With Marco Bertini
March 20, 2026
Hotel Melià Milano
Could aligning purpose with strategy be the key to winning both trust and profit?
In this hands-on session with revenue growth strategist and professor Marco Bertini, you will discover how to craft a winning growth strategy, connect authentically with purpose and customers, and build lasting loyalty even in turbulent markets and uncertain times. Packed with real cases and actionable tools, this session will send you back with a concrete playbook to win both hearts and markets.
Who is
Marco Bertini?
A foremost authority on strategies for building and sustaining revenue from customers, Marco Bertini is a professor at Esade, former professor at London Business School and Harvard Business School, and senior advisor to Globalpraxis. Renowned for his expertise in blending concepts from economics and psychology, he helps companies capitalize on innovation and competitive advantage by mastering the pivotal—and often nuanced—transition from creating value for customers to capture it. Bertini has collaborated with organizations such as IBM, AT&T, H&M, Coca-Cola, Procter and Gamble, Fox Networks, Pfizer, Novartis, and Boston Consulting Group.
Author of multiple articles on strategy, marketing, and customer relationships, he is co-author (with Oded Koenigsberg) of The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value, and co-author (with Oded Koenigsberg and Elie Ofek), of the forthcoming Pay Back: Turning Customer Value into Lasting Revenue.
Description & Topics
Marco Bertini will equip business leaders with actionable tools to align strategy, purpose, and revenue growth. Through case-based discussions and practical exercises, participants will explore:
A framework for turning strategy into lasting revenue: The importance of having a customer-centric mindset to drive growth
Practical methods to weave purpose into strategy, ensuring it generates both meaning and measurable impact
Keys to sell value to customers: How to capitalize on value creation and stay true to the brand’s promise
The opportunities of price changes: Strategies to tackle the challenges of inflation, maintaining competitiveness, and enhancing customer relationships
Actionable tools to leverage the power of algorithms and technology in an effective and trustable way
The Workshop
March, 20th
Introduction
Introduction
- Introduction: context & relevance of the workshop
- Presentation of Marco Bertini
- Dynamics of the day: structure & learning objectives
Customers Love Us! Now What?
We explore how smart companies understand their Customer Value Journey to design a comprehensive revenue strategy that capitalizes on the true earning potential of their brands and offerings.
Reflection: What Does My Customer Value Journey Look Like?
Participants map their own CVJ, identify strengths and weaknesses, and share insights in pairs.
Designing for Demand
In most organizations, the tasks of creating value are separated from those of capturing value. We explore how integrating these two domains can unlock strategic advantages, enabling firms to design offerings that are both compelling and commercially successful. To anchor the discussion, we leverage an online survey and introduce research tools that place customer willingness to pay at the center of offering design.
Acing Value-Based Sales
We introduce a practical framework to help organizations sell value effectively in the face of customers who consistently push for lower prices. At its core is the ability to articulate value in objective, measurable terms. But successful value selling goes beyond metrics: it requires a shared understanding of what value means, aligned incentives, and a strong organizational culture that prioritizes and defends value in customer relationships.
Customer-First Revenue Models
A company’s revenue model is the vital link between customers’ perceptions of value and what they’re actually willing to pay. To ensure that no value is left behind, organizations must understand the four essential building blocks of value: access, consumption, performance, and experience. We discuss these dimensions and how modern technology empowers businesses to leave the traditional “make and sell” approach and shift towards making revenue based on value delivered.
Final Reflections
Final Reflections — Key points and final greetings.
*Agenda may be subject to changes.
