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This is an Impact Pricing Blog published on August 10, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/buyer-first-the-antidote-to-product-myopia/ 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/

What happens when AI changes what software can do faster than companies can figure out how to charge for it?  Rob Litterst is co-founder of Pricing SaaS, focused on SaaS pricing and AI monetization, and a former pricing strategist at ProfitWell. His work explores how software companies price, package, and monetize products as AI changes the value they deliver.  In this episode, Rob and Mark Stiving unpack the shift from seat-based subscriptions to credits, usage-based pricing, AI agents, and outcome-based models. They explore why customers may still prefer familiar pricing, when credits make sense, and why pricing should start with buyer segmentation rather than the latest trend.    Why You Have to Check Out Today's Podcast: Understand why credits are gaining traction and how they can give vendors cost control while offering buyers flexibility.  Learn why broad platforms may suit credit models, while focused solutions can be easier to price around specific outcomes.  Discover why outcome-based pricing is difficult to implement, from agreeing on outcomes to proving attribution and earning buyer acceptance.  Explore how hybrid seat-and-credit models can introduce AI without disrupting existing customer relationships. See why understanding buyer personas and segmentation is foundational to pricing and packaging.    "The more specific your solution, the more specific the pain points you're solving, the more specific the outcomes that you're generating, the easier it is to price on a consistent outcome and kind of, like, prove that out." — Rob Litterst    Topics Covered:  01:00 – How Rob Found His Way Into Pricing. From SaaS sales at HubSpot to startups and ProfitWell, Rob explains how pricing and packaging shaped his experience.  04:30 – Value Metrics vs. Pricing Metrics. Mark and Rob debate the terminology and the difference between what customers perceive as value and what a company charges for.  09:30 – Are Credits Just Company Currency? Why credits can help broad platforms support different use cases while keeping subscription costs predictable.  12:00 – Platforms vs. Solutions: When Credits Make Sense. The more specific the problem and outcome, the easier it may be to price a solution directly rather than through credits.  16:00 – Why Hybrid Pricing Is Taking Off. How companies combine seats and credit allowances to introduce AI while preserving familiar customer relationships.  18:30 – Can AI-Native Services Charge for Outcomes? The conversation explores software companies that use AI to deliver a job or service and price around the result.  20:30 – Why Outcome-Based Pricing Is So Hard. Customers and vendors must agree on the outcome, the vendor must deliver it, and the impact must be proven and attributed.  26:00 – The Hidden Profit Advantage of AI. Rob explains how selecting and routing to the right AI model for each task could improve product economics.  28:30 – Why Buyer Segmentation Comes First. Rob shares the ProfitWell sequence: buyer persona, pricing structure, packaging, and then price points.  31:00 – The Pricing Fundamentals That Still Matter. Why knowing the buyer and understanding pricing fundamentals remain essential even as AI changes the market.    Key Takeaways:  "Customers just want to pay for a seat." – Rob Litterst  "Credits can offer flexibility for broad platforms, but buyers may prefer direct pricing when the solution and outcome are clear." – Rob Litterst  "I think a bunch of companies have tried to go to market with outcome-based pricing and found out that their customers just have no interest in it. Like, they don't want it. They just wanna pay for a seat." – Rob Litterst    Connect with Rob Litterst: LinkedIn: https://www.linkedin.com/in/roblitterst/    Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: [email protected]

This is an Impact Pricing Blog published on August 3, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/how-big-an-ai-bite-are-you-asking-buyers-to-take/ 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/

