EPP PEN Italy

Connect with a professional network of Pricing and RGM leaders near you!

Join our Peer Expert Network (PEN) to empower your professional journey through peer-led discussions and expert insights.

May 18, 2026 | Milan

Endorsed by

Trusted by Leaders from

Exclusive Groups of
Industry Leaders

PEN members are senior professionals in leadership roles, driving significant change in their companies. No consultants allowed.

Non-Competitive
Peer Environment

Confidentiality ensures open, trustworthy discussions, and direct competitors are not placed in the same group.

Open, Neutral
and Unbiased

Focused on practitioner-led, content-driven discussions with diverse perspectives. No sales pitches, just valuable learning and reflection.

Agenda

Volatile Market Challenges, Strategic Pricing Solutions: Defending Value in Uncertain Times

12H30 - 12H45 | Arrival - Welcome & Introductions

12H45 - 13H30 | Lunch and Networking

13h30 - 13h40 | Introduction: Moderator
Introduction to PEN meeting, format, and topics covered

13h40 - 14h40 | Session 1

AI‑Driven Price Optimization for SaaS: From Rules to Real-Time Decisions.

How machine learning models (elasticity modeling, segmentation clustering, usage‑based predictors) can dynamically recommend optimal pricing and discount levels.

14h40 - 15h40 | Session 2

How SaaS Pricing Models Are Influencing Traditional Industries

What industrial and manufacturing businesses can learn from SaaS pricing sophistication.

Potential areas:

⁠⁠Transitioning from product sales to “equipment-as-a-service”
⁠⁠Pricing based on usage, outcomes, and lifetime value
⁠⁠The role of subscription metrics (NRR, churn, ARPU) in traditional pricing.

15h40 - 16h40 | Coffee Break

16h40 - 17h40: | Session 3

Behavioral Pricing Meets AI: How to Leverage Prospect Theory at Scale

How AI + behavioral economics can work together to improve willingness-to-pay and deal effectiveness.

Potential focus on:

⁠⁠Using AI to detect customer anchoring, reference points, and price sensitivity shifts
⁠⁠Applying psychological pricing (price endings, framing, order bias) in digital channels
⁠⁠Combining qualitative behavior models with quantitative pricing engines

17h40 - 18h00 | Reflections & Peer Discussions; Closing session (key takeaways) & Group photo

Closing session (key takeaways)

Join the Italy PEN Meeting!

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PEN Italy Michelin

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This edition is
endorsed by

Speakers Coming Soon

Shreyas Gupta

Senior Pricing Manager @ TomTom

Shreyas has spent his career navigating the commercial complexities of mobility, from electric vehicles and ride-hailing to fleet leasing. Along the way, he’s had the chance to design go-to-market strategies across these industries, learning firsthand how a one-size-fits-all approach rarely fits anyone.

That journey brought him to TomTom, where he’s now responsible for pricing and commercial strategy across a diverse portfolio of products and services. His focus is on solution and value-based pricing with the belief that the best pricing doesn’t start with costs or competitors, but with a genuine understanding of what customers actually value.

He enjoys making pricing less intimidating and more intuitive, and he’s looking forward to sharing some of that thinking.

PEN Meeting Location

Venue address: Michelin Italiana S.p.A.
Bodio Center Centro Direzionale Bodio Center 3, Viale L. Bodio 37, 20158 Milan (MI), Italy

Take a Look at Our Last Edition!

"I genuinely enjoyed the lively participation and the engaging discussions. It was indeed a pleasure to be part of such a dynamic gathering."

"It was a real pleasure to join — the discussions were energizing, and it was great to connect with several other pricing leaders in Switzerland."

"Overall very good impression. Meeting peers is always very enriching, and face to face even better – having the velue in CH makes it easier from a travel perspective. Moderation was great. Content was good to get people engagement in a first meeting. Meeting set up with opportunity to discuss in 1/1 after/before/break was also great. It was also a good BtoB industry mix."

"I really enjoyed the event. It was very well organized, and the audience was highly relevant, perfectly matching my expectations. The speakers were insightful, sharing valuable perspectives that helped me better understand the current landscape, the challenges my partners face, and key industry trends. The atmosphere was excellent, and I had the chance to connect with skilled professionals, leading to meaningful and engaging discussions. Overall, it was a great experience, and I appreciate all the effort that went into making it a success."

About PEN Meetings

Local and free of charge, EPP PEN Meetings consist of seasoned Pricing and RGM professionals seeking inspiration and opportunities to reflect and discuss the future roadmaps of pricing and RGM with top experts and business influencers.

PEN participants benefit from valuable insights, peer collaboration, and practical strategies to overcome emerging challenges in pricing and RGM. These gatherings foster the sharing of real-world experiences and innovative approaches, helping attendees discover solutions tailored to their business needs.

Engaging with top experts and influencers, participants can refine their strategic direction, gain actionable takeaways, and build meaningful professional relationships—all contributing to the success of their future pricing and revenue growth initiatives.

Let's connect!

Sofia Carloni

Events Community Manager

sofia.carloni@pricingplatform.com

Sinead Rodgers

Partner Relations Director

sinead.rodgers@pricingplatform.com

Pol Vanaerde

Chair EPP Pricing Platform
pva@pricingplatform.com