Impact Pricing

Ton Dobbe is the founder of Value Inspiration, helping SaaS companies transform from commoditized to remarkable. He's the author of The Remarkable Effect, where he explores what makes products stand out and command premium prices. And he's a keynote speaker and podcast host himself. In this episode, Ton shares his insights on how SaaS companies can escape the commodity trap and command premium pricing by focusing on their unique approach to solving customer problems, rather than just features and functions.   Why you have to check out today's podcast: Learn how to identify and articulate the real problems your customers face that keep them awake at night. Discover why competing on your approach rather than features is the key to premium pricing. Understand how guarantees and risk reduction can justify higher prices and improve your entire business operation.   "Start thinking about what you do and why customers would pay a premium for that. And if you cannot answer that, there's work to do. It's a very simple question. What would it take for people to start paying a premium for it?" – Ton Dobbe   Topics Covered: 02:37 – Startup failure and value proposition: Why 75% of software scalers fail despite achieving product-market fit and how the inability to market at appropriate value becomes their downfall  04:07 – Value is a story: Ton's definition of value as "a story in the head of a customer" versus Mark's "result of solving problems" and how perception drives pricing acceptance  09:28 – Value pricing and guarantees: How adding guarantees reduces customer fear of making mistakes and enables premium pricing, plus the psychology behind buyer decision-making 12:33 – Guaranteeing results for customers: The insurance model approach to guarantees and how implementation success creates win-win scenarios for both vendor and customer 15:28 – Competing on approach, not features: Why software companies must differentiate based on their unique approach to solving problems rather than feature comparisons with competitors  19:09 – Secret sauce for ideal customers: Ton's 12-step "pressure cooker" process for identifying your value foundation and connecting company knowledge to customer segments  22:11 – Ideal customer segmentation benefits: How focusing on perfect-fit customers accelerates sales cycles, increases win rates, stops discounting, and improves every business function  27:59 – The value of AI solutions: Why companies fail when they position themselves as "AI-powered" instead of focusing on the specific problems their AI capabilities solve 30:39 – Premium pricing strategies: The fundamental question every company must answer - why would customers pay a premium for what you do, and what would it take to achieve that?   Key Takeaways: "Value is a story in the head of a customer. When I say to you, for example, this is 30,000 US dollars. Some people will say, that's expensive. And other people will say, that's a bargain. And the difference is how well you communicate the value in a way that clicks with them." – Ton Dobbe "The moment you can add something like a guarantee or like a reliable promise to that, you can even charge more on pricing because it takes a lot of objections away around the fear of messing up." – Ton Dobbe "If you compete on a feature function level, everybody will lose. So you have to make a choice, are we going to compete on the feature function level or are we going to compete on something else?" – Ton Dobbe "The moment you get that idea in their head, this is the choice and they're gonna solve my problem better than anyone else. They're gonna give me more value than anyone else. Well, why should I even start talking about discounts?" – Ton Dobbe   People / Resources Mentioned: The Jolt Effect (book on buyer indecision) Christian Owens, CEO of Paddle   Connect with Ton Dobbe: Website: https://valueinspiration.com Book: https://theremarkableeffect.com LinkedIn: https://www.linkedin.com/in/tondobbe/    Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on July 14, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/two-buyers-talked-and-nothing-bad-happened/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/  

Scott Kelly is the founder and CEO of Blackdog Venture Partners, and he has been for 25 years. He's the host of VC Fast Pitch and he has about a dozen companies with the name Blackdog in them. Scott has taken 3 companies public and raised $5 billion throughout his career. In this episode, Scott explains how important it is for entrepreneurs to listen to their customers when setting prices, as he shares his knowledge on maximizing profits through effective pricing strategies that investors love.   Why you have to check out today's podcast: Learn how crucial recurring revenue models are to attracting investors and why subscription-based pricing provides the consistency they seek.  Find out why selling on price alone is bad for both sides of the transaction and how to focus on value instead.  Understand the power of letting your customers help you determine pricing through relationship-building rather than transactions.   "Let your customers help you price." – Scott Kelly   Topics Covered: 02:00 – How Scott accidentally discovered pricing through helping hundreds of entrepreneurs raise capital and maximize profits  03:00 – Why competing on lowest price destroys value for both buyer and seller - and what to do instead  05:00 – AI's double impact on pricing: Using it for better decisions vs. pricing AI-enabled products  06:00 – The carpenter analogy: Why AI is just a tool and the real value comes from expertise in wielding it  07:00 – How AI will democratize business like the internet did - and what that means for pricing 09:00 – The art of determining "what the market will bear" through customer relationships and feedback  12:00 – Why Scott brings up pricing "almost immediately" with entrepreneurs (and why you should too)  14:00 – Finding the pricing "strike zone" - where customers won't jump for joy but won't run out the door  15:00 – The relationship vs. transaction mindset: How to get customers to help set your prices  17:00 – Scott's final wisdom: Let your customers help you price - the ultimate customer-centric approach   Key Takeaways: "At the end of the day, you want to provide enough value so they stick around at a price that can keep you sticking around." – Scott Kelly "AI is a tool. You need to make sure you have the right carpenter or the right instrument and the right professional playing that instrument. So I think how you price that is the value add that you bring to this tool that's AI." – Scott Kelly "You have to spend time getting to know them. I think it's a process of establishing a relationship versus a transaction." – Scott Kelly   People / Resources Mentioned: VC Fast Pitch: https://vcfastpitch.com/    Connect with Scott Kelly: Website: https://blackdogventurepartners.com/   LinkedIn: https://www.linkedin.com/in/blackdogceo/    Connect with Mark Stiving:  LinkedIn: https://www.linkedin.com/in/stiving/  Email: mailto:mark@impactpricing.com  

This is an Impact Pricing Blog published on June 30, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/everyones-talking-about-ai-almost-nobodys-using-it/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/

Bryan Phelps is the founder and CEO of Big Leap, a digital marketing agency he's been running for 17 years. He's been working in digital marketing and SEO since college and recently served as a juror in a murder trial (though we don't discuss that). Bryan specializes in helping B2B tech companies and professional services firms navigate the evolving landscape of AI-powered search and discovery. In this episode, Bryan reveals how AI is fundamentally changing SEO and digital marketing, why traditional performance marketing tactics are becoming less effective, and how companies can build "brand-led performance marketing" strategies that work across Google, AI platforms, and future technologies.   Why you have to check out today's podcast:  Learn the key differences between B2B and B2C buyer behavior in the age of AI search.  Discover the three pillars of AI SEO and how they relate to traditional search optimization. Understand why building relationships with the 95% of non-shopping audiences creates pricing power.   "A lot of value is created before you ever start a pricing conversation. So that's how we're trying to help our clients shift a bit is, not just focus on that 5% of people that are in market and then compete on price."  – Bryan Phelps   Topics Covered: 01:40 – B2B vs B2C SEO differences: How buyer journeys vary from research-heavy B2B to purchase-ready B2C audiences  04:08 – AI SEO and discoverability strategies: Understanding where audiences search and optimizing for multiple platforms beyond Google  07:44 – AI recommendations and SEO strategy overlap: How AI's "query fan out" method connects Google rankings to AI search results  12:18 – Brand element and popularity component: Why being recognized as an industry authority matters more than broad household recognition  15:05 – Brand-led performance marketing shift: Moving from link-based to mention-based strategies in the post-tracking world  18:45 – Brand ideology and differentiation process: How to define unique viewpoints and align with genuine audience connections  20:22 – AI's impact on content creation: Why long-tail content is losing value and expertise-based content is gaining importance  25:56 – Pricing advice for businesses: Building value with non-shopping audiences to reduce price sensitivity and competition  27:02 – Staying informed in marketing: Bryan's LinkedIn newsletter for non-marketers navigating industry changes   Key Takeaways: "The exciting thing for us is I think it's kind of going back to almost like pre Google. So it really is more of a brand marketing function in a lot of ways." – Bryan Phelps "Being known to your audience is ultimately what matters. You don't have to be the household name, necessarily, but if your audience is just a little bit more niche and specific, you can be the brand in their world." – Bryan Phelps "Our goal isn't to take any company and just try to cover the broadest of brands... we're trying to ultimately create a brand that aligns with our ideal client." – Bryan Phelps "Our goal is to help brands be remembered, not just discovered." – Bryan Phelps   Resources and People Mentioned: Big Leap Digital Marketing Agency: https://bigleap.com  Kobe Bush: Team member who coined "people notice different" concept  Query Fan Out: AI method of breaking prompts into multiple searches  Brand Ideology Process: Big Leap's framework for unique positioning  Zero Click Marketing: New measurement paradigm for AI-driven discovery   Connect with Bryan Phelps: LinkedIn: https://www.linkedin.com/in/bryanphelps/ Website: https://bigleap.com   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/  Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on June 30, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/product-market-fit-is-overrated-for-pricing/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/  

