Impact Pricing

Mark Stiving, Ph.D.
  • 5.0 (8)
  • Marketing
  • Weekly

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.

  1. 1 day ago

    Why Pricing Professionals Should Stop Working Alone with Diana Coelho

    Pricing is a team sport. Yet many pricing professionals still feel isolated, working through complex decisions without enough input from the people around them. Diana Coelho, Chair of EPP, brings more than 15 years of experience in pricing, revenue management, and commercial excellence. She shares why pricing professionals need to build stronger connections across their organizations and within the wider pricing community. In this episode, Diana also explores how AI is changing access to pricing knowledge, why industry-specific solutions matter, and how collaboration helps uncover opportunities that one person or department might miss.   Why You Have to Check Out Today's Podcast: Stop working in isolation. Learn why pricing needs input from sales, IT, product, and leadership. Don't rely on AI alone. Discover why human experience and peer discussions still matter. Find value through collaboration. See how different perspectives uncover better pricing opportunities.   "Be open and talk to people because they will all bring a different perspective to the table." — Diana Coelho   Topics Covered: 00:00 – Why Pricing Is a Profession That Never Stops Learning. Diana explains how pricing connects marketing, sales, IT, data, customer value, and commercial execution. 02:00 – Why Pricing Professionals Need a Community. Discover how peer learning, training, and shared experiences help pricing professionals develop their expertise. 04:00 – Can You Trust AI to Teach You Pricing? Diana discusses why AI can be a useful starting point but shouldn't replace human judgment and experience. 08:00 – Why There's No One-Size-Fits-All Pricing Solution. Learn why pricing technology and best practices need to fit the specific needs of each industry. 11:00 – Why EPP Focuses on Industry-Specific Communities. Diana explains how connecting professionals within the same vertical creates more relevant discussions and learning opportunities. 14:00 – Building a Global Pricing Community. Explore EPP's vision for expanding its reach while preserving the community-driven foundation that made it valuable. 18:00 – The Real Value of Pricing Events Is in the Connections. Discover why the conversations and relationships formed beyond the stage can be more valuable than the presentations themselves. 22:00 – Why Pricing Professionals Should Stop Working Alone. Diana shares why collaboration across departments and with fellow pricing professionals leads to better decisions and value capture. 24:00 – You're Not Alone in Your Pricing Career. Diana encourages pricing professionals to connect with their wider community and learn from people who understand their challenges.   Key Takeaways: "Pricing is always evolving. You never stop learning." — Diana Coelho "AI always gives you an answer, but you have to challenge it." — Diana Coelho   Connect with Diana Coelho: LinkedIn: https://www.linkedin.com/in/dianacoelho/   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com

    Why Pricing Professionals Should Stop Working Alone with Diana Coelho

  2. 4 days ago

    Buyer Insight: Credits Are a Confession

    This is an Impact Pricing Blog published on August 24, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/credits-are-a-confession/ 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/

  3. 2 Nov

    Stop Selling Hours. Start Selling Value with Florence Brunet

    What if your customers aren't really buying your team's time, equipment, or technical expertise? What if they're buying the problems you solve and the results you deliver? Florence Brunet, Pricing Director and Head of Group Pricing Performance at Equans, is leading a pricing transformation to move an engineering-driven organization beyond traditional cost-plus pricing toward value-based pricing. In this episode, Florence explains how to help engineers sell outcomes instead of hours, quantify customer pain, and build confidence in charging higher prices. She also shares how customer value, ESG commitments, and project profitability influence pricing decisions in complex B2B projects. **The next opportunity to meet Florence Brunet 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 how to move beyond cost-plus and sell the value your projects create. Discover how customer questions help quantify pain, savings, and willingness to pay. See how to justify premium prices even when competitors charge less.   "Instead of selling hours of technician, engineer, and instead of selling equipment, here we talk about what we create for customers."  – Florence Brunet   Topics Covered: 02:00 – Stop Selling Hours. Start Selling Value. Learn why customers should pay for the outcomes you create, not simply technician hours, engineering time, or equipment. 10:00 – Building Confidence to Charge Higher Prices. Explore how workshops, a value toolkit, and deal-scoring tools help engineers justify higher prices. 12:00 – Why You Can Win Without Being the Cheapest. Discover how ESG commitments, local teams, and responsible business practices can strengthen your value proposition. 16:00 – Protecting Profitability After the Project Is Won. Learn how Equans monitors margins, manages contracts, and identifies opportunities to recover profitability during execution. 17:30 – The Pricing Advice: Know Your Customer. Florence shares why customer segmentation and understanding customer needs should guide pricing decisions.   Key Takeaways: "Be customer-centric, knowing who are your customers, your segment, what are their main needs." – Florence Brunet "Sometimes we are not the cheapest, but we win because of this." – Florence Brunet "We should cover our costs, it's the bare minimum, but taking into account the context and the value we are providing is also important." – Florence Brunet   People and Resources Mentioned: Equans – Florence's company, operating in energy, digital, and industrial transitions. ESG – Environmental, social, and governance considerations that can contribute to a company's value proposition.   Connect with Florence Brunet: LinkedIn: https://www.linkedin.com/in/florence-brunet-pricing-strategic-marketing-director/    Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com

