Street Pricing with Marcos Rivera

What if changing one simple metric could revolutionize your company's pricing strategy? 

Marcos is joined by Kyle Westra, Senior Director of Strategic Pricing at Maxar Technologies, who shares his expertise in pricing strategy spanning consulting, SaaS, and B2B technology. Kyle recounts transforming Bloomreach's pricing model from per page view to per API, highlighting the critical choice of metrics for simplicity, transparency, and value alignment in pricing strategies.  

Next, we delve into implementing new SaaS pricing models, stressing collaboration between customer success and sales teams for smooth transitions. By segmenting customers and preparing thoroughly, teams can effectively communicate changes, enhance customer relationships, and ensure successful rollouts. 

Explore the complexities of pricing at Maxar, including strategies for balancing innovation with client needs in government and military sectors. Kyle discusses navigating budget constraints and evolving pricing models, offering insights into hybrid approaches and the future of pricing strategies. Join us to hear how to refine your pricing strategy and foster continuous growth. 
 

In this episode:  
(00:00) Guest intro of Kyle Westra, Maxar history and business divisions.  

(04:11) Kyle discusses his extensive experience in pricing within consulting, SaaS, and B2B technology sectors. He shares a significant pricing change he implemented at Bloomreach, transitioning from a per-page view to a per-API model. He highlights the importance of selecting the right pricing metric and the key characteristics ensuring it aligns with sales goals and customer satisfaction. 

(14:20) This segment delves into the complexities of implementing new pricing models for SaaS companies. Kyle emphasizes the critical role of collaboration between customer success and sales teams. He discusses practical strategies like open office hours and joint game planning to prepare sales teams for communicating changes to customers.  

(25:05) The conversation explores the unique challenges of pricing and packaging strategies within Maxar, particularly in the context of serving government and military clients. He highlights the balance between innovation and meeting the needs of existing customers as technology evolves.  

(34:32) The focus shifts to the future of pricing models, comparing subscription-based and usage-based approaches. Kyle discusses the importance of building a robust pricing organization with clear roles, responsibilities, processes, and tools. The pros and cons of both pricing models are analyzed, noting the simplicity and predictability of subscription models versus the value alignment and operational effort required by usage-based models.  

(40:31) The episode concludes with a summary of the key insights shared throughout the episode. Kyle and Marcos emphasize the importance of leveraging these lessons to eliminate guesswork in professional environments.  

(41:31) Favorite jams growing up as a musician, writing the song “The Price Gouging Blues” 

Welcome to Street Pricing, the only show where proven SaaS (Software as a Service) leaders share their mindset and mistakes in pricing so we can all stop guessing and start growing. Street Pricing is hosted by Pricing I/O CEO and Pricing Coach, Marcos Rivera, sought after slayer of bad pricing. With 20 years of pricing expertise, he has helped price over 200 SaaS products and coached over 100 SaaS CEOs and counting! From the streets of the Bronx to CEO, Marcos wants to take the guessing out of pricing.   

Resources: 

Kyle Westra LinkedIn 

Maxar Intelligence 

Amazon bestseller: The New Invisible Hand: Five Revolutions in the Digital Economy  

Pricing song: Price Gouging Blues  

Marcos Rivera LinkedIn 

Book: Street Pricing 

Email Street Pricing for a consultation  

Shannon Deep and Kevan Lee, co-founders of Bonfire, join me to share their journey of shaping brand perception and pricing strategies. Discover the delicate balance between brand storytelling and pricing as we highlight the importance of emotional resonance in buyer decisions. We tackle the complexities of establishing a brand that's human, democratic, and high-touch, emphasizing how this affects pricing strategy.  

We venture into the future of brand marketing, balancing the emotional with the data-driven, and discuss the hurdles marketers face in proving the value of brand investments and the potential role of AI in this evolving landscape. 
 

In this episode: 

(00:00) Guest intros, brand perception, SaaS pricing, and growth strategies are discussed in the context of end users and buyers, with insights from Bonfire's co-founders Shannon and Kevan. 

(04:19) Brand perception and pricing strategy are balanced in a competitive market, with a focus on human, democratic, and high-touch values. 