What if the biggest obstacle to pricing transformation isn't the pricing strategy itself, but getting people to change? Anna Fastishevskaya leads commercial finance and pricing for Eaton across EMEA, bringing experience in finance, commercial strategy, profitable growth, and pricing transformation. She also has an unexpected perspective on leadership: she's a theater actress who uses acting techniques to help people communicate, connect, and lead change. In this episode, Anna explains why pricing needs a seat at the leadership table, how companies can move beyond selling products to delivering customer value, and why trust, transparency, and stakeholder alignment are essential to successful pricing transformation.   Why You Have to Check Out Today's Podcast: Discover why pricing should be positioned at a senior level and connected to the broader revenue generation strategy. Learn how pricing leaders can help teams embrace change, align stakeholders, and communicate customer value more effectively. See how theater techniques can help leaders tell better stories, connect with their audience, and lead transformation without losing authenticity.   "Plan early for different types of scenarios and play transparently with the customers and the stakeholders so that the trust is really being built. The biggest thing that everybody hates is surprises." — Anna Fastishevskaya   Topics Covered: 02:00 – From Commercial Finance to Pricing Leadership. How Anna's background in finance and profitable growth prepared her to lead pricing transformation. 03:30 – Why Customer Value Comes Before the Price. Why building long-term customer relationships and delivering value matter more than simply closing today's order. 05:00 – Who Should Own Pricing? Why Anna believes pricing should have a seat at the senior leadership table and be part of a broader revenue generation strategy. 09:00 – The Challenge of Selling Value Instead of Products. Why manufacturers need to identify monetizable customer value and bring customers along on the journey. 11:00 – Why Pricing Transformation Needs Leadership. How leaders can help teams adapt when expectations for results move faster than people's ability to change. 14:30 – What Theater Teaches Us About Leadership. How Anna uses acting and audience feedback to sharpen communication and make business stories clearer and more impactful. 19:00 – Why Pricing Teams Need Emotional Intelligence. How empathy, stakeholder alignment, and leadership engagement help pricing teams succeed across an organization. 20:30 – How to Tell a Story That Connects. Anna shares a practical coaching technique: develop a short personal story tailored to your audience to create a stronger connection. 23:30 – The Pricing Advice That Builds Trust. Anna's advice on planning for different scenarios and communicating transparently with customers and stakeholders.   Key Takeaways: "We cannot succeed in isolation. This is the teamwork from the broadest perspective of organization." – Anna Fastishevskaya "Plan early for different types of scenarios and play transparently with the customers and the stakeholders so that the trust is really being built." – Anna Fastishevskaya   Connect with Anna Fastishevskaya: LinkedIn: https://www.linkedin.com/in/anna-fastishevskaya/    Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: [email protected]

This is an Impact Pricing Blog published on July 27, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/product-myopia-the-antidote/ 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/

What if your pricing has been quietly leaking margin—and you simply haven't looked closely enough to find it? John Gilbo is Sales Director for North America, Australia, and New Zealand at QuickLizard, with pricing leadership experience at Kirkland's, Academy Sports + Outdoors, and Safeway. He has spent years working across pricing technology, retail pricing, markdowns, promotions, elasticity, and margin optimization. In this episode, John explains why pricing deserves a regular health check and how retailers can uncover hidden value by improving processes, reacting faster, and using smarter pricing models.   Why You Have to Check Out Today's Podcast: Discover the pricing blind spots that can quietly drain margin, from outdated processes to slow reactions. Learn how smarter pricing can turn markdowns, tariffs, competition, and elasticity into opportunities instead of margin problems. See how AI and pricing models can help retailers react faster without losing sight of the strategy behind the numbers.   "Pricing is a great thing to look at the health of what you're doing." — John Gilbo   Topics Covered: 03:30 – Pricing as a Strategic Weapon. How better pricing can drive margin, revenue, and sustained value by reacting faster to costs, competition, tariffs, and elasticity. 05:00 – Understanding the Retailer's Pricing Reality. John breaks down how pricing changes depending on promotions, seasonality, markdowns, and go-to-market strategy. 06:30 – Stop Selling Pricing. Start Solving Problems. Why John starts by understanding a retailer's problems instead of immediately pitching a pricing solution. 08:30 – How to Make the ROI of Pricing Believable. John explains how using ROI ranges and break-even numbers can create a more credible pricing conversation. 11:30 – Why 25X ROI Is Possible in Retail Pricing. How small improvements in retail margins can create significant financial impact. 13:30 – The Secret to Sustained Pricing Value. Why pricing improvement isn't a one-time project and how retailers can keep finding the next opportunity. 15:30 – How to Protect Margin When Tariffs Hit. John explains why retailers shouldn't automatically pass the same cost increase across every product or customer. 18:30 – Where AI Actually Fits in Pricing. How elasticity, seasonality, inventory, competitive data, and AI models can help trigger smarter pricing decisions. 21:00 – Why Customer Segmentation Changes Pricing. How retailers can use customer behavior and loyalty data to make better pricing and merchandising decisions. 23:30 – The Pricing Health Check Every Company Needs. John's final advice: look at pricing with fresh eyes, uncover process gaps, and regularly review where pricing can create more value.   Key Takeaways: "Sustained pricing value comes from continuously asking, "What should we solve next?" – John Gilbo "Don't automatically pass the same cost increase across every product." – John Gilbo   Connect with John Gilbo: LinkedIn: https://www.linkedin.com/in/john-e-f-gilbo/    Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: [email protected]

