If Prices Could Talk

Holden Advisors

Welcome to If Prices Could Talk, the podcast where we explore the strategies and tactics that drive effective pricing, sales, and negotiations in B2B. Join us for candid conversations with thought leaders and industry experts as we dive into what’s working, what’s changing, and how to build and sustain pricing power in today’s markets. We’ll explore tactical approaches to value-based pricing, improving sales effectiveness, and best practices for negotiating with backbone.

  1. Oct 29

    Capturing hidden multiples: building a more valuable business with Nick Anderson

    What makes a business more valuable, and what happens when some of your most productive team members aren't human? In this episode of If Prices Could Talk, Holden Advisors President and CEO Brian Doyle and Emily Macaulay sit down with Nick Anderson, CEO of OneAccord, to explore two major challenges facing business leaders: building a company that can grow beyond its founder, and understandinghow AI agents are changing the way businesses operate. Drawing on decades of experience helping entrepreneurs grow, scale, and exit their businesses, Nick shares how leadership alignment, succession planning, customer concentration, and founder dependence can dramatically influence enterprise value. The conversation also explores the economics of professional services: how to connect advisory fees to client outcomes, why businesses often underprice their expertise, and how better sales conversations can improve value realization. Then the discussion takes a fascinating turn into AI. Nick introduces the AI agents OneAccord has incorporated into its organization, complete with names, responsibilities, and roles alongside human employees. He shares how these digital team members support marketing, sales, operations, and business development, and what he's learningabout measuring their impact. In this episode, you'll discover: What drives business valuation beyond revenue and profitabilityHow founder dependence and customer concentration affect enterprise valueWhy succession planning and leadership alignment matter before an exitHow to recognize buying signals and have better value-based sales conversations Whether you're a CEO, founder, business owner, or commercial leader, this conversation offers a practical perspective on creating lasting business value while adapting to an AI-enabled future. Chapters: 00:00 Meet Nick Anderson, CEO of OneAccord 00:55 Helping Founders Grow, Scale and Exit 02:50 What Makes a Business More Valuable? 04:55 Why Business Owners Struggle to Plan an Exit 07:00 Aligning Owners Before a Business Sale 09:00 Why Exit Planning Takes Time 11:00 Founder Dependence and Customer Concentration Risk 13:00 How EBITDA Multiples Drive Enterprise Value 15:00 Reducing Key-Person Risk and Building Succession Plans 18:15 Aligning Business Partners Around Growth 21:00 How Advisory Work Creates Measurable Value 23:00 A Real-World Business Exit and Valuation Example 25:00 Outcome-Based Pricing and Advisory Fees 28:00 Connecting Pricing to Client Results 30:00 Selling Advisory Services and Negotiating Value 33:00 Why Consultants Underprice Their Work 35:00 Using Sales Call Data to Improve Conversations 38:00 Understanding Client Budgets and Buying Signals 40:00 Asking Strategic Questions in Sales 42:00 Why Attention and Opportunity Are Not the Same 42:00 How AI Agents Are Joining the Org Chart 45:00 Meet OneAccord's AI Team Members 47:00 How AI Agents Support Marketing and Sales 49:00 Giving AI Agents Business Context 52:00 Scaling Brand Awareness With AI 55:00 Why Human Judgment Still Matters 57:00 Measuring AI Productivity and ROI 59:00 AI Sales Coaching and Performance Feedback 61:00 Closing Thoughts and Where to Find OneAccord   Connect with Nick: https://www.linkedin.com/in/nickdanderson/ Connect with Brian: https://www.linkedin.com/in/brianadoyle/ Connect with Emily: https://www.linkedin.com/in/emily-l-932636175/ About Holden Advisors Holden Advisors is a boutique consulting firm specializing in B2B pricing and sales performance. We help companies understand their value through the eyes of their customers and use these insights to develop, price, and sell solutions that meet evolving market demands. Our tailored strategies are designed to improve differential value and go-to-market execution. With decades of expertise in value-based pricing, sales implementation, and negotiation, we partner with companies to build and protect their pricing power.  https://holdenadvisors.com/