John Norkus is the founder of chiefpricingofficer.com and has led pricing transformation teams at several large consulting companies including Deloitte and KPMG. He started his career as an aircraft engineer before transitioning into business, bringing his analytical mindset to understanding the behavioral economics of pricing decisions. In this episode, John makes a compelling case for why pricing professionals deserve a seat at the executive table, exploring the disconnect between pricing's impact on enterprise value and its typical organizational placement. He discusses his new platform designed to unite senior pricing professionals and elevate the discipline to C-suite recognition.   Why you have to check out today's podcast:  Discover why pricing professionals are typically buried 2-3 levels below the CEO despite controlling one of four key profit drivers. Learn the difference between traditional pricing roles and true chief pricing officer responsibilities. Understand how to position pricing as enterprise value creation rather than just cost management.   "Pricing may be part marketing, part analytics, part behavioral, part external, part internal, but it is the piece that aligns us on how we're actually squaring off against the market."  – John Norkus   Topics Covered:  01:43 – John's journey to pricing transformation: From aircraft engineer to behavioral economics and CRM to pricing strategy  05:18 – Positioning pricing as organizational connective tissue: Why pricing deserves equal footing with volume, cost, and mix initiatives 08:01 – The pricing control dilemma among departments: How sales, marketing, finance, and operations all claim ownership of pricing decisions  12:24 – Defining the Chief Pricing Officer's role: Executive alignment versus operational pricing work and transformation implementation  15:45 – Pricing strategies in business: Inside-out versus outside-in approaches and competitive intelligence versus customer willingness to pay  16:32 – Critical senior alignment in pricing projects: Why CEO buy-in as a top-3 initiative determines transformation success or failure  19:39 – Pricing and enterprise value analysis: Demonstrating 2-7% bottom-line impact within 12-18 months to justify executive investment  23:35 – The activist CFO and enterprise value: Finding CFOs who understand value creation beyond cost reduction and margin improvement  29:29 – Pricing as organizational alignment: How pricing serves as the ultimate test of market positioning and competitive strategy   Key Takeaways: "If the pricing transformation of the pricing program isn't number one on the CEO's list of one, two, or three most important thing they can do this year... then quite frankly, it's not as important and it doesn't have the kind of alignment that you thought it did." – John Norkus "Organizations who get it are the ones that we should be engaging with... change comes from within. And if somebody believes that this is the right thing to do and they just need somebody to help them do it and somebody who has done it before, that's where people like you and I actually succeed." – John Norkus "I consider 20% of everything we do in pricing to be analytics or data and objective based, and the other 80% to be about behaviors, either internal behaviors or external behaviors that need to be captured and understood." – John Norkus   People / Resources Mentioned:  Professional Pricing Society (PPS): Established organization for pricing professionals and education  Simon Sinek Four Drivers of Enterprise Profit: Volume, Cost, Mix, and Price - and their typical organizational reporting structures   Connect with John Norkus:  LinkedIn: https://www.linkedin.com/in/johnmnorkus/ Email: john@chiefpricingofficer.com  Website: https://www.chiefpricingofficer.com/    Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/  Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on June 23, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/when-pricing-becomes-sleazy-manipulation/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/

Steven Forth is the founder and CEO of Ibbaka and by far Impact Pricing's most frequent guest. He's currently developing ValueIQ, a set of agents for pricing and value advisory work that will soon be available for broader use. In this episode, Steven discusses his recent research comparing agent strategies across four major pricing software companies, explores the fundamental question of how many agents is optimal, and reveals how AI is transforming both the buying and selling process in ways most companies aren't prepared for.   Why you have to check out today's podcast: Learn how the four major pricing software companies (Pros, Vendavo, Zilliant, PriceFX) approach agent development differently. Discover the key difference between role-based and task-based agent design strategies. Understand how AI will fundamentally change B2B buying processes and what that means for pricing.   "Start using AI to get a deeper understanding of how your customers are buying. Because if you don't understand how your customers are buying and buying using AI, you're not going to be able to price properly." – Steven Forth   Topics Covered:  02:07 – ValueIQ introduction: Steven's new agent platform for pricing and value advisory work  06:34 – Defining agents: The difference between true agentic AI and wrapped LLM functionality  10:49 – Sales agent complexity: Breaking down the many tasks salespeople perform and agent granularity 12:35 – Pricing agents vs. features: How to decide between individual pricing and bundling strategies  15:55 – The future of pricing models: Why "good, better, best" packaging may disappear in 2-3 years  21:05 – AI's role in B2B buying: How AI intermediaries will transform RFP processes and vendor selection  25:06 – Understanding AI-powered customers: Why companies must learn how their buyers use AI in purchasing decisions   Key Takeaways: "When I saw that PriceFX announced that it had more than 125 agents... I thought, huh, that's kind of a jaw-dropping number. I don't think I could generate 125 agents for pricing software." – Steven Forth "The role of AI in the buying process is more important than the role of AI in the sales process." – Steven Forth "You're going to be creating more content, not less. But that content is primarily going to be consumed by AIs." – Steven Forth "I think that many of the common packaging assumptions such as good, better, best are going to dissolve away over the next two or three years." – Steven Forth   Resources Mentioned: Michael Mansard's 14-factor model: https://www.linkedin.com/in/michaelmansard/    Connect with Steven Forth: LinkedIn: https://www.linkedin.com/in/stevenforth/  Email: steven@ibbaka.com   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on June 16, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/the-secret-link-between-market-segments-and-the-will-i-decision/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact. Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/

Ashish Gupta, founder and CEO of ScaleUp Exec, brings a unique perspective to pricing from his experience building and selling multiple companies across technology, e-commerce, and subscription businesses. Starting his career at Anheuser-Busch (as the company's only non-drinker), Ashish has led businesses from startup to eight-figure valuations, giving him deep insights into pricing across different business models and growth stages. In this episode, Ashish shares unconventional pricing strategies that transformed his businesses, including how he convinced vendors to provide products for free by repositioning his company as a marketing partner rather than a traditional retailer.   Why you have to check out today's podcast:  Discover how to identify and target the specific customer segments willing to pay premium prices for your unique value proposition.  Learn the "influencer plus" strategy that transforms vendor relationships from cost centers into revenue-generating partnerships.  Understand how subscription businesses create deeper customer relationships and the pricing implications of holding customer credit cards.   "Instead of trying to go to a general audience, which may or may not be interested in paying you more for something unique about your product, really try and understand who is that core set of people that will find real value and be willing to pay for that value."  – Ashish Gupta   Topics Covered:  01:48 — Ashish's entrepreneurial journey: From Anheuser-Busch to multiple successful exits. 03:42 — The psychology of subscription pricing: Why holding credit cards creates deeper customer relationships. 07:54 — Win, Keep, Grow framework: The often-overlooked "grow" component in subscription businesses.  11:03 — ScaleUp Exec's fractional COO model: Bringing enterprise talent to small and medium businesses.  13:45 — Revenue growth strategies: How COOs approach customer acquisition and diversification differently. 17:34 — The pricing audit revelation: Why PE firms consistently find underpriced acquisitions. 22:01 — The "off balance sheet CFO" positioning strategy for premium pricing.  22:58 — The vendor flip strategy: From paying wholesale to getting products for free. 24:04 — Building the "influencer plus" model: Combining audience and distribution for vendor value.   Key Takeaways: "I think relationship and subscription are, they kind of go hand in hand. That means I have to always be getting value. I have to have this confidence that, if somebody has my credit card and I've given them authorization to charge it versus like, let's say an Amazon, I'm proactively going in and saying, yes, I want this item." – Ashish Gupta "If we can build out our own audience, and grow that audience to be something meaningful and have a deep connection with that audience so that they really trust us, our brand as a retailer, then we can actually talk with our vendors and say, hey, we're no longer a retailer, we're really a marketing company." – Ashish Gupta   Resources and People Mentioned:  Anheuser-Busch: https://www.anheuser-busch.com  Shopify Shop Pay: https://www.shopify.com/shop-pay  PayPal: https://www.paypal.com/  Mark Stiving's book: "Win, Keep, Grow" about subscription businesses   Connect with Ashish Gupta:  Website: https://scaleupexec.com/  Linkedin: https://www.linkedin.com/in/ashish-gup/    Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/  Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on June 9, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/why-pricing-ai-is-so-hard/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/  

Craig Wilson, Director of Pricing and Packaging at Moody's Analytics, brings extensive experience from major financial services companies including S&P and Experian. Starting his career in financial analysis at a Scottish car retailer after his soccer dreams didn't materialize, Craig discovered his natural strengths in numbers and analytical tools, leading him to specialize in pricing across subscription products, deal desk operations, and information technology services. In this episode, Craig explores the dual challenge of AI in pricing: how to monetize AI-enhanced products and how to leverage AI tools for pricing decisions. Drawing from his experience at Moody's, he discusses why traditional pricing principles still apply to AI products while acknowledging the fundamental disruption AI creates for per-user models. Craig shares practical insights on using AI as a pricing coach and the critical importance of early involvement in product development.   Why you have to check out today's podcast: Learn why AI pricing follows traditional value-based principles but requires new approaches to pricing metrics and value capture. Discover practical ways to use AI tools like Microsoft Copilot for pricing strategy, stakeholder communication, and sales enablement. Understand the critical timing of pricing involvement in AI product development to influence monetization strategies from the ground up.   "Get involved in the product development process as early as possible, particularly in the era of Gen AI and agentic AI."  – Craig Wilson   Topics Covered: 01:30 — Craig's pricing journey: From Scottish car retailer to Moody's Analytics pricing leader 04:15 — Why AI pricing fundamentals haven't changed: Still about value creation and capture 06:30 — The consensus problem: No clear patterns yet in AI pricing 08:45 — Use case example: using AI to do pricing 11:15 — Using AI as a pricing coach: Daily conversations with Microsoft Copilot for strategy development  14:30 — Communication enhancement: Translating pricing concepts for different business personas 16:45 — Sales enablement evolution: AI-powered guidance for complex solution positioning 19:20 — Trust and validation concerns: The information vs. agentic AI distinction 21:45 — Economic value estimation: How AI can finally make this pricing holy grail practical 23:30 — The monetization investment gap: Companies building AI capabilities without pricing strategies   Key Takeaways: On Early Involvement in Product Development:  "Get involved in the product development process as early as possible, particularly in the era of Gen AI and agentic AI." – Craig Wilson On Per-User Pricing's Death:  "In the world of particularly agentic AI solutions, the per-user model is becoming obsolete. I can't see a place for it." – Craig Wilson   Resources and People Mentioned: Moody's Analytics: https://www.moodysanalytics.com/  Tom Nagle: "Strategy and Tactics of Pricing" book: https://www.taylorfrancis.com/books/mono/10.4324/9781315266220/strategy-tactics-pricing-thomas-nagle-john-hogan-joseph-zale  Steven Forth: https://www.linkedin.com/in/stevenforth/  Kyle Poyar: https://www.linkedin.com/in/kyle-poyar/  Stuart Wintertere: LinkedIn thought leader on AI value  Microsoft Copilot: Daily AI coaching tool    Connect with Craig Wilson:  LinkedIn: https://www.linkedin.com/in/craig-wilson-5857ba4a/  Email: craig.wilson@moodys.com   Connect with Mark Stiving:   LinkedIn: https://www.linkedin.com/in/stiving/   Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on June 2, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/jobs-to-be-done-vs-problems-and-results-whats-more-useful-in-b2b/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/

