Copperberg Select: Pricing as a Value Lever
Copperberg Select Virtual Academy: Pricing as a Value Lever
Pricing is more than numbers — it’s one of the most powerful strategic levers an organisation has to create, communicate, and capture value.
In this Copperberg Select Virtual Academy, we explore how leading organisations rethink pricing as a driver of profitability, trust, and long-term value — not just a commercial outcome. The session focuses on how to optimize pricing strategies, communicate value effectively, and build pricing models that reflect real market dynamics and customer priorities.
Bringing together two industrial perspectives and one technology-focused lens, this academy offers a holistic view of how pricing leaders are navigating complexity, volatility, and rising expectations in 2026.
Session 1: Pricing Starts with Value — Building a Value-First Organization
Fireside Chat with Roberto Bedotto, Deputy Vice President Strategic Pricing, Dormakaba
In this opening fireside chat, we explore what it truly means to treat pricing as a value lever — not just a financial mechanism.
The conversation focuses on how organisations can move beyond price-setting toward a value-first mindset, starting internally before taking value to the market. Roberto shares practical perspectives on aligning pricing, sales, and product teams around value, and why execution — not theory — is the real challenge.
Key topics include:
- What it really means to start with value rather than price
- Why value-based pricing often fails in execution, not intent
- Communicating value internally before selling it externally
- Avoiding the trap of “adding more” instead of creating real value
- Understanding and articulating customer value in negotiations
- Making intangible value understandable and credible
Session 2: Turning Intelligence into Pricing Power — Data, Technology & AI as Value Enablers
Pricing excellence increasingly depends on how well organisations turn data and intelligence into decisions. In this session, we explore the role of technology, analytics, and AI in enabling value-driven pricing — without over-engineering or losing trust.
Rather than focusing on hype, this session looks at practical use cases where intelligence genuinely supports better pricing outcomes and value communication.
Key topics include:
- Using data to understand willingness to pay and value drivers
- Applying AI to support pricing decisions, segmentation, and deal guidance
- Balancing automation with human judgment in pricing
- Avoiding analysis paralysis and focusing on “good enough” intelligence
- Connecting pricing data across products, services, and contracts
- Where AI delivers the fastest time-to-value in pricing today
Session 3: Value in a Complex World — Pricing Strategy Across Portfolios, Contracts & Markets
Fireside Chat with Wendy Tang, Global Head of Pricing & Contract Excellence, HBK
In our closing session, we zoom out to the broader pricing landscape — where value-based pricing is part of a mix, not a silver bullet.
Drawing on her experience across Asia and Europe, Wendy explores how pricing leaders navigate portfolio complexity, customer diversity, contract structures, and market volatility, while still using value as a strategic anchor.
Key topics include:
- When value-based pricing works — and when it doesn’t
- Managing a mix of value-based, market-based, cost-plus, and hybrid models
- Segmenting not just customers, but offers and contracts
- Preventing value leakage through stronger contract discipline
- Handling volatility (tariffs, inflation, cost shocks) without losing trust
- Aligning pricing, sales, and product around shared value objectives
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💡 Why Attend
- Explore how pricing becomes a strategic lever for value creation — not just margin
- Learn how to communicate and defend value internally and externally
- Understand how data, intelligence, and AI support better pricing decisions
- Gain insight into managing pricing across complex portfolios and volatile markets
- Hear real-world perspectives from senior pricing leaders and technology experts
- Build a clearer roadmap for pricing excellence in 2026 and beyond
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