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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, communicating and capturing value.

Buyer Insight: "We Lost on Price" – Truthful and Useless

4 mins; April 03, 2026

How Jobs to Be Done Shapes Buyer Decisions (And What They Really Want) with Jim Kalbach

28 mins; March 30, 2026

How to Quantify Value So Buyers Actually Believe It with Mark Stiving and Rebecca Kalogeris

12 mins; March 23, 2026

Blogcast: AI Didn't Kill Per-User Pricing. It Exposed It.

3 mins; March 20, 2026

Why Buyers Can't Articulate Their Real Problems (And Why That Matters for Pricing) with Mark Stiving and Rebecca Kalogeris

14 mins; March 16, 2026

Blogcast: Price Is the Tradeoff

3 mins; March 13, 2026

What Buyers Actually Pay For (Hint: It's Not Your Product) with Mark Stiving and Rebecca Kalogeris

13 mins; March 10, 2026

Blogcast: Buyers Don't Buy Features

3 mins; March 06, 2026

Buyers Buy Futures, Not Features: Understanding the "Let Me Think About It" Moment with Mark Stiving and Rebecca Kalogeris

13 mins; March 03, 2026

Why Pricing Feels Disconnected from Buyer Behavior (And What We're Missing) with Mark Stiving and Rebecca Kalogeris

13 mins; March 02, 2026

Blogcast: Pricing AI: When Algorithms Replace Buyers

3 mins; February 27, 2026

#CLASSIC Why I Teach Pricing: My Journey and Mission

5 mins; February 23, 2026

Blogcast: Pricing AI: Three Levels of Value Visibility

6 mins; February 20, 2026

Synthetic Data in Pricing: Trust It, Test It, or Ignore It? with Steven Forth

31 mins; February 16, 2026

Blogcast: AI Can't Own Pricing

4 mins; February 13, 2026

From $500 to $20,000 a Month: What This Pricing Jump Reveals About Value with Alex Shartsis

30 mins; February 09, 2026

Blogcast: Pricing AI: Outcome-Based Pricing – The Holy Grail for AI

5 mins; February 06, 2026

"You're Wrong" — A Friendly Pricing Debate on Buyer Context with Steven Forth and Mark Stiving

26 mins; February 02, 2026

Blogcast: Credits: A Tool to Reveal Your Value Literacy

7 mins; January 30, 2026

The Logic of Luxury Pricing: How Elite Brands Set Price with Kathryn Porritt

28 mins; January 26, 2026

Blogcast: Credits: The Bridge Between AI Uncertainty and Value Clarity

5 mins; January 23, 2026

Pricing and Billing: Where Strategy Meets Execution with Ryan Susanna

27 mins; January 19, 2026

Blogcast: Designing Hybrid and Evolving Pricing Models for AI

5 mins; January 16, 2026

How AI Is Changing Buying Behavior—and Why Value Still Wins with Mike Wilkinson

28 mins; January 12, 2026

Blogcast: Pricing AI: Evaluating Pricing Metrics

5 mins; January 09, 2026

Who's Accountable When AI Sets the Price? Pricing Governance in the Age of AI with Steven Forth

29 mins; January 05, 2026

Blogcast: What PE Firms Miss in Pricing Due Diligence

2 mins; January 02, 2026

Why Flipping "Good, Better, Best" Can Increase Revenue by 10% with Michael Mansard

25 mins; December 29, 2025

Blogcast: How to Define Powerful Market Segments

6 mins; December 26, 2025

The Subscription Pricing Lever Most Companies Miss (And How It Changes LTV Overnight) with Dan Layfield

29 mins; December 22, 2025

Blogcast: Shareholder Value Is an Outcome, Not a Strategy

3 mins; December 19, 2025

Why Pricing a Platform Is Harder Than Pricing a Product — Lessons from Google Cloud with Deovrat Kajwadkar

30 mins; December 15, 2025

Blogcast: Pricing AI: The COMPASS Spectrum of Pricing Metrics

4 mins; December 12, 2025

How Behavioral Economics Can Fix Your Pricing Blind Spots with Etinosa Agbonlahor

30 mins; December 08, 2025

Blogcast: Nobody Wants to Buy AI

4 mins; December 05, 2025

Revenue Growth Management: Proven Pricing Tactics with Danilo Zatta

28 mins; December 01, 2025

Blogcast: Pricing AI: Pricing Metrics

8 mins; November 28, 2025

How to Quantify Customer Value: A Playbook for Winning B2B Deals with Ed Arnold

34 mins; November 24, 2025

Blogcast: Why Buyers Really Buy

16 mins; November 21, 2025

The Future of Pricing: How AI Changes Everything Except the Pricer with Matt Knaggs

33 mins; November 17, 2025

Blogcast: Pricing AI: The Value of Packaging

11 mins; November 14, 2025

Why 60% of Your Quotes Signal 'Negotiable' to Buyers (And Cost You Millions) with Bill Diggons

29 mins; November 10, 2025

Blogcast: Packaging AI: Structuring Features and Placing AI in Offers

14 mins; November 07, 2025

Why ROI Is Your Most Powerful Pricing Tool with Sarah Williams

36 mins; November 03, 2025

Blogcast: Pricing AI: Market Segmentation Matters

6 mins; October 31, 2025

Why Efficiency, Not AI, Is the Real Competitive Advantage in Pricing with Lindsay Maurer

31 mins; October 27, 2025

Blogcast: Pricing AI: Are You Selling a Platform or a Solution?

7 mins; October 24, 2025

Jobs to Be Done: The Pricing Strategy That Pays Off Big with Bill Wilson

31 mins; October 20, 2025

Blogcast: Pricing AI: Do Costs Finally Matter in Pricing?