Steven Forth has been a frequent guest on Impact Pricing and is a co-creator of the COMPASS framework. Michael Mansard is the Principal Director of Subscription Strategy at Zora. He's an investor in and mentor to several startups, and he started his career in consulting at companies like Deloitte and SAP, so he knows a lot. In this episode, Steven and Michael dive deep into the COMPASS framework for evaluating pricing metrics in the age of AI and agentic systems, exploring how traditional SaaS economics are being turned upside down and why companies need to move away from user-based pricing models.   Why you have to check out today's podcast:  Learn why AI pricing fundamentally breaks the traditional SaaS model of "expensive to build, cheap to run". Understand the COMPASS framework's 14-question assessment for selecting optimal pricing metrics. Explore the accelerating cycles of pricing complexity and simplification across technology waves.   "I think that most people are clueless and do not want to admit that they're clueless. And I think admission is key because admission leads you to a scientific approach to pricing and enables you to accept, to try smaller samples, especially in the age of AI."  – Michael Mansard   Topics Covered:  02:08 – How Michael got into pricing  03:12 – Defining business models vs. pricing models vs. pricing metrics  06:22 – Introduction to the COMPASS framework and why it exists  07:25 – How AI flips traditional SaaS economics on its head 08:03 – The gym membership paradox in AI pricing 11:05 – Steven's perspective on whether pricing fundamentals have changed  24:20 – Pricing evolution cycles and their accelerating speed  27:39 – How COMPASS captures competitive differentiation  34:28 – Michael's pricing advice on embracing iteration and admitting uncertainty   Key Takeaways: "I've seen more change in my part of the technology world in the last six months than I've seen in my entire lifetime." – Steven Forth “If you price it per user, the more a user uses it, the worse margin it would yield. And that's a problem, right? So I call that the gym membership paradox." – Michael Mansard "We need to change the metric. Now the billion dollar question is what metric? And the raison d'être of that framework is exactly that. It's to help people navigate, hence the notion of COMPASS." – Michael Mansard   People / Resources Mentioned:  COMPASS Framework: 14-question assessment for pricing metrics: https://www.linkedin.com/pulse/compass-agentic-ai-pricing-metric-framework-your-2-part-mansard-f9qqe  Roger Martin Strategic Choice Cascade: Framework for aligning pricing with business strategy: https://rogermartin.medium.com/decoding-the-strategy-choice-cascade-475d40555eb1 John Maeda's "The Laws of Simplicity": Design principles applicable to pricing models: https://lawsofsimplicity.com/  Karan Sood: https://www.linkedin.com/in/soodkaran/  PriceFX: Company introducing 125 agents: https://www.pricefx.com/ and https://lp.pricefx.com/agents_trial.html   Connect with Steven Forth:  LinkedIn: https://www.linkedin.com/in/stevenforth/  Email: steven@ibbaka.com   Connect with Michael Mansard:  LinkedIn: https://www.linkedin.com/in/michaelmansard/    Connect with Mark Stiving:  LinkedIn: https://www.linkedin.com/in/stiving/  Email: mailto:mark@impactpricing.com  

This is an Impact Pricing Blog published on May 26, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/value-is-not-the-same-as-willingness-to-pay/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/

Steven Forth is the Co-founder and Chief Value Officer at Ibbaka, a leading value and pricing consulting firm. With deep expertise in AI applications for pricing and value modeling, Steven is at the forefront of developing intelligent agents that help businesses understand and communicate value more effectively. His work focuses on the intersection of artificial intelligence, pricing strategy, and value creation, making him a pioneer in applying AI to solve complex pricing challenges. In this episode, Steven shares his insights on how benchmarking is revolutionizing both AI development and pricing strategy. Drawing parallels between how AI models are improved through benchmarking and how pricing models should be evaluated, he introduces a framework for measuring pricing effectiveness that could transform how we approach pricing decisions. Together with Mark, they explore the challenges of establishing "truth" in pricing, the role of synthetic data, and the future of AI-powered pricing tools.   Why you have to check out today's podcast: Discover how AI benchmarking principles can revolutionize pricing model evaluation. Understand how to evaluate pricing models from both buyer and seller perspectives. Explore the future of AI-powered pricing tools and what it means for pricing professionals.   "We don't start with the truth. We have to work our way towards truth through multiple iterations and applications." – Steven Forth   Topics Covered: 02:15 – How Intercom's FinAI agent uses daily benchmarking to improve ticket resolution performance 05:30 – Why AI's success is built on benchmarking and how it emerged from the ImageNet competition 08:45 – The critical problem: pricing lacks standardized benchmarking like AI models have 11:20 – Michael Mansard's 12-factor pricing model assessment and its potential as an industry standard 14:10 – Why pricing models must be evaluated from both buyer and seller perspectives 17:25 – How market segmentation and use cases complicate pricing model benchmarking 20:40 – The role of synthetic data in pricing research and model validation 24:15 – Why "vibe coding" could disrupt traditional pricing consulting within 3 years 27:30 – The search for truth in pricing: hedonic pricing models and market assumptions 31:45 – Introduction to ValueIQ: Ibbaka's new AI agent for value-based selling   Key Takeaways: "Anyone who says that they're data centric or data driven is actually before that they have to be model driven because they're using some form of model to organize the data." – Steven Forth "We should have done this 20 years ago. What were we thinking? Well, we weren't thinking. And we didn't have ways to do this for us anyway." – Steven Forth (on developing pricing benchmarks) "Benchmarking every day, I think, is going to be critical to the success of agents that do important business things." – Steven Forth "You can always improve your measurement, but at some point the return of improving the measurement is lower than the cost of increasing the validity of the measurement." – Steven Forth   Resources and People Mentioned: Douglas Hubbard's How to Measure Anything (book): https://www.amazon.com/How-Measure-Anything-Intangibles-Business/dp/1118539273  ImageNet: https://image-net.org/  Michael Mansard's 12-Factor Pricing Model: https://www.insead.edu/bio/michael-mansard-0  Intercom's FinAI: https://www.intercom.com/help/en/articles/8205718-fin-ai-agent-resolutions  Lovable, Replit, Bolt: https://linkblink.medium.com/bolt-vs-cursor-vs-replit-vs-lovable-ai-coders-comparison-guide-3b9d41e75810  ValueIQ: https://www.ibbaka.com/ibbaka-market-blog/get-ready-for-valueiq-sign-up-now-for-beta-access    Connect with Steven Forth: LinkedIn: https://www.linkedin.com/in/stevenforth/  Email: steven@ibbaka.com   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on May 19, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/the-two-questions-every-buyer-asks-and-how-to-design-your-product-and-pricing-around-them/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/  

