented to define price level, price
structure, price dynamics as well as price communication.
ATTENDEES WILL LEARN:
•An overview of recent research
insights on human decision
making that are helpful for
deriving more successful
pricing strategies
•A conceptual framework that
will help you to better leverage
‘Behavioral Economics’ in your
pricing strategy
•That Behavioral Pricing goes
well beyond the classic valuebased pricing paradigm
SPEAKER:
FLORIAN BAUER, Ph.D.
Member of the Board
Vocatus AG
Florian Bauer studied
Psychology and
Economics at the
Technical University in Darmstadt,
at MIT, and at Harvard University.
He devoted himself to behavioral
economics and pricing psychology
research, which were also the
subject of his doctorate. He cofounded the pricing research
firm Vocatus AG in 1999. In 2014
Vocatus was voted one of the
world’s top 20 market research
innovators.
DAILY WORKSHOP AGENDA
(Agenda applies to every workshop)
8:00am Breakfast / Registration
9:00am Workshop Begins
10:15am Morning Break
10:45am Workshop Resumes
12:00pm Lunch
1:00pm Workshop Resumes
2:15pm
Afternoon Break
2:45pm Workshop Resumes
4:00pm Workshop Close
5:00pmMay 6th
Workshop
Reception
sponsored by:
•About real-life examples that
exploit these errors through appropriate price strategies
•The pros and cons of pricing tools like PSM or Conjoint
Analysis and how to modify and complement these methods
to avoid risks and pitfalls
•How to effectively convert these insights into tactics for
optimizing price level, structure, dynamics and communication
Scan with
your Smart
Phone to
see a video
about this
session!
DALLAS 2015 | www.pricingsociety.com/dallas2015
9
DAY
WORKSHOP
1
WEDNESDAY MAY 6, 2015
WS7
HOW TO DRAMATICALLY GROW PROFITS
THROUGH IMPROVED PRICING
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!
This course is designed for pricing professionals who are
interested in dramatically growing the profitability of their
organization. We will focus on how to redesign the current
pricing strategy and practices of your organization to move
beyond cost-based pricing and into value-based pricing. This
course will provide a practical method and proven approaches
to making the transition. Case Studies of successful transitions
will be used as the template for teaching. We will also complete
experiential exercises that enable participants to practice these
skills and develop the confidence needed to succeed when they
return to the office.
By the end of this workshop participants will have learned how
to break out of the role of “pricing policeman” and into the role
of “pricing partner.” Templates, frameworks and processes will be
provided that the participant can use to implement the changes
needed to make the journey. Presenter Paul Hunt has more than
20 years of experience in pricing, and a particular interest in
helping companies implement the cultural changes necessary to
become more effective value-based pricers.
ATTENDEES WILL LEARN:
•How to develop a high impact
pricing strategy
•How to use segmentation to
grow profits
•Analytical techniques and
tools that will help you achieve
success
•How to quickly and efficiently
identify quick wins
•How to revitalize a legacy
based pricing structure
SPEAKER:
PAUL HUNT
President
Pricing Solutions Ltd.
Paul Hunt has
specialized in pricing
for over 20 years. He
has developed a vast
array of proprietary methodologies
that go straight to the heart of
the problem, and has helped
clients with such pricing issues
as: bundling, competitive pricing,
customer categorization, newproduct pricing, perceived value,
price complexity vs. simplification,
pricing policy, price structure, price
wars, price/volume relationship,
and value-added pricing.
DAILY WORKSHOP AGENDA
(Agenda applies to every workshop)
8:00am Breakfast / Registration
9:00am Workshop Begins
10:15am Morning Break
10:45am Workshop Resumes
12:00pm Lunch
1:00pm Workshop Resumes
2:15pm
Afternoon Break
2:45pm Workshop Resumes
4:00pm Workshop Close
5:00pmMay 6th
Workshop
Reception
sponsored by:
•How to create a pricing
architecture that your sales force can sell
• How to reduce discounting and exceptions
•How to use the 5 levels of world class pricing to
systematically grow profit
Scan with
your Smart
Phone to
see a video
about this
session!
10
26TH ANNUAL SPRING PRICING WORKSHOPS & CONFERENCE
DAY
WORKSHOP
1
WEDNESDAY MAY 6, 2015
WS8
5 STEPS TO IMPROVE YOUR DATA AND
ENABLE POWERFUL PRICING
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!
Bring your biggest data challenges to this session! Data impacts
pricing decisions in your business. The question is how do you
make your data actionable and aligned with the needs of your
pricing strategy? What are alternatives to developing useful
pricing measures when you don’t have the data available? What
data do you have access to and how can you harness it? How can
you conquer data limitations to enable pricing insights?
In this workshop, we will provide the attendees with tools,
templates and ideas to meet their data challenges and move their
projects forward to enable better pricing decisions. A portion of
the workshop will include team collaboration and idea sharing
with attendees from other companies around data challenges and
approaches.
ATTENDEES WILL LEARN:
•How to identify their biggest
data challenges
•How to explore how data
supports pricing in their
organization
•How to conquer data
limitations to enable powerful
pricing insights
•How to apply new strategies to
their data challenges
•How to develop the next steps
for moving forward with your
top pricing data issues
DAILY WORKSHOP AGENDA
(Agenda applies to every workshop)
8:00am Breakfast / Registration
9:00am Workshop Begins
10:15am Morning Break
10:45am Workshop Resumes
12:00pm Lunch
1:00pm Workshop Resumes
2:15pm
Afternoon Break
2:45pm Workshop Resumes
4:00pm Workshop Close
5:00pmMay 6th
Workshop
Reception
sponsored by:
SPEAKERS:
DAN PILCH
Director of Pricing
Consulting, Vendavo
Dan Pilch has over
15 years of experience
in pricing, working in
pricing management for major
corporations and leading pricing
project implementations for large
B2B companies. He works closely
with companies, providing pricing
and software expertise.
SCOTT THIELE
Pricing Program Director
Vendavo
Scott Thiele has over
20 years of experience
in advising, pricing,
software development and
program management. He joined
Vendavo in 2012, where he has
provided software expertise for
leading B2B companies. Prior to
Vendavo, he owned and operated
his own software company, and
worked as a Senior Program
Manager at Seagate Technology
(NASDAQ:STX).
Scan with
your Smart
Phone to
see a video
about this
session!
DALLAS 2015 | www.pricingsociety.com/dallas2015
11
DAY
WORKSHOP
1
WEDNESDAY MAY 6, 2015
WS9
A PRIMER ON PRICING AND
REVENUE OPTIMIZATION
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!
While Bank of America and Netflix recently suffered major public
relations backlashes due to blunt pricing changes, Michelin and
Verizon Wireless were able to benefit from a paradigm shift in
their pricing structures. What worked and what didn’t work in
their respective pricing practices? What are the prevailing pricing
philosophies at play? What lessons can be taken from the history
of pricing and revenue optimization?
Price bundling, price-response modeling, and price optimization
may all sound familiar to you as a pricing professional, but do
you really know the nuances behind each term? How does price
bundling transfer untapped willingness-to-pay from one product
to another? How do you set up a choice-based price response
model to better mimic typical decision making processes
at the point-of-sale? What is an efficient pricing frontier?
Does optimizing for profit always mean a trade off against
maximizing volume?
This workshop will also discuss pricing software, which has
become critical to successful pricing transitions. We will prepare
you to hear pitches from pricing and revenue optimization
software vendors promising sizable improvements in your
gross margins (despite the significant cost of implementation)
and teach you how to determine whether or not the software
is effective.
ATTENDEES WILL LEARN:
•The history of pricing
and revenue optimization
(including case studies of
pricing successes and failures)
•Typical pricing analytical
methodologies, including
price bundling, priceresponse modeling, and price
optimization
•The statistical techniques that
can help you scientifically
evaluate the effectiveness of a
black-box pricing and revenue
optimization software package
SPEAKER:
WEI KE
Partner
Simon-Kucher & Partners
Wei Ke is a Partner in
the New York office
of Simon-Kucher &
Partners, specializing in strategic
issues at the marketing-operations
interface. He is a well-known expert
in pricing, marketing, and risk
analytics topics with large financial
institutions. He has been published
in leading banking journals and has
co-authored MBA teaching cases
on retail pricing, currently in use at
Columbia and NYU.