(14:35) Pricing strategy exercise benefits internal stakeholders, validates competitive decisions, analyzes buyer criteria, emphasizes brand differentiation, and aligns perception with goals. 

(21:05) Brand and pricing are intrinsically linked in B2B, influenced by emotion and rationality, and can benefit from B2C tactics. 

(26:28) The Future of Brand Marketing - Brand marketing's value is often underestimated, balancing emotion and data, convincing stakeholders, and integrating AI for impact. 

(35:00) Kevan and Shannon share their favorite jams.  
 

Welcome to Street Pricing, the only show where proven SaaS (Software as a Service) leaders share their mindset and mistakes in pricing so we can all stop guessing and start growing. Street Pricing is hosted by Pricing I/O CEO and Pricing Coach, Marcos Rivera, sought after slayer of bad pricing. With 20 years of pricing expertise, he has helped price over 200 SaaS products and coached over 100 SaaS CEOs and counting! From the streets of the Bronx to CEO, Marcos wants to take the guessing out of pricing.   

Resources: 

Shannon Deep LinkedIn  

Kevan Lee LinkedIn 

Bonfire 

Email Bonfire 

Marcos Rivera LinkedIn 

Book: Street Pricing 

Email Street Pricing for a consultation  

Do you know what practical steps entrepreneurs can take to set and communicate the value of their services effectively? 

In this episode, I sit down with Paul ‘PJ’ Jackson, GTM Coach, Mentor and Entrepreneur, who shares captivating stories including one from his time at a major media company. PJ successfully monetized dormant assets by aligning 10 departments and 168 photographers through persistent communication and a focus on demonstrating ROI. 

In another segment, we explore the journey of Mary Lou, who transitioned from a Chief Evangelist role to a coaching career. We discuss how reevaluating her pricing strategy helped her align her professional goals with her personal objectives, particularly gaining flexibility to spend more time with her daughter. By recognizing the true value of her services, Mary Lou significantly increased her rates, showcasing a common entrepreneurial challenge of undervaluing one's offerings and the importance of aligning pricing with one's ultimate goals. 

We highlight the subjective nature of pricing and the necessity for business owners to be comfortable with their rates to maintain quality. Practical steps for gaining confidence in higher pricing, such as leveraging past experience and effective self-promotion, are also discussed, providing listeners with actionable insights to implement growth strategies in their own businesses. 
 

In this episode: 

 
(0:00:00) Background on PJ, and a compelling story from his experience working with a major media company to monetize dormant assets. PJ successfully created a pricing structure that benefited both the photographers and the company, ultimately turning them into advocates for the new initiative. 

(0:12:59) Understanding one's ultimate goals and aligning business strategies to achieve them. We explore a case where an individual named “Mary Lou” transitioned from a Chief Evangelist role to a coaching career.  

(0:19:00) The intricacies of pricing strategy and the importance of aligning it with one's values and goals. Being clear about what you want—whether it's financial success, time with family, or market leadership, and the pitfalls of underpricing, such as undervaluation and reduced quality. 

(0:25:00) Applying learned lessons to your business operations to ensure growth and success. Whether you're managing a SaaS company or another type of enterprise, we emphasize the need to take actionable steps based on these insights. Never apologize! 

(0:30:00) -  Favorite jams – Tupac and Santana/Rob Thomas 

Welcome to Street Pricing, the only show where proven SaaS (Software as a Service) leaders share their mindset and mistakes in pricing so we can all stop guessing and start growing. Street Pricing is hosted by Pricing I/O CEO and Pricing Coach, Marcos Rivera, sought after slayer of bad pricing. With 20 years of pricing expertise, he has helped price over 200 SaaS products and coached over 100 SaaS CEOs and counting! From the streets of the Bronx to CEO, Marcos wants to take the guessing out of pricing.   

Resources: 

 PJ Jacksong LinkedIn 

Marcos Rivera LinkedIn 

Book: Street Pricing 

Email for a consultation  

Ever wonder what it takes to rework the pricing strategy of a seasoned company in the SaaS automotive space? Steve Hamrell from Callbox joins us to shed light on the transformation journey they embarked upon, confronting package inconsistencies and the pressing need for a pricing strategy revamp. Together, we peel back the layers of creating a pricing plan that not only resonates with customer value perception but also keeps the business trajectory on the path to scalability.  