Alan Hollander, VP of Offer Packaging and Pricing Strategy at Blackbaud, has led pricing initiatives for six years. With nearly three decades in pricing, his impressive career began in 1994 when Tom Nagle hired him after Alan excelled in Nagle's "Strategy and Tactics of Pricing" course. He also held key roles at Ellucian and Simon-Kucher & Partners, bringing deep expertise in large-scale pricing transformations. In this episode, Alan addresses a major challenge for SaaS companies: how AI disrupts traditional per-user pricing. Drawing on his experience at Blackbaud (serving nonprofits with CRM and financial tools), he explains why AI's efficiency conflicts with seat-based pricing. He and Mark discuss the difficulties of shifting customers to new pricing models, managing multiple approaches, and implementing pricing innovations gradually.   Why you have to check out today's podcast: Understand why AI is fundamentally incompatible with per-user pricing and what alternatives actually work in practice. Learn how to implement pricing model changes without overwhelming your organization's operational capabilities. Discover the "crawl, walk, run" approach to pricing transformation that builds momentum through proven results.   "Don't go right to the end goal, in the future state, because people are just going to look at you cross-eyed. Start with quick wins, start with test pilots, test the concepts, show the results, quantify the results so you can build momentum in launching new pricing models." — Alan Hollander   Topics Covered: 01:30 — Alan's pricing journey: From Tom Nagle's student to Strategic Pricing Group veteran 02:45 — The AI pricing dilemma: Pricing products with AI vs. using AI for pricing 04:15 — Why AI pricing isn't different: It's still all about jobs-to-be-done and value creation 11:15 — The nonprofit sector challenge: Selling efficiency when budgets are already tight 14:30 — Human augmentation vs. job replacement: Reframing the AI conversation 16:45 — The Salesforce problem: When AI doubles productivity but revenue stays flat 19:20 — Blackbaud's approach: Combining user-based and consumption-based models 21:45 — Market segmentation reality: Financial vs. fundraising as separate buying centers 24:10 — The PayPal model: Why percentage-of-success pricing works for fundraising 26:30 — Optional pricing models: Letting customers choose fixed vs. variable approaches 28:45 — The operational reality check: Systems and processes needed for pricing flexibility 31:00 — The "crawl, walk, run" philosophy: Building momentum through incremental wins   Key Takeaways: "Per user is not going to be the answer. You're going to stagnate because unless you're just going to increase your per user price, it doesn't align with how they consume, how they use, what value they get." — Alan Hollander "Sometimes you have to do the right things before you do things right... you can have a beautiful strategy in terms of how you monetize and price, and it's very elegant and you've done all the analytics and it looks super cool. But sometimes you actually need to basically what I would say, do a crawl, walk, run." — Alan Hollander "If you don't lead with the value, I don't care if it's AI, SaaS, it doesn't matter what it is. If you don't lead with the value in a business case... you're not going to get anywhere." — Alan Hollander   Resources and People Mentioned: Blackbaud: https://www.blackbaud.com/  Tom Nagle: https://www.linkedin.com/in/thomas-tom-nagle  Reed Holden: https://www.linkedin.com/in/reed-holden-913ab69/    Connect with Alan Hollander: LinkedIn: https://www.linkedin.com/in/alan-hollander-753167/  Email: alan.hollander@blackbaud.com   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on May 12, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/markets-dont-segment-by-industry-buyers-segment-by-problem/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/  

Gary Bailey is the founder at The Talent Capitalist, where he teaches monetization as a discipline, and serves as a finance and monetization consultant at FinTech Strategic Advisors.  With a background that spans from banking and derivatives pricing in the 1990s to coaching the rise of AI monetization product managers today, Gary brings a unique perspective to value capture and pricing strategy.  In this episode, Gary shares his insights on the distinction between pricing and monetization, drawing from his experience pricing hundreds of thousands of different financial instruments to help modern AI companies think about value capture. He explores the controversial topic of contextual pricing - why companies like Google and Facebook price millions of micro-transactions differently based on context, time, and user behavior.  Together with Mark, they dive deep into the Jobs-to-be-Done framework, debate whether it's different from problem-solution thinking, and tackle the thorny issue of when dynamic pricing crosses the line from smart segmentation to sleazy manipulation.   Why you have to check out today's podcast: Learn the difference between pricing and monetization, and why value capture is the real game-changer for sustainable business growth. Discover how AI companies can price thousands of different use cases without overwhelming customers or appearing manipulative. Understand when contextual pricing is smart segmentation versus when it becomes unethically sleazy.   "Hire a pricing person, and that's it really, because they're going to throw some things that you hate, throw some things that you like in the same way that you wouldn't ordinarily try and clear your drain all the time on your own. Why would you not [have] someone clear your pricing issues?" – Gary Bailey   Topics Covered: 01:32 – From banking derivatives to AI: Gary's pricing journey through 100,000+ financial instruments 03:28 – Monetization vs. Pricing: Why value capture matters more than price points 06:26 – The Jobs-to-be-Done debate: Are foundational problems the same as jobs? 12:14 – The umbrella test: Distinguishing core jobs from feature-level problems 15:32 – Why SaaS companies struggle: The 10,000 use cases pricing challenge 16:48 – Google and Facebook's secret: Pricing millions of micro-transactions contextually 18:00 – The factorial complexity problem: When features create exponential pricing opportunities 21:30 – When pricing becomes sleazy: The ethics of contextual price discrimination 23:27 – Airlines and Amazon: When dynamic pricing crosses the line 25:52 – AI for strategic moats: How Gary helps founders identify key monetization metrics 29:09 – Using AI as a pricing sounding board: Context + diagrams = better insights 30:19 – Final advice: Why every company needs a pricing person   Key Takeaways: "Monetization is really how much of the value that you create are you capturing, and what is the system behind you consistently capturing that value." – Gary Bailey "Most of the companies that we know, startups that talk about generating revenue, but very few talk about value capture." – Gary Bailey "In reality, the most optimal pricing would be to price every single one of those problems individually." – Gary Bailey "When it gets scammy... I think in some of the healthcare stuff, the PBM stuff and some of the other things do I think, well, that's a little bit risky with healthcare and stuff, but I think people are used to it because they experience it in everyday life." – Gary Bailey   Resources and People Mentioned: The Talent Capitalist: https://www.linkedin.com/company/the-talent-capitalist/ FinTech Strategic Advisors: https://www.ftadvisory.co.uk/ Salesforce: https://www.salesforce.com/ HubSpot: https://www.hubspot.com/ Google/Facebook/Meta: Examples of companies with sophisticated contextual pricing Amazon: https://www.amazon.com/ OpenAI/ChatGPT: https://openai.com/   Connect with Gary Bailey: LinkedIn: https://www.linkedin.com/in/gary-bailey-monetization-cfo/   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on May 5, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/urgent-pricing-decisions/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/  

Garrick van Buren is the owner and principal consultant at Pricing from the Start, where he helps early-stage entrepreneurs and B2B SaaS companies create effective pricing strategies before they invest heavily in product development.  Since 2003, he has been launching and managing businesses that support entrepreneurial organizations. His diverse experience includes working with creative professionals and agencies, as well as time at a large corporation with established pricing practices. Garrick is also a certified Cicerone (beer sommelier), which gives him a unique insight into customer value and market positioning. In this episode, Garrick shares his "Pricing from the Start" framework, designed to help entrepreneurs avoid the costly error of building products without fully understanding their value or pricing potential. He emphasizes the importance of qualitative customer research, explains the difference between foundational and detailed problems, and highlights why many entrepreneurs overlook pricing to their own disadvantage. Alongside Mark, he explores how the Jobs-to-be-Done methodology intersects with traditional pricing strategies, debates various value frameworks, and delves into how to measure value in B2B settings.   Why you have to check out today's podcast: Learn how to determine pricing before you build your product, avoiding costly over-investment in questionable features Discover the "Pricing from the Start" framework for early-stage entrepreneurs and established companies at inflection points Understand how to identify foundational vs. detailed customer problems and price accordingly   "They need to have a price, they need to be comfortable charging it, and they need to approach it in a way that they want it to be repeatable, that it gets at the customer value, and that they can make the decision in an ongoing way of, is there a sustainable business here that we're developing?" – Garrick van Buren   Topics Covered: 01:53 – How Garrick transitioned from struggling creative professional to pricing consultant 03:36 – Why entrepreneurs need to know their price before building their product 05:38 – Why successful companies often don't understand the value they deliver to customers 06:37 – Using MVP and Agile principles to test value through service delivery before building products 08:58 – The "Pricing from the Start" framework: qualitative research and timeless persistent problems 11:57 – Jobs-to-be-Done vs. problem-solution-result-value frameworks: what's the difference? 15:42 – Foundational problems vs. detailed problems in market segmentation 20:48 – Why the McDonald's milkshake example may be hurting Jobs-to-be-Done adoption 23:21 – The single sentence framework: "I help [role] at [adjective company] struggling with [timeless persistent problem]" 25:38 – Working with B2B SaaS companies at inflection points and quantifying customer value 28:44 – The 10% rule: capturing value as a percentage of customer incremental profit   Key Takeaways: "Because the alternative is that they burn hundreds of thousands of dollars on something that they were guessing at and then pushed, shoved, fought, and argued with the developers... because they didn't do the first few steps." – Garrick van Buren "Your competitive set is wider than you think. And that I think really drives how I think about both products, solutions, jobs-to-be-done, pricing, all of those things." – Garrick van Buren "If we're going to capture 10% of value and we're going to charge $10,000 a year, that means that somebody is expecting $100,000 worth of value in that year against this kind of problem." – Garrick van Buren   Resources and People Mentioned: Pricing from the Start: https://pricingfromthestart.com/ Jobs-to-be-Done Canvas (referenced in discussion) LinkedIn for recruiting (used as foundational problem example)   Connect with Garrick van Buren: LinkedIn: https://www.linkedin.com/in/garrickvanburen/ Website: https://pricingfromthestart.com/   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on April 28, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/why-i-dont-use-value-maps/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/  

