Impact Pricing

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Pricing from the buyer’s side.

The gist

Impact Pricing treats price as the visible end of a deeper buyer decision. Episodes test ideas about value, problem diagnosis, AI pricing, credits, seats, and sales conversations with a brisk, skeptical business lens.

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About Impact Pricing

Impact Pricing is a business show about the messy handoff between value and price. It is not interested in pricing as a spreadsheet exercise alone. The recurring question is sharper: what does the buyer believe they are getting, and can the seller prove it well enough to charge for it? Episodes move quickly. A premise gets stated, challenged, renamed, and put against a concrete business example. Mark Stiving appears throughout the excerpts as the central pricing voice, often pushing conversations back toward the buyer’s view of value. The show has a useful skepticism about easy explanations. “We lost on price” may be true, but the show treats it as incomplete unless it explains the doubt behind the objection. AI pricing gets particular attention. Free AI is framed as a strategic choice, not a permanent answer, especially when usage creates real cost and measurable customer results. Per-user pricing is treated with similar caution. If software helps a customer do more work with fewer people, seat-based pricing can capture less value precisely when the product performs better. Credit-based pricing gets a more debated treatment, with room for both irritation and practical acceptance. The show is strongest when it separates layers that sellers often blur: root causes, visible problems, impacts, KPIs, features, outcomes, and dollars. It also spends time on jobs to be done and the difficulty buyers have in naming their own problems. The tone is analytical but not airless. There is banter, but it usually serves the argument. Guests bring sales, product, innovation, and pricing perspectives, while shorter Buyer Insight and Blogcast episodes compress one claim into a tight lesson. The result is a show for operators who need their value story to hold up under buyer pressure. It is practical, sometimes blunt, and most useful when a company’s pricing model no longer matches the value its product creates.

Made for: For B2B founders, pricing leaders, product marketers, sales teams, and consultants who need to connect product value to buyer confidence and revenue. It suits listeners who prefer practical distinctions over broad business inspiration.

What sets it apart: Impact Pricing stands out by treating pricing as a buyer-decision problem, not just a monetization tactic. It keeps translating features into problems, results, KPIs, and pricing metrics until the commercial logic is testable.

In their own words

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.

As heard by us

Based on 5 episodes we listened to · September 2026

Mark Stiving turns B2B pricing into a practical examination of buyer problems, willingness to pay and the assumptions behind each model.

Impact Pricing keeps returning to a demanding question: what, exactly, makes a buyer willing to pay? Mark Stiving works through the answer in focused conversations, pressing guests to connect price with customer problems, perceived value and the consequences of leaving those…

Read our full review in PlayNext →

Why you'd press play

Mark makes pricing experts defend every lever, from AI credits to the cost of an unsolved problem.

Press play if you want

to connect what buyers will pay with the problem they actually need solved
to hear credit-based AI pricing challenged before you copy it into your own model

Read the full recommendation in PlayNext →

value-based pricingbuyer objectionsAI pricing modelscredit-based pricingper-user pricing limitsgap sellingjobs to be donequantifying business value

Talks about

Business & Finance

Best episodes of Impact Pricing

Short reviews from the PlayNext desk, based on the episodes we processed.

Gap Selling: Why Price Depends on the Problem You Solve with KeenanApr 13, 2026

Gap selling ties price to the size of the buyer's problem and the cost of not solving it.

Impact Pricing keeps the focus on gap selling and on Keenan's case for helping salespeople move from product pitching to problem-centric selling.

Credit-Based Pricing Explained: How AI Companies Balance Cost, Value, and Scale with Steven ForthApr 6, 2026

Credit pricing is treated as a working system rather than a slogan.

Credit pricing is treated as a working system rather than a slogan. Mark Stiving and Stephen Forth keep the focus on when credits fit, when they do not, and how to think through a credit strategy.

Synthetic Data in Pricing: Trust It, Test It, or Ignore It? with Steven ForthFeb 16, 2026

A pricing debate about synthetic data, ground truth, and the customer it can blur.

Impact Pricing frames synthetic data as a pricing question, with Mark Stiving pushing Stephen Forth on what should count as ground truth and what still needs verification.

From $500 to $20,000 a Month: What This Pricing Jump Reveals About Value with Alex ShartsisFeb 9, 2026

A practical talk on charging for value early, keeping limits, and making pricing discipline pay off.

Mark Stiving and Alex Shartsis keep the discussion grounded in a real pricing problem: how to charge for value early, set limits on what gets sold, and avoid building a business on unlimited generosity.

"You're Wrong" — A Friendly Pricing Debate on Buyer Context with Steven Forth and Mark StivingFeb 2, 2026

A practical pricing debate connects buyer context to willingness to pay.

Pricing debates tend to sharpen when the real fight is over definitions, and this episode uses buyer context as the pressure point. Mark Stiving and Stephen Forth test whether context can mean anything that affects willingness to pay, moving from the reason a buyer purchases to…

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About Impact Pricing

In their own words

As heard by us

Why you'd press play

Talks about

Best episodes of Impact Pricing

Podcasts like Impact Pricing

Episodes

Buyer Insight: Product Myopia: The Symptoms You've Been Misdiagnosing

How to Raise Prices When Everything Is Getting More Expensive with Jacob Moller Korsgaard

Buyer Insight: Product Myopia: Where It Hides in Your Company

Why AI Gets Pricing Wrong and How to Train It to Get Pricing Right with Roberto Rivera

Buyer Insight: Product Myopia: The Disease You Don't Know You Have

Why Technically Correct Pricing Recommendation Can be Strategically Wrong with Sandeep Mathew

Buyer Insight: The Value Was Always There

The $80M Dealer Reveals the Pricing Tricks First-Time Car Buyers Miss with Dominic Genova

Buyer Insight: Hidden Problems, Hidden Value

AI Pricing Has 4 Possible Futures, Which One Are You Building For with Steven Forth

Buyer Insight: The Case for Token-Based Pricing

What Are You Really Charging For? The Business Problem Behind AI Pricing with Manu Mehra

Buyer Insight: Stop Measuring WTP. Start Shaping It.

