Masterclass: Moving from Price to Total Value in Procurement Negotiations

The Beroe Customer Masterclass series is not your typical webinar. You’ll learn directly from a practitioner doing this work day in, day out at the cutting edge – minimal slides, maximum discussion, and questions fielded from the audience in advance. 

Procurement teams are being asked to deliver more than savings. In complex sourcing events, the best outcomes come down to how well a team defines value, aligns its stakeholders, picks the right negotiation approach, and brings non-price factors to the table.

This masterclass looks at how successful negotiations are designed, not just executed. Mark Whelan, who leads high-value, high-complexity negotiations at Intel, joins Beroe’s Christian Paul to unpack the principles behind strong competitive negotiations – preparation, commitment, competitive tension, negotiation strategy, and Total Value of Ownership (TVO).

What you’ll learn: 

• How to structure a negotiation before you go to market 

• Why the right strategy depends on the category and supplier landscape 

• How stakeholder commitment shapes the outcome 

• How TVO lets you negotiate on value, not just price 

• How to make negotiations more defensible, strategic and commercially impactful 

Expect practical guidance you can apply to your next sourcing event, with live Q&A. 

Can’t make the live event? Register anyway – we’ll share the recording and highlights.

Date- Tuesday, September 15, 2026

Time- 3:00 PM BST / 4:00 PM CEST / 10:00 AM ET 

Register Now

Speakers

Mark Whelan – Director, Contracts & Negotiations, Global Supply Chain Operations CoE, Intel

Mark Whelan leads a global team at Intel responsible for high-value, high-complexity commercial negotiations across technology, engineering and enterprise services. With more than two decades in procurement and supply chain, he specializes in negotiation strategies that move beyond price to total commercial value – embedding structured approaches, game theory and data-driven decision-making into enterprise sourcing, and scaling that capability across global teams.

Dr. Christian Paul – VP Negotiation & Agentic AI Products, Beroe

Christian drives product strategy for AI-powered negotiation solutions at Beroe. A game theorist by training (PhD, KIT), he founded nnamu in 2022. Prior to that, Christian spent nearly 14 years as a consultant at TWS Partners.

Moderator

Subul Tanveer – Associate Director, Beroe