In our candid conversation, we delve into how a strategic pivot in pricing can revolutionize reseller relationships and streamline the sales process. We explore how Callbox's experiences have shaped smarter, data-influenced decisions in product development. This dialogue is an expedition into the heart of SaaS pricing strategies and the incredible value of aligning them with the ever-evolving market demands. 
 

In this episode: 

(0:00:00) - Steve Hamrell provides a detailed overview of the pricing inconsistencies faced by Callbox in the SaaS automotive sector. He suggests the necessity for a comprehensive overhaul of the existing pricing strategy to align with the market standards and customer expectations. 

(0:07:02) - The critical role of senior management in implementing pricing changes– they aid in making strategic, data-driven decisions that significantly impact the profitability and growth of the organization. 

(0:18:22) - Evaluating the impact of pricing adjustments on resellers, how a reset of reseller pricing to align more closely with market rates can potentially improve their profit margins, simpler pricing is presented as an effective way to streamline land and expand strategies, thus enhancing business scalability. 

 (0:25:00) - Know your data and market: Maintaining pricing consistency is instrumental for accurate forecasting and ensuring high levels of customer retention. How Callbox is confronting and resolving pricing inconsistencies to improve their business planning and overall financial performance. 

(0:27:57) -  Favorite jams – Naughty by Nature, Dave Matthews, Snoop and Dre 

Welcome to Street Pricing, the only show where proven SaaS (Software as a Service) leaders share their mindset and mistakes in pricing so we can all stop guessing and start growing. Street Pricing is hosted by Pricing I/O CEO and Pricing Coach, Marcos Rivera, sought after slayer of bad pricing. With 20 years of pricing expertise, he has helped price over 200 SaaS products and coached over 100 SaaS CEOs and counting! From the streets of the Bronx to CEO, Marcos wants to take the guessing out of pricing.   

Resources: 

LinkedIn: https://www.linkedin.com/in/steven-hamrell-9b45b44/ 

Call Box: https://callbox.com/ 

Marcos Rivera LinkedIn 

Book: Street Pricing 

Email for a consultation  

Listen in as James Martin Sr., CEO of RallyCorp and an esteemed RevOps coach, joins me to unravel the complexities of tailoring pricing models to serve the unique needs of non-profits. James enlightens us with his experiences in identifying the perfect customer profile for his company and how this knowledge is pivotal in tackling their specific challenges. We explore the delicate balance of providing value and determining the right cost, underscoring the critical role that pricing plays not only in profit-driven entities but also in service organizations dedicated to noble causes.  

Rounding out our conversation, we discuss effective sales strategies and the psychology behind pricing. From segmenting inbound traffic to leveraging financial transparency of non-profits and public companies, you’ll hear techniques to refine sales messaging and product offerings. We also discuss the nuanced approach required for dynamic pricing and the role of trust in business relationships. Don't miss this opportunity to glean valuable knowledge that could revolutionize your approach to pricing and customer understanding. 
 
In this episode: 

(0:00:00) James Martin Sr. shares pricing strategy insights - Focus on customer profile and balancing value. 

(0:03:13) Discussion on scaling non-profit services and strategic pricing, emphasizing aligning value propositions with customer segments. Reverse engineering your exit or M&A strategy. 

(0:11:52) Exploring customer understanding and segmentation in sales. Leveraging financial transparency for effective sales messaging. 

(0:16:09) Delving into confident sales approaches and timing. Avoiding “commission breath”, the importance of patience and strategic follow-ups with clients. 

(0:25:30) Analyzing the psychology behind dynamic pricing strategies. Consumer trust and value perception in pricing tactics. Applying insights for business improvement. 