BUY YOUR PASS NOW
EARLY BIRD PRICE
Offer valid until March 13th
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1 ENTRADA
$1.000+VAT each
Offer valid until March 13th
Access to the event
Traducción simultánea
Coffee break
Almuerzos
Supporting materials
Certificado de asistencia
Financing with the main Interprofessional Funds for Continuing Education
5 ENTRADAS
$1.000+VAT each
Offer valid until March 13th
Access to the event
Traducción simultánea
Coffee break
Almuerzos
Supporting materials
Certificado de asistencia
Financing with the main Interprofessional Funds for Continuing Education
10 ENTRADAS
$1.000+VAT each
Offer valid until March 13th
Access to the event
Traducción simultánea
Coffee break
Almuerzos
Supporting materials
Certificado de asistencia
Financing with the main Interprofessional Funds for Continuing Education
For any further information or subscriptions, please contact us at marketing.it@wobi.com
Offer valid until March 13th
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Contáctanos
Marco Bertini
WOBI On Growth Strategy
Autorità di spicco nel campo delle strategie per la creazione e il mantenimento del revenue,
Marco Bertini è Professore all’Esade, ex Visiting Professor alla Harvard Business School e
Senior Advisor di Globalpraxis. Rinomato per la sua esperienza nella creazione e condivisione di valore con i clienti, aiuta le aziende a capitalizzare l’innovazione e il vantaggio competitivo per generare efficacemente ricavi e costruire brand più forti. Bertini ha collaborato con organizzazioni come IBM, AT&T, H&M, Coca-Cola, Procter and Gamble, Fox Networks, Pfizer, Novartis e Boston Consulting Group, dove ha ricoperto il ruolo di Senior Advisor. Autore di numerosi articoli su strategia, marketing e customer relationship, è anche coautore, insieme a Oded Koenigsberg, di The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value.
Marco Bertini fornirà ai business leader strumenti concreti per allineare strategia, obiettivi e crescita dei ricavi. Attraverso discussioni basate su casi reali ed esercitazioni pratiche, i partecipanti approfondiranno:
- Un quadro di riferimento per trasformare la strategia in ricavo duraturo: l’importanza di avere una mentalità incentrata sul cliente per guidare la crescita
- Metodi pratici per integrare il purpose nella strategia, assicurando che generi sia significato che impatto misurabile
- Chiavi per vendere valore ai clienti: come capitalizzare la creazione di valore e rimanere fedeli alla promessa del brand
- Le opportunità offerte dalle variazioni di prezzo: strategie per affrontare le sfide dell’inflazione, mantenere la competitività e migliorare le relazioni con i clienti
- Strumenti pratici per sfruttare la potenza degli algoritmi e della tecnologia in modo efficace e affidabile
Zack Kass
AI & Strategy
With over a decade of experience in the field of Artificial Intelligence, Zack Kass is the former Director of Go-To-Market at OpenAI. An expert on the promising possibilities of AI, Zack Kass is a leading futurist with over 14 years of experience in this revolutionary technology and its impact on the business ecosystem. At OpenAI, Kass played a key role in researching tangible solutions for organizations. He has also served as an advisor and Vice President of Revenue at Lilt, as well as Vice President of Sales and Customers at Figure Eight. Kass left OpenAI to continue leading the AI revolution, helping businesses and governments realize its full potential. Since then, he has advised organizations such as Coca-Cola, Boeing, and the White House on how to increase efficiency, improve productivity, and enhance employee well-being, all while reducing costs by integrating AI into their business strategies.
Simplifying AI Strategy
- AI Strategy, Simplified: Demystifying the Complexity of AI with a Practical Guide to Integration
- The innovator’s dilemma: How to transform AI challenges into strategic business opportunities
- Reinventing the Workplace: Strategies for Using AI to Reduce Employee Burnout
- A world of possibilities: A pragmatic roadmap to future-proof your business through resilience, adaptability, and innovation
AI & Strategy
An award-winning professor at Harvard Business School, Mitchell Weiss is a leading expert in Generative Innovation and AI, helping leaders across all industries understand and integrate this technology into their organizations. Prior to his academic career, he served as Chief of Staff to the Mayor of Boston. During this time, he positioned Boston as a global leader in innovation and collaborative change in government. His work focuses primarily on innovation and problem-solving in both the public and private sectors. Weiss has presented on government innovation at 10 Downing Street and the World Bank. He is also the author of We the Possibility: Harnessing Public Entrepreneurship to Solve Our Most Urgent Problems.