This is an Impact Pricing Blog published on July 20, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/product-myopia-the-symptoms-youve-been-misdiagnosing/ 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/

What happens when your costs keep rising, your contracts lock you in, and your customers still expect stability? Jacob Moller Korsgaard, Director of Pricing at Danfoss, has spent 15+ years in B2B pricing and leads global pricing for Danfoss Climate Solutions. In this episode, he explains why raising prices during inflation is about much more than adding a percentage to your price list. Jacob breaks down the commercial judgment, timing, contracts, communication, and execution required to raise prices without creating unnecessary disruption in the market. **The next opportunity to meet Jacob Moller Korsgaard in person will be at EPP 20 Years Global in Amsterdam on 17–18 November. Register here to secure your ticket.   Why You Have to Check Out Today's Podcast: Learn why annual price reviews are no longer enough when costs can change dramatically in weeks. Discover how timing, contracts, and distribution channels can make or break a price increase. See why successful price increases require more than cost recovery. They require commercial judgment and disciplined execution.   "We need to be prepared for doing more often price adjustment and we need to focus on the execution part so we implement it efficiently and get our margins secured." – Jacob Moller Korsgaard   Topics Covered 02:45– The Commercial Judgment Pricing Teams Need. Why pricing teams need to understand customers, channels, segmentation, product management, finance, and IT to make better decisions. 05:00 – Why Annual Price Reviews Are Gone. Jacob explains why B2B companies need to react faster to cost changes while avoiding market disruption. 07:00 – How Often Should You Raise Prices?The case for an agreed pricing calendar instead of constantly recalculating prices every time costs move. 09:00 – The Contract Problem Nobody Can Ignore. Why price increases fail when contracts lock in pricing for months or years, and why improving contract flexibility matters. 11:00 – Is Inflation Just an Excuse for Cost-Plus Pricing?Jacob explains how rising costs can eventually affect customer value perception and why cost changes still need to connect to value-based pricing. 13:30 – Should You Lead the Price Increase? Why competitive dynamics can create an opportunity to move first, especially when the entire market is facing similar cost pressures. 15:30 – How to Communicate a Price Increase. Jacob shares why Danfoss aims for direct, honest, and consistent communication, while allowing local markets to adapt the message. 19:00 – What AI Can and Can't Do for Pricing. Jacob explains how Danfoss is using AI, analytics, and pricing software while emphasizing the importance of commercial judgment and good data. 21:00 – The Pricing Advice Jacob Wants You to Act On. Prepare for more frequent price adjustments, strengthen execution, secure your margins, and build the processes and tools needed to implement increases efficiently.   Key Takeaways: "We need to be prepared for doing more often price adjustment and we need to focus on the execution part." – Jacob Moller Korsgaard "If we know that 50% of our revenue is bound in contracts, we cannot change them." – Jacob Moller Korsgaard    Connect with Jacob Moller Korsgaard: LinkedIn: https://www.linkedin.com/in/jacobmollerkorsgaard/    Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: [email protected]

This is an Impact Pricing Blog published on July 13, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/product-myopia-where-it-hides-in-your-company/ 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/