DAILY WORKSHOP AGENDA
(Agenda applies to every workshop)
8:00am Breakfast / Registration
9:00am Workshop Begins
10:15am Morning Break
10:45am Workshop Resumes
12:00pm Lunch
1:00pm Workshop Resumes
2:15pm
Afternoon Break
2:45pm Workshop Resumes
4:00pm Workshop Close
5:00pmMay 6th
Workshop
Reception
sponsored by:
Scan with
your Smart
Phone to
see a video
about this
session!
12
26TH ANNUAL SPRING PRICING WORKSHOPS & CONFERENCE
DAY
WORKSHOP
1
WEDNESDAY MAY 6, 2015
WS10
ADVANCED STRATEGIC PRICING:
SETTING A MULTI-YEAR BUSINESS STRATEGY & EXECUTION
TO ENHANCE PROFITABILITY
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!
This advanced course focuses on creating strategic business
strategies, as well as marketing and sales actions that have a
potential positive impact on industry profitability and on your
company’s ability to increase prices in the short (3-9 months),
mid and long-terms (3-5 years).
SPEAKER:
In this workshop, the methodology and approaches covered go
well beyond setting pricing strategy and plans. They question and
refine business and marketing strategies that create the potential
for improved market dynamics over a multi-year time frame. They
also cover the behaviors and actions of marketing and sales,
as they relate to price execution, that enhance your ability to
positively impact your pricing; versus inadvertently destroying
your ability to positively impact pricing.
Joanne Smith is the
author of The Pricing
and Profit Playbook (Bradley
Publishing - October 1, 2013). She
brings over 20 years of global
business, marketing, pricing and
consulting leadership experience.
She is known for delivering
superior results, challenging the
status quo, leading and inspiring
change and creating innovative
solutions to complex problems. She
is also a former DuPont Corporate
Head of Marketing, Pricing and
Customer loyalty, where she was
instrumental in creating the pricing
organization which transformed
DuPont from weak to outstanding
pricing performance.
ATTENDEES WILL LEARN:
•The importance of strategic
multi-year pricing strategies
and strategic behaviors for
specialty and commodity
businesses
•Marketing and sales behaviors
that enhance (or destroy)
your ability to have a positive
impact on your own and
industry pricing
•Market and competitor
analysis approaches
DAILY WORKSHOP AGENDA
(Agenda applies to every workshop)
8:00am Breakfast / Registration
9:00am Workshop Begins
10:15am Morning Break
10:45am Workshop Resumes
12:00pm Lunch
1:00pm Workshop Resumes
2:15pm
Afternoon Break
2:45pm Workshop Resumes
4:00pm Workshop Close
5:00pmMay 6th
Workshop
Reception
JOANNE SMITH
President
Pricing to Profits
Consulting
sponsored by:
•Multi-year pricing mechanism
and predictions
•Business and marketing strategies to optimize future pricing
dynamics and performance
Scan with
your Smart
Phone to
see a video
about this
session!
DALLAS 2015 | www.pricingsociety.com/dallas2015
13
DAY
WORKSHOP
1
WEDNESDAY MAY 6, 2015
WS11
BEYOND THE NUMBER:
SALES, POSITIONING, PRICING
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!
Who wants to win a race to the bottom? You might think a lot
of businesses do, judging by their undifferentiated products,
cost-plus pricing, and lack of focus on the bottom line. However,
the story gets more interesting as you dig deeper. It’s not that
businesses don’t want to be profitable, but rather they often do
not know how, especially when it comes to coordinating activities
across different functional teams.
This workshop will be an intensive day of creative thinking about
B2B value, pricing, and product positioning. We will use case
studies and group and individual exercises that you can apply to
your business. As a participant in this workshop, you will find how
to unlock the potential value in your business to generate more
profit for your organization and generate more meaning in your
pricing strategies.
Note that this is a workshop with the emphasis on “work”.
Participants will complete a workbook of exercises designed to
identify both tactical and strategic profit opportunities, including:
• Value-based pricing
SPEAKER:
REUBEN SWARTZ
Founder
Mimiran
Reuben Swartz brings
more than 15 years
of sales and pricing
experience with companies in
North America, Europe and
Asia. He has helped companies
worldwide to improve pricing
performance in industries such as
metals, semiconductors, healthcare,
retail, manufacturing, and financial
services. He is an expert at
improving sales results through the
appropriate combination of pricing
strategy, business processes, and
technology.
• Competitive positioning
• Discounts, promotions, and pricing integrity
• Unbundling
• Moving up (and down) the value chain
•Improving pricing presentation in proposals, including tips to
win more business at higher margins
•Working effectively with sales
and executives
•Beyond profit: creating
meaning in your pricing
strategies
Scan with
your Smart
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about this
session!
14
Attendees are encouraged
(but not required) to bring
a printed version of a recent
quote or proposal from their
sales team (you can delete
actual prices or other sensitive
information). Attendees will leave
with workshop materials and a
completed workbook.
DAILY WORKSHOP AGENDA
(Agenda applies to every workshop)
8:00am Breakfast / Registration
9:00am Workshop Begins
10:15am Morning Break
10:45am Workshop Resumes
12:00pm Lunch
1:00pm Workshop Resumes
2:15pm
Afternoon Break
2:45pm Workshop Resumes
4:00pm Workshop Close
5:00pmMay 6th
Workshop
Reception
sponsored by:
26TH ANNUAL SPRING PRICING WORKSHOPS & CONFERENCE
DAY
WORKSHOP
1
WEDNESDAY MAY 6, 2015
WS12
APPROACH FOR DEVELOPING
PRICING STRATEGY: STEP-BY-STEP
PRICING STRATEGY IN AN ORGANIZATION
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!
What is pricing strategy? If you ask different pricing professionals
this question, you get different answers. These days pricing
strategy can be almost everything and anything. As a result,
many pricing professionals are struggling to understand where
and how to begin when it comes to developing a pricing strategy,
what pricing insights and analysis need to be done to develop
effective pricing strategy, and many more have difficulties
with defining what the pricing strategy should be for their
organization based on these insights.
This workshop will take a pragmatic approach to help
participants to clearly define the term pricing strategy,
understand what the key components of the pricing strategy
are, review step-by-step the various types of analysis needed
to develop different parts of the pricing strategy, and show the
participants on how to interpret some of the pricing analysis by
presenting real life examples from the pricing field. At the end,
we will also cover some practical approaches organizations can
take for developing and implementing the pricing strategy in an
organization.
ATTENDEES WILL LEARN:
•What pricing strategy is and
its key components
•What type of analysis is
needed to define and develop
different components of
pricing strategy
•How to interpret some of the
analysis results and tailor them
to their specific industries and
companies’ situations
•What the typical challenges
are in the development of
a pricing strategy and how to
help organizations overcome them
DAILY WORKSHOP AGENDA
(Agenda applies to every workshop)
8:00am Breakfast / Registration
9:00am Workshop Begins
10:15am Morning Break
10:45am Workshop Resumes
12:00pm Lunch
1:00pm Workshop Resumes
2:15pm
Afternoon Break
2:45pm Workshop Resumes
4:00pm Workshop Close
5:00pmMay 6th
Workshop
Reception
sponsored by:
•What are the approaches for effectively developing and
implementing a pricing strategy in an organization
SPEAKERS:
ANTON MALYGIN
Director, Pricing and
Profitability Consulting
Practice, PwC
Anton Malygin is
a Director in the
Pricing and Profitability practice.
During his career, he has advised
clients in the area of business,
operational, and financial strategies
focusing on the development of
new growth and market entry
strategies, revenue and pricing
optimization, pricing management,
organizational design, business
process improvement, strategic
planning, risk management, and
implementing enterprise wide
business turn-around initiatives.
COLIN CARROLL
Director, Pricing and
Profitability Consulting
Practice, PwC
Colin Carroll is a
Director in PwC’s
Pricing and Profitability practice.
