Marco Bertini

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Marco Bertini

Foremost Authority on Converting Business Strategy into Sustainable Revenue; Leading Expert on Creating and Capturing Value; Named to Thinkers50 Radar (2017); Professor of Marketing, ESADE

Biography

In the crowded business landscape, organizations are constantly under pressure to innovate, stand out from competition, and, ultimately, convert this advantage into lasting revenue. Nonetheless, somewhere after the steps of idea generation and product or service development, firms often lose their way. In bringing their offerings to market, firms routinely fail to transition from value creation to value capture.

Marco Bertini, professor of marketing at ESADE, has a unique framework for bridging the gap between building stronger brands on the one hand, and capitalizing on their inherent value on the other. His insights and recommendations – a rare blend of economics and psychology – can form the basis for sustainable organic growth and profitability at organizations struggling to realize the full value of their commercial efforts and customer relationships.

Bertini is co-author of the upcoming book, “The ‘Ends’ Game: Technology and the Pursuit of Lean Commerce,” (MIT Press, 2020) which explores how modern technology stimulates accountability, challenging organizations to profit from the quality of the outcomes they deliver rather than the offerings they bring to market. He has directly applied his methods as an advisor to leading companies such as AT&T, Boston Consulting Group, Coca-Cola, ExxonMobil, H&M, IBM, Novartis, Pfizer, P&G, Telenor, Vodafone, Young Presidents’ Organization and many others. Bertini’s research appears in the leading journals for management science and practice, including Harvard Business Review, MIT Sloan Management Review, Journal of Consumer Research, Journal of Marketing, and Marketing Science. His work and commentary are often featured in top media including the BBC, Financial Times, Strategy+Business, The New York Times, and The Wall Street Journal.

Bertini received his doctorate from Harvard Business School and previously served on the faculty at London Business School. He has been nominated for the Business Professor of the Year award, a global competition held by The Economist Intelligence Unit, and recognized by the Marketing Science Institute as one of the most promising scholars in the field. Bertini was also named to the Thinkers 50 “Radar Thinker” list of the scholars “most likely to shape the future of how organizations are managed and led” in 2017.

Marco Bertini is available for paid speaking engagements, including keynote addresses, speeches, conference talks, interactive workshops, and advisory/consulting services through the exclusive representation of Stern Speakers, a division of Stern Strategy Group®.

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Bertini, Marco

Biography

In the crowded business landscape, organizations are constantly under pressure to innovate, stand out from competition, and, ultimately, convert this advantage into lasting revenue. Nonetheless, somewhere after the steps of idea generation and product or service development, firms often lose their way. In bringing their offerings to market, firms routinely fail to transition from value creation to value capture.

Marco Bertini, professor of marketing at ESADE, has a unique framework for bridging the gap between building stronger brands on the one hand, and capitalizing on their inherent value on the other. His insights and recommendations – a rare blend of economics and psychology – can form the basis for sustainable organic growth and profitability at organizations struggling to realize the full value of their commercial efforts and customer relationships.

Bertini is co-author of the upcoming book, “The ‘Ends’ Game: Technology and the Pursuit of Lean Commerce,” (MIT Press, 2020) which explores how modern technology stimulates accountability, challenging organizations to profit from the quality of the outcomes they deliver rather than the offerings they bring to market. He has directly applied his methods as an advisor to leading companies such as AT&T, Boston Consulting Group, Coca-Cola, ExxonMobil, H&M, IBM, Novartis, Pfizer, P&G, Telenor, Vodafone, Young Presidents’ Organization and many others. Bertini’s research appears in the leading journals for management science and practice, including Harvard Business Review, MIT Sloan Management Review, Journal of Consumer Research, Journal of Marketing, and Marketing Science. His work and commentary are often featured in top media including the BBC, Financial Times, Strategy+Business, The New York Times, and The Wall Street Journal.

Bertini received his doctorate from Harvard Business School and previously served on the faculty at London Business School. He has been nominated for the Business Professor of the Year award, a global competition held by The Economist Intelligence Unit, and recognized by the Marketing Science Institute as one of the most promising scholars in the field. Bertini was also named to the Thinkers 50 “Radar Thinker” list of the scholars “most likely to shape the future of how organizations are managed and led” in 2017.

Marco Bertini is available for paid speaking engagements, including keynote addresses, speeches, conference talks, interactive workshops, and advisory/consulting services through the exclusive representation of Stern Speakers, a division of Stern Strategy Group®.

Speech Topics

This selection of speech topics can be presented in keynote or workshop format. Click here to explore additional speaking topics.

