Impact Pricing Podcast

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 todays 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: [email protected]

This is an Impact Pricing Blog published on March 24, 2025, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/reasons-why-b2b-salespeople-discount/

If you have any feedback, definitely send it. You can reach us at [email protected]. 

Now, go make an impact.

Connect with Mark Stiving:

• Email: [email protected]
• LinkedIn: https://www.linkedin.com/in/stiving/

Steven Forth is the Co-founder & CEO of Ibbaka and a recognized expert in generative AI in pricing. With extensive experience in the intersection of artificial intelligence and pricing strategies, provides valuable insights into how agents are transforming the pricing landscape.

In this episode, Steven discusses the concept of AI agents, their role in pricing, and how they can deliver value in various contexts. Together, they explore the implications of AI-driven agents on user interfaces, pricing strategies, and the future of business interactions.

Why you have to check out today’s podcast:

• Understand what agents are and how they differ from general-purpose AI.
• Discover how pricing strategies for agents can be structured around value delivery.
• Learn about the future of agent-to-agent interactions and their impact on pricing.

“Understanding what job your agent is going to do is critical for pricing.”

– Steven Forth

Topics Covered:

02:07 – Definition of agents and their functionality. 

03:17 – Differences between agents and general-purpose AI like ChatGPT. 

05:11 – User interface simplicity and complexity in agent design.

08:16 – The AI agent layer cake and its implications for pricing. 

11:12 – Access and usage-based pricing for agents. 

14:03 – Outcomes-based pricing and its challenges. 

16:16 – Tokenization.

20:27 – The importance of understanding the job an agent performs for pricing. 

24:31 – Steven’s insights on the evolving landscape of pricing strategies.

31:28 – Steven’s pricing advice around agents.

31:53 – How to connect with Steven.

Key Takeaways:

“Agents make it easier to do things, and if those things are valuable, we’re going to do them a lot more.” – Steven Forth

“Pricing agents will require a shift in how we think about value delivery.” – Steven Forth

Resources and People Mentioned:

• Jakob Nielsen: https://en.wikipedia.org/wiki/Jakob_Nielsen_(usability_consultant) 
• OpenAI: https://openai.com/ 
• Zilliant: https://zilliant.com/ 
• Perplexity: https://www.perplexity.ai/ 
• Salesforce's Agent Force: https://www.salesforce.com/ap/agentforce/ 
• Marc Benioff: https://en.wikipedia.org/wiki/Marc_Benioff 
• AI Agent Layer Cake: https://www.ibbaka.com/ibbaka-market-blog/how-to-price-ai-agents

Connect with Steven Forth:

• LinkedIn: https://www.linkedin.com/in/stevenforth/ 
• Email: [email protected]

Connect with Mark Stiving:

• LinkedIn: https://www.linkedin.com/in/stiving/ 
• Email: [email protected]

This is an Impact Pricing Blog published on March 17, 2025, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/practical-pricing-in-a-world-with-tariffs/

If you have any feedback, definitely send it. You can reach us at [email protected]. 

Now, go make an impact.

Connect with Mark Stiving:

• Email: [email protected]
• LinkedIn: https://www.linkedin.com/in/stiving/

Mike Blake is the founder of High Score Strategies, with over 26 years of experience in business valuation and M&A markets. He specializes in advising small to medium-sized businesses (SMBs) on increasing their valuations. Mike is passionate about the relationship between pricing and value, and how effective pricing strategies can significantly impact a company's worth.

In this episode, Mike shares his insights on how pricing affects valuation, the importance of differentiation in a competitive market, and the shift from growth to profitability in business models. Together, they explore the concept of context-driven pricing, the significance of signaling in pricing strategies, and how companies can leverage their unique data to enhance their market position.

Why you have to check out today’s podcast:

• Discover how pricing communicates a company's brand and market position.
• Explore the relationship between pricing, profitability, and business valuation.
• Learn about the importance of differentiation and how to create a competitive moat.

“Pricing is language. It communicates to the market what kind of brand you are.” 

– Mike Blake

Topics Covered:

01:37 – The relationship between pricing and valuation. 

02:30 – The importance of pricing in determining profitability and cash flow.

03:39 – Differentiation and competitive moats in pricing strategies. 

04:53 – The shift from growth to profitability in business models.

08:36 – Signaling in pricing and its impact on investor perception. 

11:17 – How to differentiate in a market dominated by larger players. 

13:23 – The relevance of pricing strategies for SMBs, and how service-based companies offer consulting as value-ad.

17:04 – What Mike does.

19:36 – Why businesses that don't know their business model.

20:53 – Why value-based pricing is excruciatingly difficult.

25:53 – Mike’s advice on pricing and negotiation.

Key Takeaways:

“Pricing is the stem cell for all of that. [Cash flow, revenue, and profitability]” – Mike Blake

“Companies that get pricing right are the most valuable.” – Mike Blake

“If you're selling 100% of your deals you're probably not optimizing your revenue because you're selling too cheaply.” – Mike Blake

“Understanding your unique data can create alternative revenue streams.” – Mike Blake

Connect with Mike Blake:

• LinkedIn: https://www.linkedin.com/in/unblakeable/
• Email: [email protected]

Connect with Mark Stiving:

• LinkedIn: https://www.linkedin.com/in/stiving/ 
• Email: [email protected]