He has 15 years of experience
leading projects spanning
strategic, tactical and transactional
pricing; from pricing strategy
development to execution,
including implementation of
decision support tools and change
management programs in global
pricing transformations. He has a
BA from Binghamton University
and an MSE from the University of
Michigan.
Scan with
your Smart
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about this
session!
DALLAS 2015 | www.pricingsociety.com/dallas2015
15
CONFERENCE AT-A-GLANCE
THURSDAY MAY 7, 2015
TIME
EVENT
SPEAKERS
7:00am-8:00am
REGISTRATION/BREAKFAST
8:00am-8:15am
Welcome and Networking
8:15am-9:15am
KEYNOTE SESSION: Forget Product Versus
Cost Leadership: Strategies for Profitable Growth
9:15am-10:00am
EXHIBIT HALL NETWORKING BREAK / BARNES & NOBLE BOOKSTORE
10:00am-11:00am
KEYNOTE SESSION: Pricing and the CEO Hermann Simon
11:00am-12:00pm
KEYNOTE SESSION: Top Ten Business Myths Ronald J. Baker
12:00pm-1:00pm
NETWORKING LUNCHEON
Kevin Mitchell, PPS President
Tom Nagle, Ph.D.
sponsored by:
- BREAKOUT SESSIONS -
1:00pm-2:00pm
2:00pm-2:30pm
Pricing Practitioners Track
Pricing Experts Track
Tools & Techniques Track
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 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.
This track features content pricing
experts sharing their expertise in how to
address barriers to success that organizations
face implementing pricing strategies.
The Consultants are Done. The
“Opportunity” is Huge - Now What?
Nancy Hegarty, CPA, CPP
Combat Pricing Pressure and Win
Over the Sales Team
Alison Yama
Pricing Technology: A Journey Not a Destination
Bernard Kang
EXHIBIT HALL NETWORKING BREAK / BARNES & NOBLE BOOKSTORE
2:30pm-3:30pm
Organizing For Pricing Success
Michael Davis, CPP
World Class Pricing:
Measuring Success
Kirk Jackisch
B2B Services Sector: Why Pricing
is No Longer Just Pricing
Garth Hoff, CPP
3:30pm-4:30pm
Come To The Darkside, We Have
Cookies: Can Pricing And Procurement
Professionals Peacefully Co-Exist?
Maree McMinn, CPP
Pricing Segmentation:
One Price Does Not Fit All
Bert Schefers
Driving Customer Performance
Through Discounts & Rebates
Philip Daus
4:30pm
NETWORKING RECEPTION sponsored by:
FRIDAY MAY 8, 2015
TIME
EVENT
SPEAKERS
7:00am-8:00am
REGISTRATION/BREAKFAST
8:00am-9:00am
KEYNOTE SESSION: Barriers to Implementing Value Based Pricing
9:00am-10:00am
EXHIBIT HALL NETWORKING BREAK / BARNES & NOBLE BOOKSTORE
10:00am-11:00am
KEYNOTE SESSION: How the Next Generation Analytics are Transforming the Future of Pricing
John Hogan
11:00am-12:00pm
KEYNOTE SESSION: Taking Pricing from a Forgotten Function to a Strategic Advantage: Lessons Learned 3 Years into the Journey
Scott Green
12:00pm-1:00pm
NETWORKING LUNCHEON
- BREAKOUT SESSIONS -
Pricing Practitioners Track
1:00pm-2:00pm
2:00pm-2:30pm
As Simple As Needed and Not Simpler:
Elegant Discretionary Discount Offers
Thomas Stratton, CPP
Pricing Experts Track
Optimizing Spare Parts Pricing:
A Fast Way to Higher Profits
Peter Harms
Tools & Techniques Track
Analytical Segmentation:
A New Approach
Harry Macdivitt
EXHIBIT HALL NETWORKING BREAK / BARNES & NOBLE BOOKSTORE
2:30pm-3:30pm
Driving Pricing Transformation
Through Successful Pricing
Software Implementation
Debjani Ghosh
How Pricing Can Drive the Sales
Transformation to Selling Value
Peyton Marshall, Ph.D.
Keeping the Competitive Edge While
Fighting Commoditization
Pamir Güroglu
3:30pm-4:30pm
Pricing Innovation: The Next Level in
Pricing Excellence
Frank Frohmann
Superhero or Evil Villain: Overcoming
the Plight of the Deal Desk Manager
Shannon Tatz
Employing a Closed Loop Pricing
System for Profit
Dick Sobel
CODE OF CONDUCT
16
Victoria Mascaray Marti
The PPS 26th 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.
26TH ANNUAL SPRING PRICING WORKSHOPS & CONFERENCE
WORKSHOP
NETWORKING
RECEPTION
WEDNESDAY,
MAY 6, 2015
AT&T STADIUM
HOME OF THE DALLAS COWBOYS
sponsored by:
AT&T Stadium is home of the Dallas Cowboys football team and considered the most famous
sports venue in the United States. It has also been home of the Super Bowl, the NBA All Star
Game, and the NCAA Final Four.
school football contests, soccer
matches, and motocross races.
It replaced the partially
covered Texas Stadium, which
opened in 1971 and served as
the Cowboys’ home through
the 2008 season. It was
completed on May 27, 2009
The facility can also be used
for a variety of other activities
outside of its main purpose
(professional football) such as
concerts, basketball games,
college football and high
The stadium is sometimes
referred to as “Jerry’s World”
after Dallas Cowboys owner
Jerry Jones, who originally
envisioned it as a large
entertainment mecca. The
stadium seats 80,000, making
it the fourth largest stadium in
the NFL by seating capacity.
The maximum capacity of the
stadium, including standing
room-only capacity, is 105,121.
The Party Pass (open areas)
sections are behind seats in
each end zone and on a series
of six elevated platforms
connected by stairways.
All workshop participants are invited to our
WEDNESDAY EVENING, MAY 6, 2015,
NETWORKING RECEPTION
DALLAS 2015 | www.pricingsociety.com/dallas2015
sponsored by:
It also has the world’s largest
column-free interior and the
fourth largest high definition
video screen, which hangs from
20-yard line to 20-yard line.
AT&T Stadium is not just the
home of the Dallas Cowboys,
it’s a world of facts and figures
about the world’s largest domed
structure and incredible works
of art on display throughout
the stadium.
at the amazing
AT&T STADIUM
HOME OF THE DALLAS COWBOYS!
17
KEYNOTE SESSIONS
THURSDAY
KEYNOTE SESSIONS
AT-A-GLANCE
7:00-8:00
Registration/Breakfast
8:00-8:15
Welcome and Networking
Kevin Mitchell, PPS President
8:15-9:15
Forget Product Versus Cost Leadership:
Strategies for Profitable Growth
Tom Nagle
sponsored by:
9:15-10:00
Exhibit Hall Networking Break
Barnes & Noble Bookstore
10:00-11:00
Pricing and the CEO
Hermann Simon
11:00-12:00
Top Ten Business Myths
Ronald J. Baker
12:00-1:00
Networking Luncheon
THURSDAY
MAY 7, 2015
8:15-9:15
FORGET PRODUCT VERSUS COST LEADERSHIP:
STRATEGIES FOR PROFITABLE GROWTH
THOMAS (TOM) NAGLE, Ph.D.
Independent Expert and Senior Advisor
Monitor Deloitte
Superior profit margins are the primary
driver of profitable growth, yet few
companies create focused strategies
to drive profit improvement directly. Instead, some
functions are charged with achieving higher revenue,
some with reducing variable costs, and others with
improving asset utilization and productivity. Top
management assumes that if each function achieves its
objectives, profitable growth will follow. Often they are
disappointed.
Sharing examples from decades of experience,
Dr. Thomas (Tom) Nagle will illustrate how pricing
professionals can initiate and lead a firm’s efforts
to integrate value creation and cost management
for more profitable growth. Dr. Nagle has extensive
experience in developing profitable pricing and value
communication strategies, including innovative tactics
for implementation and analysis.
