It seems this is only possible for pivot table with use of ColumnNo(), but who knows, though.
I didn't check how it works in pivot, but if works properly for you and you need a straight table behavior you can just prohibit pivoting (unset Allow Pivoting) and expand the table (set Always Fully Expanded) at the Presentation tab of pivot table properties.
Hope that helps but you need playing with all of these.
I have the same question! I.e., how to reference the value of the current column in a pivot table because I have conditional logic that needs to execute around it. Has anyone figured out a solution to this?