Explore how smart companies understand their customers’ value journey and design an end-to-end revenue strategy that capitalises on the true earning potential of their brands and offerings on this unique programme designed in collaboration with Boston Consulting Group and Zuora.
Develop a comprehensive, customer-focussed approach to revenue generation that secures the objectives of your organisation on this programme in collaboration with BCG and Zuora.
Appraise your company’s current approach to revenue generation and spot opportunities for immediate, sustainable improvement.
Explore the advantages of taking a more customer-focussed approach to revenue generation and how to navigate financial, social, and environmental trade-offs in pursuit of growth.
Learn to map and leverage your customers’ value journey to boost the earning potential in every relationship and transaction.
Decide how to best sequence value creation and capture to ensure that a company’s investments in products and services culminate in better customer acquisition, retention and growth.
Turn revenue generation from a tactical afterthought to a strategic priority by embedding it into business strategy, product and service design, and brand identity.
Take a multi-disciplinary approach to revenue generation by understanding the economic, psychological and sociological factors that shape customer perceptions and behaviours.
Recognise and leverage the increasing role that technology plays in understanding how value is ultimately created and shared in markets.
"Thinking outside the box is vital today—global competition makes smart pricing the foundation of real customer value."
Fouad Ashoor, Chief Financial Officer | UADC
Attendees include but not limited to:
Commercial directors of large companies responsible for achieving growth targets, such as Heads of Pricing, Chief Revenue Officers, Growth Officers, Chief Marketing Officers, and Chief Strategy Officers.
CEOs and CFOs of smaller companies who establish strategy and hold responsibility for value creation.
Founders and entrepreneurs launching innovative products and services trying to decide how to monetise their offerings without slowing demand.
Members of the investing community.
Business founders looking to boost their chance of success with new ventures.
Join London Business School's upcoming webinar with Marco Bertini on 13 May, 2026 | 12:30 PM GMT
Register now
Do you understand your true earning potential? Stretch yourself intellectually and strategically engage with customers to capitalise on the true value you bring to the market.
The fee for the programme is £9,100.*
The programme fee covers all required study materials, programme activities, as well as refreshments and most meals. It also includes access to a well-appointed gym with a swimming pool. It does not include accommodation.
We offer a 25% discount for London Business School Alumni and for those who have completed four eligible Certificate in Management or Certificate in Finance programmes.
For more information on what the programme fee covers, please speak to our Client Relationship Manager.
*Fees are subject to change.
Submit your application through our online application form.
Not ready to apply yet? Reserve a place
Whether you are an individual or an organisation/group looking for a programme, get in touch and we can help find the best solution for you.