ATTENDEES WILL LEARN:
•How managing profit drivers within functional “silos”
leads to conflicts that often sap profits in unexpected
ways
•How making the drivers of profit cross-functionally
transparent can reveal options for more profitable
growth
•How creating price structures and pricing policies
that facilitate tradeoffs between value creation and
cost can enable less contentious price negotiations,
both internally and with customers
Thomas (Tom) Nagle, Ph.D. is an independent expert
to senior management and a Senior Advisor on projects
with Monitor Deloitte. Dr. Nagle founded the Strategic
Pricing Group (now part of Monitor Deloitte) in 1987
soon after the publication of his book The Strategy
and Tactics of Pricing, which, in its fifth edition, is still
the top-selling and the most widely-adopted text on
pricing.
Scan with your Smart Phone to
see a video about this session!
18
26TH ANNUAL SPRING PRICING WORKSHOPS & CONFERENCE
THURSDAY
MAY 7, 2015
10:00-11:00
11:00-12:00
PRICING AND THE CEO
TOP TEN BUSINESS MYTHS
PROF. DR. h.c. MULT.
HERMANN SIMON
Founder and Chairman
Simon-Kucher & Partners
In order to achieve pricing success, it is
critical for CEOs to be involved in creating
their company’s pricing structures. Companies with
strong CEO involvement have significantly higher
pricing power, successfully implement price increases,
and consistently raise profitability.
The CEO’s ultimate responsibility is to increase
shareholder or corporate value, and price has a strong
effect on corporate value, as we have shown in selected
cases. So what is the CEO’s role in pricing? We aren’t
referring to making specific pricing decisions. The
CEO has to set the right goals, ensure clarity about
positioning, organize effective pricing processes,
create a culture that avoids price wars, assume price
leadership and instill pricing discipline. We increasingly
see that CEOs are taking these challenges seriously.
Perhaps it does not come as a surprise that companies
whose CEOs are most explicit in these matters
demonstrate profitability that is far above average.
ATTENDEES WILL LEARN:
•How pricing can create and destroy shareholder
value
•How to identify and implement specific CEOresponsibilities
RONALD J. BAKER
Founder
VeraSage Institute
In business, ideas have consequences, and
bad ideas are a competitive disadvantage.
This presentation examines several myths
that exist about business today and demonstrates why
these ideas should be discarded.
Thinking about these myths is difficult because it
requires us to examine some of our most deeply
held beliefs about the way the business world works.
Economist John Maynard Keynes said, “The difficulty
lies, not in the new ideas, but in escaping from the
old ones.” Philosopher Bertrand Russell added, “The
resistance to a new idea increases as the square of its
importance.” Join Ron Baker as he falsifies ten widely
held business myths, and posits better ideas and six
transformational questions that will enhance your
organization’s wealth-creating capacity. He asks you
not to think like him, but to think with him.
ATTENDEES WILL LEARN:
•Why so much of today’s conventional business
wisdom is more “convention” than “wisdom”
•How to overcome these myths and focus on what
truly matters in your company
•The six transformational questions that will take your
organization to the next level
• Best practices from cases of CEO pricing excellence
Hermann Simon is Founder and Chairman of SimonKucher & Partners, the global leader in price advising
with 29 offices in 23 countries and 750 employees.
Simon has authored more than 30 books, published in
26 languages, and has been named the most influential
living management thinker in German-speaking
countries (managementdenker.de). Cicero-Magazine
lists Simon as one of the 100 leading intellectuals in
Germany.
Scan with your Smart Phone to
see a video about this session!
DALLAS 2015 | www.pricingsociety.com/dallas2015
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.
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19
KEYNOTE SESSIONS
FRIDAY
KEYNOTE SESSIONS
AT-A-GLANCE
7:00-8:00
Registration/Breakfast
8:00-9:00
Barriers to Implementing Value Based Pricing
Victoria Mascaray Marti
9:00-10:00
Exhibit Hall Networking Break
Barnes & Noble Bookstore
10:00-11:00
How the Next Generation Analytics
are Transforming the Future of Pricing
John Hogan
11:00-12:00
Taking Pricing from a Forgotten Function
to a Strategic Advantage: Lessons Learned
3 Years into the Journey
Scott Green
12:00-1:00
Networking Luncheon
FRIDAY
MAY 8, 2015
8:00-9:00
BARRIERS TO IMPLEMENTING
VALUE BASED PRICING
VICTORIA MASCARAY MARTI
Pricing & Channel
Competency Leader EMEA
DuPont de Nemours International SARL
Although Value-Based Pricing is
considered to be the Gold Standard
in Pricing, according to recent studies, only 17% of
companies are able to effectively implement it. The
primary reason for this low success rate is that the
implementation and execution of Value-Based Pricing
is not easy, and there are many barriers that must be
overcome along the way. The most common barriers
to implementing Value-Based Pricing can be classified
into four areas: Differentiation, Process Complexity,
Organizational Alignment and Sustainable Capabilities.
Presenter Victoria Mascaray Martí will explore each of
these potential failure areas, present strategies that
Pricing professionals can implement to avoid these
barriers to implementation, share her experience
with the Value-Based Pricing transition, and present
examples of how DuPont overcame challenges in their
Pricing transformation journey.
ATTENDEES WILL LEARN:
•DuPont’s transformation journey to
Value-Based Pricing
•The barriers DuPont’s Pricing team faced during
the transition to Value-Based Pricing
•The strategies DuPont used to overcome these
barriers, which led to successful implementation
Victoria Mascaray Martí was appointed DuPont Pricing
and Channel Competency Leader in EMEA in 2012.
Prior to that, she was the Country Manager for DuPont
Building Innovations business in Spain and Portugal for
over four years. She graduated wit a degree in Business
Administration from Universitat de Barcelona. She has
a Post-Graduate in International Marketing from ESADE
(Barcelona) and an MBA from IMD (Lausanne).
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20
26TH ANNUAL SPRING PRICING WORKSHOPS & CONFERENCE
FRIDAY
MAY 8, 2015
10:00-11:00
11:00-12:00
HOW THE NEXT GENERATION ANALYTICS ARE
TRANSFORMING THE FUTURE OF PRICING
TAKING PRICING FROM A FORGOTTEN FUNCTION
TO A STRATEGIC ADVANTAGE: LESSONS LEARNED
3 YEARS INTO THE JOURNEY
JOHN HOGAN
Co-Founder
Value Management Advisors
If knowledge equals power, then Pricing
should be among the most powerful
groups in a company. Certainly, Pricing
is one of the most analytic functions, but in many
companies Pricing has minimal input into strategic
decision-making and is often viewed as a tactical group
within Sales or Finance. As pricing managers, we must
find ways to create additional value in order to earn a
better seat at the strategy table.
Recently, a select group of companies piloted a
new generation of predictive analytics that create
tremendous value by unlocking the black box
surrounding sales negotiations. Among the pilot
companies, the negotiation analytics helped pricing
managers forge stronger partnerships with sales
managers. Similarly, improved price forecasting was
highly valued by finance managers. In these companies,
next generation analytics are helping Pricing become a
strategic partner instead of a tactical resource.
SCOTT GREEN
Lead for Global Pricing
Panduit
If Pricing isn’t at the top of your executive
team’s agenda (and at many companies
it is far from the top of the list), what can
you do to get their attention and turn Pricing into a
strategic advantage?
This session will discuss how to build a career in Pricing.
Presenter Scott Green will share lessons from his own
Pricing career. Three years into the journey, he leads
an organization of 50 pricing resources and manages
pricing operations in over 25 countries.
Attendees will learn how to make the case for using
Pricing to drive strategy versus reacting to competitors
and customer demands. The session will also explore
how Panduit got started on their Pricing journey and
the success they are building now that their journey is
well underway.
