Impact Pricing
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Impact Pricing
The Impact Pricing Podcast will help you win more business at higher prices by teaching you about pricing and value. Once you understand how your buyers perceive the value of your product, you can build, market and sell products that win at higher prices. Pricing is really about creating,...
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"You're Wrong" — A Friendly Pricing Debate on Buyer Context with Steven Forth and Mark Stiving
This episode takes a slightly different approach than the usual Impact Pricing conversation.
Instead of teaching a finished framework, Mark brin...
Blogcast: Credits: A Tool to Reveal Your Value Literacy
This is an Impact Pricing Blog published on November 24, 2025, turned into an audio podcast so you can listen on the go.
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The Logic of Luxury Pricing: How Elite Brands Set Price with Kathryn Porritt
Kathryn Porritt is the founder and CEO of Iconic Empires, where she specializes in helping elite experts build luxury and premium positioning. With a...
Blogcast: Credits: The Bridge Between AI Uncertainty and Value Clarity
This is an Impact Pricing Blog published on November 17, 2025, turned into an audio podcast so you can listen on the go.
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Pricing and Billing: Where Strategy Meets Execution with Ryan Susanna
Ryan Susanna is the VP of Sales at LogiSense, where he helps telecom, IoT, and SaaS companies operationalize complex usage-based and hybrid pricing mo...
Blogcast: Designing Hybrid and Evolving Pricing Models for AI
This is an Impact Pricing Blog published on November 10, 2025, turned into an audio podcast so you can listen on the go.
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How AI Is Changing Buying Behavior—and Why Value Still Wins with Mike Wilkinson
Mike Wilkinson, founder of Axia Value Solutions, joins Mark Stiving to explore how AI is fundamentally changing buying behavior—and why this shift exp...
Blogcast: Pricing AI: Evaluating Pricing Metrics
This is an Impact Pricing Blog published on November 3, 2025, turned into an audio podcast so you can listen on the go.
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Who's Accountable When AI Sets the Price? Pricing Governance in the Age of AI with Steven Forth
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 gov...
Blogcast: What PE Firms Miss in Pricing Due Diligence
This is an Impact Pricing Blog published on October 27, 2025, turned into an audio podcast so you can listen on the go.
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Why Flipping "Good, Better, Best" Can Increase Revenue by 10% with Michael Mansard
Michael Mansard, Principal Director of Subscription Strategy at Zuora, joins Mark Stiving to challenge one of pricing's most accepted conventions: the...
Blogcast: How to Define Powerful Market Segments
This is an Impact Pricing Blog published on October 20, 2025, turned into an audio podcast so you can listen on the go.
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The Subscription Pricing Lever Most Companies Miss (And How It Changes LTV Overnight) with Dan Layfield
Dan Layfield, founder of the Subscription Index, joins Mark Stiving to unpack the less-visible pricing and monetization levers that drive real growth...
Blogcast: Shareholder Value Is an Outcome, Not a Strategy
This is an Impact Pricing Blog published on October 13, 2025, turned into an audio podcast so you can listen on the go.
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Why Pricing a Platform Is Harder Than Pricing a Product — Lessons from Google Cloud with Deovrat Kajwadkar
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...
Blogcast: Pricing AI: The COMPASS Spectrum of Pricing Metrics
This is an Impact Pricing Blog published on October 6, 2025, turned into an audio podcast so you can listen on the go.
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How Behavioral Economics Can Fix Your Pricing Blind Spots with Etinosa Agbonlahor
Etinosa Agbonlahor is the CEO of Decision Alpha and former Director of Behavioral Research at Fidelity Investments. A behavioral economist by training...
Blogcast: Nobody Wants to Buy AI
This is an Impact Pricing Blog published on September 29, 2025, turned into an audio podcast so you can listen on the go.
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Revenue Growth Management: Proven Pricing Tactics with Danilo Zatta
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 i...
Blogcast: Pricing AI: Pricing Metrics
This is an Impact Pricing Blog published on September 22, 2025, turned into an audio podcast so you can listen on the go.