  2. Oct 8

    Better data, better pricing: building the foundation for AI with Donna Burbank

    Better pricing starts with better data—but that doesn't mean your data has to be perfect. In this episode of If Prices Could Talk, Holden Advisors' Richard Klein and Patrick McCullough sit down with Donna Burbank, Founder and Managing Director of Global Data Strategy, to explore the connection between data quality, pricing strategy, profitability, business valuation, and AI. Donna has spent more than 25 years helping organizations turn data into business value. Her message for leaders is straightforward: before you build a sophisticatedpricing model, analytics platform, or AI strategy, you need to understand the data underneath it. But waiting for perfect data isn't the answer either. The conversation explores: - Why companies shouldn't wait for perfect data before taking action - How better supplier data can create negotiating leverage - The connection between data strategy and business strategy - Why shared definitions of customers, products, and segments matter - Why AI initiatives struggle when the underlying data isn't ready - Why finance and pricing often require deterministic, auditable answers - How too much data - and too many variables - can actually make pricing worse - How a pocket margin analysis can uncover hidden profitability leakage - What customer and usage data businesses should start collecting today   One theme comes through clearly: AI can make businesses more sophisticated, but sophistication doesn't replace fundamentals.   Start with the data that matters. Understand what you trust. Connect it to the decisions you're trying to make. Then build from there.   Chapters: 00:00 Introducing Donna Burbank: Data, Pricing & AI 01:48 Why Better Pricing Starts With Better Data 03:28 What "Data Quality" Actually Means 05:40 Master Data: The Information That Runs Your Business 07:10 How Data Impacts Company Valuation 08:46 Why Bad Data Creates Expensive Surprises 10:25 What Your Pricing Data Can—and Can't—Tell You 12:16 When Data Challenges What You Think You Know About Customers 13:37 Why Companies Struggle to Fix Their Data 15:13 Start With the Data You Already Trust 16:13 How Better Supplier Data Creates Negotiating Power 18:00 Why You Don't Need Perfect Data to Get Started 20:30 Connecting Data Strategy to Business Strategy 25:00 Customer Data, Segmentation & Commercial Strategy 32:20 Why Shared Data Definitions Matter 34:08 What Davos Revealed About AI and Data Quality 35:22 "AI Is Just Math on Top of Data" 36:30 Why AI Pilots Struggle to Scale 37:05 Choosing the Right AI for Pricing and Finance 38:15 Analytical vs. Agentic vs. Generative AI 40:28 Why Pricing Decisions Still Need an Audit Trail 41:51 Practical Ways to Use AI Today 43:37 Too Much Data Can Hurt Your Pricing 45:32 Start With the Data That Drives the Business 46:39 Why More Pricing Variables Aren't Always Better 48:34 When AI Makes a Pricing Model Too Complicated 51:05 Pocket Margin: Finding Hidden Profit Leakage 53:50 What Data Should You Start Collecting Today? 56:50 Build Customer Usage Data Before You Need It 57:32 The Best Time to Start Collecting Data 59:46 Are You Behind on Data Quality? 01:00:25 Why Nobody Has Perfect Data   Connect with Donna: https://www.linkedin.com/in/donnaburbank/  Connect with Richard: https://www.linkedin.com/in/richardfgklein/ Connect with Patrick: https://www.linkedin.com/in/pmccullough-holdenadvisors/  About Holden Advisors Holden Advisors is a boutique consulting firm specializing in B2B pricing and sales performance. We help companies understand their value through the eyes of their customers and use these insights to develop, price, and sell solutions that meet evolving market demands.   Our tailored strategies are designed to improve differential value and go-to-market execution. With decades of expertise in value-based pricing, sales implementation, and negotiation, we partner with companies to build and protect their pricing power.  https://holdenadvisors.com/

