AGENDA 2026

Santiago Velez of Siemens Energy shares how his team is challenging long-held pricing assumptions and using data to create more value for customers. Working with MARKT-PILOT, his team is building a pricing approach that supports faster, more confident decisions. The session is a real transformation story about turning data into action. Getting the right decision made at the right time benefits the business and its customers alike. 

Santiago Velez VP Sales Operations, Siemens Energy

Anke Uhlig of VDMA examines where global machinery markets are heading and what this means for the machinery industry. Drawing on VDMA’s economic research and regional outlooks, she explores the risks shaping global demand and the growth opportunities emerging across regions and sectors. Uncertainty has become the new constant, particularly when it comes to investment decisions. In this environment, a strong aftermarket can help machinery manufacturers mitigate cyclical fluctuations in new equipment demand.

Anke Uhlig Team Lead, Research & Analytics, VDMA

In this keynote, Dr. Danilo Zatta shows why spare parts pricing is the strongest profit lever available to manufacturers. Drawing on real cases he demonstrates why cost-plus pricing leaves money on the table and inconsistencies that are hard to justify to customers, and makes the case for value-based pricing instead. The session walks through a proven spare parts pricing framework and maturity model, practical quick wins with concrete insights participants can apply immediately to boost margins without sacrificing volume or customer trust.

Danilo Zatta Senior Partner, Implement Consulting Group

Lisa-Maria Engert explores what it takes to move from price lists to a lasting pricing capability. She walks through three building blocks: a pricing logic that answers what to charge, communication that brings the organization along, and governance that makes the change stick. Drawing on practical experience, she shows how pricing becomes a consistent, transparent part of commercial decision-making. The session makes the case that a new price list is not a pricing strategy, and that the aftermarket advantage comes from a capability that outlasts the project that created it. 

Lisa-Maria Engert Spare Parts & Pricing Leader

Service teams are often asked to forecast, but rarely get the tools to do it. Sven Mülleneisen of Mitsubishi Electric Europe shares how his CNC service organization connects economic signals with real service revenue. Drawing on his team's own data, he looks at which indicators move with the business, how far ahead they show up, and how to plan with them. Expect a practical look at forecasting in the aftermarket, without the crystal ball. 

Structural changes and growing competition are transforming the Agricultural Machinery industry. Digitalization offers new means for activating the sales organization and distribution partners with proprietary systems and processes to expand the after sales business, increase profitability and improve their resilience against economic downturns.

Ulrich Timcke SVP Aftersales, CLAAS

Kai Ostendorf of Terex explores what it takes to move beyond cost-plus pricing and build commercial intelligence, the ability to combine market evidence, pricing logic, and customer context into better, faster commercial decisions. He focuses on how that capability guides quoting and negotiation, and how measuring what actually happened feeds the next decision. The session makes the case that the aftermarket advantage comes from a decision system that connects insight, execution, and learning, not from reporting alone.

Kai Ostendorf Director, Parts Sales & Pricing, Terex Global GmbH