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Impact Pricing

Impact Pricing

著者： Mark Stiving Ph.D.
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 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 マーケティング マーケティング・セールス 経済学
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  • How AI is Breaking Traditional Per-User Pricing Models with Alan Hollander

    How AI is Breaking Traditional Per-User Pricing Models with Alan Hollander
    2025/07/14

    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 CRM and financial tools), he explains why AI's efficiency conflicts with seat-based pricing. He and Mark discuss the difficulties of shifting customers to new pricing models, managing multiple approaches, and implementing pricing innovations gradually.

    Why you have to check out today's podcast:

    • Understand why AI is fundamentally incompatible with per-user pricing and what alternatives actually work in practice.
    • Learn how to implement pricing model changes without overwhelming your organization's operational capabilities.
    • Discover the "crawl, walk, run" approach to pricing transformation that builds momentum through proven results.

    "Don't go right to the end goal, in the future state, because people are just going to look at you cross-eyed. Start with quick wins, start with test pilots, test the concepts, show the results, quantify the results so you can build momentum in launching new pricing models."

    — Alan Hollander

    Topics Covered:

    01:30 — Alan's pricing journey: From Tom Nagle's student to Strategic Pricing Group veteran

    02:45 — The AI pricing dilemma: Pricing products with AI vs. using AI for pricing

    04:15 — Why AI pricing isn't different: It's still all about jobs-to-be-done and value creation

    11:15 — The nonprofit sector challenge: Selling efficiency when budgets are already tight

    14:30 — Human augmentation vs. job replacement: Reframing the AI conversation

    16:45 — The Salesforce problem: When AI doubles productivity but revenue stays flat

    19:20 — Blackbaud's approach: Combining user-based and consumption-based models

    21:45 — Market segmentation reality: Financial vs. fundraising as separate buying centers

    24:10 — The PayPal model: Why percentage-of-success pricing works for fundraising

    26:30 — Optional pricing models: Letting customers choose fixed vs. variable approaches

    28:45 — The operational reality check: Systems and processes needed for pricing flexibility

    31:00 — The "crawl, walk, run" philosophy: Building momentum through incremental wins

    Key Takeaways:

    "Per user is not going to be the answer. You're going to stagnate because unless you're just going to increase your per user price, it doesn't align with how they consume, how they use, what value they get." — Alan Hollander

    "Sometimes you have to do the right things before you do things right... you can have a beautiful strategy in terms of how you monetize and price, and it's very elegant and you've done all the analytics and it looks super cool. But sometimes you actually need to basically what I would say, do a crawl, walk, run." — Alan Hollander

    "If you don't lead with the value, I don't care if it's AI, SaaS, it doesn't matter what it is. If you don't lead with the value in a business case... you're not going to get anywhere." — Alan Hollander

    Resources and People Mentioned:

    • Blackbaud: https://www.blackbaud.com/
    • Tom Nagle: https://www.linkedin.com/in/thomas-tom-nagle
    • Reed Holden: https://www.linkedin.com/in/reed-holden-913ab69/

    Connect with Alan Hollander:

    • LinkedIn: https://www.linkedin.com/in/alan-hollander-753167/
    • Email: alan.hollander@blackbaud.com

    Connect with Mark Stiving:

    • LinkedIn: https://www.linkedin.com/in/stiving/
    • Email: mark@impactpricing.com
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    32 分
  • Blogcast: Markets Don’t Segment By Industry; Buyers Segment By Problem

    Blogcast: Markets Don’t Segment By Industry; Buyers Segment By Problem
    2025/07/11

    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: https://impactpricing.com/blog/markets-dont-segment-by-industry-buyers-segment-by-problem/

    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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    2 分
  • Why Most Companies Are Pricing Wrong: The Hidden System Behind Google's Million Daily Price Changes with Gary Bailey

    Why Most Companies Are Pricing Wrong: The Hidden System Behind Google's Million Daily Price Changes with Gary Bailey
    2025/07/07
    Gary Bailey is the founder at The Talent Capitalist, where he teaches monetization as a discipline, and serves as a finance and monetization consultant at FinTech Strategic Advisors. With a background that spans from banking and derivatives pricing in the 1990s to coaching the rise of AI monetization product managers today, Gary brings a unique perspective to value capture and pricing strategy. In this episode, Gary shares his insights on the distinction between pricing and monetization, drawing from his experience pricing hundreds of thousands of different financial instruments to help modern AI companies think about value capture. He explores the controversial topic of contextual pricing - why companies like Google and Facebook price millions of micro-transactions differently based on context, time, and user behavior. Together with Mark, they dive deep into the Jobs-to-be-Done framework, debate whether it's different from problem-solution thinking, and tackle the thorny issue of when dynamic pricing crosses the line from smart segmentation to sleazy manipulation. Why you have to check out today's podcast: Learn the difference between pricing and monetization, and why value capture is the real game-changer for sustainable business growth.Discover how AI companies can price thousands of different use cases without overwhelming customers or appearing manipulative.Understand when contextual pricing is smart segmentation versus when it becomes unethically sleazy. "Hire a pricing person, and that's it really, because they're going to throw some things that you hate, throw some things that you like in the same way that you wouldn't ordinarily try and clear your drain all the time on your own. Why would you not [have] someone clear your pricing issues?" – Gary Bailey Topics Covered: 01:32 – From banking derivatives to AI: Gary's pricing journey through 100,000+ financial instruments 03:28 – Monetization vs. Pricing: Why value capture matters more than price points 06:26 – The Jobs-to-be-Done debate: Are foundational problems the same as jobs? 12:14 – The umbrella test: Distinguishing core jobs from feature-level problems 15:32 – Why SaaS companies struggle: The 10,000 use cases pricing challenge 16:48 – Google and Facebook's secret: Pricing millions of micro-transactions contextually 18:00 – The factorial complexity problem: When features create exponential pricing opportunities 21:30 – When pricing becomes sleazy: The ethics of contextual price discrimination 23:27 – Airlines and Amazon: When dynamic pricing crosses the line 25:52 – AI for strategic moats: How Gary helps founders identify key monetization metrics 29:09 – Using AI as a pricing sounding board: Context + diagrams = better insights 30:19 – Final advice: Why every company needs a pricing person Key Takeaways: "Monetization is really how much of the value that you create are you capturing, and what is the system behind you consistently capturing that value." – Gary Bailey "Most of the companies that we know, startups that talk about generating revenue, but very few talk about value capture." – Gary Bailey "In reality, the most optimal pricing would be to price every single one of those problems individually." – Gary Bailey "When it gets scammy... I think in some of the healthcare stuff, the PBM stuff and some of the other things do I think, well, that's a little bit risky with healthcare and stuff, but I think people are used to it because they experience it in everyday life." – Gary Bailey Resources and People Mentioned: The Talent Capitalist: https://www.linkedin.com/company/the-talent-capitalist/FinTech Strategic Advisors: https://www.ftadvisory.co.uk/Salesforce: https://www.salesforce.com/HubSpot: https://www.hubspot.com/Google/Facebook/Meta: Examples of companies with sophisticated contextual pricingAmazon: https://www.amazon.com/OpenAI/ChatGPT: https://openai.com/ Connect with Gary Bailey: LinkedIn: https://www.linkedin.com/in/gary-bailey-monetization-cfo/ Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/Email: mark@impactpricing.com
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    31 分

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