Adoption Over Retention: The New AI Pricing Game with Marcos Rivera
Release Date: 05/26/2025
How to Turn Vendors Into Paying Customers (And Other Pricing Secrets) with Ashish Gupta
Impact Pricing
Ashish Gupta, founder and CEO of ScaleUp Exec, brings a unique perspective to pricing from his experience building and selling multiple companies across technology, e-commerce, and subscription businesses. Starting his career at Anheuser-Busch (as the company's only non-drinker), Ashish has led businesses from startup to eight-figure valuations, giving him deep insights into pricing across different business models and growth stages. In this episode, Ashish shares unconventional pricing strategies that transformed his businesses, including how he convinced vendors to provide products for free...
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Blogcast: Why Pricing AI Is So Hard
Impact Pricing
This is an Impact Pricing Blog published on June 9, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: If you have any feedback, definitely send it. You can reach us at [email protected]. Now, go make an impact. Connect with Mark Stiving: Email: LinkedIn:
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How AI Is Breaking Traditional Per-User Pricing Models with Craig Wilson
Impact Pricing
Craig Wilson, Director of Pricing and Packaging at Moody's Analytics, brings extensive experience from major financial services companies including S&P and Experian. Starting his career in financial analysis at a Scottish car retailer after his soccer dreams didn't materialize, Craig discovered his natural strengths in numbers and analytical tools, leading him to specialize in pricing across subscription products, deal desk operations, and information technology services. In this episode, Craig explores the dual challenge of AI in pricing: how to monetize AI-enhanced products and how to...
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Blogcast: Jobs to Be Done vs. Problems and Results: What’s More Useful in B2B?
Impact Pricing
This is an Impact Pricing Blog published on June 2, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: If you have any feedback, definitely send it. You can reach us at [email protected]. Now, go make an impact. Connect with Mark Stiving: Email: LinkedIn:
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COMPASS Framework: Rethinking Pricing Metrics in the Age of AI with Steven Forth and Michael Mansard
Impact Pricing
Steven Forth has been a frequent guest on Impact Pricing and is a co-creator of the COMPASS framework. Michael Mansard is the Principal Director of Subscription Strategy at Zora. He's an investor in and mentor to several startups, and he started his career in consulting at companies like Deloitte and SAP, so he knows a lot. In this episode, Steven and Michael dive deep into the COMPASS framework for evaluating pricing metrics in the age of AI and agentic systems, exploring how traditional SaaS economics are being turned upside down and why companies need to move away from user-based pricing...
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Blogcast: Value Is Not the Same as Willingness to Pay
Impact Pricing
This is an Impact Pricing Blog published on May 26, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: If you have any feedback, definitely send it. You can reach us at [email protected]. Now, go make an impact. Connect with Mark Stiving: Email: LinkedIn:
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How to Benchmark Your Pricing Like AI Models with Steven Forth
Impact Pricing
Steven Forth is the Co-founder and Chief Value Officer at Ibbaka, a leading value and pricing consulting firm. With deep expertise in AI applications for pricing and value modeling, Steven is at the forefront of developing intelligent agents that help businesses understand and communicate value more effectively. His work focuses on the intersection of artificial intelligence, pricing strategy, and value creation, making him a pioneer in applying AI to solve complex pricing challenges. In this episode, Steven shares his insights on how benchmarking is revolutionizing both AI development and...
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Blogcast: The Two Questions Every Buyer Asks—and How to Design Your Product and Pricing Around Them
Impact Pricing
This is an Impact Pricing Blog published on May 19, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: If you have any feedback, definitely send it. You can reach us at [email protected]. Now, go make an impact. Connect with Mark Stiving: Email: LinkedIn:
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How AI is Breaking Traditional Per-User Pricing Models with Alan Hollander
Impact Pricing
Alan Hollander, VP of Offer Packaging and Pricing Strategy at Blackbaud, has led pricing initiatives for six years. With nearly three decades in pricing, his impressive career began in 1994 when Tom Nagle hired him after Alan excelled in Nagle's "Strategy and Tactics of Pricing" course. He also held key roles at Ellucian and Simon-Kucher & Partners, bringing deep expertise in large-scale pricing transformations. In this episode, Alan addresses a major challenge for SaaS companies: how AI disrupts traditional per-user pricing. Drawing on his experience at Blackbaud (serving nonprofits with...
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Blogcast: Markets Don’t Segment By Industry; Buyers Segment By Problem
Impact Pricing
This is an Impact Pricing Blog published on May 12, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: If you have any feedback, definitely send it. You can reach us at [email protected]. Now, go make an impact. Connect with Mark Stiving: Email: LinkedIn:
info_outlineMarcos 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
People and Resources Mentioned:
- 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: [email protected]