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How to Quantify Customer Value: A Playbook for Winning B2B Deals with Ed Arnold
Ed Arnold, founder and managing partner at The Valorizer, brings decades of hands-on experience building customer value models, teaching value convers...
Blogcast: Why Buyers Really Buy
This is an Impact Pricing Blog published on September 15, 2025, turned into an audio podcast so you can listen on the go.
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The Future of Pricing: How AI Changes Everything Except the Pricer with Matt Knaggs
Matt Knaggs, Senior Business Value Lead at Zilliant, brings a decade of pricing insight shaped by an unexpected leap from industrial safety into comme...
Blogcast: Pricing AI: The Value of Packaging
This is an Impact Pricing Blog published on September 8, 2025, turned into an audio podcast so you can listen on the go.
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Why 60% of Your Quotes Signal 'Negotiable' to Buyers (And Cost You Millions) with Bill Diggons
Bill Diggons, managing partner at Qittitut Consulting (yes, named after a fast-growing, healthy Inuit bear), shares 24 years of pricing wisdom earned...
Blogcast: Packaging AI: Structuring Features and Placing AI in Offers
This is an Impact Pricing Blog published on September 1, 2025, turned into an audio podcast so you can listen on the go.
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Why ROI Is Your Most Powerful Pricing Tool with Sarah Williams
Sarah Williams, founder and CEO of Leading Culture and former director at GAP Consulting for 23 years, brings her accounting background and business g...
Blogcast: Pricing AI: Market Segmentation Matters
This is an Impact Pricing Blog published on August 25, 2025, turned into an audio podcast so you can listen on the go.
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Why Efficiency, Not AI, Is the Real Competitive Advantage in Pricing with Lindsay Maurer
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...
Blogcast: Pricing AI: Are You Selling a Platform or a Solution?
This is an Impact Pricing Blog published on August 18, 2025, turned into an audio podcast so you can listen on the go.
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Jobs to Be Done: The Pricing Strategy That Pays Off Big with Bill Wilson
Bill Wilson, CEO and founder of Pace Pricing and official pricing advisor for the government of New Zealand, takes Mark on a deep dive into Jobs to be...
Blogcast: Pricing AI: Do Costs Finally Matter in Pricing?
This is an Impact Pricing Blog published on August 11, 2025, turned into an audio podcast so you can listen on the go.
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AI as a Multiplier for Pricing with Emanuel Martonca
Emanuel Martonca, founder of Soft Fight, reveals how agentic AI is solving one of the biggest challenges in IT services: coordinating pricing decision...
Blogcast: Pricing AI: Buyers Buy Inherent and Relative Value
This is an Impact Pricing Blog published on August 4, 2025, turned into an audio podcast so you can listen on the go.
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Why I Teach Pricing: My Journey and Mission
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 longtim...
Blogcast: Pricing AI: A Practical Guide for a Hype-Filled World
This is an Impact Pricing Blog published on July 28, 2025, turned into an audio podcast so you can listen on the go.
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Beyond the Checkout: How Payment Infrastructure Shapes Your Pricing Strategy with Ryan Doran and Danny Smith
Ryan Doran is a Partner in Lead Creative and Head of UI/UX for Turkois, with over 17 years of experience in monetization strategy, payments, and scali...
Monetizing AI: Beyond Cost-Plus Pricing with Ian Clark
Ian Clark runs Crescendo Consulting, helping companies monetize AI features. He's advised leadership teams on packaging, pricing metrics, and outcome-...
Blogcast: Why Empathy Is Your Most Underrated Pricing Tool
This is an Impact Pricing Blog published on July 21, 2025, turned into an audio podcast so you can listen on the go.
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From Commoditized to Premium: The Remarkable Effect with Ton Dobbe
Ton Dobbe is the founder of Value Inspiration, helping SaaS companies transform from commoditized to remarkable. He's the author of The Remarkable Eff...