Roberto Rivera is the founder of Pricing Nerd, where he builds AI-powered pricing workflows for B2B companies. With more than 25 years in pricing and experience working alongside some of the field's early pioneers, Roberto has focused on turning pricing expertise into scalable AI-powered workflows. In this episode, Roberto explains why simply asking AI "What price should I charge?" produces unreliable answers. AI needs more than business data. It needs the context and pricing skills required to interpret that information correctly.   Why You Have to Check Out Today's Podcast: Learn why AI needs pricing skills and business context, not just more data, before it can produce useful price guidance. Discover how to make AI pricing recommendations more trustworthy and defensible using deterministic methods, formulas, and supporting evidence. See how AI can help uncover hidden value and margin leakage, from customer value modeling to forgotten contract clauses.   "AI can compile all that information... but at the end of the day, the human and the situation they're in, they're going to go with their best judgment." — Roberto Rivera   Topics Covered: 01:30 – From Pricing Consultant to AI-Powered Pricing. Discover how Roberto's 25+ years in pricing led him to build AI-powered workflows designed to help B2B companies turn value into margin at scale. 04:00 – Why AI Gets Pricing Wrong. Learn why asking AI "What price should I charge?" isn't enough — it needs deep business context and a clear understanding of what pricing actually means inside your organization. 06:00 – Context Isn't Enough: AI Needs Pricing Skills. Roberto introduces the second critical ingredient for AI-powered pricing: skills that teach AI how to interpret business information and apply pricing frameworks. 08:30 – The 48 Pricing Skills AI Can Learn. Explore Roberto's concept of pricing skills, from value-based pricing and willingness to pay to customer value modeling and contract analysis. 11:00 – Where AI Stops and Human Judgment Begins. Learn why AI can process pricing frameworks and massive amounts of information, but humans still need to weigh relationships, politics, sensitivities, risks, and accountability. 19:00 – What Happens When Humans Override the AI? Learn how AI can turn pricing overrides into a learning system, using previous adjustments to improve future recommendations. 21:00 – AI as the Smart New Hire for Your Pricing Team. See how AI can combine information from marketing, CRM, ERP, contracts, and customer data to create a defensible pricing recommendation and help less-experienced sellers learn. 26:30 – Don't Wait for Perfect Data. Start With One Painful Problem. Roberto's advice for getting started with AI: don't try to "boil the ocean." Pick one painful, repetitive pricing problem and use AI to solve it. 29:30 – Roberto's Final Pricing Advice: Just Start. Why messy data, complex businesses, and internal politics shouldn't stop companies from experimenting with AI.   Key Takeaways: "Skills are a massive component of giving the AI the power to not only know about your business, but interpret your business in a way that's going to produce good and solid price guidance." — Roberto Rivera "The beautiful thing that we have, Mark, is that we've been in the space for 25, 30 years... and we know what good looks like." — Roberto Rivera "You don't let perfection kind of limit what you think you can do and just begin to experiment and go for it." — Roberto Rivera   Connect with Roberto Rivera: Email: [email protected] Website: https://www.pricingnerd.com/  LinkedIn: https://www.linkedin.com/in/robertorivera-pricing/ Book: AI for B2B Pricing: Turning Value into Margin at Scale   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: [email protected]

This is an Impact Pricing Blog published on July 6, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/product-myopia-the-disease-you-dont-know-you-have/ 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/

Sandeep Mathew is a sales and marketing leader with 19 years of global CPG experience, including extensive work at Unilever building and deploying revenue growth management (RGM) capabilities. He eventually managed RGM as a global capability across markets and channels. In this episode, Sandeep explains why even sound RGM data and technically correct pricing recommendations can lead brands in the wrong direction.  **The next opportunity to meet Sandeep Mathew in person will be at EPP 20 Years Global in Amsterdam on 17–18 November. Register here to secure your ticket.   Why You Have to Check Out Today's Podcast: Learn why a technically sound RGM recommendation can still be strategically wrong for a brand's long-term health. Discover how promotions can become a downward spiral that erodes brand equity and profitability. Build a better promotional strategy by connecting source of growth → brand job to be done → promotional objective before analyzing the data.   "Don't take any recommendation at face value. Look at all angles to it. Most importantly, from the long-term health of the brand. Never compromise that for any short-term gains." — Sandeep Mathew    Topics Covered: 01:20 – From Marketing to RGM: Why Sandeep Trusted Purchase Data. Learn why Sandeep became drawn to RGM after seeing how actual purchase data could produce more actionable insights than consumer intention research. 03:30 – One RGM Framework Doesn't Fit Every Channel. Discover why e-commerce, value channels, omnichannel, and quick commerce each require customized RGM approaches rather than one standardized framework. 06:00 – The RGM Paradox: When Good Data Leads to a Bad Decision. Sandeep explains how he went from trusting RGM recommendations almost completely to realizing that short-term data can miss long-term brand consequences. 08:00 – Why Three Months of Data Can't Protect a 100-Year-Old Brand. Understand the mismatch between RGM's typical 3–6 month or 3–5 year view and the 10–15+ year horizon required to manage brand equity. 10:00 – The Brand vs. RGM Tension. Learn why marketing teams understand the brand but may not understand RGM, while RGM teams can produce powerful analytics without seeing the long-term brand picture. 12:00 – The Hardest Question: How Do You Measure Long-Term Brand Impact? Sandeep explains why long-term data is ideal, why 10–15 years of data still creates causality challenges, and how to combine brand-equity measures, consumer surveys, and RGM analytics when perfect data isn't available. 14:00 – The Promotion Spiral That Can Kill a Brand. Discover how brands can respond to an underlying brand-equity problem with promotions, temporarily chasing volume while gradually increasing discounts and eroding profitability. 16:00 – What Does Your Brand Actually Stand For? Learn the three questions Sandeep uses to diagnose brand strength: What do you stand for? What meaningful value do you bring? How differentiated and salient are you? 18:00 – Build the Promotional Strategy Before Running the RGM Analysis. Sandeep shares his framework: identify the brand job to be done, determine the source of growth, translate it into promotional objectives, and then use RGM to evaluate the options. 19:30 – Final Pricing Advice: Never Trade Long-Term Brand Health for Short-Term Gains. Sandeep's closing principle for making better pricing decisions.   Key Takeaways: "When you're making decisions at that level for a certain brand, you don't want to only win over the next three months or six months. You want to win for the next five years, 10 years." — Sandeep Mathew "Don't forget that there are long-term impacts on the brand. That's the most important thing." — Sandeep Mathew "Sampling will only work if you want to do penetration. Don't do sampling if you want to switch from your lead competitor." — Sandeep Mathew   Connect with Sandeep Mathew: LinkedIn: https://www.linkedin.com/in/sandeep-john-mathew/    Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: [email protected]