Fede de la Balze is the Co-CEO at Staff Schedule Care and former VP at Pacific Lake Partners, a unique private equity firm specializing in entrepreneurship through acquisition (search funds). With extensive experience in pricing strategy for small and mid-sized businesses, Fede has been instrumental in developing pricing bootcamps for private equity portfolio companies. His journey from supporting searchers to becoming a CEO himself provides valuable insights into the intersection of pricing strategy and business acquisition. In this episode, Fede shares his fascinating experience with search funds, the critical role of pricing in business valuation, and the unique challenges of implementing pricing strategies as a first-time CEO. Together with Mark, they explore how pricing power indicates business quality, the importance of incremental testing over analysis paralysis, and the evolution of the search fund industry.   Why you have to check out today's podcast: Learn about the unique world of search funds and entrepreneurship through acquisition. Discover how pricing power serves as a key indicator of business quality and investment potential. Understand the practical challenges of implementing pricing strategies as a new CEO.   "Come up with something that's a little bit better than what you have and put it in front of someone and test it. I think that's worth a lot."  – Fede de la Balze   Topics Covered: 01:41 – What is Pacific Lake Partners and how search funds differ from traditional private equity 04:15 – The story that sparked the need for pricing bootcamps in the search fund world 06:33 – Why pricing isn't just about changing numbers - it's about market segmentation and value delivery 08:20 – Who owns pricing in small and mid-sized businesses 09:49 – How pricing power became a key criteria in Fede's business search process 13:22 – The reality of being a searcher - "like floating in midair" with binary outcomes 17:16 – Why the search fund industry is becoming oversaturated with email outreach 18:42 – The three types of knowledge every new CEO must master 21:02 – Dealing with legacy pricing decisions and constraints as a new business owner   Key Takeaways: "If you don't think there's a pricing opportunity, it's probably not a good business to buy. Not because you're going to depend on pricing to grow the business necessarily, but because if you don't think there's a pricing opportunity, there's probably not enough value differentiation." – Fede de la Balze "The CEO needs to think and understand that this is their calling. No one's going to figure this out other than them." – Fede de la Balze "Pricing is not a one-time event. It's how you think about how you're adding value and you should continually be thinking and tweaking your pricing model as you go to align with value." – Fede de la Balze   Resources and People Mentioned: Pacific Lake Partners: https://www.pacificlake.com/ Staff Schedule Care: https://www.staffschedulecare.com/ Impact Pricing Bootcamps: https://impactpricing.com/value-optimization-bootcamp/   Connect with Fede de la Balze: LinkedIn: https://www.linkedin.com/in/federico-de-la-balze-7387a42a/    Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on April 21, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/moving-hearts-and-minds/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/  

Join Mark Stiving for a unique dual-guest conversation with Jon Jennings, longtime Impact Pricing sponsor and successful pricing recruiter, and Ryan Walter, a pricing veteran with over 15 years of leadership experience who recently transitioned into recruiting. Together, they reveal the insider's view of private equity pricing transformations, from deal diligence to exit strategies. In this episode, they explore why private equity firms are investing heavily in pricing capabilities, how to determine the right level of pricing leadership for different situations, and the evolving landscape of pricing careers.  The conversation covers everything from pre-acquisition planning to AI's impact on pricing roles, offering valuable insights for both pricing professionals and business leaders.   Why you have to check out today's podcast: Learn the critical difference between hiring a pricing person and orchestrating a pricing transformation. Understand the decision framework for determining whether you need a manager, director, or VP-level pricing leader. Explore why portfolio companies often resist pricing initiatives and how to overcome that resistance.   “In the private equity space, part of the diligence is we think there's an opportunity of pricing improvement of some dollar amount to go get. In order to get that, you're going to need to transform the way things are working, which is building out a team.” – Ryan Walter   Topics Covered: 02:05 – Ryan's journey into pricing: From MBA analytics to solving 7-Eleven's cigarette pricing crisis in Florida 03:29 – Pricing transformation strategies: Why PE's 5-year timeline perfectly aligns with pricing capability building 07:49 – Pricing as a center of excellence: The evolution from analyst roles to VP-level positions and what's next 11:05 – Private equity hiring differences: Stakeholder dynamics, investment thesis pressure, and the "shorter leash" reality 14:30 – Pricing problems in portfolio companies: When port cos don't see the problem PE firms see and how to bridge that gap 17:37 – Pricing transformation explained: Why it's all-encompassing and requires strategy, finance, data, and leadership skills 20:48 – Transformational roles in organizations: The difference between backfilling and building, and why transformation always wins 23:41 – Hiring pricing professionals for PE: Building pricing advisor roles at the firm level and sharing resources across portcos 26:17 – AI's impact on pricing: Data foundation requirements and immediate use cases like rebate design and negotiation prep 29:13 – AI in pricing strategies: Competitive data matching, SKU comparison, and the 80% solution approach 32:06 – Promoting the pricing field: Building the next generation of talent and educating people into pricing careers   Key Takeaways: "In the private equity space, part of the diligence is we think there's an opportunity of pricing improvement of some dollar amount to go get. In order to get that, you're going to need to transform the way things are working, which is building out a team." – Ryan Walter "The reason I like that word [transformation] is it's all encompassing because it's not really one thing. It's not, oh, we need to get a director of FPA in here. We need to get somebody who understands strategy, who understands finance, who understands data and IT tools, and is a leader that can influence others." – Ryan Walter "If you're going to go for a pricing transformation, you have to dive in with both feet. Halfway doesn't typically work." – Jon Jennings   Resources and People Mentioned: 7-Eleven: https://www.7-eleven.com/   Connect with Jon Jennings & Ryan Walter: LinkedIn: https://www.linkedin.com/in/jonjennings/ LinkedIn: https://www.linkedin.com/in/ryan-walter3141/   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on April 14, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/willingness-to-pay-is-not-rational/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/  

Mark Stiving is a pricing expert and the host of the Impact Pricing podcast, where he explores the intricate relationship between pricing, value, and context. With a wealth of experience in pricing strategies, Mark is passionate about helping companies maximize their revenue through effective pricing techniques. Steven Forth is the co-founder and Managing Partner at Ibbaka, a leading pricing strategy consultancy. With deep expertise in B2B SaaS pricing and value-based pricing models, Steven has been at the forefront of pricing innovation for over two decades. He's passionate about the intersection of pricing strategy, customer value, and emerging technologies like AI agents. In this episode, Steven turns the tables on Mark to explore context-driven pricing – Mark's revolutionary framework that's changing how pricing professionals think about willingness to pay. Together, they dive deep into the four contexts that drive every pricing decision, the three-layer business framework that organizes pricing strategy, and why perfection is the enemy of progress in pricing.   Why you have to check out today's podcast: Discover the concept of context-driven pricing and its significance in today's market. Learn how different contexts, such as environmental and customer factors, influence pricing decisions. Understand the importance of defining the problem to effectively implement pricing strategies.   “Willingness to pay is contextual.” – Mark Stiving   Topics Covered: 01:37 – What motivated Mark to think about Context-driven Pricing? 03:15 – The four categories of context: problem, customer, behavioral, and environmental. 04:52 – How environmental factors influence willingness to pay? 06:01 – The role of competitors in shaping pricing strategies. 08:13 – Understanding the foundational problem and its impact on pricing decisions. 14:01 – The intersection of context-driven pricing and AI. 24:58 – Key takeaways on implementing context-driven pricing effectively.   Key Takeaways: “Pricing is about understanding the context in which a buyer operates.” – Mark Stiving “Defining the problem is crucial to determining willingness to pay.” – Mark Stiving “Perfection is impossible; focus on being better every day.” – Mark Stiving   Resources and People Mentioned: Steven Forth: https://www.linkedin.com/in/stevenforth/ Ibbaka: https://www.ibbaka.com/ Craig Zawada: https://www.linkedin.com/in/craig-zawada-a0a39029/ Pros: https://pros.com/ Stephan Liozu: https://www.linkedin.com/in/stephanliozu/ Zilliant: https://zilliant.com/ Gabe Smith: https://www.linkedin.com/in/gabesmith/ PriceFX: https://www.pricefx.com/   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/  Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on April 7, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/tariffs-are-a-second-chance/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/  

Alastair Dryburgh is the Chief Pricing Architect at Intelligent Pricing Architecture and the author of the book “Pricing Genius.” With a background in commercial direction for a marketing consultancy in the pharmaceutical industry, Alastair has spent years honing his expertise in pricing strategies, particularly for creative agencies and consultancies. He believes in the power of value capture and the importance of differentiation in a competitive market. In this episode, Alastair shares his insights on the significance of value over pricing, the necessity of focusing on unique offerings, and how consultants can effectively communicate their value to clients. Together, they discuss the challenges of pricing in a crowded marketplace and the impact of AI on consulting practices.   Why you have to check out today's podcast: Discover how to capture value effectively in your pricing strategies. Learn the importance of differentiation in a competitive consulting market. Explore the relationship between pricing, value, and client outcomes.   “Consider seriously the possibility that you are ten times as good as your competitors in at least part of what you do, and you should not rest until you have found a way of getting paid in accordance with that.” – Alastair Dryburgh   Topics Covered: 01:16 – Meet Alastair Dryburgh, a pricing expert with a unique background in the pharmaceutical industry. 01:55 – Discover the pivotal moment in the pharmaceutical sector that reshaped Alastair's career. 05:22 – Learn why successful pricing hinges on value capture rather than value creation. 05:52 – Understand the oxygen vs. coffee analogy that clarifies the pricing dilemma. 07:37 – Explore the consultant's dilemma of "Will I" vs. "Which one" decisions. 09:33 – Find out why many consultants appear the same and how to differentiate yourself. 11:04 – Uncover the proprietary process strategy inspired by McKinsey that can set you apart. 13:45 – Understand why specialization simplifies your business and enhances your appeal. 16:43 – Learn how to position yourself as the only choice for potential clients. 24:17 – Examine the impact of the AI revolution on consulting pricing models. 28:18 – Get final advice on recognizing and leveraging your 10x advantage in the market.   Key Takeaways: "It's about value capture, not value creation - you may be creating vast amounts of value but capturing only a tiny fraction of it." – Alastair Dryburgh "Every time I got more specialist, things got easier - your marketing becomes clearer and clients know immediately if they're your target." – Alastair Dryburgh "If you're using AI to reduce costs with a cost-plus pricing model, it will kill you - you're just saving your way out of business." – Alastair Dryburgh   Resources and People Mentioned: Intelligent Pricing Architecture: https://www.linkedin.com/company/intelligent-pricing-architecture/  Pricing Genius (book): https://www.amazon.com/Pricing-Genius-Getting-Properly-Advice/dp/1908770783 McKinsey & Co.: https://www.mckinsey.com/    Connect with Alastair Dryburgh: LinkedIn: https://www.linkedin.com/in/alastairdryburgh/  Free resource: http://alastairdryburgh.com/guide/   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on March 31, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/price-segmentation-at-national-parks/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/