ATTENDEES WILL LEARN:
ATTENDEES WILL LEARN:
•How to define success and set expectations for
your Pricing initiative
•How current analytics miss more than 50 key factors
that predict pricing outcomes
•How to align your value proposition with
end customers
•How new predictive analytics can unlock the black
box surrounding price negotiations
• How to simplify your business process around Pricing
•How next generation analytics create 2-4% margin
increases
John Hogan is Co-Founder of Value Management
Advisors where he assists clients in developing and
implementing value-based growth strategies. As
co-author of The Strategy and Tactics of Pricing 5th
ed., he is a recognized thought leader on strategic
pricing, sales and negotiation. He has over 20
years of experience developing and implementing
pricing strategies in industries including IT, software,
information services, distribution, manufacturing,
professional services, and consumer goods.
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DALLAS 2015 | www.pricingsociety.com/dallas2015
•How to develop a strong reputation and boost
your career
Scott Green is the Lead for Global Pricing at Panduit,
an industry leader in Electrical and Networking
Infrastructure. His responsibilities include pricing
strategy, pricing operations, and transformation
program leadership. He previously led a Global Pricing
Program at BP. He holds a Bachelor of Science Degree
in Agricultural Economics from Purdue University.
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21
BREAKOUT SESSIONS
THURSDAY
MAY 7, 2015
1:00-2:00
PRICING PRACTITIONERS TRACK
PRICING EXPERTS TRACK
TOOLS & TECHNIQUES TRACK
THE CONSULTANTS ARE DONE.
THE “OPPORTUNITY” IS HUGE NOW WHAT?
COMBAT PRICING PRESSURE
AND WIN OVER THE
SALES TEAM
PRICING TECHNOLOGY:
A JOURNEY - NOT A
DESTINATION
NANCY HEGARTY
CPA, CPP
Global Head of Front
End Customer Strategy
Thomson Reuters
Your CEO and her/his
executive leadership team believe
your pricing strategy and tactics are
leaving money on the table. She/he
hires a top notch pricing firm to
uncover opportunities and tell them
what’s possible. The work is complete
and the opportunity is huge. During
a meeting to review the final
presentation, you learn that you are
now responsible for defining, scoping
and executing a program to deliver
the “opportunity.”
ALISON YAMA
Senior Director
Consulting Operations
Holden Advisors
For companies with
investments in plants,
resources, and equipment, changes
in market demand force challenging
choices between sales volume and
margin. Today’s customers demand,
and often get, more discounts. When
this happens, average selling prices
plummet and costs-to-serve increase,
destroying shareholder value. As
firms show desperation to make up
numbers, they offer more discounts
and prices continue to spiral down.
We call this the Margin Death Spiral.
In this session, Nancy Hegarty will
present examples of projects that
have turned the “opportunity” into
dollars as well as projects that have
hit road blocks. She will also show
attendees what they can do to ensure
success and avoid challenges.
Alison Yama will lead a practical,
engaging session on how to avert
this spiral by establishing pricing
and negotiation strategies that the
entire company can stand behind.
Highlighting real-life cases, she will
give attendees tools and techniques
they can implement immediately.
ATTENDEES WILL LEARN:
•How to turn the PowerPoint slides
into action
•Who, and what, is necessary from
across your organization
•How to structure a governance
program to ensure that the plan
and execution deliver against the
proposed opportunity
22
ATTENDEES WILL LEARN:
•How to optimize revenue and profits
throughout the business cycle
•How to get marketing, sales, and
pricing teams working together
to drive profitable growth
•How to develop tools for sales
teams to defend price and value
during tough negotiations
BERNARD KANG
Senior Manager,
Customer Practice
EY Advisory
Many companies are
looking to pricing
technology as a key tool for enabling
their profit maximization strategies.
As a result, one of the fastest
growing segments of enterprise
technology today is pricing software.
At the same time, as with any
technology investment, pricing
software requires a significant
commitment in order to implement
tools and systems correctly and
capture value. In our experience,
there are multiple “learning paths”
that companies can walk in order
to build this capability, which this
session will analyze.
ATTENDEES WILL LEARN:
•Application of pricing technology
based on maturity of a company’s
pricing strategy, pricing process
and data quality; tools and
technology range from basic
spreadsheets to advanced
analytics to “purpose built” pricing
software packages, CPQ and ERP
systems
•The value of creating a learning
path when aiming to maximize
value using pricing technology
•Examples of other practices
who have improved their pricing
performance using pricing tools
26TH ANNUAL SPRING PRICING WORKSHOPS & CONFERENCE
THURSDAY
MAY 7, 2015
2:30-3:30
PRICING PRACTITIONERS TRACK
PRICING EXPERTS TRACK
TOOLS & TECHNIQUES TRACK
ORGANIZING FOR
PRICING SUCCESS
WORLD CLASS PRICING:
MEASURING SUCCESS
B2B SERVICES SECTOR:
WHY PRICING IS NO
LONGER JUST PRICING
MICHAEL DAVIS, CPP
Global Manager of
Pricing Solutions
TE Connectivity
In a competitive market,
one of TE Connectivity’s
largest business units took on the
challenge to redefine “pricing.”
Through organizational change,
the North America Automotive
group brought pricing to the
forefront of its strategic business
decisions. Historically, pricing was an
afterthought in new product design
with TE customers, creating an
adversarial relationship within TE and
strained relationships with customers.
Now, armed with pricing intelligence
during product design, the TE North
America Automotive group highlights
the value TE products provide
customers and works with them to
deliver a solution that meets both
their needs and their budgets. In this
session, Michael Davis will share steps
taken and lessons learned in this
important transformation.
KIRK JACKISCH
Vice President,
Pricing Strategy
and Management
Pricing Solutions
Pricing consists of
four core processes:
1. Defining the pricing strategy;
2. Setting net customer prices;
3. Executing prices; and
4.Managing pricing performance.
Over the last decade, most
companies have been focused on
building competencies in the first
three processes, but have typically
failed to make the necessary
investment in the fourth. The result is
that companies do not know if they
are making improvements and, if so,
how much. Without this information
it is difficult to make necessary
course corrections.
In this session, Kirk Jackisch will
discuss challenges and best practices
associated with this last step in the
pricing equation, and introduce
proven techniques and approaches.
ATTENDEES WILL LEARN:
•Critical value-based pricing
metrics that brought suppliers
and customers together
•Organizational changes required
to substantiate and enforce the
pricing focus
•Lessons learned from this pricing
transformation journey
ATTENDEES WILL LEARN:
•What pricing performance
measurement is and why it is
important
•The most effective approach to
measuring pricing success
GARTH HOFF, CPP
Director of Pricing
Strategy, IHS
Amazon, Netflix, and
Uber are getting all
of the attention in the
services sector, but B2B services
firms are using the same kinds of
techniques for pricing-led growth.
In addition, the B2B services sector
and IHS in particular are working
to take a more expansive view of
pricing, incorporating competitive,
commercial, and portfolio strategies
with pricing to achieve growth goals.
In this session, we’ll look at examples
of real-world pricing problems from
the last two years that have helped to
build out the strategy and framework
being used by IHS today. Special
focus will be given to a discussion of
process, strategy, and results.
ATTENDEES WILL LEARN:
•A three step approach to services
pricing: Consolidation, Integration,
Convergence
•The power of enterprise-wide
cooperation when approaching
revenue growth and customer
focus via the pricing lens
•Effective ways to use portfolio
management, pricing strategy,
offer management, and sales
strategy to achieve sustainable
customer growth
•Best practices for establishing
and maintaining an effective
performance management
infrastructure
•How to determine what you should
(and should not) measure
DALLAS 2015 | www.pricingsociety.com/dallas2015
23
BREAKOUT SESSIONS
THURSDAY
MAY 7, 2015
3:30-4:30
PRICING PRACTITIONERS TRACK
PRICING EXPERTS TRACK
TOOLS & TECHNIQUES TRACK
COME TO THE DARKSIDE, WE
HAVE COOKIES: CAN PRICING AND
PROCUREMENT PROFESSIONALS
PEACEFULLY CO-EXIST?
PRICING SEGMENTATION:
ONE PRICE DOES NOT FIT ALL
DRIVING CUSTOMER
PERFORMANCE THROUGH
DISCOUNTS & REBATES
MAREE MCMINN, CPP
Indirect Procurement
Manager, Valvoline
In May 2014, my 14 year
pricing career took a
new path. I was asked to
come to what Pricing professionals
consider the darkside: Procurement.
