Value-Based Pricing for Large Contracts: Capturing Customer Value Through the RFP Process

Format: Webinar

Posted in Pricing


Wednesday, January 27 at 11 AM ET

Top B2B companies employ value-based pricing strategies to maximize customer outcomes and profitability. However, large and complex contracts are commonplace in a wide range of industries, from technology and aerospace to healthcare and manufacturing. In many cases, these business and government buyers require extensive RFP processes involving competitive bids under very rigorous constraints. Anticipating and influencing customer needs, while managing the strategic value capture process in a professional way, are critical responsibilities for B2B commercial teams looking to win large deals.

In this webinar, Stephan Liozu, Chief Value Officer at Thales, explores value-based pricing disciplines for large contracts used by leading B2B organizations. During the session, attendees will learn best practices in managing the RFP process, key considerations for applying price-to-win and value-based pricing, and the role the pricing team plays throughout the deal lifecycle.


Stephan M. Liozu is Chief Value Officer of the Thales Group. He is also an Adjunct Professor & Research Fellow at the Case Western Research University Weatherhead School of Management. Stephan holds a Ph.D. in Management from Case Western Reserve University (2013), an MS in Innovation Management from Toulouse School of Management (2005), and an MBA in Marketing from Cleveland States University (1991). He is a Certified Pricing Professional (CPP), a Prosci® certified Change Manager, and a Strategyzer Business Model Innovation Coach. Over the past few years, Stephan published academic articles in the Journal of Revenue & Pricing Management, Business Horizons, MIT Sloan Management Review, and Industrial Marketing Management. He has also written several articles on strategic pricing issues for the Journal of Professional Pricing and is a regular presenter at Professional Pricing Society conferences in Europe and North America as well as the Strategic Account Management Association conferences. He authored four books, Pricing Strategy Implementation: Translating Pricing Strategy Into Results (2019), Dollarizing Differentiation Value (2016), The Pricing Journey (2015) and Pricing and Human Capital (2015). He also co-edited three books, Innovation in Pricing – Contemporary Theories and Best Practices(2012), The ROI of Pricing (2014), and Pricing and the Salesforce (2015). Stephan sits on the Advisory Board of LeveragePoint Innovation and of the Professional Pricing Society. He is a Strategic Advisor to 360pi, The Kini Group, and PriceSenz.

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