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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 to Price When AI Becomes Your Buyer with Steven Forth

    How to Price When AI Becomes Your Buyer with Steven Forth
    2026/06/22
    Steven Forth is the founder of Value Intelligence (ValueIQ) and a longtime leader in value-based pricing. He is also a co-creator of The Value Project, an open-source initiative focused on creating standards for value and pricing models that both humans and AI can understand. Steven Forth is back on the podcast—and as usual, he and Mark waste no time diving into a topic that feels a little futuristic, a little controversial, and a lot important: What happens when AI becomes the buyer? This is another thoughtful debate where Steven's vision for AI-powered buying collides with Mark's 'healthy' skepticism. If you've ever wondered how pricing, value, and buying decisions will evolve in an AI-driven world, this conversation offers a fascinating glimpse into what comes next. Why You Have to Check Out Today's Podcast: Discover how AI buyers will evaluate vendors and why companies that don't provide structured pricing and value data may be ignored—or worse, misrepresented by AI systems.Learn why pricing transparency may become unavoidable as AI agents increasingly compare solutions, estimate costs, and evaluate alternatives on behalf of buyers.Understand the emerging infrastructure behind AI-powered purchasing and how open-source value and pricing standards could reshape the future of B2B sales. "If you don't want the AI to hallucinate about your company, you should give it the data it needs to do its job." – Steven Forth Topics Covered: 02:00 – The Foundation for AI Buyers.Why AI needs standardized pricing and value data before it can make buying decisions. 04:00 – Pricing Models AI Can Actually Understand. Why pricing is more than a price list—and how AI could calculate costs across vendors automatically. 05:30 – Will AI Ignore Your Company?. The risk of missing or unstructured pricing data—and why AI may simply make assumptions about your business. 07:15 – Can Complex Pricing Be Standardized. Mark challenges whether today's complicated pricing models can really be captured in a common framework. 09:00 – The Biggest Challenge: Understanding Value. Can AI truly understand value without understanding the root causes behind business results? 12:00 – Why Value Models Matter. Steven explains why value models aren't about intelligence—they're about giving AI the information it needs to reason. 15:00 – The Next Frontier: Product Configuration. Why pricing and value aren't enough—and how AI could eventually recommend the ideal product setup for every buyer. 18:00 – Can AI Pick the Best Solution?The debate over whether AI can evaluate context, causation, and business needs—not just numbers. 21:00 – When Buyers Have the Upper Hand. How AI could help buyers calculate value using their own private data without sharing it with vendors. 24:00 – The Future of Pricing Transparency. What happens when competitors—and AI—can instantly analyze your pricing structure? 26:00 – Getting Ready for an AI-Powered Buying World. Why businesses should start preparing now for a future where AI becomes the buyer. Key Takeaways: "If you don't want the AI to hallucinate about your company, you should give it the data it needs to do its job." — Steven Forth "The AI needs to understand the value before it can understand if the price is reasonable or not." — Steven Forth "The value project is just plumbing. Let's be able to connect the pipes." — Steven Forth People & Resources Mentioned: The Value Project. An open-source initiative designed to create standardized, machine-readable formats for value models and pricing models that can be shared across business systems and understood by AI.Value Intelligence (ValueIQ). Steven's company focused on value management, value modeling, and helping organizations quantify and communicate customer value.GitHub. The repository where technical contributors can access, test, and improve The Value Project's open-source schemas.Linux Foundation. Mentioned as a potential future home for the project if adoption and community participation continue to grow.JSON (JavaScript Object Notation). The structured data format used to represent value and pricing models in a way that software systems and AI can interpret. Connect with Steven Forth: Website: https://thevalueproject.orgLinkedIn: https://www.linkedin.com/in/stevenforth/ Email: steven@valueiq.aiSubscribe to Steven's Substack: Synthetic data in pricing: https://pricinginnovation.substack.com/p/synthetic-data-in-pricing Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/Email: mark@impactpricing.com
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    28 分
  • Buyer Insight: Willingness to Pay Isn't About Your Product

    Buyer Insight: Willingness to Pay Isn't About Your Product
    2026/06/19

    This is an Impact Pricing Blog published on April 6, 2026, turned into an audio podcast so you can listen on the go.

