CAP® Certification

  • What
  • Why
  • Who
  • How
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  • Sample Certificate

The CAP® certification is a one-day or two-day formal certification program on the change management and the change leadership processes related to value and pricing projects. During this program, participants will learn: 

    • To recognize the need for change leadership in pricing projects.
    • To design a powerful change management toolbox for their pricing projects.
    • To select the right metrics and KPI’s to measure the change process.
    • To build strong coalitions to maximize change success.
    • To develop a pricing and value vision that will energize sales teams.
    • To use positive and compelling language that energizes teams to get on board.
    • To act as change agents in pricing in their organization.

The training will combine the latest theoretical science on change management and change leadership. Participants are required to bring real-life pricing project information to build a proprietary change management roadmap.

Research shows that 70% of change project fail. Pricing projects and pricing transformations need a strong change management approach including a vision, a success team coalition, a compelling need for change, and a change management toolbox. The CAP® certification program reviews the entire change management process and focuses on 10 critical dimensions of change in pricing and value management. Here is why mastering change management is critical:

    • Do you see your pricing projects stall or get derailed?
    • Are your pricing projects stuck in a zone of “good intentions”?
    • Are you able to modify behaviors in critical price users?
    • Are you getting the support from top leadership to support change?
    • Are you pricing and value tools getting adopted and internalized?
    • Are you facing a lot of internal resistance with pricing initiatives?
    • Is the pricing team called the “sales prevention” team in your organization?

Participants’ Benefits
A unique and formal individual certification
Copy of an eBook on Change Management in Pricing
Membership in the exclusive CAP® LinkedIn Group
Regular update on the science of change management

The CAP® is a formal certification program for:

    • Marketing Managers, Industry Managers, Market Segment Managers
    • Product Managers, Category Managers, Portfolio Managers.
    • Pricing Analysts, Pricing Managers, Revenue Managers, and Value Managers.
    • Project Managers, Change Managers, and Process Managers.
    • Account Manager, Sales Managers, Business Development Managers.


The one-day or two-day certification program includes in-class training as well as individual change management exercises. To obtain the CAP® certification, participants have to successfully complete all exercises conducted during the session (2 small exercises and a change case study). Finally, participants have to take a multi-choice test at the end of the session and obtain a minimum 75% score to pass and achieve CAP® certification.

CAP® certification sessions are available for corporations that are interested in certifying marketers, pricers and project owners in the science of change management and leadership. Minimum class size is 10 participants at a single location for a one-day or two-day program. Open enrollment sessions are organized based on the ability to gather a minimum of 10 participants in a single location.

CAP® certification is taught and delivered by Stephan Liozu, Ph.D. Stephan is a Prosci® Certified Change Manager. He holds a Ph.D. in Management from Case Western Reserve

For more information about CAP® and upcoming sessions, please contact Stephan Liozu, Ph.D. at This email address is being protected from spambots. You need JavaScript enabled to view it. or at +1484-347-1458