  3. Aug 25

    Pricing Through Uncertainty: Value, Volatility & AI with Cargill’s Bhadra Menon

    What does great pricing look like when weather, tariffs, geopolitics, commodity markets, and supply chains can change the equation overnight? In this episode of If Prices Could Talk, Holden Advisors President and CEO Brian Doyle and Emily Macaulay sit down with Bhadra Menon, Senior Director of Global Strategic Pricing at Cargill, to explore how one of the world's largest privately held companies approaches pricing in an environment defined by complexity and change. Bhadra challenges a common assumption right from the start: there may be no such thing as "just a commodity." If customers choose to buy from you instead of the open market, there's probably value you're providing beyond the product itself. The conversation explores: How pricing teams prepare for tariffs, geopolitical disruption, commodity swings, and other external shocksWhy scenario planning and pricing playbooks matter before a crisis happensWhen changing costs should - and shouldn't - be passed through to customersHow Cargill thinks about cost-plus versus value-based pricingThe often-overlooked value of supply assurance and risk mitigationWhy value conversations should happen long before a negotiation beginsWhat one memorable negotiation taught Bhadra about asking better questionsHow AI can move pricing professionals from analytics towards commercial strategyThe potential downside of automating the work that historically developed pricing talentWhy critical thinking, storytelling, and commercial problem-solving are becoming essential skills for pricing leaders The conversation ultimately comes back to a theme that extends far beyond pricing: the goal isn't simply to build the right strategy. It's to create impact. For pricing, sales, and commercial leaders navigating increasingly unpredictable markets, this episode offers a practical look at what it takes to turn pricing strategy into action. Chapters 00:00 Pricing Beyond the Commodity Mindset02:44 Inside Cargill: Pricing at Global Scale06:27 Pricing Through Tariffs, Volatility & Market Chaos13:06 Building a Cross-Functional Pricing Organization17:16 Cost-Plus vs. Value-Based Pricing20:25 Turning Supply Chain Risk Into Customer Value27:23 A Pricing Negotiation That Went Completely Wrong32:35 AI, Critical Thinking & the Future of Pricing42:24 The Skills Tomorrow’s Pricing Leaders Need Today47:26 Pricing Implementation & the Fear of Losing Customers48:44 Preparing for What You Can’t Predict Connect with Bhadra: https://www.linkedin.com/in/bhadramenon/  Connect with Brian: https://www.linkedin.com/in/brianadoyle/ Connect with Emily: https://www.linkedin.com/in/emily-l-932636175/ About Holden Advisors Holden Advisors is a boutique consulting firm specializing in B2B pricing and sales performance. We help companies understand their value through the eyes of their customers and use these insights to develop, price, and sell solutions that meet evolving market demands.   Our tailored strategies are designed to improve differential value and go-to-market execution. With decades of expertise in value-based pricing, sales implementation, and negotiation, we partner with companies to build and protect their pricing power.  https://holdenadvisors.com/

  4. Jul 30

    Why revenue growth breaks down (and how great companies fix it) with Dan Bernoske

    Private equity firms don't invest in companies hopingthey'll grow. They invest expecting them to grow. So why do so many portfolio companies struggle to execute? In this episode of If Prices Could Talk, Brian Doyle and Emily Macaulay sit down with Dan Bernoske, Founder and CEO of The Cortado Group, to discuss what actually drives revenue growth inside investor-backed businesses. Together they explore how pricing, revenue operations, AI,and sales execution must work together to create sustainable enterprise value. Topics include: Why PE-backed companies struggle to hit their growth thesis Revenue Operations vs. Revenue Intelligence How pricing becomes one of the highest-impact value levers Why implementation matters more than strategy alone The connection between frontline sales execution andenterprise value How AI is changing consulting and revenue operations Building a repeatable revenue engine that scales Whether you're a CEO, CRO, sales leader, pricing professional, or private equity operator, this episode offers practical insights into creating a revenue engine that delivers measurable growth. Chapters 00:00 Introduction 01:15 Meet Dan Bernoske and The Cortado Group 03:30 Why PE-Backed Companies Call for Help 06:00 The Biggest Growth Problems in Portfolio Companies 08:30 Why Pricing Is One of the Biggest Value Levers 11:00 Revenue Operations vs. Revenue Intelligence 14:00 How RevOps and Pricing Work Together 17:00 Why Great Pricing Alone Doesn't Deliver Results 20:00 The Frontline Sales Rep Determines Enterprise Value 23:00 Why Sales Teams Discount Too Quickly 26:00 Building a Revenue Engine That Scales 30:00 AI's Role in Modern Consulting 34:00 Product Thinking vs. Traditional Consulting 38:00 Creating Better Growth Systems 42:00 Practical Advice for Revenue Leaders 46:00 Final Thoughts Connectwith Dan: https://www.linkedin.com/in/danbernoske/?skipRedirect=true  Connectwith Brian: https://www.linkedin.com/in/brianadoyle/ Connectwith Emily: https://www.linkedin.com/in/emily-l-932636175/  About Holden Advisors Holden Advisors is a boutique consulting firm specializing in B2B pricing and sales performance. We help companies understand their value through the eyes of their customers and use these insights to develop, price, and sell solutionsthat meet evolving market demands.   Our tailored strategies are designed to improve differential value and go-to-market execution. With decades of expertise in value-based pricing, sales implementation, and negotiation, we partner with companies to build and protect their pricing power.   https://holdenadvisors.com/

  5. Jun 10

    Authority creates pricing power: how AI is changing trust, pricing, and negotiation with Adam Witty