7 mins; October 17, 2025

AI as a Multiplier for Pricing with Emanuel Martonca

30 mins; October 13, 2025

Blogcast: Pricing AI: Buyers Buy Inherent and Relative Value

8 mins; October 10, 2025

Why I Teach Pricing: My Journey and Mission

5 mins; October 06, 2025

Blogcast: Pricing AI: A Practical Guide for a Hype-Filled World

9 mins; October 03, 2025

Beyond the Checkout: How Payment Infrastructure Shapes Your Pricing Strategy with Ryan Doran and Danny Smith

33 mins; September 29, 2025

Monetizing AI: Beyond Cost-Plus Pricing with Ian Clark

32 mins; September 22, 2025

Blogcast: Why Empathy Is Your Most Underrated Pricing Tool

5 mins; September 19, 2025

From Commoditized to Premium: The Remarkable Effect with Ton Dobbe

33 mins; September 15, 2025

Blogcast: Two Buyers Talked … and Nothing Bad Happened

4 mins; September 12, 2025

Let Your Customers Help You Price with Scott Kelly

18 mins; September 08, 2025

Blogcast: Everyone's Talking About AI. Almost Nobody's Using It.

4 mins; September 05, 2025

AI SEO and the Future of Brand Discovery with Bryan Phelps

27 mins; September 01, 2025

Blogcast: Product-Market Fit Is Overrated for Pricing

5 mins; August 29, 2025

Why Pricing Deserves a Seat at the CEO Table with John Norkus

31 mins; August 25, 2025

Blogcast: When Pricing Becomes Sleazy Manipulation

6 mins; August 22, 2025

How Many Agents Should Pricing Software Have? with Steven Forth

27 mins; August 18, 2025

Blogcast: The Secret Link Between Market Segments and the "Will I" Decision

5 mins; August 15, 2025

How to Turn Vendors Into Paying Customers (And Other Pricing Secrets) with Ashish Gupta

28 mins; August 11, 2025

Blogcast: Why Pricing AI Is So Hard

3 mins; August 08, 2025

How AI Is Breaking Traditional Per-User Pricing Models with Craig Wilson

25 mins; August 04, 2025

Blogcast: Jobs to Be Done vs. Problems and Results: What's More Useful in B2B?

3 mins; August 01, 2025

COMPASS Framework: Rethinking Pricing Metrics in the Age of AI with Steven Forth and Michael Mansard

36 mins; July 28, 2025

Blogcast: Value Is Not the Same as Willingness to Pay

4 mins; July 25, 2025

How to Benchmark Your Pricing Like AI Models with Steven Forth

35 mins; July 21, 2025

Blogcast: The Two Questions Every Buyer Asks—and How to Design Your Product and Pricing Around Them

4 mins; July 18, 2025

How AI is Breaking Traditional Per-User Pricing Models with Alan Hollander

32 mins; July 14, 2025

Blogcast: Markets Don't Segment By Industry; Buyers Segment By Problem

2 mins; July 11, 2025

Why Most Companies Are Pricing Wrong: The Hidden System Behind Google's Million Daily Price Changes with Gary Bailey

31 mins; July 07, 2025

Blogcast: Urgent Pricing Decisions

3 mins; July 04, 2025

How to Price Products Before You Build Them with Garrick van Buren

32 mins; June 30, 2025

Blogcast: Why I Don't Use Value Maps

2 mins; June 27, 2025

How to Spot Million-Dollar Pricing Opportunities Before You Buy Any Business with Fede de la Balze

23 mins; June 23, 2025

Blogcast: Moving Hearts and Minds

3 mins; June 20, 2025

Beyond Hiring: Why Private Equity Firms Are Building Pricing Transformation Teams (Not Just Filling Roles) with Jon Jennings and Ryan Walter

35 mins; June 16, 2025

Blogcast: Willingness to Pay Is Not Rational

5 mins; June 13, 2025

Understanding Context-Driven Pricing: The Key to Maximizing Willingness to Pay with Mark Stiving

26 mins; June 09, 2025

Blogcast: Tariffs Are a Second Chance

2 mins; June 06, 2025

Stop Pricing Like Everyone Else: How to Become 10X More Expensive Than Your Competitors with Alastair Dryburgh

30 mins; June 02, 2025

Blogcast: Price Segmentation at National Parks

3 mins; May 30, 2025

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

31 mins; May 26, 2025

Blogcast: Reasons Why B2B Salespeople Discount

3 mins; May 23, 2025

Pricing in the Agent Economy: The Future Beyond Subscriptions with Steven Forth

32 mins; May 19, 2025

Blogcast: Practical Pricing in a World with Tariffs

3 mins; May 16, 2025

Pricing as Language: How It Influences Valuation and Market Perception with Mike Blake

27 mins; May 12, 2025

Blogcast: Pricing AI: The Rules Haven't Changed, But Your Strategy Should

5 mins; May 09, 2025

Understanding Value from the Customer's Perspective with Deepak Bhootra

35 mins; May 05, 2025

Blogcast: The Single Perfect Price

2 mins; May 02, 2025

From Startups to Scale: The Importance of Pricing in Business Growth with Vladyslav Podoliako

30 mins; April 28, 2025

Blogcast: Creating Pricing Power That Lasts: A Guide for Long-Term Holdings

7 mins; April 25, 2025

Unlocking Value in Distribution: Effective Pricing Systems Explained with Jared Smith

35 mins; April 21, 2025

Blogcast: The Secret to Using AI in Pricing: Ask Expert Questions

2 mins; April 18, 2025

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