Impact Pricing

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 is a business podcast hosted by Mark Stiving, Ph.D., with 500 episodes on record and a Required Pod Score of 80.

Mark Stiving, Ph.D. hosts Impact Pricing, a business show with 500 episodes published.

Our AI reads these to draft pitches. Use them as grounding for a pitch that cites a real guest and a specific topic.

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  Impact Pricing

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

  Oct 2, 20267 min

  This is an Impact Pricing Blog published on July 20, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/product-myopia-the-symptoms-youve-been-misdiagnosing/ 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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  Impact Pricing

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

  Sep 28, 202623 min

  What happens when your costs keep rising, your contracts lock you in, and your customers still expect stability? Jacob Moller Korsgaard , Director of Pricing at Danfoss, has spent 15+ years in B2B pricing and leads global pricing for Danfoss Climate Solutions. In this episode, he explains why raising prices during inflation is about much more than adding a percentage to your price list. Jacob breaks down the commercial judgment, timing, contracts, communication, and execution required to raise prices without creating unnecessary disruption in the market. Why You Have to Check Out Today's Podcast: Learn why annual price reviews are no longer enough when costs can change dramatically in weeks. Discover how timing, contracts, and distribution channels can make or break a price increase. See why successful price increases require more than cost recovery. They require commercial judgment and disciplined execution. "We need to be prepared for doing more often price adjustment and we need to focus on the execution part so we implement it efficiently and get our margins secured." – Jacob Moller Korsgaard Topics Covered 02:45– The Commercial Judgment Pricing Teams Need. Why pricing teams need to understand customers, channels, segmentation, product management, finance, and IT to make better decisions. 05:00 – Why Annual Price Reviews Are Gone. Jacob explains why B2B companies need to react faster to cost changes while avoiding market disruption. 07:00 – How Often Should You Raise Prices?The case for an agreed pricing calendar instead of constantly recalculating prices every time costs move. 09:00 – The Contract Problem Nobody Can Ignore. Why price increases fail when contracts lock in pricing for months or years, and why improving contract flexibility matters. 11:00 – Is Inflation Just an Excuse for Cost-Plus Pricing?Jacob explains how rising costs can eventually affect customer value perception and why cost changes still need to connect to value-based pricing. 13:30 – Should You Lead the Price Increase? Why competitive dynamics can create an opportunity to move first, especially when the entire market is facing similar cost pressures. 15:30 – How to Communicate a Price Increase. Jacob shares why Danfoss aims for direct, honest, and consistent communication, while allowing local markets to adapt the message. 19:00 – What AI Can and Can't Do for Pricing. Jacob explains how Danfoss is using AI, analytics, and pricing software while emphasizing the importance of commercial judgment and good data. 21:00 – The Pricing Advice Jacob Wants You to Act On. Prepare for more frequent price adjustments, strengthen execution, secure your margins, and build the processes and tools needed to implement increases efficiently. Key Takeaways: "We need to be prepared for doing more often price adjustment and we need to focus on the execution part." – Jacob Moller Korsgaard "If we know that 50% of our revenue is bound in contracts, we cannot change them." – Jacob Moller Korsgaard Connect with Jacob Moller Korsgaard: LinkedIn: https://www.linkedin.com/in/jacobmollerkorsgaard/ Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com

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  Impact Pricing

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

  Sep 25, 20269 min

  This is an Impact Pricing Blog published on July 13, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/product-myopia-where-it-hides-in-your-company/ 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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  Impact Pricing

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

  Sep 21, 202631 min

  Roberto Rivera is the founder of Pricing Nerd, where he builds AI-powered pricing workflows for B2B companies. With more than 25 years in pricing and experience working alongside some of the field's early pioneers, Roberto has focused on turning pricing expertise into scalable AI-powered workflows. In this episode, Roberto explains why simply asking AI "What price should I charge?" produces unreliable answers. AI needs more than business data. It needs the context and pricing skills required to interpret that information correctly. Why You Have to Check Out Today's Podcast: Learn why AI needs pricing skills and business context, not just more data, before it can produce useful price guidance. Discover how to make AI pricing recommendations more trustworthy and defensible using deterministic methods, formulas, and supporting evidence. See how AI can help uncover hidden value and margin leakage, from customer value modeling to forgotten contract clauses. "AI can compile all that information... but at the end of the day, the human and the situation they're in, they're going to go with their best judgment." — Roberto Rivera Topics Covered: 01:30 – From Pricing Consultant to AI-Powered Pricing. Discover how Roberto's 25+ years in pricing led him to build AI-powered workflows designed to help B2B companies turn value into margin at scale. 04:00 – Why AI Gets Pricing Wrong. Learn why asking AI "What price should I charge?" isn't enough — it needs deep business context and a clear understanding of what pricing actually means inside your organization. 06:00 – Context Isn't Enough: AI Needs Pricing Skills. Roberto introduces the second critical ingredient for AI-powered pricing: skills that teach AI how to interpret business information and apply pricing frameworks. 08:30 – The 48 Pricing Skills AI Can Learn. Explore Roberto's concept of pricing skills, from value-based pricing and willingness to pay to customer value modeling and contract analysis. 11:00 – Where AI Stops and Human Judgment Begins. Learn why AI can process pricing frameworks and massive amounts of information, but humans still need to weigh relationships, politics, sensitivities, risks, and accountability. 19:00 – What Happens When Humans Override the AI? Learn how AI can turn pricing overrides into a learning system, using previous adjustments to improve future recommendations. 21:00 – AI as the Smart New Hire for Your Pricing Team. See how AI can combine information from marketing, CRM, ERP, contracts, and customer data to create a defensible pricing recommendation and help less-experienced sellers learn. 26:30 – Don't Wait for Perfect Data. Start With One Painful Problem. Roberto's advice for getting started with AI: don't try to "boil the ocean." Pick one painful, repetitive pricing problem and use AI to solve it. 29:30 – Roberto's Final Pricing Advice: Just Start. Why messy data, complex businesses, and internal politics shouldn't stop companies from experimenting with AI. Key Takeaways: "Skills are a massive component of giving the AI the power to not only know about your business, but interpret your business in a way that's going to produce good and solid price guidance." — Roberto Rivera "The beautiful thing that we have, Mark, is that we've been in the space for 25, 30 years... and we know what good looks like." — Roberto Rivera "You don't let perfection kind of limit what you think you can do and just begin to experiment and go for it." — Roberto Rivera Connect with Roberto Rivera: Email: roberto@pricingnerd.com Website: https://www.pricingnerd.com/ LinkedIn: https://www.linkedin.com/in/robertorivera-pricing/ Book: AI for B2B Pricing: Turning Value into Margin at Scale Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com

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  Impact Pricing

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

  Sep 18, 20265 min

  This is an Impact Pricing Blog published on July 6, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/product-myopia-the-disease-you-dont-know-you-have/ 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/

  ListenShow Notes

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