Intangible value drivers, such as brand, quality, or reliability may be critical differentiators for B2B companies, yet many organizations don’t try to quantify them in tangible monetary terms. Some ignore them, some are afraid of them, and others downright don’t see them. But intangibles should never be overlooked or underestimated; as long as humans are making buying decisions, selling intangibles is a must.
Join Stephan Liozu for Quantifying and Selling the Value of Intangibles to learn:
How and where to find your intangible value
The steps to properly quantify intangibles
Best practices in selling the value of intangibles
ABOUT THE PRESENTER, STEPHAN LIOZU
Stephan M. Liozu is Chief Value Officer of the Thales Group and Chief Marketing Officer of Thales Inc. in the USA. 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 three books, 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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