In this episode we’re joined by Mark Stiving, pricing expert, host of Impact Pricing, and creator of Pragmatic Institute’s pricing course, for a discussion on how understanding customer value is the cornerstone of pricing success, especially as AI continues to reshape business models.
Key Takeaways:
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- Pricing Is Strategic, Not Just Math, – Great pricing starts with understanding customer value and willingness to pay are essential knowledge for every product manager, even if they don’t own pricing.
- AI + Pricing: A Powerful Partnership – In B2B, AI is best used to uncover customer decision-making insights, not to set prices directly. Use it as a “thinking partner” for market segmentation and value mapping.
- Outcome-Based Pricing Models – As AI alters delivery models, traditional per-user pricing may not apply. Instead, consider metrics tied to outcomes (e.g., per resolution or revenue share).
- Value-Based Pricing Tools – Tools like Pricing GPT help PMs refine problem statements, associate KPIs, and build more defensible pricing strategies.
- Annual Increases = Missed Revenue if Skipped – Price should evolve with the product. If you’re not adjusting annually, you’re likely leaving money on the table.
Guest Bio
Mark Stiving is a renowned pricing strategist, podcast host of Impact Pricing, and the original designer of Pragmatic Institute’s Price course. He is the author of four pricing books and a leading voice in value-based pricing and strategic monetization.
ABOUT PRAGMATIC INSTITUTE
Since 1993, Pragmatic Institute has provided training and professional development for product, design, and data professionals. Our comprehensive methods and Pragmatic Framework equip professionals with the skills to drive innovation, increase customer satisfaction, and boost revenue. We offer online, in-person, and on-demand courses taught by industry experts with decades of practical experience.
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