Impact Pricing

Whether you've been with us since the beginning or you just discovered Impact Pricing last week, this episode is for you. If you're one of our longtime listeners, you know Mark's voice, you've heard his insights, and maybe you've even implemented some of his strategies in your own business. But have you ever wondered what drives him to keep showing up week after week, year after year? If you're ne...

This is an Impact Pricing Blog published on December 15, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/pricing-ai-three-levels-of-value-visibility/ 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 Linke...

Steven Forth is a pricing strategist and AI innovator with decades of experience building value-based pricing models.  As the founder of Value IQ, he blends rigorous pricing theory with emerging AI applications—often pushing the boundaries of how pricing professionals think about data, modeling, and buyer behavior. In this episode, Mark and Steven step into another live debate aka 'intellectual ch...

This is an Impact Pricing Blog published on December 8, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/ai-cant-own-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...

Alex Shartsis is a pricing and go-to-market advisor who helps founders charge what their products are actually worth. He is the CEO of Silverwood and Skyp, working with early- and growth-stage companies on pricing discipline, packaging, and monetization. This episode explores why charging too little early is one of the most expensive mistakes founders make, including the story of raising a custome...

This is an Impact Pricing Blog published on December 1, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/pricing-ai-outcome-based-pricing-the-holy-grail-for-ai/ 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...

This episode takes a slightly different approach than the usual Impact Pricing conversation. Instead of teaching a finished framework, Mark brings an early draft of his upcoming book to the table and asks Steven to react to it as a thoughtful pricing peer.  Steven Forth , co-creator of ValueIQ, largely agrees with the direction of the book, but pauses on a key point: how buyer context is defined,...

This is an Impact Pricing Blog published on November 24, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/a-tool-to-reveal-your-value-literacy/ 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: ht...

Kathryn Porritt is the founder and CEO of Iconic Empires, where she specializes in helping elite experts build luxury and premium positioning. With a focus on monetization expertise and authority, Kathryn works with clients to elevate their brands and expand their vision of possibilities. Her unique approach emphasizes mastery, rarity, and transformative experiences, enabling her clients to connec...

This is an Impact Pricing Blog published on November 17, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/credits-the-bridge-between-ai-uncertainty-and-value-clarity/ 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@impactp...

Ryan Susanna is the VP of Sales at LogiSense, where he helps telecom, IoT, and SaaS companies operationalize complex usage-based and hybrid pricing models. With more than two decades in monetization, automation, and billing infrastructure, Ryan didn't come up through pricing theory—he came up through execution. His work sits at the intersection of pricing ideas and the systems required to make tho...

This is an Impact Pricing Blog published on November 10, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/designing-hybrid-and-evolving-pricing-models-for-ai/ 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.c...

Mike Wilkinson , founder of Axia Value Solutions, joins Mark Stiving to explore how AI is fundamentally changing buying behavior—and why this shift exposes weak value stories more than it threatens good sellers. In this episode, Mike explains how AI has raised buyer expectations by enabling benchmarking, price testing, and faster comparisons—rewarding sellers who clearly communicate value and expo...

This is an Impact Pricing Blog published on November 3, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/pricing-ai-evaluating-pricing-metrics/ 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: ht...

Steven Forth , Managing Partner at Ibbaka and co-creator of Value IQ, joins Mark Stiving to tackle a topic most pricing teams are avoiding: pricing governance in an AI-driven world. This episode explores who owns pricing decisions when AI is involved, how companies should govern data and models, and why pricing leaders must step into a broader leadership role or risk having governance imposed on t...

This is an Impact Pricing Blog published on October 27, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/what-pe-firms-miss-in-pricing-due-diligence/ 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 Linked...

Michael Mansard , Principal Director of Subscription Strategy at Zuora, joins Mark Stiving to challenge one of pricing's most accepted conventions: the order of good, better, best. In this episode, Michael shares original research showing how simply changing the display order to best, better, good can significantly increase purchase intent and revenue. Drawing on behavioral economics, loss aversio...

This is an Impact Pricing Blog published on October 20, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/how-to-define-powerful-market-segments/ 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: h...

Dan Layfield , founder of the Subscription Index, joins Mark Stiving to unpack the less-visible pricing and monetization levers that drive real growth in subscription businesses. With experience scaling Codecademy from $10M to $50M in revenue and leading product teams at Uber and Diligent, Dan brings a product-led, ROI-first perspective on pricing. This episode culminates in one of the most action...

This is an Impact Pricing Blog published on October 13, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/shareholder-value-is-an-outcome-not-a-strategy/ 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 Lin...

Deovrat Kajwadkar is the Director of Strategic Deal Pricing and Monetization at Google Cloud, where he sits at the center of some of the most complex commercial decisions in modern tech. With a background in management consulting at McKinsey and deep experience in cloud and AI monetization, Deovrat brings a rare inside view of how pricing actually works when products are platforms, costs are dynam...

This is an Impact Pricing Blog published on October 6, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/pricing-ai-the-compass-spectrum-of-pricing-metrics/ 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...

Etinosa Agbonlahor is the CEO of Decision Alpha and former Director of Behavioral Research at Fidelity Investments. A behavioral economist by training, she helps companies understand how customers actually make decisions—and how that should shape pricing. In this episode, Etinosa and Mark Stiving unpack the tension between real value and perceived value, why customers don't react to prices rationa...

This is an Impact Pricing Blog published on September 29, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/nobody-wants-to-buy-ai/ 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.lin...

Danilo Zatta is the author of The Pricing Model Revolution, The 10 Rules of Highly Effective Pricing, and the new book Revenue Growth Management. He is recognized as one of LinkedIn's Top 5 Pricing Thought Leaders and brings decades of consulting experience from Accenture, Simon-Kucher, and BCG. His work is anchored in one simple insight: pricing is the "sunny side" of consulting. He shares real e...