Pricing Strategically: Driving Business Success

Online Event

20 June, 2019

5:00 pm - 7:00 pm UTC

5:00 pm - 7:00 pm UTC

Pricing Strategically: Driving Business Success

Speakers: Kenneth Witt, CPA, CGMA; Glenn Rothburd; Michael N. Hurwich

  • Format


  • Level


  • Duration


Attend this webcast to uncover and quantify what drives customers’ demand on products and services, gain a solid understanding of current pricing practices in product and service industries, and how to shift the communication in your organization away from costs and towards value creation for customers.

Learning outcomes

  • Understand how to price strategically to maintain market share and profitability in a competitive environment
  • Quantify the financial benefit customers receive from your products and services.
  • Use effective pricing tools and techniques and choose the right pricing strategy for your product and services.
Full description

£0.00 (CIMA members only)


VAT calculated on checkout

Product information


Cost-plus vs value-based pricing

Do you even know if you’re leaving money on the table? How effective is your current pricing process? Value-based pricing is celebrating 25 years of documented success. Is your company still pricing on a cost-plus basis? Knowing how to profitably create, capture and communicate value to the customer is one of the critical components of maximizing revenue and driving business success.

What you can expect

Attend this webcast to uncover and quantify what drives customers’ demand on products and services, gain a solid understanding of current pricing practices in product and service industries, and how to shift the communication in your organization away from costs and towards value creation for customers.

Key topics:

  • Strategic pricing
  • Cost-plus pricing
  • Value-based pricing
  • Creating & communicating value

Who should take this course?

  • Management Accountants
  • CEOs
  • CFOs
  • Controllers and staff
  • PA Practitioners

Professional development

This Webcast offers 2 hours of CPE credit.
Note on CPE Requirements and Credits
All learning resources available in the CGMA Store qualify for CPD for CIMA members.

Prerequisites:General knowledge of business and product pricing
Programme level:Intermediate
Access:This is a live event. You will have access to webcast on the date/time of broadcast and the archive for 3 months after the broadcast date.

Return and refund policy

£0.00 (CIMA members only)


VAT calculated on checkout


  • Kenneth Witt, CPA, CGMA

    Kenneth Witt CPA, CGMA Lead Technical Manager AICPA Management Accounting Business, Industry and Government Team Kenneth W. Witt serves as Lead Technical Manager on the Business Industry and Government team at the American Institute of Certified Public Accountants. Ken is the staff liaison to the Business & Industry Executive Committee which provides insight and guidance on professional issues and trends relevant to AICPA’s members working in business and industry. He has also been involved in the development of a number of CGMA thought leadership reports and tools, especially in the area of strategy, risk and sustainability.

  • Glenn Rothburd

    Glenn Rothburd, CPP VP, SPMG North America With more than two decades of pricing experience, Glenn was among the first to receive the highest level of credentialing in the pricing industry - Certified Pricing Professional (CPP) accreditation from the Professional Pricing Society, the world’s largest organization dedicated to the practice of pricing. Glenn is a global industry-leading pricing expert who is highly effective at the development and implementation of pricing strategies and tactics in a variety of business types and sizes. Glenn previously served as the head of strategic pricing for Standard & Poor’s Ratings, the world’s largest and most respected global credit rating agency. As a key member of the commercial and financial leadership teams, he was responsible for development, execution, and monitoring of value-based pricing strategies and policies, with a focus on analysis, projection, presentation and communication. Using exceptional pricing experience and economics acumen to translate information into actionable insight, Glenn has a unique ability to incorporate metric-based analysis with a comprehensive organizational approach to deliver results; his work for Standard & Poor’s Ratings is responsible for the generation of over $1.0 billion of revenue growth, and many of his pricing strategies were copied by competitors and hailed by independent pricing experts. Glenn has a Master’s Degree in Business Administration in Finance from Baruch College and a Bachelor’s Degree in Economics from SUNY Albany.

  • Michael N. Hurwich

    Michael N. Hurwich Global President SPMG Strategic Pricing Marketing Group Michael has consulted to major Fortune 500 and mid-sized firms for the past 20 years. He is one of the foremost pricing consultants known around the globe for his hands-on pragmatic approach integrating Value Based Pricing practices within an organization to Strategy development and tactical pricing. He started his consulting career at Deloitte Consulting. During his consulting career, Michael has developed numerous corporate and business unit strategies for a broad range of clients in a broad range of industries including: telecommunications, e-services, finance and insurance, logistics and distribution, technology solutions, Oil, Gas & Chemicals, FMCG, pharmaceuticals, retail and not-for-profits. In 2015, Michael wrote a 325 page book called, “The Joy of Pricing” and is working on his second book about pricing tools and methodologies. Michael has also written numerous articles on pricing and marketing strategies including, "Pricing in Turbulent Times", "Managing 100 Basis Points", "Pricing for Speed: Pharmaceutical Case", and "Pricing for Channel Management". He periodically writes for PPS and the Pricing Institute. He is also a frequent lecturer in Asia, Europe the United States, and Canada. Michael has an M.B.A. in Corporate Finance & International Marketing from the Olin School of Business, Babson College, Boston and an Honors BA, Managerial Economics/Marketing.