In particular, I was asked to head up
Indirect Procurement and Supply
Chain Process Improvement.
At that point, I did not even know
what Indirect Procurement was.
Process? Supply chain? I’ve done
that. Procurement? Wait. Aren’t
pricers supposed to loathe those
guys?
This session will focus on how I am
leveraging my pricing skills in a whole
new way. It is certainly not a role I
expected to fill, but one that has a
natural adjacency. I will share some
key skills that I have discovered as
well as takeaways I am leveraging
from my pricing career.
ATTENDEES WILL LEARN:
•Procurement people are not all
evil: they too respond to value
drivers
•How pricing skills and procurement
skills overlap
•How to understand your
procurement counterparts’
objectives
BERT SCHEFERS
Managing Partner,
Abbey Road
Associates LLC
The days of one price
for everyone are
numbered. No two customers are
alike, yet many B2B companies still
have one list price for all customer
groups and use discounting to
address varying price sensitivities
between customer segments.
There is a better way. Smart price
segmentation based on value
“drivers” ensures that you don’t leave
money on the table or lose business
due to pricing that is too high.
In this session, Bert Schefers,
Managing Partner, Abbey Road
Associates, will present proven
strategies for identifying actionable
price segments and value
drivers, designing a segmented
price strategy, and effectively
implementing this strategy to
improve profits. Schefers has worked
with companies in many industries,
including information services,
technology, healthcare and nonprofits.
ATTENDEES WILL LEARN:
•How to identify actionable price
segments
•How to design a segmented price
strategy for B2B companies
PHILIP DAUS
Senior Director
Simon-Kucher
& Partners
In many B2B companies,
discount and rebate
structures are inconsistent and
do not have a clear function. This
frequently leads to situations where
money is left on the table.
The solution lies in the smart
management of discounts and
rebates. In recent years, many
companies have started to adopt
systems that rely less on the skills
of the sales force and create
a more objective link between
price reductions and customer
performance. Designing and
implementing functional discount
and rebate systems is not an easy
task, but typically best in class
companies increase profits by 1 to 4
percentage points in EBITDA.
ATTENDEES WILL LEARN:
•How companies have created
discount and rebate management
systems that are aligned with their
strategic objectives and help to
increase sales and reduce costs
•How to (re)gain discipline,
consistency and control in the
customer discounting
•Best practices for transitioning to
an optimized discount and rebate
system
•How to implement a segmented
strategy illustrated through case
studies
24
26TH ANNUAL SPRING PRICING WORKSHOPS & CONFERENCE
FRIDAY
MAY 8, 2015
1:00-2:00
PRICING PRACTITIONERS TRACK
PRICING EXPERTS TRACK
TOOLS & TECHNIQUES TRACK
AS SIMPLE AS NEEDED
AND NOT SIMPLER: ELEGANT
DISCRETIONARY DISCOUNT OFFERS
OPTIMIZING SPARE PARTS
PRICING: A FAST WAY TO
HIGHER PROFITS
ANALYTICAL SEGMENTATION:
A NEW APPROACH
THOMAS
STRATTON, CPP
Head of Pricing
Operations - North
America, Syngenta
In a recent case study, a
broad group of employees, seeking
simplicity but also aiming to provide
tailored, customer centric pricing
offers, were able to deliver a “winwin” change within their organization
in which all stakeholders realized a
benefit. In doing so, they experienced
improving prices, portfolio mix and
sales volume while simultaneously
eliminating hassle and frustrations.
This session will analyze this award
winning story and other case studies
of best practices that emphasize
“glass half-full” approaches to
pricing strategy. In studying these
examples, we will examine pricing
teams that looked to what could be
done versus that which was too hard
- or in fact impossible - with current
technologies and market conditions.
ATTENDEES WILL LEARN:
•How to use “pilots” to prove
theories and to gain organizational
support
•How to knit together various data
sources to create insight
•The importance of knowing “the
market” alongside financials, data,
and systems
PETER HARMS
Senior Director
Simon-Kucher &
Partners
Many companies have
yet to unleash their
profit potential from spare parts
pricing, but substantial gains in
profitability and margins are available
for organizations who do.
Optimizing spare parts pricing is
not easy, but it is more feasible than
many companies believe and results
in quick revenue increases. In this
session, Peter Harms will cover all
major initiatives that pricers can
implement to realize profit potential.
He will illustrate international best
and worst practices and give clear
guidance on how to scan your own
spare parts pricing for improvement
potential.
ATTENDEES WILL LEARN:
•How to set spare parts price levels
based on willingness to pay
•How to build price structures
based on product value
•How to encourage and enable
retailers to sell more and be more
loyal
•How to effectively manage the
price image
DALLAS 2015 | www.pricingsociety.com/dallas2015
HARRY MACDIVITT
Director
Axia Value Solutions Ltd
Market segmentation
has developed into a
science that involves
significant computational tasks
and has transformed the way many
companies target their customers.
However, this science is less
developed in B2B when compared
to B2C. In B2B, major purchase
decisions are significantly more
complex, requiring the involvement
of several different decision makers,
decision rules and value judgments. A
proper understanding of this process,
and in particular of the decision
choice drivers involved, is a common
obstacle to developing better and
more informed value propositions
and building a Value-Based Price.
In this session, we review extensive
research that we have recently
undertaken to build a B2B
segmentation model; which can be
applied by suppliers to create more
effective customer segmentation and
price decisions based on value.
ATTENDEES WILL LEARN:
•Limitations of conventional B2B
segmentation
•Research based analytical
approach to B2B segmentation
•Case examples illustrating effective
methods used regarding Value
Based Pricing initiatives
25
BREAKOUT SESSIONS
FRIDAY
MAY 8, 2015
2:30-3:30
PRICING PRACTITIONERS TRACK
PRICING EXPERTS TRACK
TOOLS & TECHNIQUES TRACK
DRIVING PRICING TRANSFORMATION
THROUGH SUCCESSFUL PRICING
SOFTWARE IMPLEMENTATION
HOW PRICING CAN DRIVE THE
SALES TRANSFORMATION TO
SELLING VALUE
KEEPING THE COMPETITIVE
EDGE WHILE FIGHTING
COMMODITIZATION
DEBJANI GHOSH
Pricing Director,
Luxottica
The use of advanced
pricing software in
both B2B and B2C
businesses is expanding at an
unprecedented pace. But driving
pricing transformation utilizing
pricing software begins long before
final vendor selection. A large
part of successful pricing software
implementation is not only putting
technology in place, which can be
challenging in itself, but determining
alignment between the long term
pricing goals of your organization
and advanced software capabilities.
This session will cover key factors
for successful pricing software
implementation, including managing
the complex implementation process
and change management for
successful stakeholder acceptance.
ATTENDEES WILL LEARN:
•Why it’s important (and how) to
establish your company’s needs
first, before beginning software
selection
•A step by step method for
choosing the right software for
your strategic needs
•Managing the project and keeping
to schedule
•Typical mistakes users make
(and how to avoid them)
•How to implement these tactics in
a global business environment
26
PEYTON
MARSHALL, Ph.D.
CEO
LeveragePoint
Strong B2B pricing
organizations set prices,
design offerings and target customer
segments based on customer value.
In this process, good decisions are
most often driven by a detailed
analytical understanding of the
customer’s business.
Furthermore, the best pricing
professionals shift gears and harness
their pricing to drive successful sales
execution of value based strategies.
Good value propositions support
effective sales conversations. Value
propositions need to be designed
with sales objectives and teams in
mind, combining simplicity with
the substance to stand up under
customer scrutiny.
PAMIR GÜROGLU
Head of Pricing,
Segment Marketing
Turkcell
In today’s global market,
the competition is
tough, investing is faster and bigger,
your core product is perceived as a
commodity and your customers are
less loyal than ever before. In order to
maintain market leadership, you have
to win against competition, increase
customer satisfaction and loyalty
and sustain growth through new
investments and business models.
Although it seems inevitable that you
are heading for a price war facing
these conditions in a commoditized
market, there are several strategies
you can leverage to avoid this
scenario.
