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Garth Hoff & Francisco Verdesoto

Principal Solution Strategist in Solution Strategy, Pricefx & Partner and Pricing Practice Intelligence Lead , Cognitus

Garth Hoff is a 15-year veteran of the pricing industry. He has real-world practitioner experience as a Director of Pricing Strategy, and also pricing software and services leadership experience leading solutions, strategy, sales, product management, and marketing teams. His experience encompasses products, services, B2B, B2C, and e-commerce functions at Ascend Performance Materials, IHS Markit, PROS Revenue Management, Orbitz.com, United Airlines, and General Motors – Delphi Automotive Systems. In his current role at Price f(x), Garth focuses on providing companies with a future vision of what is possible with pricing software while also helping them to make the best possible decision when investing in software. Cognitus is a Services and Technology global firm, a gold partner with SAP and Valued Added Reseller with cross industry recognized expertise. Francisco Verdesoto has been with Cognitus for over 5 years after spending long tenures with various known software companies such as SAP® and Vistex®, etc. Francisco is responsible for the Global Delivery of Cognitus Gallop Pricing Cloud suite of products, which includes both services and software solutions helping customers across the world solve complicated Pricing and after the fact Order to Cash processes.