    Stop Selling Hours. Start Selling Value with Florence Brunet

  4. 30 Oct

    Buyer Insight: Wall Street Is Sending Software Companies a Message About AI Pricing

    This is an Impact Pricing Blog published on August 17, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/wall-street-is-sending-software-companies-a-message-about-ai-pricing/ 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/

  5. 26 Oct

    When Free Beats Your Price, Learn From Ebay with Yvonne Pop

    What happens when competitors offer for free what you charge for? Yvonne Pop, Director of Global Markets Pricing and Monetization at eBay, shares how eBay rethought its marketplace pricing by looking at who receives the most value, who is most willing to pay, and what makes customers choose one platform over another. In eBay's UK business, the answer meant a major shift: stop charging certain consumer sellers and focus monetization on the buyer side instead. In this episode, Yvonne reveals how to rethink pricing when free alternatives threaten your business, why customer perception can matter as much as the price itself, and how to balance sophisticated pricing with simplicity and trust. **The next opportunity to meet Yvonne Pop 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: When free wins: Learn why eBay stopped charging certain sellers and shifted where it captures value. Price the right customer: Discover how buyers and sellers value the same marketplace differently. Psychology beats assumptions: See why what customers think they pay can matter more than what they actually pay.   "Do not ever ignore the human customers behind it and the human psychology." – Yvonne Pop   Topics Covered: 02:00 – Managing Change in Pricing. Learn how Yvonne approaches pricing transformation through governance, standardized processes, and organizational change management. 04:00 – Who Should Pay for a Marketplace? Discover why eBay must consider both buyers and sellers when setting fees, while balancing supply, demand, and transaction value. 09:00 – When Free Beats Your Price. Yvonne shares eBay's UK case study and explains why charging consumer sellers created a barrier to listings, even when the platform offered valuable services. 11:00 – Why eBay Shifted Where It Captures Value. Learn why eBay stopped charging certain consumer sellers and focused on charging buyers who valued access, security, and customer service. 15:00 – The Trade-Off Between Sophisticated Pricing and Simplicity. Explore why more precise pricing can capture more value but also create confusion, undermine trust, and hurt sales. 21:00 – How Price Changes Force a New Buying Decision. Mark and Yvonne discuss why communicating a price increase makes customers reconsider whether a purchase is still worth it. 22:30 – The Pricing Advice Every Professional Should Remember. Yvonne shares her biggest lesson: understand your customers and never ignore the psychology behind how they perceive price.   Key Takeaways: "The more you speak to customers, the more you realize many times perception actually influences what they think." – Yvonne Pop "How something is explained and perceived can influence customers' understanding of what they're paying." – Yvonne Pop "...the more sophisticated you get, you're able to capture more value specific to the item, to what it is. But then the harder it's to communicate to the other side." – Yvonne Pop   People and Resources Mentioned: eBay – Global online marketplace where Yvonne leads global markets pricing and monetization. Facebook Marketplace – A free alternative discussed in the context of competing for consumer sellers. EPP (European Pricing Platform) – Pricing and revenue growth management community where Yvonne will speak about change management in pricing transformation.   Connect with Yvonne Pop: LinkedIn: https://www.linkedin.com/in/yvonne-pop-4414a39/    Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com

    When Free Beats Your Price, Learn From Ebay with Yvonne Pop

  6. 23 Oct

    Buyer Insight: Buyer-First: The Antidote to Product Myopia

    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 mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/

  7. 19 Oct

    Seats, Credits, or AI Agents? The New Rules of SaaS Pricing with Rob Litterst

    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: mark@impactpricing.com

    Seats, Credits, or AI Agents? The New Rules of SaaS Pricing with Rob Litterst

  8. 16 Oct

    Buyer Insight: How Big an AI Bite Are You Asking Buyers to Take?

    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 mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/

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About

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.

Information

  • Creator
    Mark Stiving, Ph.D.
  • Years Active
    2019 - 2026
  • Episodes
    500
  • Rating
    Clean
  • Copyright
    © Impact Pricing 2022
  • Show Website
    Impact Pricing

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