In this session, attendees will learn to
avoid price wars using three pricing
strategies that ensure your success
against the competition.
ATTENDEES WILL LEARN:
•How organizations get started in
executing successful value selling
•How to set achievable objectives
for value propositions based
on sales teams, customer
audiences and the types of value
conversations that are effective
through the sales cycle
ATTENDEES WILL LEARN:
•Winning against competition by
creating un-duplicable offers
•Increasing customer satisfaction
by diversifying offers
•Ensuring sustainable growth by
attractive acquisition campaigns
•How to design clear value
propositions that are adopted by
sales professionals and that can
be extended to in-depth customer
conversations including the
technical sales team
26TH ANNUAL SPRING PRICING WORKSHOPS & CONFERENCE
FRIDAY
MAY 8, 2015
3:30-4:30
PRICING PRACTITIONERS TRACK
PRICING EXPERTS TRACK
TOOLS & TECHNIQUES TRACK
DRIVING PRICE
IMPROVEMENT: FROM IDEA
TO BEHAVIOR CHANGE
SUPERHERO OR EVIL VILLAIN:
OVERCOMING THE PLIGHT OF
THE DEAL DESK MANAGER
EMPLOYING A CLOSED
LOOP PRICING SYSTEM
FOR PROFIT
BRIAN MUNDY
Director
Management Logic
You have convinced
the executives at your
company that pricing is
a great lever to enhance profitability
and revenues. You have successfully
navigated the resourcing process
and obtained backing for a project
focusing on price improvement. Now,
all you need to do is deliver…
This presentation will provide real
world examples of how a pricing
leader can identify the pricing
issues challenging an organization,
and deliver permanent solutions to
overcome them.
ATTENDEES WILL LEARN:
•Best practices in identifying issues
contributing to price erosion
•How to gain the acceptance and
support of key stakeholders who
will support the change
•How to design and implement
price improvement tools and
processes that become an integral
part of the business
SHANNON TATZ
Senior Director
Strategic Consultant
PROS
Ask pricers about
the deal desk at
their organization, and they will
immediately regale you with stories
of the hundreds, if not thousands, of
ever increasing requests that pass
through the desk weekly. Deal desk
managers must balance competing,
often conflicting, interests from sales
and finance. Their influence on both
winning business and protecting
profitability is immense, which makes
the position incredibly frustrating and
often times controversial.
This Session explores strategies to
decrease the number of discount
requests received and analytics that
help deal desk managers make better
decisions and defend their positions.
With the right processes and tools,
managers can be heroes to both
sales and finance.
ATTENDEES WILL LEARN:
DICK SOBEL
Managing Director
The Pricing
Analytic Group
Today’s growth and
profit plans require a
focus on how price will impact a
business’ overall Profits and Loss
(P&L) and financial performance.
Pricing actions and their outcomes
often get lost in the financial
statements as there is a lack of
internal processes for forecasting,
monitoring, and measuring price
execution.
In this session, Dick Sobel will reveal
the playbook that will take you
through a proven process, using case
history data and illustrations, which
yields improved and measurable
opportunities for price gain and
profitability.
ATTENDEES WILL LEARN:
•How to link pricing action
outcomes to the P&L and
financial statements
•How to ensure that the deal desk
is focusing on the most important
opportunities
•Use of practical tools to calculate
changes in price realization,
material cost, mix, volume and
price elasticity
•How to prioritize and streamline
what opportunities the deal desk
reviews
•How to apply customer and
product pricing forecasting tools
for maximum gain
•How to make sure that deal desk
managers are seen as heroes by
sales
DALLAS 2015 | www.pricingsociety.com/dallas2015
27
CONFERENCE INFORMATION
26TH ANNUAL SPRING
PRICING
WORKSHOPS & CONFERENCE
DALLAS,TEXAS
MAY 5-8, 2015
HILTON ANATOLE HOTEL
REGISTRATION FEES
$5,895 Non-Member
$5,595 Member
❏
Option 1
❏
Option 2 Spring 2015 Conference + 1 Workshop + Online CPP Bundle
$5,095 Non-Member
$4,795 Member
❏
Option 3 Spring 2015 Conference + 2-Day Workshop
$3,595 Non-Member
$3,295 Member
❏
Option 4 Spring 2015 Conference + Two 1-Day Workshops
$3,595 Non-Member
$3,295 Member
❏
Option 5 Spring 2015 Conference + 1-Day Workshop
$2,895 Non-Member
$2,595 Member
❏
Option 6 Spring 2015 Two 1-Day Workshops (May 5-6) ONLY
$2,195 Non-Member
$1,895 Member
❏
Option 7 Spring 2015 2-Day Workshop (May 5-6) ONLY
$2,195 Non-Member
$1,895 Member
❏
Option 8 Spring 2015 1-Day Workshop (May 5 or May 6) ONLY
$1,695 Non-Member
$1,395 Member
❏
Option 9 Spring 2015 Conference (May 7-8) ONLY
$1,995 Non-Member
$1,695 Member
Spring 2015 Conference + 2 Workshops + Online CPP Bundle
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 a USB drive with all conference
keynote presentations. The presentations will also be available via the
PPS Mobile App for this conference.
• Breakfast, refreshments and lunch are served during Workshops
& Conference days.
• All Workshop participants are invited to our Workshop Networking
Reception.
• All Conference participants are invited to our Conference Networking
Reception.
•4
th 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.
28
•P
PS Member Discount – For active Professional Pricing Society members.
When registering several people at the Member rate, please make sure
that you have one of the Corporate Membership plans to receive discounts
for everyone. Single 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 and the Corporate 100 plan is $5,000.
EXPLANATION OF
OPTIONS AND PRICES
Option 1 or Option 2:
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 5th
or May 6th, 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.
Option 3:
Conference + 2-Day Workshop
Includes one of the 2-day CPP
Workshops on May 5th and May 6th
as well as the PPS Conference on
May 7th and 8th, 2015.
Option 4:
Conference + Two 1-Day Workshops
Includes a 1-day workshop on May
5th and another 1-day workshop on
May 6th and the PPS Conference on
May 7th and 8th, 2015.
Option 5:
Conference + 1-Day Workshop
Includes one of the 1-Day CPP
Workshops on May 5th or May 6th
and the PPS Conference on May
7th and 8th for more flexibility and
maximum benefit to you.
Option 9:
Conference ONLY
With this option you can join us for
the 2 Conference days only on May
7th and 8th, 2015.
PAYMENTS, SUBSTITUTIONS AND CANCELLATIONS
BOARD OF
ADVISORS
Payments, Substitutions, Cancellation Payments and Cancellation Policies: you may make
payment by check or credit card, or online at www.pricingsociety.com/DALLAS2015.
MR. ERIC MITCHELL
Founder & Chairman of the Board
The Professional Pricing Society
Checks must be received by April 10, 2015 and should be made payable to “Professional
Pricing Society.” You may substitute attendees at any time prior to the start of the
conference with no penalty. You may cancel by April 10, 2015 and receive a refund,
minus a 20% administration fee.
MR. JEROLD BERNSTEIN
President
The Price Improvement Team LLC
MR. XAN CHAMBERLAIN
Global Pricing Manager
Hitachi Data Systems
MR. MARTIN COALSON
President
ShipCarsNow,
A Union Pacific Company
MS. LYDIA DILIELLO
MS. KELLIE ECKER, CPP
President
Ecker Investments
MR. JIM GEISMAN, CPP
President
Software Pricing Partners, Inc.
HOUSING INFORMATION
The wonderful Hilton Anatole Hotel in Dallas, Texas
is the host for The 26th Annual Spring Pricing
Conference and Workshops. Reservations should be
made using the link provided on the PPS Website
www.pricingsociety.com/DALLAS2015.
The hotel will only hold the PPS block of rooms
until April 10, 2015, that is four 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.
See you in
Dallas!
DR. SCOT HORNICK
Vice President
Oliver Wyman
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
MR. GARY RITZERT
President - CEO
Ritzert Retail Price Consulting
MS. STACEY SCHAEFFER
Director, Price & Offering
Management,
SAS Institute, Inc.
