Every business faces key decisions in managing demand, such as determining product lines, pricing, regions, sales channels, promotions, and channel partner motivation. These decisions fall into three categories: Structural (where and what), Price (how much), and Quantity (when to sell). Known as Revenue Management (RM), this discipline optimizes returns but is often underutilized due to a lack of resources, data, and fear of losing sales. This session helps participants think holistically about RM, offering practical processes to uncover value, covering topics like setting price positions, achieving fair value in the market, and monitoring Key Performance Indicators for impactful results. The course focuses on practical implementation rather than theoretical analysis, providing a balanced practitioner’s perspective.