Podcast
Monetize: The Art Of Pricing
Hosted by Togai · EN
Monetize: The Art of Pricing is about more than just capitalizing a product or service; it's a deep dive into the strategic world of B2B SaaS monetization. We'll explore the nuances of pricing models, the psychology behind consumer behavior, and the impact of emerging technologies on the future of pricing. Whether you're a seasoned pricing expert or a startup founder, this podcast will provide valuable insights to help you optimize your pricing strategy and drive business success.
Everyone knows pricing is important. Few know how to do it right. Even fewer talk about it openly.
That changes now.
We bring you honest conversations with founders and business leaders about their pricing decisions. The wins, the failures, the strategies that moved the needle. No fluff, no jargon – just real stories about how great companies price their products.
7episodes
Episodes
Newest firstAll episodes
Pricing Mistakes You’re Making & How to Fix Them with Ulrik Lehrskov-Schmidt
Jan 22, 202500:37:26Tap to summarizeIn this episode of Monetize: The Art of Pricing, host Abhishek Rajagopal welcomes pricing expert and author Ulrik Lehrskov-Schmidt. Together, they discuss the complexities of pricing strategies.Join them as they discuss:The Journey to Pricing Mastery B2B vs. B2C Pricing Nuances Pricing for Customer Value Innovative Pricing Strategies in Action The Expansion Cube Concept When to Seek External Pricing HelpUlrik Lehrskov-Schmidt is the Founder and Managing Partner at WillingnessToPay and a globally recognized authority on B2B SaaS pricing strategy. With over 20 years of experience, he has advised top SaaS companies, including Microsoft, SamsungNEXT, and Intel IGNITE, on complex pricing transformations. Ulrik holds an MA in Finance from Harvard and is the author of The Pricing Roadmap. His expertise has driven successful pricing models, resulting in substantial revenue growth for over 150 clients worldwide.Episode Highlights00:00 Intro 01:07 The Journey to Pricing Mastery 04:44 B2B vs. B2C Pricing Nuances 10:05 Pricing for Customer Value 19:37 Innovative Pricing Strategies in Action 30:55 The Expansion Cube Concept 43:09 When to Seek External Pricing HelpEpisode ResourcesAbhishek Rajagopal on LinkedInUlrik Lehrskov-Schmidt on LinkedInWillingnessToPay Website Book: The Pricing RoadmapCheck out also other episodes here:👉 Apple 👉 YouTube 👉 SpotifyCreated by: Togai Monetize - The Art Of Pricing is handcrafted by our friends over at: fame.so
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The Future of Pricing: Context- Driven Pricing Model with Mark Stiving at Impact Pricing LLC
Jan 15, 202500:36:50Tap to summarizeIn this episode of Monetize: The Art of Pricing, host Abhishek Rajagopal joins pricing expert Mark Stiving to discuss some vital information about modern pricing strategies. Join them as they discuss:The Context-Driven Pricing ModelThe Value Table SystemThe Right Way to PricingThe Significance of Having a Pricing Consultant or Team.The Impact of AI on PricingMark Stiving, PhD, MBA, is a widely recognized pricing expert and marketing pro who teaches companies how to boost revenues and realize their true value. With 25+ years’ experience in price segmentation, pricing product portfolios and visionary pricing, Mark’s analytical skills provide specific direction—and quantifiable results. As an award-winning speaker, Mark speaks at professional conferences for the Professional Pricing Society, International Quality and Productivity Center (IQPC), American Marketing Association, Consumer Electronics Design and Installation Association (CEDIA), Marketing Science and other professional settings. Mark is also the author of Impact Pricing: Your Blueprint for Driving Profits, which has helped business owners answer the fundamental question, “Am I pricing right?”Episode Highlights00:00 Intro02:28 Context-Driven Pricing vs. Value-Based Pricing04:29 The Benefit of Projecting Value05:45 The Value Table15:45 Doing Pricing Right17:30 The Need for a Pricing Consultant24:02 Pricing the Right Way32:58 The Impact of AI on PricingCheck out also other episodes here:👉 Apple - https://apple.co/3AOvHIf👉 YouTube - https://bit.ly/yt-monet-ize👉 Spotify - https://spoti.fi/3Onir0iCreated by: TogaiMonetize - The Art Of Pricing is handcrafted by our friends over at: fame.so
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Why Collaboration is Key to Pricing with Eva Feenstra, Director of Pricing & Commercialisation at Xero