MR. MICHAEL SIMONETTO
Principal, Pricing &
Profitability Management,
Deloitte Consulting LLP
29
CORPORATE SPONSORS
30
WORKSHOP
RECEPTION SPONSOR
CONFERENCE
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.
PROS Holdings, Inc. (NYSE: PRO) is a big data software company that
helps customers worldwide outperform in their markets. We apply
28 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.
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.
LeveragePoint is the only software solution
for value-based pricing. The LeveragePoint
platform enables everyone in your
organization to collaborate and align around
pricing and the economic value you deliver
to your customer’s bottom line, quantifying
what truly differentiates you from your
competition. And, as a SaaS (Software-asa-Service) solution, LeveragePoint can be
deployed quickly to deliver measurable
business impacts within weeks.
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.
Atenga uses the tools of price optimization
to drive improved profitability. We perform
targeted market research to discover
and document the drivers for our clients’
willingness to buy and willingness to pay. We
recommend policies, bundles, segmentation
systems, messages and prices to better serve
your marketplace. Our detailed, actionable,
practical recommendations allow clients to
sell more, often at higher prices.
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.
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.
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.
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 ITsystems like ERP, Data warehouse, PDM
and other systems.
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.
Insight Analytics is a software and
technology company that helps
manufacturers, distributors, and service
companies make better decisions to
improve their profitability. Our SaaS
solution consists of data management
services, decision support analytics,
and price management application.
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.
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.
26TH ANNUAL SPRING PRICING WORKSHOPS & CONFERENCE
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.
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.
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.
KEYNOTE
SPONSOR
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 enterprisewide 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.
William Richard Associates is a pricing and
revenue management recruiting firm. Since
2001, our expertise has been dedicated to the
recruitment of pricing strategists at senior
executive-level, mid-level management,
and analyst-level. We offer retained, hybrid,
and contingency search services to clients
who are starting to build an internal pricing
capability within their firm or adding to an
existing pricing team.
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.
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.
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.
WWW.PRICINGSOCIETY.COM
YOUR BEST ONLINE RESOURCE FOR ALL THINGS PRICING!
To address today’s changing world, our website
www.pricingsociety.com continues to serve as the leading
source for online articles, whitepapers, on-demand webinar
recordings for members, and additional resources.
The PPS website also houses the world’s largest pricing library,
with over 600 articles written by pricing experts and thought
leaders, as well as a career center where members can post or
browse through career opportunities exclusive to the pricing
industry. PPS is all about pricing all the time, wherever you are
in the world. We provide 365/24/7 access to the resources
you need to stay ahead of the competition, to network within
the pricing community, and to build lifelong learning that will
advance your career.
DALLAS 2015 | www.pricingsociety.com/dallas2015
Visit the Pricing Authority Blog.
www.ppspricingblog.wordpress.com
Let’s get together on Facebook.
www.facebook.com/
ProfessionalPricingSociety
Let’s network on LinkedIn.
www.linkedin.com/e/gis/79502
See the latest on YouTube!
www.youtube.com/PricingSociety
Join the conversation!
www.twitter.com/PricingSociety
#PPSDALLAS2015
Share on Pinterest!
pinterest.com/pricingsociety
31
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AUTO
U.S. POSTAGE
PAID
ATLANTA, GA
PERMIT #2003
3535 Roswell Road, Suite 59
Marietta, Georgia 30062 USA
ALSO PLEASE ROUTE:
ATTENTION MAILROOM:
If undeliverable to addressee,
please forward to one of the
departments on the route slip.
(Lower left boxes)
• VP/Director Marketing
• VP/Director/Manager of Pricing
• Product/Market Manager
• President/General Manager
REGISTRATION
26TH ANNUAL SPRING PRICING
WORKSHOPS & CONFERENCE
PLEASE COMPLETE AND SUBMIT one form per person
MAY 5-8,
2015
DALLAS,
TEXAS
REGISTER ONLINE AT WWW.PRICINGSOCIETY.COM/DALLAS2015
Registrant Name_____________________________________________________ Title_ _________________________________________________________
Organization______________________________________________________________________________________________________________________
Address__________________________________________________________________________________________________________________________
City_ _______________________________ State/Province___________Country____________________________Zip/IPC______________________________
Phone_ ____________________________________________ Email__________________________________________________________________________
PLEASE SELECT THE WORKSHOP(S)
YOU WISH TO ATTEND
❏
Option 1
TUESDAY & WEDNESDAY MAY 5 & 6
2-DAY WORKSHOPS
❏
Option 2 Spring 2015 Conference + 1 Workshop + Online CPP Bundle
$5,095 Non-Member
$4,795 Member
❏ WS1 • Fundamental Principles For Effective Pricing
with Dr. Kent B. Monroe and Lillian L. Cheng
❏
Option 3 Spring 2015 Conference + 2-Day Workshop
$3,595 Non-Member
$3,295 Member
❏ WS2 • Change Management in Pricing: Theories,
Best Practices and a Transformational Framework
with Stephan Liozu, Ph.D.
❏
Option 4 Spring 2015 Conference + Two 1-Day Workshops
$3,595 Non-Member
$3,295 Member
❏
Option 5 Spring 2015 Conference + 1-Day Workshop
$2,895 Non-Member
$2,595 Member
TUESDAY MAY 5 1-DAY WORKSHOPS
❏
Option 6 Spring 2015 Two 1-Day Workshops (May 5-6) ONLY
$2,195 Non-Member
$1,895 Member
❏ WS3 • 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
❏
Option 7 Spring 2015 2-Day Workshop (May 5-6) ONLY
$2,195 Non-Member
$1,895 Member
❏
Option 8 Spring 2015 1-Day Workshop (May 5 or May 6) ONLY
$1,695 Non-Member
$1,395 Member
❏ WS4 • The Sales-Pricing Partnership:
How to Help Sales Win at Higher Prices
with Chris Mitchell and Tannis Ashworth
❏
Option 9 Spring 2015 Conference (May 7-8) ONLY
$1,995 Non-Member
$1,695 Member
❏ WS5 • Mass Price Increases & Contract Renewals:
Eliminate the Chaos with Todd Pate and Tonya Deweese
WEDNESDAY MAY 6 1-DAY WORKSHOPS
PLEASE SELECT YOUR CONFERENCE/WORKSHOP OPTION
Spring 2015 Conference + 2 Workshops + Online CPP Bundle
$5,895 Non-Member
$5,595 Member
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
❏ WS6 • Behavioral Pricing: Applying
Behavioral Economics in B2B And B2C Pricing
with Florian Bauer, Ph.D.
Disability (visual, hearing, mobility)
❏ WS7 • How to Dramatically Grow Profits Through
Improved Pricing with Paul Hunt
Dietary restrictions: ❏ Vegetarian ❏ Kosher ❏ Other___________________________________
❏ WS8 • 5 Steps to Improve Your Data and Enable
Powerful Pricing with Dan Pilch and Scott Thiele
PAYMENT METHOD
❏ WS9 • A Primer on Pricing and Revenue Optimization
with Wei Ke
❏ WS10 • Advanced Strategic Pricing: Setting a Multi-Year
Business Strategy & Execution to Enhance Profitability
with Joanne Smith
❏ WS11 • Beyond the Number: Sales, Positioning, Pricing
with Reuben Swartz
❏ WS12 • Pricing Strategy: Step-by-Step Approach
for Developing Pricing Strategy in an Organization
with Anton Malygin and Colin Carroll
______________________________________________________________________________
ENCLOSED
❏ PAYMENT
MY ORGANIZATION
❏ BILL
❏
❏
❏
❏
Credit Card #_ __________________________________________________________________
Exp. Date (MM/YY)____________________________________ CVC________________________
MAIL TO: Natosha McNeal, PPS Registrar,
Professional Pricing Society,
3535 Roswell Rd., Suite 59,
Marietta, GA 30062 USA
PHONE: +1.770.509.9933 FAX: +1.770.509.1963
INTERNET: www.pricingsociety.com/DALLAS2015
EMAIL: Natosha@pricingsociety.com