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Achieve sustainable revenue growth and enhance customer value with Marco Bertini, speaker, Professor of Marketing and Director of Open Executive Programs at Esade.
Marco Bertini is a professor of marketing at Esade, where he also serves as the director of open executive programs and a senior advisor to Globalpraxis and Pearson Ham Group. His expertise lies in behavioural science, drawing on insights from economics and psychology to assist organisations in maintaining profitable customer relationships, particularly during the critical transition from value creation to value capture.
Marco's work is grounded in practical application, having advised major companies such as AT&T, H&M, Coca-Cola, and Procter & Gamble on strategies to enhance revenue generation and brand strength. He co-authored the book "The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value," which examines how modern technology and societal changes compel businesses to focus on the outcomes they deliver rather than merely the products they sell. His research has been published in leading academic and managerial journals, and he is frequently featured in prominent media outlets including BBC, Bloomberg, and The Financial Times.
Recently, Marco was named to the Thinkers50 Radar, recognising him as one of the scholars likely to influence the future of organisational management. He has also been acknowledged by the Marketing Science Institute as a promising scholar in his field. With a doctorate from Harvard Business School, he has held faculty positions at London Business School and served as a visiting professor at Harvard.
Marco's unique frameworks and insights provide organisations with the tools to unlock untapped market potential and enhance their competitive advantage. His focus on customer outcomes rather than traditional metrics positions him as a leading authority on sustainable growth strategies in today’s rapidly evolving business landscape.
Topics, sessions and talks
Marco Bertini explores the challenges of becoming a purpose-driven organisation, highlighting the potential for growth and talent retention alongside the financial costs and scrutiny involved. He emphasises the importance of aligning customer value with earning potential and the need for leaders to proactively manage incentives and monetisation strategies. Attendees will learn how to navigate these complexities to successfully implement a purpose-driven approach in their organisations.
Marco Bertini explores the essential relationship between customer satisfaction and business profitability. He emphasises that understanding customers is crucial for transforming products and services into revenue. Bertini argues that customer centricity extends beyond merely creating value; it involves strategic thinking about monetising customer relationships. Attendees will learn a straightforward framework and actionable steps to effectively generate income from their customer base while ensuring ongoing satisfaction.
Marco Bertini discusses the implications of algorithmic pricing in his presentation, "Listen Closely! Your Algorithms Are Talking to Your Customers." He highlights a 2017 incident where Uber's dynamic pricing surged over 200% during a crisis, illustrating how such strategies can harm brand perception. Drawing from his Harvard Business Review article, Bertini emphasises the need for brands to balance mathematical efficiency with customer sentiment. Attendees will learn how to optimise pricing strategies while maintaining customer trust and satisfaction.
In his talk, Marco Bertini explores how businesses can adapt to societal and environmental pressures while facing economic challenges. He advocates for a shift from merely selling products to delivering valuable outcomes, drawing insights from his book, "The Ends Game," co-authored with Oded Koenigsberg. Using diverse industry examples, Bertini illustrates how this approach can enhance customer attraction and retention, differentiate companies, motivate employees, and improve social and environmental impact. Attendees will learn strategies to create lasting value.
Marco Bertini's presentation, "Acing Value-Based Sales," addresses the challenges businesses face when selling value in price-sensitive markets. He highlights the importance of value selling for maintaining earning potential and presents a framework with five actionable steps. By implementing this framework, attendees will gain clarity in their sales efforts and confidence in negotiating with demanding clients. Ultimately, participants will learn how to effectively capitalise on value creation in fast-paced, innovative markets.
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frequently asked questions
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Marco Bertini teaches through a structured framework approach, presenting proprietary models that connect customer value creation to monetisation strategy. He grounds his frameworks in real-world case studies — such as Uber's 2017 dynamic pricing surge — drawn from his research and advisory work with companies including AT&T, H&M, and Coca-Cola, giving attendees actionable steps they can apply to their own organisations.
Marco Bertini's sessions cover purpose-driven strategy, monetising customer relationships, and algorithmic pricing. He holds a doctorate from Harvard Business School, has held faculty positions at London Business School and Harvard, and was named to the Thinkers50 Radar as a scholar likely to influence the future of organisational management.
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