Marcos Rivera is the founder of Pricing I/O and author of "Street Pricing." He brings 25 years of pricing experience, including a three-year tenure as an operating executive at Vista Equity Partners where he worked on pricing strategies across multiple portfolio companies. He's been running Pricing.io since 2019 and is passionate about the intersection of pricing and AI. In this episode, Marcos shares his insights on the evolving landscape of pricing in the age of AI, the importance of capturing value, and how companies can differentiate themselves in a competitive market. Together, they discuss the shift from traditional pricing models to outcome-based pricing and the role of AI in enhancing pricing strategies.   Why you have to check out today's podcast: Discover how AI is changing the pricing landscape and what it means for businesses.  Explore the relationship between pricing, value, and customer outcomes. Learn about the importance of low-friction entry points in pricing strategies.   “AI forces you to walk the walk versus talk the talk.” – Marcos Rivera   Topics Covered: 02:48 – The evolution of pricing in SaaS where the system gets credit for capturing more value using AI. 05:36 – The significance of capturing value quickly and efficiently. 08:09 – Differentiation in a competitive market and the role of pricing power. 12:16 – The importance of entry points and reducing friction for customers. 14:44 – How product design and pricing design are interconnected. 17:07 – The challenges of pricing in the AI landscape. 18:59 – Marcos's approach to using AI in pricing strategies. 28:56 – Pricing advice from Marcos.   Key Takeaways: “Pricing is about capturing value, and AI opens up new opportunities for that.” – Marcos Rivera  “Entry points matter; make them as low friction as possible.” – Marcos Rivera  “Understanding how to differentiate your offering is crucial in a crowded market.” – Marcos Rivera   People and Resources Mentioned: Steven Forth: https://impactpricing.com/podcast/691-pricing-in-the-agent-economy-the-future-beyond-subscriptions-with-steven-forth/ Vista Equity Partners: https://www.vistaequitypartners.com/ Pricing.io: https://www.pricingio.com/ Finn AI: https://www.glia.com/ Zendesk: https://www.zendesk.com/ Cursor: https://www.cursor.com/ HubSpot: https://www.hubspot.com/ Salesforce: https://www.salesforce.com/ Snowflake: https://www.snowflake.com/en/ Netflix: https://www.netflix.com/ Slack: https://slack.com/ 99designs: https://99designs.com/ DeepSeek: https://www.deepseek.com/en ChatGPT: https://openai.com/ Claude: https://claude.ai/ Grok: https://grok.com/ Perplexity: https://www.perplexity.ai/   Connect with Marcos Rivera: LinkedIn: https://www.linkedin.com/in/marcoslrivera/ Website: https://www.pricingio.com/    Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/  Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on March 24, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/reasons-why-b2b-salespeople-discount/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/

Steven Forth is the Co-founder & CEO of Ibbaka and a recognized expert in generative AI in pricing. With extensive experience in the intersection of artificial intelligence and pricing strategies, provides valuable insights into how agents are transforming the pricing landscape. In this episode, Steven discusses the concept of AI agents, their role in pricing, and how they can deliver value in various contexts. Together, they explore the implications of AI-driven agents on user interfaces, pricing strategies, and the future of business interactions.   Why you have to check out today's podcast: Understand what agents are and how they differ from general-purpose AI. Discover how pricing strategies for agents can be structured around value delivery. Learn about the future of agent-to-agent interactions and their impact on pricing.   “Understanding what job your agent is going to do is critical for pricing.” – Steven Forth   Topics Covered: 02:07 – Definition of agents and their functionality.  03:17 – Differences between agents and general-purpose AI like ChatGPT.  05:11 – User interface simplicity and complexity in agent design. 08:16 – The AI agent layer cake and its implications for pricing.  11:12 – Access and usage-based pricing for agents.  14:03 – Outcomes-based pricing and its challenges.  16:16 – Tokenization. 20:27 – The importance of understanding the job an agent performs for pricing.  24:31 – Steven's insights on the evolving landscape of pricing strategies. 31:28 – Steven's pricing advice around agents. 31:53 – How to connect with Steven.   Key Takeaways: “Agents make it easier to do things, and if those things are valuable, we're going to do them a lot more.” – Steven Forth “Pricing agents will require a shift in how we think about value delivery.” – Steven Forth   Resources and People Mentioned: Jakob Nielsen: https://en.wikipedia.org/wiki/Jakob_Nielsen_(usability_consultant)  OpenAI: https://openai.com/  Zilliant: https://zilliant.com/  Perplexity: https://www.perplexity.ai/  Salesforce's Agent Force: https://www.salesforce.com/ap/agentforce/  Marc Benioff: https://en.wikipedia.org/wiki/Marc_Benioff  AI Agent Layer Cake: https://www.ibbaka.com/ibbaka-market-blog/how-to-price-ai-agents   Connect with Steven Forth: LinkedIn: https://www.linkedin.com/in/stevenforth/  Email: steven@ibakka.com   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/  Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on March 17, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/practical-pricing-in-a-world-with-tariffs/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/

Mike Blake is the founder of High Score Strategies, with over 26 years of experience in business valuation and M&A markets. He specializes in advising small to medium-sized businesses (SMBs) on increasing their valuations. Mike is passionate about the relationship between pricing and value, and how effective pricing strategies can significantly impact a company's worth. In this episode, Mike shares his insights on how pricing affects valuation, the importance of differentiation in a competitive market, and the shift from growth to profitability in business models. Together, they explore the concept of context-driven pricing, the significance of signaling in pricing strategies, and how companies can leverage their unique data to enhance their market position.   Why you have to check out today's podcast: Discover how pricing communicates a company's brand and market position. Explore the relationship between pricing, profitability, and business valuation. Learn about the importance of differentiation and how to create a competitive moat.   “Pricing is language. It communicates to the market what kind of brand you are.”  – Mike Blake   Topics Covered: 01:37 – The relationship between pricing and valuation.  02:30 – The importance of pricing in determining profitability and cash flow. 03:39 – Differentiation and competitive moats in pricing strategies.  04:53 – The shift from growth to profitability in business models. 08:36 – Signaling in pricing and its impact on investor perception.  11:17 – How to differentiate in a market dominated by larger players.  13:23 – The relevance of pricing strategies for SMBs, and how service-based companies offer consulting as value-ad. 17:04 – What Mike does. 19:36 – Why businesses that don't know their business model. 20:53 – Why value-based pricing is excruciatingly difficult. 25:53 – Mike's advice on pricing and negotiation.   Key Takeaways: “Pricing is the stem cell for all of that. [Cash flow, revenue, and profitability]” – Mike Blake “Companies that get pricing right are the most valuable.” – Mike Blake “If you're selling 100% of your deals you're probably not optimizing your revenue because you're selling too cheaply.” – Mike Blake “Understanding your unique data can create alternative revenue streams.” – Mike Blake   Connect with Mike Blake: LinkedIn: https://www.linkedin.com/in/unblakeable/ Email: mblake@highscoresstrategies.com   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/  Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on March 3, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/pricing-ai-the-rules-havent-changed-but-your-strategy-should/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/

Deepak Bhootra is the CEO of Jabulani Consulting, with over 19 years of experience in the tech industry, including significant roles at Hewlett Packard and Sun Microsystems. Deepak has a deep understanding of pricing strategies and their impact on sales performance. He is passionate about helping organizations navigate the complexities of pricing and sales operations. In this episode, Deepak shares his journey into pricing and sales, discussing the cultural nuances of negotiation in India and how they influence pricing strategies. Together, they explore the challenges salespeople face with pricing, the importance of understanding value from the customer's perspective, and how AI can play a role in pricing strategies.   Why you have to check out today's podcast: Discover the common pitfalls salespeople face when discussing pricing. Explore the importance of aligning pricing with customer value and the psychological aspects of pricing. Learn how AI can enhance pricing strategies and sales effectiveness.   “Pricing is something that companies use to control sales behavior. Salespeople don't like to be controlled.” – Deepak Bhootra   Topics Covered: 01:46 – Deepak introduces himself and shares his background in pricing. 03:10 – The cultural significance of negotiation in India and its impact on pricing. 07:44 – The relationship between sales and pricing and the challenges salespeople face. 14:21 – Discussion on the emotional aspects of pricing and how they affect sales decisions. 17:12 – Insights into the importance of understanding value from the customer's perspective. 23:09 – The role of AI in enhancing pricing strategies and sales effectiveness. 30:35 – Deepak's pricing advice. 33:18 – Connect with Deepak.   Key Takeaways: “Salespeople need to understand the value of pricing and how it relates to customer perception.” – Deepak Bhootra “Value is in the eye of the beholder. Understand what the customer values before discussing pricing.” – Deepak Bhootra “When you ask a budget question right up front, you're actually setting yourself up for a pricing discussion.” – Deepak Bhootra “Pricing is one of those conversations where you have complete control of your CRM updates, you have complete control over your forecast, your relationship, but you do not have control over the price because someone else dictates the price.” – Deepak Bhootra “When you are looking at price, giving a discount is the easiest lever to pull right up front. And typically (salespeople) they do it because they can also bamboozle you with a lot of stuff.” – Deepak Bhootra   People/Resources Mentioned: Jabulani Consulting: https://jabulaniconsulting.com Amartya Sen: https://en.wikipedia.org/wiki/Amartya_Sen   Connect with Deepak Bhootra: LinkedIn: https://www.linkedin.com/in/deepakbhootra/ Email: deepak@jabulaniconsulting.com   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on February 24, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/the-single-perfect-price/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/  

