Monetize: The Art Of Pricing

In 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 Help

Ulrik 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 Highlights

00:00 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 Help

Episode Resources

• Abhishek Rajagopal on LinkedIn
• Ulrik Lehrskov-Schmidt on LinkedIn
• WillingnessToPay Website 
• Book: The Pricing Roadmap

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Created by: Togai  

Monetize - The Art Of Pricing is handcrafted by our friends over at: fame.so

In 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 Model
• The Value Table System
• The Right Way to Pricing
• The Significance of Having a Pricing Consultant or Team.
• The Impact of AI on Pricing

Mark 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 Highlights

00:00 Intro
02:28 Context-Driven Pricing vs. Value-Based Pricing
04:29 The Benefit of Projecting Value
05:45 The Value Table
15:45 Doing Pricing Right
17:30 The Need for a Pricing Consultant
24:02 Pricing the Right Way
32:58 The Impact of AI on Pricing

Check out also other episodes here:

👉 Apple - https://apple.co/3AOvHIf
👉 YouTube - https://bit.ly/yt-monet-ize
👉 Spotify - https://spoti.fi/3Onir0i

Created by: Togai

Monetize - The Art Of Pricing is handcrafted by our friends over at: fame.so

In 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 Companies
• Case Study: Transitioning Legacy Pricing Models 
• Customer Feedback in Pricing Decisions
• Developing Pricing Strategies
• The Art and Science of Psychological Pricing Strategies
• A Pivot to Usage-Based Pricing Models
• Xero's Pricing Strategy
• The Evolving Role of Pricing Teams

Eva 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 Companies
05:23 - Case Study: Transitioning Legacy Pricing Models
07:55 - Customer Feedback in Pricing Decisions
10:27 - Developing Pricing Strategies
12:02 - The Art and Science of Psychological Pricing Strategies
18:34 - A Pivot to Usage-Based Pricing Models
20:02 - Xero's Pricing Strategy
25:52 - Downgrades in Pricing
27:52 - The Evolving Role of Pricing Teams

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Created by: Togai 

Monetize - The Art Of Pricing is handcrafted by our friends over at: fame.so

In 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 Perspectives
• The Role of Product Managers in Pricing
• Practical Pricing Approaches for Small Companies
• Establishing a Pricing Committee for Larger Companies
• The Rise of Usage-Based Pricing Models
• Challenges of Defining Value Metrics in AI Products
• The Challenger-Champion Pricing Model
• Distinguishing Pricing from Packaging
• Case Study: Successful Pricing Restructuring

Marcos 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 - Intro
01:17 - The Evolution of Pricing Perspectives
03:59 - The Role of Product Managers in Pricing
09:38 - Practical Pricing Approaches for Small Companies
17:46 - Establishing a Pricing Committee for Larger Companies
24:22 - The Rise of Usage-Based Pricing Models
30:46 - Challenges of Defining Value Metrics in AI Products
31:13 - Distinguishing Pricing from Packaging
36:33 - The Challenger-Champion Pricing Model
37:47 - Case Study: Successful Pricing Restructuring

Check out also other episodes here:

👉 Apple - https://apple.co/3AOvHIf
👉 YouTube - https://bit.ly/yt-monet-ize
👉 Spotify - https://spoti.fi/3Onir0i

Created by: Togai

Monetize - The Art Of Pricing is handcrafted by our friends over at: fame.so

In 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 AI
• Historical Pricing Approaches in Finance
• Value Capture Strategies of Tech Giants
• Challenges in SaaS Pricing Models
• The Role of Pricing Professionals
• B2B vs. B2C Pricing Strategies
• Learning from AWS and Azure
• Personalized Pricing Models
• Five-Step Framework for Pricing Strategy

Gary 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 Highlights

00:00 - Intro
03:20 - Introduction to Pricing in SaaS and AI
05:44 - Historical Pricing Approaches in Finance
10:12 - Setting the Foundation for SaaS Pricing
15:11 - Value Capture Strategies of Tech Giants
17:03 - Challenges in SaaS Pricing Models
22:27 - The Role of Pricing Professionals
26:10 - Creating Organizational Value with Pricing
29:33 - Pricing in an AI World
32:02 - Dynamic Pricing at Tech Giants
36:39 - B2B vs B2C Pricing Models
39:49 - Five-Step Framework for Pricing Strategy

Check out also other episodes here:

👉 Apple - https://apple.co/3AOvHIf
👉 YouTube - https://bit.ly/yt-monet-ize
👉 Spotify - https://spoti.fi/3Onir0i

Created by: Togai

Monetize - The Art Of Pricing is handcrafted by our friends over at: fame.so

In 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 Models
• Salesforce's Shift to Consumption-Based Pricing
• Shifting Pricing Models in the AI Industry
• Crafting Effective Pricing Strategies 
• Balancing Flexibility and Timelines in Pricing Strategies
• Strategies for Effective Pricing and Revenue Optimization
• Pricing Strategies for New and Existing Products
• Adapting Sales Strategies to Pricing Model Changes

Shah 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 Highlights

00:00 - Intro
00:43 - Abhishek’s Backstory
03:10 - Introduction to Pricing Strategy
06:13 - Internal vs. External Influences on Pricing
08:58 - Tweaking the Pricing Model
12:04 - A Strategic Focus on Pricing
17:57 - The Role of Stakeholders in Pricing Decisions
21:52 - Pricing Needs to be Iterative
24:05 - Measuring Success in Pricing Initiatives
30:50 - Aligning Pricing Elements
37:33 - Collaborating with External Agencies
39:17 - Impact of Pricing Changes on Sales Incentives
41:40 - Evaluating Success Post-Pricing Implementation

Check out also other episodes here:

👉 Apple - https://apple.co/3AOvHIf
👉 YouTube - https://bit.ly/yt-monet-ize
👉 Spotify - https://spoti.fi/3Onir0i

Created by: Togai

Monetize - The Art Of Pricing is handcrafted by our friends over at: fame.so

Monetize - The Art Of Pricing is handcrafted by our friends over at: fame.so