A Better Harvest: Four Steps for Turning Strategy into Lasting Revenue

If you want to understand how successful organizations sustain their edge over time, look beyond their ability to understand and serve customers and study how they turn insights into income. Monetization expert Marco Bertini explains that, while firms ultimately exist to create value for customers and revenue for themselves, many business leaders obsess over the first task and treat the second as a tactical afterthought. In fact, generating lasting revenue is as much about creativity and strategy as it is about dollars and cents, and the decisions one takes educate and stimulate a market as much as they mark the value of a sale. In this presentation, Marco Bertini talks broadly about the “mission” of prices and pricing and lays out an intuitive framework to improve this basic skill. Bertini also addresses common strategic challenges, such as the impact of the digital revolution, how to design a revenue strategy that is customer-centric, and understanding the underlying psychology of markets. Getting all of this right unlocks surprising opportunities to capture value – and even to grow it.

The “Ends” Game: Technology and the Pursuit of Lean Commerce

Technology is rewriting the rules of commerce. In our era of mobile and cloud computing, the internet of things, advanced analytics, and micro-transactions, enhanced transparency is putting pressure on organizations to profit from the actual value they provide, not from what they make. Today, accountability is no longer a fashionable marketing slogan, but a strategic imperative. Customers demand it: they struggle to understand what their money buys them, and technology empowers them to challenge the promises that businesses make. Similarly, many startups tout accountability as a means to stand out from tired incumbents. In this presentation, based on his upcoming book with Oded Koenigsberg, “The ‘Ends’ Game: Technology and the Pursuit of Lean Commerce,” Marco Bertini uses examples from sectors as diverse and consequential as healthcare, automotive, education, media, aviation, and mining to map the gradual but relentless evolution of markets to a point where money flows to proof rather than promises. He helps organizations not only grasp the fundamental challenges of this revolution, but also transform what is essentially economic waste into tangible value that market players can capture.

How to Price Anything

Every business has to price what it sells. It is inescapable, yet deeply misunderstood. Most organizations have the right intuition: know your costs, track the prices of competitors, understand what customers want and value, and agree on the broader corporate goals. However, the problem often lies in juggling this information and combining it with sufficient confidence. In this presentation, Marco Bertini recommends that organizations follow three steps: scope, set, and tweak. He draws several lessons, but three stand out. First, pricing anything is a balancing act between looking inside and outside of the organization for direction. Second, the dominant ingredient is appreciating how one’s offering is unique and meaningful in the eyes of customers. Third, management must question how the processes of creating and capturing value in a market feed into each other. Decoupling the two causes organizations to act incongruently and squander long-term profitability and growth.

Selling Value to Customers

At the heart of every selling strategy lies the need to communicate value to customers and defend one’s price. Indeed, Marco Bertini subscribes to the belief that price is seldom a problem when the value of an offering is clearly understood by sellers and buyers alike. In this presentation, Bertini discusses the complications that often arise when an organization tries to sell value in a market plagued by customers who, strategically or otherwise, are skeptical. To remedy the situation, Bertini lays out a roadmap with five clear actions. In an interactive presentation, Bertini reveals how to achieve a better understanding of what value means to customers and how firms can be true to their promises. Implementing this roadmap gives a sense of calibration and confidence that helps fight off the pressure imposed by clients and competitors. Organizations that “stay calm and sell value” see immediate returns, followed by sustained growth and profitability. Bertini’s framework is therefore a recipe to capitalize on value creation, particularly in markets where innovation and creativity are fast-paced and expensive.

Anchors, Nudges and Charms: Mastering the Weird Psychology of Price

Perceptions of value are not only measurable, but also malleable. Indeed, customer preferences are not as clear and stable as classical economic thinking predicates, explains Marco Bertini. Rather, one’s needs and wants can shift across situations and time in ways that researchers in psychology and sociology have been mapping for years – and that business leaders are only now starting to grasp. Bertini helps audiences understand how the nuances of human thought and behavior influences even the most mechanical of pricing decisions. He explains some of the popular anchors, nudges, and charms at the disposal of organizations interested in motivating and empowering customers. As Bertini explains, it is a critical, differentiating ability for any business plagued with customers who appear disinterested in any argument other than a low price.

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Workshops

Marco Bertini is available for interactive workshops based on his presentation topics. Workshops typically begin with a presentation, which Bertini then expands to include feedback and discussion with the audience. The specific format of a workshop varies based on the size and composition of the audience: a small, intimate group of senior executives engages freely with Bertini, asking any questions they desire and exploring specific aspects of the topic in greater depth, while larger groups experience a more structured exercise based on the subject. Each workshop is tailored to the sector and made relevant to the goals of the organization.

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