Revenue Management
Familiarise with best practice Revenue Management capabilities to drive improved outcomes with your customers in the key levers of Price, Mix and Trade Management.
The learning journey for this programme includes 5 linked modules
This programme also includes:
- Six months ongoing access
- Key concept videos
- Frameworks, templates & tools
- Exercises
- Module Workbooks
- Customer Assignments
- Certificate of Completion
What you'll learn
The Revenue Management programme is for people in customer management and commercial strategy roles who are seeking structured and best practice approaches to generate improved commercial outcomes with customers. Specifically, it will help you in the following areas:
Harness strategic and related commercial capabilities and tools to better understand your revenue management landscape and how to engage with customers.
Better understand some of the complex drivers and inter-relationships that are fundamental to successfully unlocking effective price management strategies.
Use practical analytical approaches and tools to uncover mix opportunities and to develop robust mix strategies and tactics.
Stress test and validate your customer business plans and investments using a balanced scorecard of profitability, efficiency and return metrics.
Who will be interested
Anyone in a customer facing role who is seeking to improve their revenue management and wider commercial capabilities. Typical functions / role types that benefit include:
- Anyone in a direct customer management role.
- Members of the the wider Customer team.
- People in customer adjacent roles looking to broaden their commercial awareness of the customer environment.
- Sales leaders and practioners from Revenue Management, Category and Customer Marketing functions who are looking to refresh their awareness of revenue management concepts and application.
- Note: the programme can also be run in combination with modules from our Financial Acumen programme, given the integral link between financial knowledge and skills and revenue management success.
Planning considerations
The Revenue Management programme requires advance planning and alignment on the following:
- As noted above, it may be desirable to take a joined up learning journey approach across our Financial Acumen and Revenue Management programmes or modules, given the co-dependencies of knowledge and skills in these two capability areas.
- Target channel(s) and functions and any related customisation requirements.
- Alignment vs client specific metrics and terminology for incorporation into relevant modules.
- Role of any client specific category and financial data for incorporation into exercises.
- Size of audience attending and role types.
- Role of client co-facilitators for webinars or workshops (if desired).
Frequently Asked Questions
The programme is self-sufficient and will provide a comprehensive context for and appreciation of the strategic levers of revenue management. Of course, given Revenue Management is a commercial discipline, learners will find that having a strong foundation in Financial Acumen will enhance their capabilities in this increasingly critical capability area.
To enable spaced learning and customer application, the 5 modules are spaced across a period of 2-4 weeks, plus follow up assignment work. The programme is hosted as an online learning journey across individual self-paced activities and group based webinars. However the format is flexible and can be run on a blended basis with selected modules run as face to face workshops. It can also be run in a hybrid format across multiple geographies.
The optimum programme group size is around 16 people. However, hybrid or self paced formats provide the opportunity for highly scalable delivery.
Whilst the 3 Revenue Management levers we focus on are all complimentary, the programme is designed in a modular way so that you could focus on individual modules - take a look at our stand-alone module versions. This may be especially relevant where a learner wants to refresh on one particular lever. It's also possible to mix and match Revenue Management levers with other programmes in our Academy, especially in the Financial Acumen programme and in the Customer Commerical Insight and World Class Selling programmes. Reach out to us to explore these options if you're looking to build a more bespoke learning journey.