Vladyslav Podoliako is the founder and CEO of Belkins.io, a leading B2B appointment setting agency, and Folderly, an email deliverability system. With a strong entrepreneurial spirit and a focus on performance-based results, Vlad has successfully navigated the complexities of pricing in the B2B space. He is passionate about helping companies scale their businesses through effective client acquisition strategies. In this episode, Vlad shares his journey from launching Belkins to evolving his pricing strategies as the company grew. Together, they explore the critical role of pricing in business growth, the importance of aligning pricing with customer value, and the unique challenges of pricing in the B2B landscape.   Why you have to check out today's podcast: Understand the significance of aligning pricing with customer value and performance. Discover the importance of testing pricing strategies and gathering client feedback. Explore the psychological aspects of pricing and how they influence customer decisions.   “Pricing is like blood in the veins for a growing company. You should have a great pricing model that is scalable and profitable.” – Vlad Podoliako   Topics Covered: 01:10 – Vlad introduces himself and discusses the common misinterpretation of his company names. 02:15 – The importance of pricing in Vlad's entrepreneurial journey and how it evolved over time. 04:36 – Overview of Belkins and its approach to client acquisition. 06:51 – Discussion on the pricing model based on sales qualified leads (SQLs) and its correlation with client ROI. 09:32 – Insights into product packaging and the pricing strategy for Folderly. 13:15 – The impact of high pricing on customer expectations and delivery pressure. 15:42 – The psychological aspects of pricing and how they relate to perceived value. 19:41 – Discussion on the entrepreneurial spirit in Ukraine and its impact on business success. 24:21 – In scaling your company, how often should you revisit your pricing? 26:50 – Vlad's advice on being courageous with pricing and testing strategies. 28:01 – Thoughts on ChatGPT pricing for pro. 30:01 – Connect with Vlad.   Key Takeaways: “Be courageous about your pricing. Test it out more than you strategize theoretically.” – Vlad Podoliako “(on pricing) It's about how much tries you do before you succeed and how resilient you do that. All of these events, historically, we kind of have this in our blood, adaptability, resilience, and hard work.” – Vlad Podoliako   People/Resources Mentioned: Belkins: https://belkins.io/ Folderly: https://folderly.com/ OpenAI: https://openai.com/ Sam Altman: https://en.wikipedia.org/wiki/Sam_Altman NVIDIA: https://www.nvidia.com/en-us/ Google: https://www.google.com/ LinkedIn: https://www.linkedin.com/   Connect with Vlad Podoliako: LinkedIn: https://www.linkedin.com/in/vladPodoliako/  Email: vlad@belkins.io   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/  Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on March 10, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/creating-pricing-power-that-lasts-a-guide-for-long-term-holdings/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/

Jared Smith is the CEO of PriceSmith, a consulting firm specializing in pricing strategies for distributors and light manufacturers. With a background in pricing systems from Vendavo and experience as an adjunct professor at Oklahoma State, Jared brings a wealth of knowledge to the table. He is passionate about helping companies optimize their pricing strategies to capture more value. In this episode, Jared shares his journey from Frito-Lay to leading pricing innovation in the B2B distribution space. Together, they explore the key distinctions between B2B and B2C pricing models, especially the negotiation-heavy and data-rich nature of distribution.   Why you have to check out today's podcast: Learn about the differences between B2B and B2C pricing strategies. Understand the role of pricing systems in managing large SKU portfolios in distributorship. Discover how to effectively segment customers for better pricing strategies.   “Invest in your master data and keep chipping away at it. Start with 80/20 of your products and get that right.”  – Jared Smith   Topics Covered: 01:42 - Jared shares how he got into pricing after his MBA and experiences at Frito-Lay and in B2B distribution. 02:57 - Discussion on the differences between B2C and B2B pricing, including transparency and data access. 06:06 - Challenges in understanding why customers buy and the limitations of data analytics. 12:55 - Jared explains his focus on distribution and the unique challenges it presents. 14:40 - Discussion on the relevance and limitations of cost-plus pricing in distribution. 19:17 - Exploration of how to implement good, better, best pricing in distribution. 25:28 - Discussion on whether distributors publish prices or rely on quotes for transactions. 26:33 - Jared shares insights from Uber experiences and how they relate to distribution pricing. 31:27 - The impact of customer loyalty on pricing strategies and potential risks. 32:55 - Jared's key piece of advice on investing in master data for better pricing strategies. 33:58 - Connect with Jared.   Key Takeaways: “Distribution is an amazing thing. Obviously, it's worldwide. And the simple fact of it, it has two very unique aspects. The first one, a lot of SKUs. And then, the second one is that you have a lot of customers.” – Jared Smith   People/Resources Mentioned: PriceSmith: https://www.pricesmith.com/ Vendavo: https://www.vendavo.com/ Oklahoma State University: https://www.okstate.edu/ Pepsi: https://www.pepsi.com/ Frito-Lay: https://www.fritolay.com/ Coca-Cola: https://www.coca-cola.com/ Apple: https://www.apple.com/ LG: https://www.lg.com/ Uber: https://www.uber.com/ Lyft: https://www.lyft.com/   Connect with Jared Smith: LinkedIn: https://www.linkedin.com/in/jaredpaulsmith/ Email: jared@pricesmith.com   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on February 17, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/the-secret-to-using-ai-in-pricing-ask-expert-questions/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/

James Wilton is the founder and managing partner of Monevate, a consulting firm focused on pricing strategies. With a background in consulting from McKinsey and A.T. Kearney, James has a wealth of experience in helping companies capture value through effective pricing. He recently published a book titled "Capturing Value," which delves into the strategic importance of pricing in business. In this episode, James discusses the nuances of pricing and its critical role in understanding value within a company. He shares insights on how businesses can develop pricing strategies that align with their value propositions and enhance their overall success. James emphasizes the importance of aligning pricing strategies with corporate goals and understanding customer needs, particularly in the SaaS and B2B sectors.   Why you have to check out today's podcast: Learn about the relationship between pricing, value, and corporate strategy. Gain insights on the differences between B2B and B2C pricing strategies. Understand the evolving landscape of usage-based pricing and its implications.   “Being a little bit more thoughtful of thinking about, what are those different levels of offering that I can give? What is the right price metric that really does help me scale across a few different segments? That can make a massive difference to how much value you're able to extract from your market.”  – James Wilton   Topics Covered: 01:22 – James' journey into pricing and consulting. 03:35 – The strategic importance of pricing in business. 04:47 – Understanding value and its impact on pricing decisions. 06:24 – The role of pricing in SaaS and B2B companies. 08:12 – Pricing strategy and corporate valuation. 15:05 – James shares insights on pricing AI, arguing that the fundamental principles of pricing remain the same, despite the unique challenges AI presents. 17:08 – James discusses how Monevate is using AI to analyze qualitative research, improving efficiency in summarizing interview results. 20:36 – Exploration of usage-based pricing, with James explaining its advantages and the importance of aligning pricing metrics with the value delivered to customers. 27:32 – James offers key pricing advice for companies, stressing the importance of creating a differentiated pricing structure to maximize value extraction from the market. 28:45 – Connect with James   Key Takeaways: "Capturing value is about understanding what pricing should do for your company, to capture a fair portion of the value that you create for your customers." - James Wilton "With AI models these days, you're seeing token-type models that fundamentally focus on the amount of work the system is doing. This results in a cost-based metric rather than a value-based metric." - James Wilton "Value really is getting some kind of utility from something in its basic way." - James Wilton   People/Resources Mentioned: Monevate: https://www.monevate.com/ McKinsey: https://www.mckinsey.com/ Capturing Value: https://www.amazon.com/dp/B0DRDVPQJ9 A.T. Kearney: https://www.kearney.com/ RELX: https://www.relx.com/ Steven Forth: https://impactpricing.com/podcast/665-the-future-of-ai-monetization-trends-and-challenges-with-steven-forth/ PayPal: https://www.paypal.com/   Connect with James Wilton: LinkedIn: https://www.linkedin.com/in/jamesdwilton    Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on February 10, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/the-psychology-of-price-increases-why-a-two-stage-approach-might-work/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/

