AI as a Multiplier for Pricing with Emanuel Martonca

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/

20 Jun 3min

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

16 Jun 35min

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/

13 Jun 5min

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

9 Jun 26min

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/

6 Jun 2min

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

2 Jun 30min

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/

30 Mai 3min

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

26 Mai 31min