Adoption Over Retention: The New AI Pricing Game with Marcos Rivera

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