Amit Godbole is the founder of ProdSquad, dedicated to simplifying e-commerce technology through improved product management practices. He serves as a fractional chief product officer at FCI CCM and coordinates regional product tank events with Mind the Product, a leading networking organization for product managers. In this episode, Amit discusses the importance of pricing in product management and how it can significantly impact a company's success. He shares insights on how product managers can leverage pricing strategies to enhance value for customers and drive revenue. Amit emphasizes the need for product managers to take ownership of pricing decisions, especially in the SaaS industry, and highlights the value of understanding customer needs and market dynamics.   Why you have to check out today's podcast: Discover how product managers can influence pricing strategies to drive business success.  Learn about the evolving role of pricing in product management and why it should be a core focus.  Gain insights on how to articulate value in terms of revenue, cost reduction, and risk mitigation.    “Discounting typically means you do not value your product, your services, as much as your client does. So, discount should not be part of the strategy.” – Amit Godbole   Topics Covered: 01:55 – Amit's unexpected journey into pricing  03:37 – The traditional view of product management and its evolution  04:55 – The importance of pricing in SaaS and B2B companies  05:54 – How product managers can experiment with pricing strategies  07:33 – The significance of understanding customer value and willingness to pay  09:30 – The role of pricing pages in B2B and B2C contexts  11:23 – Strategies for creating effective pricing pages that communicate value  12:34 – The impact of subscription models on pricing strategies  14:50 – The importance of honesty in pricing and customer communication 19:12 – Value-based to context driven pricing 24:19 – Amit's best pricing advice for product managers 25:10 – Mark's advice to new pricing analyst   Key Takeaways: “Pricing, revenue, and commercial aspects were the biggest levers somebody could pull in to get a product to the success they want.” – Amit Godbole “Product management professionals must understand that value has to be tied to revenue, or a dollar value, because that's the real value you can create.” – Amit Godbole “More companies need to be honest or need to help customers choose the right solution. If that's not right for them, don't upsell that.” – Amit Godbole   People/Resources Mentioned: Mind The Product: https://www.mindtheproduct.com/ Figma: https://www.figma.com/ Zoom: https://zoom.us/   Connect with Amit Godbole: LinkedIn: https://www.linkedin.com/in/amitgodbole   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on February 4, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/stop-thinking-of-rebates-as-discounts-heres-what-they-really-do/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/  

Mathew Kerbis is The Subscription Attorney who is on a mission to affordably serve latent legal market clients at scale via the subscription model and inspire attorneys to abandon the billable hour. He founded the law firm Subscription Attorney LLC. In this episode, Mathew shares how he's leveraging subscription pricing to disrupt the traditional billable hour model in the legal industry, making legal services more accessible. He highlights his strategy of targeting an underserved market while offering premium pricing options for higher-value clients. Mathew emphasizes his business's profitability, operating with minimal expenses while maintaining a large margin and serving both small and large-scale clients.   Why you have to check out today's podcast: Discover how subscription-based pricing is disrupting traditional legal service models, making legal help more accessible and predictable. Learn how addressing the vast underserved legal market can create new opportunities for both clients and lawyers. Gain insights on how offering premium pricing options alongside accessible subscription plans can balance profitability with customer satisfaction.   “Don't be afraid to experiment and to try something new. I experiment with my pricing to find what works. And so, you should experiment, too, and listen to Mark.” - Mathew Kerbis   Topics Covered: 01:37 - How he was led into pricing 03:24 - Discussing the similarities between doctors transitioning to direct primary care (DPC) and lawyers adopting subscription-based pricing 05:05 - Explaining his flexible subscription model 08:48 - Sharing how instead of tracking time or focusing on cost accounting, he views his business costs as fixed expenses 11:03 - Optimizing efficiency and delivering value through his subscription model 14:04 - Arguing that while clients can access AI tools themselves, they can't match the expertise of a lawyer using them effectively 16:04 - Emphasizing that while AI can generate rapid insights, it requires human judgment to interpret results accurately 18:52 - What he meant when he said he drives prices down and discussing the unmet demand creating a significant opportunity despite price competition in the legal industry 21:53 - Targeting underserved clients while maintaining flexibility to serve both small businesses and larger clients 24:26 - Maintaining accessible pricing while using tiered subscription pricing to price higher 26:30 - Highlighting the importance of strategic pricing to remain competitive without risking client loss or revenue instability 27:30 - Mathew's best pricing advice   Key Takeaways: "Ron Baker has educated me on how cost accounting isn't the way to think about what your actual costs are as a business owner." - Mathew Kerbis "What's great about a month-to-month subscription is, I could drop the client just like they could drop me. And the fact that they have the flexibility to leave at any time actually makes them not leave." - Mathew Kerbis “I still want to offer the accessible pricing, but I will have super premium pricing for the best customers that need it.” - Mathew Kerbis "I don't assign any dollar number to my time or the hours that I spend because things don't take as long as they used to. I was using AI when I launched my firm because I knew less time equals more money doing what I do when you're not billing by the hour." - Mathew Kerbis "Sure, you could use the legal AI tools that I'm using, but are you able to get the same output that a lawyer who is actually using the tool in the way in which it was designed can get better output?" - Mathew Kerbis "Judgment is really important. I don't think AI replaces subject matter experts, frankly ever." - Mathew Kerbis   People/Resources Mentioned: Ron Baker: https://impactpricing.com/podcast/497-classic-trash-the-timesheet-exploring-opportunities-in-subscription-businesses-with-ronald-j-baker/ Calendly: https://calendly.com Adobe Photoshop: https://www.adobe.com/ ChatGPT: https://chatgpt.com ClaudeAI: https://claude.ai Perplexity Pro: https://www.perplexity.ai/hub/faq/what-is-perplexity-proUber:https://www.uber.com Grandview Research: https://www.grandviewresearch.com Walmart: https://www.walmart.com Target: https://www.target.com Sam Walton: https://en.wikipedia.org/wiki/Sam_Walton Jeff Bezos: https://en.wikipedia.org/wiki/Jeff_Bezos   Connect with Mathew Kerbis: Website: https://mathewkerbis.com/ LinkedIn: https://www.linkedin.com/in/kerbisverse/   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on January 27, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/overcoming-fud-how-to-reduce-fear-uncertainty-and-doubt-in-pricing/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/

Paolo De Angeli is currently leading the Customer Experience and Customer Value Management teams at Borealis AG. He has a strong background and passion for Customer Value, from Value Creation to Value Based Pricing. In this episode, Paolo shares the importance of persistence for pricing practitioners, encouraging them to confidently share their insights even when facing resistance. He highlights that pricing is not just about numbers but also about effective change management and influencing senior leaders. By staying committed and focusing on both soft skills and strategy, pricing professionals can drive impactful results.   Why you have to check out today's podcast: Gain actionable strategies for understanding customer needs, framing value propositions, and making data-driven pricing decisions. Dive into valuable lessons on building strong supplier-customer relationships. Learn how pricing is as much about effective communication and influencing as it is about numbers, with tips on navigating resistance.   “If you are a pricing practitioner, you spend time learning, investing. Maybe like I did, taking some certification like the Professional Pricing Society, or you've been involved in the network. You are entitled to share your opinions.” - Paolo De Angeli   Topics Covered: 01:47 - How he found himself in pricing and what made him embrace it 03:45 - Reflecting on the evolution of the pricing profession 05:32 - Articulating the strategic reasoning behind his role as Head of Customer Experience and Customer Value Management 09:09 - Explaining how customer experience and customer value management are interconnected within a continuous commercial operations cycle 14:28 - Emphasizing the importance of having more customer value conversations, highlighting that customers are generally receptive to it 15:33 - Explaining how companies often fear customer value conversations due to the risk of their assumptions being challenged 20:08 - What process he employs when customers suggest improvements 22:05 - The importance of leading value discussions and identifying and addressing specific KPIs that matter to the customer to demonstrate value 25:20 - Highlighting the need to understand the customer's needs before discussing KPIs 27:11 - Why you need to look beyond customer feature requests to uncover the underlying problems 28:56 - How effective value management benefits both the supplier and the customer, creating a win-win scenario 30:13 - Paolo's best pricing advice   Key Takeaways: “Everything that we do internally, when we challenge our value proposition, and we try to understand where our differential value is, comes not only from our internal perception but also and above all from what our customers are telling us.” - Paolo De Angeli “Companies are afraid that customers will not talk, will not share, and will destroy these hypotheses and negotiate on price. And the solution for this is to build a relationship that is more going in the direction of partnership than a transaction with your customers.” - Paolo De Angeli “If we want to simplify two main applications for customer value management, one is when you launch a new solution in the market, you need to have a differential value, a compelling value proposition, so that you need to be convincing both internally and externally and explain why anyone in the world should be interested in buying from you this new solution and not an existing one.” - Paolo De Angeli “Managing expectations is the most important thing, it's not because they ask for something that they will get it, but it's, I think that what we owe our customers is to listen to them. Have a conversation on why certain things are possible and others are not, and then have a joint collaboration on what's possible.” - Paolo De Angeli “Before understanding the KPIs, we need to understand their [customers] needs. We need to understand what their problems are.” - Paolo De Angeli “It's important to agree on the KPIs, but what matters is, to understand what their[customers] problems are and help them understand the profit equation.” - Paolo De Angeli   People/Resources Mentioned: Professional Pricing Society: https://www.pricingsociety.com/ European Pricing Platform: https://www.pricingplatform.com/about-epp Syngenta: https://www.syngenta.com/   Connect with Paolo De Angeli: LinkedIn: https://www.linkedin.com/in/paolo-de-angeli-cpp-b232b85/   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com