How to use Generative AI for innovation
- Generative AI and innovation: a key tool to improve creativity and problem-solving skills, and boost growth and ideas
- Creative Thinking in Institutions: How to Develop Strategies to Help Organizations Scale New Ideas
- Ethical Implications of AI: Practices for Teams to Use AI Responsibly
- Public-Private Sector Collaboration for Innovation: A Guide to Building Partnerships and Restoring Trust Across Sectors
Randi Zuckerberg
AI & Leadership
Randi Zuckerberg is an entrepreneur, investor, and renowned authority on technology media. From 2005 to 2011, she served as Chief Marketing Officer at Facebook, where she helped create Facebook LIVE and transformed the way people consume content on social media. She is currently the founding CEO of Zuckerberg Media, a content marketing and production company whose mission is to promote diversity and inclusion in the technology industry. In addition to being one of the largest collectors of NFTs produced by women, she is the founder and CEO of HUG, an online store for digital and physical artwork.
Zuckerberg is also an investor and advisor to several startups and small businesses, and serves on the boards of The Motley Fool and Life360. She is also the author of the bestsellers Choose Three and Dot Complicated.
AI to enhance your professional and personal project
- The Role of Leadership in the AI Revolution: Examining the New Responsibilities of Leaders in an AI-Driven World
- How to put AI to work for you and your business: hiring strategies, employee management, marketing, customer acquisition, and more
- The Impact of AI on Workers: How Leaders Should Prepare Their Employees for Their New Roles and Responsibilities
- Challenges and opportunities of widespread AI integration: A study of the good, the bad, and the uncertainties of this technology
AI & the Future of Work
International expert in technology, marketing and psychology
Nathalie Nahai is an Artificial Intelligence expert specializing in the intersection of human behavior, culture, and emerging technologies. Trained in psychology, marketing, and digital strategy, Nahai advises organizations on how to address the ethical, creative, and relational challenges posed by AI. She has worked with leading companies such as Google, Accenture, Unilever, and Harvard Business Review, among others. She is also the author of Business Unusual and Webs of Influence , and the host of the podcast In Conversation with Nathalie Nahai , where she discusses topics such as consciousness, resilience, and the future of work.
Humans + AI: How to create teams with empathy and decision-making capacity
- Understanding Decision-Making: The Shortcomings of AI and Why Human Reasoning Matters
- Human-AI Cooperation: How to Integrate AI into Our Teams and Customer Interactions
- Designing technologies that generate trust: keys to an ethical and emotionally intelligent strategy adapted to the digital future
- The risks of automation and how to preserve creativity, trust, and connection
IA & Innovación
Galardonado profesor en Harvard Business School, Mitchell Weiss es un referente en Innovación e IA Generativa que ayuda a líderes de todas las industrias a entender e integrar esta tecnología en sus organizaciones. Previo a su carrera académica, ejerció como jefe de gabinete del alcalde de Boston. Durante este periodo, posicionó a la ciudad de Boston a la cabeza global en materia de innovación y cambio colaborativo en los gobiernos. Su trabajo se enfoca principalmente en la innovación y la resolución de problemas, tanto en el sector público como en el privado. Weiss ha presentado ponencias sobre innovación gubernamental en el número 10 de Downing Street y en el Banco Mundial. También es autor de We the Possibility: Harnessing Public Entrepreneurship to Solve Our Most Urgent Problems.
Cómo utilizar la IA Generativa para la innovación
- IA Generativa e innovación: una herramienta clave para mejorar la creatividad y la capacidad de resolución de problemas, y potenciar el crecimiento y las ideas
- Pensamiento creativo en las instituciones: cómo desarrollar estrategias para que las organizaciones puedan escalar nuevas ideas
- Implicaciones éticas de la IA: prácticas para que los equipos utilicen la IA de forma responsable
- Colaboración entre el sector público y privado para la innovación: una guía para establecer alianzas y restablecer la confianza entre sectores