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    Beyond Pricing: Strategies for Business Growth
    London Business School

    Beyond Pricing: Strategies for Business Growth

    London Business School, London
    HomeMarketing & SalesLondon Business SchoolBeyond Pricing: Strategies for Business Growth
    5 daysDuration
    in-personFormat
    EnglishLanguage
    MarketingTopic

    Next Available Cohort

    Choose your preferred start date

    Jul 20 - Jul 24, 2026
    5 days · in-person · Instructor-Led · London Campus
    Open
    $11,519

    All-inclusive program fee

    About This Program

    Discover untapped value 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.

    Why London Business School?

    Few business schools can claim a campus in one of the world's two or three genuine financial capitals — and then back that location with a faculty whose research shapes the policies and boardrooms of that same city. London Business School places participants inside the living case study that is London: the deals, the regulation debates, the talent flows, and the cultural collisions happen minutes from the classroom door.

    Your Profile

    • 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.

    Benefits

    • 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.

    What You'll Learn

    • Customers love us. Now what? Discuss the mission of a successful revenue strategy and lay out the Customer Value Journey by visualising how value flows between organisations and customers and study planning activities to capitalise on this value.
    • Linking value creation and capture Discover how to integrate your revenue strategy into the design and positioning of market offerings, combining value creation and value capture.
    • Acing value-based sales Learn the five steps to embed value selling in your organisation.
    • From promises to proof Understand the pressure advances in technology put on companies and learn how to design a business model anchored on customer outcomes such as access, consumption, or performance.
    • How to price absolutely anything Lay out the most effective pricing process and how it can be scaled across a portfolio of different products and services with the aid of technology.
    • One price doesn’t fit all Learn how to mould your revenue strategy around customer segments to balance your return with the value it provides each group.
    • Mastering the moment of truth Unpack the “moment of truth” when customers see prices to ensure that your revenue strategy yields benefit beyond the simple “buy-no buy” decision.
    • Making it all stick Discuss how to implement a fundamental effective change-management programme to boost the revenue strategy of your organisation.

    Frequently Asked Questions

    How to Apply

    1. 1

      Check your eligibility

      Review the entry requirements listed on this page. Most executive programs require 8–15 years of professional experience.

    2. 2

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    3. 3

      Contact the school

      Send a message directly to London Business School via Gradia to request a brochure or speak with an admissions advisor.

    4. 4

      Prepare your application

      Gather your CV, reference letters, and any required test scores. Many EMBA programs waive standardised tests for senior candidates.

    5. 5

      Submit your application

      Apply directly through London Business School's official application portal.

      Apply now →