Jan 8, 202500:32:21Tap to summarizeIn this episode of Monetize: The Art of Pricing, host Abhishek Rajagopal chats with pricing expert Eva Feenstra to explore the nuances of pricing strategy in the SaaS industry. Eva is the Director of Pricing & Commercialisation at Xero, and she shares her unconventional journey to becoming a pricing leader and explains why pricing is a critical revenue driver for businesses. They discuss psychological pricing and usage-based models, citing real-world examples, including Xero's bundling strategies. Eva highlights the collaborative nature of pricing decisions, customer behavior insights, and the importance of adapting pricing strategies to market dynamics.Here are some key discussion topics:The Importance of Pricing in CompaniesCase Study: Transitioning Legacy Pricing Models Customer Feedback in Pricing DecisionsDeveloping Pricing StrategiesThe Art and Science of Psychological Pricing StrategiesA Pivot to Usage-Based Pricing ModelsXero's Pricing StrategyThe Evolving Role of Pricing TeamsEva Feenstra is the Director of Pricing & Commercialisation at Xero, a global small business platform with 3.5 million subscribers. Based in Sydney, Australia, Eva brings 15 years of expertise in pricing, monetization, and strategy across technology sectors, including fitness apps, marketplaces, and accounting software. Previously a Senior Director at Simon-Kucher, Eva excels at using data to drive results. Eva is passionate about growth and innovation and is committed to helping businesses thrive through transformative pricing strategies.Episode Highlights 02:38 - The Importance of Pricing in Companies05:23 - Case Study: Transitioning Legacy Pricing Models 07:55 - Customer Feedback in Pricing Decisions10:27 - Developing Pricing Strategies12:02 - The Art and Science of Psychological Pricing Strategies18:34 - A Pivot to Usage-Based Pricing Models20:02 - Xero's Pricing Strategy25:52 - Downgrades in Pricing27:52 - The Evolving Role of Pricing TeamsCheck out also other episodes here:👉 Apple👉 YouTube👉 SpotifyCreated by: Togai Monetize - The Art Of Pricing is handcrafted by our friends over at: fame.so
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The Future of Pricing: AI, Customer Value, and Outcome-Based Models with Marcos Rivera, Founder and CEO of Pricing I/O
Dec 18, 202400:41:16Tap to summarizeIn this episode of Monetize: The Art of Pricing, host Abhishek Rajagopal chats with pricing expert Marcos Rivera, Founder and CEO of PRICING I/O, about innovative pricing strategies, particularly in AI-driven markets. Drawing from his experience as a product leader and venture capitalist, Marcos explores the importance of aligning pricing with customer value. He explains usage-based and outcome-based pricing models, emphasizing how these approaches drive business success. Practical insights include creating frictionless pricing for startups, forming pricing committees for larger companies, and rethinking metrics to match customer outcomes better. A real-world case study showcases how thoughtful pricing transformed revenue and growth at a compliance software company. Tune in for actionable insights on pricing!Here are some key discussion topics:The Evolution of Pricing PerspectivesThe Role of Product Managers in PricingPractical Pricing Approaches for Small CompaniesEstablishing a Pricing Committee for Larger CompaniesThe Rise of Usage-Based Pricing ModelsChallenges of Defining Value Metrics in AI ProductsThe Challenger-Champion Pricing ModelDistinguishing Pricing from PackagingCase Study: Successful Pricing RestructuringMarcos Rivera is a pricing expert, entrepreneur, and author with over 25 years of experience in tech, specializing in B2B SaaS. As the Founder and CEO of Pricing I/O, Marcos helps high-growth SaaS companies accelerate ARR growth through his simple, powerful 5Q Pricing Framework. Formerly the Head of Pricing at Vista Equity Partners, he has priced over 400 products and worked with top CEOs and executives, teaching them how to capture value effectively. Marcos is a recognized industry leader, a Board Advisor for Spark Growth Ventures, and an award-winning speaker and author of Street Pricing: A Pricing Playlist for Hip Leaders in B2B SaaS.Episode Highlights 00:00 - Intro01:17 - The Evolution of Pricing Perspectives03:59 - The Role of Product Managers in Pricing09:38 - Practical Pricing Approaches for Small Companies17:46 - Establishing a Pricing Committee for Larger Companies24:22 - The Rise of Usage-Based Pricing Models30:46 - Challenges of Defining Value Metrics in AI Products31:13 - Distinguishing Pricing from Packaging36:33 - The Challenger-Champion Pricing Model37:47 - Case Study: Successful Pricing RestructuringCheck out also other episodes here:👉 Apple - https://apple.co/3AOvHIf👉 YouTube - https://bit.ly/yt-monet-ize👉 Spotify - https://spoti.fi/3Onir0iCreated by: TogaiMonetize - The Art Of Pricing is handcrafted by our friends over at: fame.so
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Beyond Tiers: Redefining SaaS Pricing with Gary Bailey of FinTech Strategic Advisors