(0:30:57) Recapping - pain points, finding the why, framing and messaging 

(0:32:24) Favorite jam – Def Leppard, AC/DC, reminiscing about '80s music's lasting appeal  
 

Welcome to Street Pricing, the only show where proven SaaS (Software as a Service) leaders share their mindset and mistakes in pricing so we can all stop guessing and start growing. Street Pricing is hosted by Pricing I/O CEO and Pricing Coach, Marcos Rivera, sought after slayer of bad pricing. With 20 years of pricing expertise, he has helped price over 200 SaaS products and coached over 100 SaaS CEOs and counting! From the streets of the Bronx to CEO, Marcos wants to take the guessing out of pricing.   

Resources: 

LinkedIn: https://www.linkedin.com/in/mrjamesmartin/ 

Website: https://linktr.ee/mrjamesmartin 

Rally Corp: https://www.rallycorp.com/ 

Marcos Rivera LinkedIn 

Book: Street Pricing 

Email for a consultation  

Today we welcome extraordinary pricing strategist Katie Wei, Director of Pricing Strategy at Cloudinary. Starting from her early days in accounting and software, Katie reveals her journey into the intricate world of pricing strategy and her two-decade-strong passion for the field. She gives us a candid look into the art of handling pricing objections, her unique approach to sales management training, and a teaser of her upcoming keynote address at the Professional Pricing Society conference.  

We tackle the significance of pricing in leadership and its role in shaping company dynamics. Katie provides insight into the intricacies of navigating senior leadership, showcasing pricing as a powerful, often underestimated, tool for addressing complex business issues like customer retention. We delve into the RACI matrix for managing multifaceted projects and how to demonstrate the strategic value of pricing expertise beyond just crunching numbers. Katie shares the importance of leveraging data and customer feedback, using tools like 'dollarization' to help customers see the tangible value of products and services. We encourage listeners to reevaluate their current pricing strategies and better capture the value they deliver. 
 
In this episode: 

(00:00) Elevating Pricing Team Excellence in Business - Pricing ninja Katie Wei shares insights on handling objections, training in sales, and elevating pricing teams to a strategic level. 

(12:47) Strategic Pricing and Leadership - Strategic pricing, consensus-building, RACI matrix, demonstrating value, finding a ‘vacuum’, and navigating challenges in organizational leadership. 

(24:49) Future of Outcome-Based Pricing - Align customer value with revenue growth, use data to calculate impressions, gather feedback, 'dollarization' technique, and outcome-based pricing models. How Cloudinary functions - bandwidth, conversions, and revenue. 

(34:44) Capturing Value - Reassess pricing strategies based on outputs, not inputs. AI and watching how it plays out,  

(36:00) Favorite jam of all time - Katie changes with the times, as listening to new music keeps you young, but “when the s*%# hits the fan”, she loves Tom Petty. 
 
Welcome to Street Pricing, the only show where proven SaaS (Software as a Service) leaders share their mindset and mistakes in pricing so we can all stop guessing and start growing. Street Pricing is hosted by Pricing I/O CEO and Pricing Coach, Marcos Rivera, sought after slayer of bad pricing. With 20 years of pricing expertise, he has helped price over 200 SaaS products and coached over 100 SaaS CEOs and counting! From the streets of the Bronx to CEO, Marcos wants to take the guessing out of pricing.   

Resources: 

Katie Wei LinkedIn 

Professional Pricing Society 

Marcos Rivera LinkedIn 

Book: Street Pricing 

Email for a consultation  

Unlock the secrets to skyrocketing your SaaS business with pricing strategies from none other than Rob Litterst, the pricing prodigy with HubSpot roots and co-founder of Pricing SaaS. We get the scoop on how Rob transitioned from sales to becoming a strategy maestro at ProfitWell, and we explore the transformation from broad freemium offerings to cultivating lasting relationships with high-value customers. The nuances of SaaS pricing emphasize the necessity for patience and a willingness to adapt as you shape features that resonate with paying users.  
 

Finally, we gaze into the crystal ball to predict the future of SaaS pricing models, weighing up HubSpot's cutting-edge tactics against those of the industry heavyweights like Salesforce. The conversation takes a turn into the potential revolution that AI brings to the pricing table, enhancing how we process data and complement human expertise. And because every memorable episode needs a quirky finale, Rob and I take a nostalgic trip down music lane, reminiscing about the iconic tunes that shaped the soundtrack of our lives.  
 

