This episode of Pricing Friends is about pricing enablement and the
role a community plays in it, with Diana Coelho, Chair of EPP, the
global pricing and revenue growth management community that turns
20 this year. It is also a special episode, because Sebastian hands
over the mic to Dr. Amadeus Petzke, Partner in the hy Pricing &
Sales team, where he leads the industrials sector and considers
pricing enablement a topic close to his heart. Together they
discuss why a neutral platform still matters in a world full of AI
pricing tools, in-house pricing teams and large consultancies. For
Diana, the gap EPP set out to close 20 years ago has changed shape
but has not disappeared. Practitioners still need a space for
"trusted peer to peer learning", beyond the internal focus of their
own company and without the natural interests of software vendors
or consultancies. Beyond the community itself, Diana explains why
she sees RGM (revenue growth management) as an expansion of pricing
rather than a relabel, and why many companies still treat pricing
as a project instead of building internal capability. She is clear
that AI will make pricing faster, but that every recommendation
still needs human judgement. That is why she names customer value,
working with people and judgement as the skills every pricer should
keep investing in. She also shares who she would like to see more
of at EPP, from product and category managers to the IT leads who
design pricing tools. The episode closes with a look ahead to the
EPP 20 Years Global Pricing & RGM Summit, which takes place on
17 and 18 November 2026 at the Passenger Terminal Amsterdam, and
with Diana's one takeaway for every listener, "don't try to solve
every challenge alone". In that spirit, we warmly invite all
pricing friends to join the community in Amsterdam and celebrate 20
years of EPP together, and Amadeus will be there too. You can find
the full programme and all details here. About the guest Diana
Coelho has been Chair and Co-Owner of EPP Pricing Platform since
February 2026. That month, founder Pol Vanaerde handed over
leadership after 20 years, and Pedro Fernandes became General
Manager and Co-Owner. Her connection with EPP goes back about ten
years. She joined the community in her first pricing roles and
later became a trainer for the EPP Certified Pricing Manager
programme, which she still teaches today. In November 2021 she
founded HOLDEE GmbH, a consultancy for pricing, revenue management
and commercial excellence. She has also held pricing roles in
industry, including as EAME Pricing Manager at Axalta. Diana
studied economics, started her career in consulting and has more
than 15 years of experience in commercial management and advisory.
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