Events by this organizer

Pricing is for commercial leaders responsible for setting price and capturing value.

During the Pricing program, participants learn the core concepts associated with price setting and value capture:

• Quantifying value creation from the customer’s perspective
• Evaluating next best alternative competition (“in kind” and “not in kind”)
• Developing dynamic value maps to model competitive price changes
• Analyzing discount and rebate efficiency and consistency (transactional pricing analysis)
• Setting price with confidence

Participants (individuals or teams) apply the concepts to an agreed pricing challenge in their business, generating an immediate return on investment. Pricing includes the following tool box of proven, pragmatic Market Edge tools:

• Value Creation
• Value Pricing (Value Maps)
• Price Change Analysis
• Transactional Pricing

Pricing is for commercial leaders responsible for setting price and capturing value.

During the Pricing program, participants learn the core concepts associated with price setting and value capture:

• Quantifying value creation from the customer’s perspective
• Evaluating next best alternative competition (“in kind” and “not in kind”)
• Developing dynamic value maps to model competitive price changes
• Analyzing discount and rebate efficiency and consistency (transactional pricing analysis)
• Setting price with confidence

Participants (individuals or teams) apply the concepts to an agreed pricing challenge in their business, generating an immediate return on investment. Pricing includes the following tool box of proven, pragmatic Market Edge tools:

• Value Creation
• Value Pricing (Value Maps)
• Price Change Analysis
• Transactional Pricing

During the program, Market Edge introduces a series of pragmatic marketing concepts with associated tools and templates.  Each concept is introduced with examples similar to participant’s markets.  In private breakout sessions, participant teams apply the concepts and associated tool to their business with confidential coaching.  Participants will

• Learn and apply the Market Edge Strategic Marketing Process to their business
• Develop a draft Strategic Marketing Plan for their agreed target market
• Develop critical thinking and analytical skills to lead their business to improved growth and profitability

PROVEN: Over the past 20 years, the Market Edge Strategic Marketing Process has been applied by more than 1,000 Fortune 500 and mid-tier business units.

During the program, participants will

• Analyze target customer’s current experience to understand ‘pains’, ‘gains’, differentiating purchase criteria, points of influence and preferred ‘touchpoints’
• Design innovative campaigns that change customer’s perceptions and behavior
• Optimize marketing spend to appropriate communication channels, events and activities
• Measure market activation effectiveness and efficiency

Key Account Management (KAM) includes the process and tools to target the right key accounts, improve share of wallet and maximize the lifetime value of the account.  The Market Edge KAM process is used by clients as diverse as global account teams with > 2B USD annual sales and startups focused on penetrating a single key account.  Participants apply the KAM process to their business with coaching from Market Edge Sr. Consultants and generate a forward road map for engaging and developing their target key accounts