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 today’s 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

• 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: mark@impactpricing.com

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 mark@impactpricing.com.

Now, go make an impact.

Connect with Mark Stiving:

• Email: mark@impactpricing.com
• 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: steven@ibakka.com

Connect with Mark Stiving:

• LinkedIn: https://www.linkedin.com/in/stiving/
• Email: mark@impactpricing.com