Pricing is a powerful driver of profitability, yet many organisations struggle to turn pricing strategy into consistent results. This program helps you connect strategy with execution and build the capabilities needed to protect margins and support sustainable growth. Through real business cases, practical tools, and interactive discussions, you’ll learn how to assess your current pricing approach, compete on customer value, strengthen pricing governance, and make more confident commercial decisions.
Who is this program for?
The Pricing Transformation Program is designed for business leaders, commercial, marketing and financial managers who are serious about transforming their companies by implementing pricing strategies with a direct impact on profitability. This training combines theory, practical tools, and real cases to help companies make more accurate and sustainable pricing decisions; ideal for companies embracing pricing and ready to start the journey.
Jorge Olivares
Program characteristics
Modality: Live online, interactive.
Total duration: 40 hours (10 modules of 4 hours) + a total of around 15 hours of activities between each module + 2 hours of 1-to-1 coaching (with focus on how to apply pricing in your company).
Next start date: January 12th, 2026.
Target audience: CEOs, CCOs, CFOs, Marketing Managers, Product Managers, Pricing Managers, or professionals interested in transforming their organization with a value-based approach.
Includes: Templates, practical tools, real cases, evaluation per module.
Pricing Expert: Jorge Olivares is an expert in Pricing Strategy, Commercial Management, and Operational Excellence with experience in logistics, financial services, healthcare, and consulting. He guides complex commercial decisions throughout project lifecycles, especially in multinational settings. Jorge is an industrial engineer, holds a master’s in project management, and is a Certified Pricing Professional (CPP).
Certificate of participation upon completion.
Program Structure
Module
Topic
Main objective
1
Pricing Concepts
Understand what price represents within the organization and its financial impact; introduce fundamentals such as elasticity, cost types, and pocket-price.
2
Pricing Strategies
Learn the main pricing strategies, their uses, and limitations; gain a deeper understanding of the value-based approach and its application.
3
Pricing Models & Settings
Compare pricing models (subscription, dynamic, etc.) and settings to identify your organization's readiness for change.
4
Why pricing initiatives fail
Identify common causes of failure in pricing initiatives and how to overcome them; promote pricing as an organizational priority.
5
Pricing and the competition
Analyze your competitors' pricing strategies and define your positioning; avoid price wars and strengthen your value proposition.
6
Segmentation, Products & Pricing
Apply effective customer segmentation to pricing; align prices with brand perception, product lifecycle, and sales strategy.
7
Price Realization
Implement price increases, customer-specific pricing, and list management; apply revenue management principles.
8
Pricing Automation
Evaluate technological tools to optimize pricing, approval flows, and analytics; decide between proprietary or market-based solutions.
9
The Pricing Function
Define the role, location, and structure of the Pricing team; foster interdepartmental collaboration for effective execution.
10
The Pricing Journey
Recognize the stages of pricing maturity and how to progress through them; ensure sustainability and continuous adaptation over time.
Pricing
The Pricing Transformation Program costs€3,950. Sign up before Nov 10th to get a 5% discount and pay only €3,750.
Alternatively, you can also pay in three installments: start with package 1 (Modules 1–4), then package 2 (Modules 5–7), and finally package 3 (Modules 8–10):
Program
Price
Total Package
€ 3,950
Early sign-up discount 5% (before Nov 10th)
€ 3,750
Package 1 (Modules 1–4): Pricing Basics
€ 1,700
Early sign-up discount 5% (before Nov 10th)
€ 1,615
Package 2 (Modules 5–7): Pricing Advanced (to be paid before Module 5 starts)
€ 1,250
Package 3 (Modules 8–10): Pricing Ambition (to be paid before Module 8 starts)
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Whitepaper
The Pricing Journey
In this fifth and final whitepaper of our Pricing for Profitable Growth series, "The Pricing Journey", Jorge Olivares explores how organisations can turn pricing strategy into sustainable profitability. The paper examines the role of governance, technology, and human behaviour in strengthening pricing execution and protecting margins. It also presents the five stages of pricing maturity, offering a practical roadmap for building lasting capabilities through continuous improvement.
In competitive markets, the instinct to match or undercut a competitor’s price can quickly lead to margin erosion and price wars. This whitepaper explores how segmentation, competitive intelligence, differentiation, and value-based selling can help organizations strengthen their market position, protect profitability, and compete on value rather than price.
Most pricing initiatives stall not because of poor strategy, but because organizations lack the right structures, leadership focus, cross-functional alignment, and incentives to make pricing stick. This whitepaper addresses the root causes of pricing failure and provides business leaders with the essential strategies and governance frameworks needed to build a sustainable commercial culture.
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