    In a world where AI can generate endless content, what actually creates authority? In this episode of If Prices Could Talk, Brian Doyle and Emily McCauley sit down with Adam Witty, Founder and CEO of Advantage | The Authority Company, to explore how authority, trust, and authenticity drive pricing power in today's market. The conversation examines how business leaders build credibility, why buyers increasingly rely on authority signals when making decisions, and how AI is changing the way expertise is discovered and valued. Topics include: - What builds authority in the age of AI - Why books remain one of the strongest authority-building tools - How LLMs and ChatGPT influence discoverability - The relationship between authority, trust, and pricing power - Why strong brands command premium prices - How authority changes negotiation dynamics - The growing importance of authenticity and human connection - Why relationship remain a competitive advantage in an AI-driven world Whether you're a CEO, founder, sales leader, or pricing professional, this episode offers practical insights on building authority that translates into trust, differentiation, and long-term value. Chapters: 00:00 Introduction01:00 Meet Adam Witty and The Authority Company02:30 What Actually Builds Authority Today?05:00 Why Writing a Book Still Matters06:00 "You Are What ChatGPT Says You Are"07:00 AI, Content Commoditization, and Authenticity10:00 Why Buyers Are Psychological, Not Logical12:00 How Authority Builds Trust14:00 The Connection Between Trust and Pricing Power15:00 Authority, Negotiation, and Leverage18:00 Price-Value Alignment in Negotiations20:00 Why Experts Command Premium Prices24:00 Brand Authority and Price Elasticity28:00 Selling to High-Authority vs. Low-Authority Buyers32:00 Confidence, Authority, and Pricing Outcomes38:00 How LLMs Are Changing Thought Leadership40:00 Why Recency Matters for AI Search42:00 The Competitive Advantage of Human Connection44:00 Relationships as a Competitive Moat47:00 How to Start Building Authority Today49:00 Final Thoughts: Authority Is No Longer Optional Connect with Adam: https://www.linkedin.com/in/adamwitty/ Connect with Brian: https://www.linkedin.com/in/brianadoyle/   Connect with Emily: https://www.linkedin.com/in/emily-l-932636175/  About Holden Advisors Holden Advisors is a boutique consulting firm specializing in B2B pricing and sales performance. We help companies understand their value through the eyes of their customers and use these insights to develop, price, and sell solutions that meet evolving market demands.   Our tailored strategies are designed to improve differential value and go-to-market execution. With decades of expertise in value-based pricing, sales implementation, and negotiation, we partner with companies to build and protect their pricing power.   https://holdenadvisors.com/

  6. May 12

    From Pricing Strategy to Profit: What Actually Works with Kevin Mitchell

    Most companies don’t have a pricing strategy problem. They have a value capture problem. In this episode of If Prices Could Talk, Holden Advisors sits down with Kevin Mitchell, President of the Professional Pricing Society, to explore why so many organizations struggle to turn pricing strategy into real financial outcomes. They discuss: - Why pricing has evolved into a critical business discipline - Where pricing strategies break down inside organizations - The gap between value creation and value capture - Why execution, not design, is the real challenge - How leading companies build pricing into their operating model This conversation moves beyond theory. It’s about whatactually drives pricing performance inside complex organizations—and what it takes to get it right. If your company has invested in pricing but isn’t seeingresults, this episode will help explain why. Chapters  00:00 Intro: Why Pricing Strategy Isn’t Enough02:15 Meet Kevin Mitchell05:00 The Evolution of Pricing as a Discipline08:00 Why Companies Struggle to Capture Value11:30 The Gap Between Strategy and Execution15:00 Common Pricing Mistakes Organizations Make18:30 The Role of Leadership in Pricing Success22:00 Aligning Sales, Marketing, and Pricing26:00 Why Value Must Be Operationalized30:00 Building a Culture Around Pricing Discipline34:00 Practical Advice for Improving Pricing Outcomes38:00 Final Thoughts: Turning Strategy into Profit Connectwith Kevin: https://www.linkedin.com/in/kevin-mitchell-2b546512/Connectwith Brian: https://www.linkedin.com/in/brianadoyle/ Connectwith Patrick: https://www.linkedin.com/in/pmccullough-holdenadvisors/ About Holden Advisors Holden Advisors is a boutique consulting firm specializing in B2B pricing and sales performance. We help companies understand their value through the eyes of their customers and use these insights to develop, price, and sell solutionsthat meet evolving market demands.   Our tailored strategies are designed to improve differential value and go-to-market execution. With decades of expertise in value-based pricing, sales implementation, and negotiation, we partner with companies to build and protect their pricing power.   https://holdenadvisors.com/

