Impact Pricing

By: Mark Stiving Ph.D.
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  • Summary

  • 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.
    Impact Pricing 2022
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Economics Marketing Marketing & Sales
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Episodes
  • Blogcast: Value Drivers vs. Value Tables: When to Go Broad and When to Be Specific

    Blogcast: Value Drivers vs. Value Tables: When to Go Broad and When to Be Specific
    Feb 21 2025

    This is an Impact Pricing Blog published on December 16, 2024, turned into an audio podcast so you can listen on the go.

    Read Full Article Here: https://impactpricing.com/blog/value-drivers-vs-value-tables-when-to-go-broad-and-when-to-be-specific/

    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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    4 mins
  • The Future of AI Monetization: Trends and Challenges with Steven Forth

    The Future of AI Monetization: Trends and Challenges with Steven Forth
    Feb 17 2025
    Steven Forth is Ibbaka’s Co-Founder, CEO, and Partner. Ibbaka is a strategic pricing advisory firm. In this episode, Steven shares the potential commoditization of AI pricing agents, explaining how their replication and standardization could drive down differentiation and value. He explores the interplay between AI-driven sales and buying processes, emphasizing that businesses must consider how AI will influence purchasing decisions. He also touches on the potential of AI to simplify legal tasks. Why you have to check out today’s podcast: Learn how AI-powered pricing agents compare to SaaS models and why they might face rapid commoditization in the evolving AI landscape.Discover why AI-driven buying decisions are just as important as AI-powered selling strategies—and what that means for the future of pricing.Find out how DeepSeek’s approach to AI training and pricing could shake up the industry, with potential implications for OpenAI and other major players. "I think that they need to put themselves in the buyer's shoes and ask themselves, how would I be using AI to make a buying decision?" - Steven Forth Topics Covered: 01:23 - Explaining the four types of AI products and how they impact pricing, automation, and value creation 09:51 - Exploring whether AI agents will become commoditized 12:46 - How complex pricing workflows require multiple AI agents working together as a service, rather than a single standalone pricing agent 14:17 - Explaining that differentiated AI agents with better performance will still command higher prices 19:20 - Highlighting how DeepSeek’s advancements in post-training optimization and lower pricing could drive broader AI adoption 21:20 - What makes AI agents more prone to commoditization 23:22 - How SaaS solutions are less prone to commoditization than AI agents 26:32 - Suggesting that tasks like real estate conveyance could be automated by AI agents 29:02 - Steven's best pricing advice Key Takeaways: "A lot of the use cases for outcome-based pricing or results-based pricing really only become relevant when an action is taken on your behalf. And you can evaluate the value of that action and the success of that action." - Steven Forth "Are all agents by nature more subject to commoditization than other parts of the ecology, like copilots or service as software or generators? My gut feeling is that there are going to be agents that are highly differentiated because they rely on highly customized underlying language models and highly tuned prompt sequences that would not be easy for someone else to recreate. And that they'll be able to make better decisions." - Steven Forth "Apart from very specific and narrow cases, I don't think pricing is going to be done by agents. Pricing will be service as software." - Steven Forth People/Resources Mentioned: Grammarly: https://www.grammarly.comCopilot: https://copilot.microsoft.com/onboardingChatGPT: https://chatgpt.com/Hugging Face: https://huggingface.coHubspot: https://www.hubspot.comFinnAI: https://www.finnai.io/enLegalZoom: https://www.legalzoom.comZendesk: https://www.zendesk.comMicrosoft: https://www.microsoft.com/Pros: https://pros.comVendavo: https://www.vendavo.comZilliant: https://zilliant.comPricefx: https://www.pricefx.comMaxio: https://www.maxio.comDeepSeek: https://en.wikipedia.org/wiki/DeepSeek Connect with Steven Forth: LinkedIn: https://www.linkedin.com/in/stevenforth/Email: steven@ibbaka.com Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/Email: mark@impactpricing.com
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    28 mins
  • Blogcast: Unlocking Portfolio Value Through Strategic Price Increases

    Blogcast: Unlocking Portfolio Value Through Strategic Price Increases
    Feb 14 2025

    This is an Impact Pricing Blog published on December 9, 2024, turned into an audio podcast so you can listen on the go.

    Read Full Article Here: https://impactpricing.com/blog/unlocking-portfolio-value-through-strategic-price-increases/

    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/
    Show more Show less
    3 mins

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Thought provoking

Thoughtful discussions about showing value to customers and pricing optimally for the business. Good guests with broad perspectives.

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