Stop Asking AI "What Should I Charge?" with George Boretos

Buyer Insight: The Business Case Nobody Built

#LivePricingCoachingWithMarkStiving: From 35% to 70% Win Rates, Mark Richman's Pricing Transformation

Buyer Insight: You Didn't Lose the Deal. You Lost the Commitment.

Why Buyers Trust Salespeople Who Don't Need the Sale with Michael Barbarita

Buyer Insight: How Buyers Actually Buy (And Why AIDA Isn't The Answer)

The Price of Influence: Why People Don't Buy Your Ideas with Claire Wang

Buyer Insight: What Is a Pig Worth?

The Coming Age of Humanless Pricing Negotiations with Adrienne Gordon

Buyer Insight: The Information Trap Is Killing Your Deals

Why Buyers Don't Buy (Hint: It's Not Your Price) with Ted Olson

Buyer Insight: Being Chosen Isn't Winning

The Hardest Part of Every Buying Decision with Dan Rochon

Buyer Insight: I Was Wrong About Will I

Raised Prices 5X, Lost 40% of His Clients... and Made More Money with Robin Waite

Buyer Insight: Your Wins Are Lying To You

How to Price When AI Becomes Your Buyer with Steven Forth

Buyer Insight: Willingness to Pay Isn't About Your Product

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

Buyer Insight: Why More Features Make It Harder to Buy

The Pricing Sprint: Why Human Behavior Still Wins In the Age of AI with Jenny Millar & Ann Padley

Buyer Insight: Will AI Shrink Our Teams or Expand Our Ambitions?

Why Buyers Don't Buy When They're Convinced — They Buy When They Can Predict with Todd Caponi

Buyer Insight: Buyers Are Rational, It's the Sellers That Aren't

AI Agents, Zero Humans, and the End of SaaS Per-Seat Pricing with Ajit Ghuman

Buyer Insight: Credits Trade Clarity for Flexibility

Your Customers Don't Care About AI (And That's Your Pricing Problem) with Dan Balcauski

Buyer Insight: If Buyers Can't Explain It, You've Not Sold It

The Four Conversations That Change How Buyers Decide with Blair Enns

Buyer Insight: Why AI Is Making SaaS Metrics Grow Up

Why the Same Product Shouldn't Have One Price (And What to Do Instead) with Bobby Moesta

Buyer Insight: Credits Are Both Billing and Currency and That's the Problem

How to Change Prices and Predict Them Without Guessing with Felix Hoffmann

Buyer Insight: Pricing Theory vs. Buying Reality: Why Usage-Based Pricing Still Wins in Enterprise AI

"How Would You Like to Pay?" Rethinking Pricing Strategy with Mark Walker

Buyer Insight: The Three Value Disciplines: Why Price Takes the Blame When Buying Gets Hard

Gap Selling: Why Price Depends on the Problem You Solve with Keenan

Buyer Insight: Free AI Is a Strategy, Not a Pricing Model

Credit-Based Pricing Explained: How AI Companies Balance Cost, Value, and Scale with Steven Forth

Buyer Insight: "We Lost on Price" – Truthful and Useless

How Jobs to Be Done Shapes Buyer Decisions (And What They Really Want) with Jim Kalbach

How to Quantify Value So Buyers Actually Believe It with Mark Stiving and Rebecca Kalogeris

Blogcast: AI Didn't Kill Per-User Pricing. It Exposed It.

Why Buyers Can't Articulate Their Real Problems (And Why That Matters for Pricing) with Mark Stiving and Rebecca Kalogeris

Blogcast: Price Is the Tradeoff

What Buyers Actually Pay For (Hint: It's Not Your Product) with Mark Stiving and Rebecca Kalogeris

Blogcast: Buyers Don't Buy Features

Buyers Buy Futures, Not Features: Understanding the "Let Me Think About It" Moment with Mark Stiving and Rebecca Kalogeris

Why Pricing Feels Disconnected from Buyer Behavior (And What We're Missing) with Mark Stiving and Rebecca Kalogeris

Blogcast: Pricing AI: When Algorithms Replace Buyers

#CLASSIC Why I Teach Pricing: My Journey and Mission

Blogcast: Pricing AI: Three Levels of Value Visibility

Synthetic Data in Pricing: Trust It, Test It, or Ignore It? with Steven Forth

Blogcast: AI Can't Own Pricing

From $500 to $20,000 a Month: What This Pricing Jump Reveals About Value with Alex Shartsis

Blogcast: Pricing AI: Outcome-Based Pricing – The Holy Grail for AI

"You're Wrong" — A Friendly Pricing Debate on Buyer Context with Steven Forth and Mark Stiving

Blogcast: Credits: A Tool to Reveal Your Value Literacy