  7. Apr 29

    The Executive Lens on Pricing, Value, and Growth with Charlton Evans

    Pricing problems rarely start with pricing. They start with leadership. In this episode of If Prices Could Talk, Holden Advisors sits down with founder and CEO Charlton Evans of End StateSolutions to explore the leadership decisions that ultimately shape pricing outcomes—and why most organizations focus on tactics instead of the real issue. They discuss: - Why pricing is fundamentally a leadership responsibility - Where pricing strategies break down inside organizations - The gap between executive intent and frontline execution - How alignment (or lack of it) impacts pricing performance - What strong leaders do differently when making pricing decisions This conversation goes beyond frameworks and tactics. It's about how leaders think, decide, and create the conditions for pricing success. If your organization is struggling with pricing, the answermay not be in your pricing model—but in how decisions are made. Chapters 00:00 Intro: Pricing Is a Leadership Decision02:30 Meet Charlton Evans05:00 Early Lessons in Leadership and Business08:00 How Leaders Shape Pricing Outcomes11:30 Why Pricing Breaks Down Inside Organizations15:00 The Gap Between Strategy and Execution18:30 Decision-Making Under Pressure22:00 Building Alignment Across Teams26:00 The Role of Accountability in Pricing30:00 Leadership vs. Tactics in Pricing Strategy34:00 How Great Leaders Think About Value38:00 Final Thoughts: What Drives Long-Term Growth Connect with Charlton: https://www.linkedin.com/in/charlton-evans/ Connect with Brian: https://www.linkedin.com/in/brianadoyle/   Connect with Emily: https://www.linkedin.com/in/emily-l-932636175/ About Holden Advisors Holden Advisors is a boutique consulting firm specializing in B2B pricing and sales performance. We help companies understand their value through the eyes of their customers and use these insights to develop, price, and sell solutionsthat meet evolving market demands. Our tailored strategies are designed to improve differential value and go-to-market execution. With decades of expertise in value-based pricing, sales implementation, and negotiation, we partner with companies to build and protect their pricing power. https://holdenadvisors.com/

  8. Apr 16

    The shift from selling to strategic partner with John La Vecchia

    In today’s world, procurement teams are more sophisticatedthan ever—and most sales teams are still playing by outdated rules. In this episode of If Prices Could Talk, Holden Advisors CEO Brian Doyle and host Travis Umpleby sit down with John La Vecchia, Chief Revenue Officer at Equifax Canada, to unpack what’s really happening inside modern negotiations. They explore: - Why procurement teams are winning more deals - How sales organizations fall into the "commodity trap" - The critical difference between selling to procurement vs. the business - Why value must be quantified - not just communicated - How elite sales teams position themselves as strategic partners This conversation goes beyond tactics. It’s about themindset shift required to defend value in a world where buyers are trained toreduce it. If your team is feeling pressure on price, this episode willhelp you rethink how you show up in the conversation. Chapters 00:00 Intro: Why Negotiation Has Changed02:30 Meet John Lavecchia (Equifax CRO)05:30 The Evolution of Procurement Power07:00 Why Sales Teams Struggle Against Procurement10:00 The “Commodity Trap” (And How Buyers Use It)12:00 Selling to Procurement vs. Selling to the Business15:30 Why Value Must Be Quantified (Not Just Claimed)18:30 The Role of Executive Conversations in Winning Deals22:00 Silence, Timing, and Negotiation Strategy25:00 Building Sales Teams That Act Like Strategic Partners30:00 Final Thoughts: The Future of Value-Based Selling Connectwith John: https://www.linkedin.com/in/johnlavecchia/ Connectwith Brian: https://www.linkedin.com/in/brianadoyle/ Connectwith Travis: https://www.linkedin.com/in/travis-umpleby/   About Holden Advisors Holden Advisors is a boutique consulting firm specializing in B2B pricing and sales performance. We help companies understand their value through the eyes of their customers and use these insights to develop, price, and sell solutionsthat meet evolving market demands. Our tailored strategies are designed to improve differential value and go-to-market execution. With decades of expertise in value-based pricing, sales implementation, and negotiation, we partner with companies to build and protect their pricing power. https://holdenadvisors.com/

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Ratings & Reviews

5
out of 5
7 Ratings

About

Welcome to If Prices Could Talk, the podcast where we explore the strategies and tactics that drive effective pricing, sales, and negotiations in B2B. Join us for candid conversations with thought leaders and industry experts as we dive into what’s working, what’s changing, and how to build and sustain pricing power in today’s markets. We’ll explore tactical approaches to value-based pricing, improving sales effectiveness, and best practices for negotiating with backbone.

Information

  • Creator
    Holden Advisors
  • Years Active
    2024 - 2026
  • Episodes
    56
  • Rating
    Explicit
  • Copyright
    © Holden Advisors
  • Show Website
    If Prices Could Talk

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