In this episode: 

(0:00:00) Rob Litterst delves into his evolution from sales to a strategic role at ProfitWell, and his insights into SaaS pricing's critical role in growth. The discussion offers SaaS operators valuable perspectives on using data to drive pricing decisions, and how Rob applies his theoretical knowledge to his SaaS company, Pricing SaaS. 

(08:55) Navigating Pricing Strategies in SaaS - In this segment, we delve into the transformation of a SaaS business from a freemium model to one that focuses on cultivating relationships with high-value, invested customers. The conversation highlights the lessons learned from this shift, emphasizing the importance of adaptability, patience, and the strategic decision to provide accessible pricing expertise to a market hungry for data-driven guidance. 

(17:35) HubSpot's Pricing Model and Sales Strategy - HubSpot's early innovative pricing strategy and its consultative sales approach that helped establish customer trust. Rob discusses the benefits of a tiered pricing model that was aligned with customer growth and how this approach not only made economic sense but also supported product-led sales. 

(21:58) Looking Forward - Pricing Models in SaaS - The future of SaaS pricing models, with a particular focus on HubSpot's blend of feature-based and consumption-based pricing. Contemplating the evolution of CRM pricing and the trend toward hybrid models, considering the impact of AI on developing innovative pricing strategies. 

(28:20) AI and Pricing - The dialogue turns to the role of AI in enhancing SaaS pricing models and the emerging trend of outcome-based software. The increasing need for human expertise to augment AI's capabilities is investigated.  

(33:15) I Got Five On It, No Way Out 
 
Welcome to Street Pricing, the only show where proven SaaS (Software as a Service) leaders share their mindset and mistakes in pricing so we can all stop guessing and start growing. Street Pricing is hosted by Pricing I/O CEO and Pricing Coach, Marcos Rivera, sought after slayer of bad pricing. With 20 years of pricing expertise, he has helped price over 200 SaaS products and coached over 100 SaaS CEOs and counting! From the streets of the Bronx to CEO, Marcos wants to take the guessing out of pricing.   

Resources: 

Rob Litterst LinkedIn 

Good Better Best Newsletter 

Marcos Rivera LinkedIn 

Book: Street Pricing 

Email for a consultation  

Ever wondered how the leaders of the software world conjure up pricing strategies that turn pixels into profits? Cameron Barragan of BlueStar Innovation Partners joins us to share the secret sauce behind his SaaS success. Cameron highlights the fine art of crafting pricing models that resonate with customers and bolster the bottom line. From tackling the tricky terrain of post-acquisition pricing integration to the enlightened approach of bundling products for growth, Cameron's insights illuminate the complex dance between monetization and customer satisfaction. 

By marrying core and ancillary products into irresistible bundles, our conversation underscores the magic of a well-crafted offer in boosting average revenue per user and ensuring the longevity of a SaaS venture. As we wrap up, we wade into the economics of strategic bundling, balancing the scales between enhancing customer value and maintaining healthy internal profit and loss accounts. We peer into the future of emerging tech, such as generative AI, and how it is poised to reshape the pricing and packaging landscape.  

 
In this episode: 

(0:00:00) Pricing Strategies in SaaS Industry - Cameron Barragan discusses the complexity of SaaS pricing strategies and the importance of an operator-forward approach in investment decisions. He highlights how M&A expertise can enhance portfolio growth and addresses the challenges of integrating acquired products into existing pricing structures. 

(0:10:49) Simplifying Buyer Journey for Success - The conversation delves into the benefits of streamlining the sales process to improve the buyer's experience and company economics. It emphasizes the successful integration of core and ancillary products, the strategic implementation of annual price increases, and the importance of natural buying experiences aligned with customer behavior. 

(0:15:44) Maximizing Value Through Strategic Bundling - Cameron and the host explore the delicate balance of product bundling, discussing the internal barriers due to separate product P&Ls and the need for economic incentives. They advocate for bundles that enhance customer value and company growth, while considering the organizational alignment needed to support effective product combinations. 