Dec 11, 202400:42:43Tap to summarizeIn this episode of Monetize: The Art of Pricing, host Abhishek Rajagopal interviews Gary Bailey, a pricing strategy expert with 30 years in banking and fintech. Gary is a Finance and Monetization Consultant at FinTech Strategic Advisors. Join them as they discuss the contrast between traditional pricing models and SaaS pricing and why SaaS companies should transition from traditional tier-based pricing to tailored and per-transaction pricing. Gary emphasizes the value of dynamic, customer-focused pricing, referencing pricing strategies at tech giants like Amazon and Meta. The discussion also delves into the evolving role of pricing managers and a five-step framework for effective monetization.Here are some key discussion topics:Introduction to Pricing in SaaS and AIHistorical Pricing Approaches in FinanceValue Capture Strategies of Tech GiantsChallenges in SaaS Pricing ModelsThe Role of Pricing ProfessionalsB2B vs. B2C Pricing StrategiesLearning from AWS and AzurePersonalized Pricing ModelsFive-Step Framework for Pricing StrategyGary Bailey is a Finance and Monetization Consultant with Fintech Strategic Advisors Ltd in London, specializing in pricing strategies, unit economics, and cost innovation since 2017. As founder of The Talent Capitalist, Gary pioneers “Jobs Led Pricing,” a revolutionary approach addressing the unique challenges of AI monetization. With over 15 years in senior roles, including at ICAP and ICBC Standard Bank, he managed $1 billion in annual revenue and led transformative initiatives in pricing, compliance, and cost efficiency. Gary also serves as Monetization NED at Articulture and previously advised innovative startups like Zedosh and CandidateX, championing growth through strategic monetization.Episode Highlights00:00 - Intro03:20 - Introduction to Pricing in SaaS and AI05:44 - Historical Pricing Approaches in Finance10:12 - Setting the Foundation for SaaS Pricing15:11 - Value Capture Strategies of Tech Giants17:03 - Challenges in SaaS Pricing Models22:27 - The Role of Pricing Professionals26:10 - Creating Organizational Value with Pricing29:33 - Pricing in an AI World32:02 - Dynamic Pricing at Tech Giants36:39 - B2B vs B2C Pricing Models39:49 - Five-Step Framework for Pricing StrategyCheck out also other episodes here:👉 Apple - https://apple.co/3AOvHIf👉 YouTube - https://bit.ly/yt-monet-ize👉 Spotify - https://spoti.fi/3Onir0iCreated by: TogaiMonetize - The Art Of Pricing is handcrafted by our friends over at: fame.so
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Navigating Pricing in Large Organizations with Shah Choudhary, Salesforce’s Monetization Leader
Dec 4, 202400:44:07Tap to summarizeIn episode 1 of Monetize: The Art of Pricing, host Abhishek Rajagopal sits down with Shah Choudhary, the Director of Product and Pricing Strategy at Salesforce.Join them as they discuss:The Complexities of Modern-day Pricing ModelsSalesforce's Shift to Consumption-Based PricingShifting Pricing Models in the AI IndustryCrafting Effective Pricing Strategies Balancing Flexibility and Timelines in Pricing StrategiesStrategies for Effective Pricing and Revenue OptimizationPricing Strategies for New and Existing ProductsAdapting Sales Strategies to Pricing Model ChangesShah Choudhary is a problem solver and strategic thinker with extensive experience driving growth for Fortune 500 companies like Salesforce, Constellation Brands, Chevron, and SLB, as well as global consultancy Simon-Kucher. With expertise in pricing strategy, project management, and engineering, Shah excels at navigating uncertainty and implementing data-driven initiatives for sustainable growth. Guided by the philosophy of "Kaizen," he thrives on continuous improvement. Outside work, he enjoys cricket and sitcoms and supports Manchester United with his trademark optimism.Episode Highlights00:00 - Intro00:43 - Abhishek’s Backstory03:10 - Introduction to Pricing Strategy06:13 - Internal vs. External Influences on Pricing08:58 - Tweaking the Pricing Model12:04 - A Strategic Focus on Pricing17:57 - The Role of Stakeholders in Pricing Decisions21:52 - Pricing Needs to be Iterative24:05 - Measuring Success in Pricing Initiatives30:50 - Aligning Pricing Elements37:33 - Collaborating with External Agencies39:17 - Impact of Pricing Changes on Sales Incentives41:40 - Evaluating Success Post-Pricing ImplementationCheck out also other episodes here:👉 Apple - https://apple.co/3AOvHIf👉 YouTube - https://bit.ly/yt-monet-ize👉 Spotify - https://spoti.fi/3Onir0iCreated by: TogaiMonetize - The Art Of Pricing is handcrafted by our friends over at: fame.so
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Nov 26, 202400:01:08Tap to summarizeMonetize - The Art Of Pricing is handcrafted by our friends over at: fame.so
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