Impact Pricing

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...

This is an Impact Pricing Blog published on September 22, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/pricing-ai-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: https://www...

Ed Arnold , founder and managing partner at The Valorizer, brings decades of hands-on experience building customer value models, teaching value conversations, and guiding companies toward value-based pricing. After working directly with Tom Nagle at Monitor Group and leading value initiatives at LeveragePoint, Forrester, and Ibbaka, Ed has become one of the most respected practitioners of Economic...

This is an Impact Pricing Blog published on September 15, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/why-buyers-really-buy/ 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.link...

Matt Knaggs , Senior Business Value Lead at Zilliant, brings a decade of pricing insight shaped by an unexpected leap from industrial safety into commercial excellence. Known for blending analytics, AI, and practical sales enablement, he now helps B2B companies make smarter, more confident pricing decisions by pairing data science with human judgment. In this episode, Matt and Mark dive straight i...

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

Bill Diggons , managing partner at Qittitut Consulting (yes, named after a fast-growing, healthy Inuit bear), shares 24 years of pricing wisdom earned across 182 projects in 57 countries. A disciple of pricing legend Tom Nagle and former oil industry marketer at Schlumberger and Halliburton, Bill reveals why single-column bids are leaving 3-5 margin points on the table and how tiering transforms B...

This is an Impact Pricing Blog published on September 1, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/packaging-ai-structuring-features-and-placing-ai-in-offers/ 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@impactpr...

Sarah Williams , founder and CEO of Leading Culture and former director at GAP Consulting for 23 years, brings her accounting background and business growth strategy expertise to a spirited debate about ROI, value-based pricing, and why companies leave money on the table.  From her home in New Zealand (Mark's second favorite country), Sarah challenges conventional pricing wisdom—arguing that ROI a...

This is an Impact Pricing Blog published on August 25, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/pricing-ai-market-segmentation-matters/ 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: http...

Lindsay Maurer is Pricing Intervention Manager at BP. With 14 years of experience in product management and pricing, she reveals how she achieved a 13% profit gain despite a 16% revenue drop, and why she believes "the dumbest guy in the market sets the price." In this episode, Lindsay and Mark Stiving discuss regional pricing strategies, ethical competitive intelligence, and the power of price sig...

This is an Impact Pricing Blog published on August 18, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/pricing-ai-are-you-selling-a-platform-or-a-solution/ 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...