    Read Full Article Here: https://impactpricing.com/blog/willingness-to-pay-isnt-about-your-product/

    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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    3 分
  • Why Pricing Might Be the Best Path to CEO You've Never Considered with Ryan Walter

    Why Pricing Might Be the Best Path to CEO You've Never Considered with Ryan Walter
    2026/06/15
    What if the pricing function isn't just a specialty discipline—but one of the best training grounds for future CEOs? Ryan Walter, Partner at Jennings Executive Search and author of The Pricing Talent Playbook, joins Mark to explore the evolution of pricing careers, what separates great pricing leaders from average ones, and why pricing may soon become a recognized pathway to the CEO role. Ryan draws on his experience recruiting pricing talent and leading pricing teams across retail, manufacturing, data products, and industrial businesses. If you're building a pricing career, hiring pricing talent, or wondering how AI is reshaping the profession, this episode offers a glimpse into where pricing is headed next. Why you have to check out today's podcast: Discover why pricing may become a legitimate path to the CEO role.Learn why pricing transformations often fail despite strong strategy.Understand how AI is changing pricing talent expectations and why curiosity may now be more important than technical expertise alone. "My prediction is that the pricing function is going to end up being a path to CEO." — Ryan Walter Topics Covered: 01:00 – From Professional Musician to Pricing Leader. Learn why the skills required in professional music translated surprisingly well into pricing leadership. 03:05 – The Rare Combination Every Great Pricing Professional Needs. Why pricing success requires both IQ and EQ—the ability to work with complex data while influencing executives, sales teams, and non-technical stakeholders. Ryan explains why finding both traits in one person is surprisingly rare. 05:05 – The EQ Problem Pricing Professionals Must Solve. Mark and Ryan discuss why being right isn't enough. Learn how great pricing leaders simplify complexity, build trust, and communicate insights in ways that drive action instead of resistance. 06:50 – Why Ryan Wrote The Pricing Talent Playbook. Ryan explains the motivation behind his new book and why pricing leaders need more guidance on talent, team building, interviewing, and career development—not just pricing models and strategy. 09:20 – The Hidden Reason Pricing Transformations Fail. A fascinating hiring story reveals how a successful pricing leader was undermined when executive priorities shifted. Learn why organizational support often matters more than technical pricing expertise. 11:30 – What AI Is Changing About Pricing Right Now. Ryan shares examples of pricing leaders using AI to perform customer profitability analysis, strategic planning, and complex investigations in hours instead of weeks. The discussion moves beyond productivity into AI as a strategic thought partner. 14:30 – The New Hiring Question Every Pricing Candidate Should Expect. More companies are now evaluating AI readiness during interviews. Ryan explains what hiring managers actually want to hear—and why curiosity matters more than having the perfect answer. 17:00 – Why Pricing Professionals Change Jobs More Often. Many pricing leaders thrive on building functions, driving change, and solving messy problems. Ryan explains why some professionals leave after creating momentum—and why that's often a feature, not a flaw. 19:15 – The Two Pricing Archetypes. Are you the builder or the operator? Ryan breaks down the two common pricing career paths: the change agent who loves creating order from chaos and the operator who excels at maintaining and evolving mature pricing functions. 22:00 – Why Pricing Could Become a Path to CEO. The episode's biggest idea. Ryan explains why pricing professionals gain unusually broad exposure to strategy, systems, finance, customers, and operations—and why that experience mirrors many responsibilities of a CEO. Key Takeaways: [on pricing talent and skills ] "You need to be able to do the math and deal with the data and build models and figure out how systems work. But you also need to speak to non-technical folks in a way that they understand what your model is doing." – Ryan Walter [on pricing talent and skills ] "It's not just how to do math. It's helping as a thought partner to come up with [pricing] strategy." – Ryan Walter [Communication & Influence ] "You can't tell the sales leader about the R-squared. You have to simplify that down." – Ryan Walter People & Resources Mentioned: Jennings Executive Search – Executive search firm specializing in pricing and commercial leadership recruitment. The Pricing Talent Playbook – Ryan's new book focused on pricing talent, career development, and building pricing organizations. Connect with Ryan Walter: LinkedIn: https://www.linkedin.com/in/ryan-walter3141/ Email: ryan@jenningsexec.com Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/Email: mark@impactpricing.com
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    25 分
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