This is an Impact Pricing Blog published on June 29, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/the-value-was-always-there/ 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/

Dominic Genova spent 17 years on the factory side at Chrysler and 27 years owning car dealerships. He grew one dealership from a building with no power or water and no sales into a business with 87 employees and $80 million in annual sales of cars, trucks, and service. He rejected the traditional dealership model of commissions, hidden fees, and payment games in favor of transparent, salary-based selling. In this episode, Dominic exposes the pricing tricks hiding behind the "great deal", from payment games to hidden fees, while Mark challenges his sales philosophy from a pricing perspective.  Together, they unpack why the price isn't the price, how a $500 cheaper car can become a $700 worse deal, and why Dominic believes the real product isn't the car. It's taking care of the customer.    Why You Have to Check Out Today's Podcast: See how a $500 "better deal" can become $700 worse once financing enters the picture. Spot the pricing landmines first-time car buyers rarely see coming. Discover how Dominic built an $80M dealership by replacing sales games with trust, transparency, and repeat business.   "I made the buying process, I made our taking care of you a competitive advantage." — Dominic Genova   Topics Covered: 03:00 – The Price Isn't the Price: What Buyers Actually Need to Calculate 05:00 – From No Sales to an $80M Dealership. Hear how Dominic grew a dealership that started with no power, no water, and no sales into an 87-person, $80M business—and why his pricing philosophy focused on bringing customers back instead of maximizing every transaction. 08:30 – How to Build a Sales Team That Actually Cares. Learn why Dominic rejected traditional commission incentives and instead looked for people who genuinely wanted to treat customers well—and how that became part of the dealership's culture. 10:30 – The Buyer Test: How to Tell If a Salesperson Is Sincere 13:00 – Fit the Customer to the Car, Not the Other Way Around. Discover Dominic's "cars are like shoes" philosophy 18:00 – How Dealers Turn a Great Price Into a Worse Deal. Learn how financing and payment tactics can undermine an attractive vehicle price, including Dominic's example of a $20 monthly payment increase that adds $1,200 over a 60-month loan. 20:30 – The Dealer Tricks Buyers Don't Know to Look For. Get a glimpse into the tactics Dominic saw during his career calling on hundreds of dealers, including misleading advertisements, small-print conditions, and additional charges. 23:00 – Why Trust Became Dominic's Real Product. Discover why Dominic viewed his dealership's product as more than cars: "We take care of you." That philosophy helped create repeat customers, referrals, and a reputation that carried throughout the community. 26:00 – The Counterintuitive Profit Strategy: Maximize Satisfaction, Not Price 28:30 – How First-Time Buyers Can Spot a Bad Deal. Learn how to look beyond the advertised price and evaluate the entire deal, rather than assuming the lowest vehicle price automatically means the lowest total cost. 30:00 – Dominic's Final Pricing Advice   Key Takeaways: "So a lot of people go and shop price and then the unethical dealer sticks it to them on something else." — Dominic Genova  "My philosophy was an agricultural philosophy... to get you to come back again and again rather than draining every dime I could when I saw you." — Dominic Genova    Connect with Dominic Genova: LinkedIn: http://linkedin.com/in/dominic-genova-99a12b66/  Website: http://dontbetaken.com/    Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: [email protected]

This is an Impact Pricing Blog published on June 22, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/hidden-problems-hidden-value/ 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/