(0:23:08) The Economics of SaaS Bundles - This segment examines the strategic considerations behind SaaS revenue models, focusing on revenue predictability, market conditions, and the impact of technology like generative AI on pricing and packaging. It emphasizes the importance of well-thought-out bundling strategies to increase product usage, contract value, and retention. 

(0:31:15) Favorite jam growing up - Sublime and the surfing world in LA 
 
Welcome to Street Pricing, the only show where proven SaaS (Software as a Service) leaders share their mindset and mistakes in pricing so we can all stop guessing and start growing. Street Pricing is hosted by Pricing I/O CEO and Pricing Coach, Marcos Rivera, sought after slayer of bad pricing. With 20 years of pricing expertise, he has helped price over 200 SaaS products and coached over 100 SaaS CEOs and counting! From the streets of the Bronx to CEO, Marcos wants to take the guessing out of pricing.   

Resources: 

Blue Star Innovation Partners 

Cameron Barragan LinkedIn 

Marcos Rivera LinkedIn 

Book: Street Pricing 

Email for a consultation  

Imagine navigating the complex terrain of pricing strategies with none other than Karan Sood of Rakuten Kobo, a virtuoso of sales operations. We peel back the layers of traditional cost-based models and reveal the intricate dance of value-driven pricing. As Karan recounts tales from his time in the automotive trenches, where static pricing was a missed opportunity, we're reminded that the price tag hanging off products isn't just a number—it's a story of market life cycles and competitive choreography. 

With case studies in hand and compensation models flipped on their heads, Karan breaks down the metamorphosis of pricing, and how value communication is the game-changing strategy that keeps the cash registers ringing. As we gaze into the crystal ball of pricing's future, Karan and I dissect the up-and-coming world of outcome-based models—where tech payments are entwined with measurable results, thanks to the surgical precision of AI.  

 
In this episode: 

(0:00:00) Evolution of Pricing Models - Discussing the shift from cost-based to value-driven pricing, emphasizing the need to adapt pricing strategies to a product's lifecycle and market saturation.   

(0:08:46) Digital Transition in Advertising - Karan’s transition from automotive into traditional print to digital advertising and the challenges of measuring value, change management, and customer adaptation during this transformation. 

(0:16:48) Market Dynamics and Pricing - The importance of staying current with industry evolution and consumer trends to align pricing strategies with market changes, and the distinction between perceived and economic value in pricing. 

(0:28:59) Outcome-Based Pricing in Tech - Exploring the tech industry's move towards outcome-based pricing models, the role of AI in measuring success, and the associated legal and revenue considerations. 

(0:36:10) Favorite 90s hip-hop jam and what Biggie might be doing in today’s world 
 
Welcome to Street Pricing, the only show where proven SaaS (Software as a Service) leaders share their mindset and mistakes in pricing so we can all stop guessing and start growing. Street Pricing is hosted by Pricing I/O CEO and Pricing Coach, Marcos Rivera, sought after slayer of bad pricing. With 20 years of pricing expertise, he has helped price over 200 SaaS products and coached over 100 SaaS CEOs and counting! From the streets of the Bronx to CEO, Marcos wants to take the guessing out of pricing.   

Resources: 

Karan Sood LinkedIn 

Rakuten Kobo, Inc. 

Book: Strategy & Tactics of Pricing - Nagle 
 
Book: Power Pricing - Dolan 

Pricing: A Value-Based Approach - Dolan 

Marcos Rivera LinkedIn 

Book: Street Pricing 

Email for a consultation  

Unlock the potential of customer engagement while avoiding the pitfalls of complex pricing models with Rob Merklinger, the CRO and SVP at Influitive. We unravel the sophisticated journey of pricing strategy revamps, providing you with the blueprint for aligning your price points with the perceived value to your customers. Our discussion is peppered with insights into Influitive's pivotal shift towards a simplified, tiered pricing structure that not only fosters transparency but also reinforces upselling, cross-selling, and customer retention. 

 
We dissect the mechanics of shifting perceptions from being "nickel and dimed" to feeling valued, and how this delicate balance requires adept salesmanship and cross-departmental collaboration. Rob offers a play-by-play on how his team trained for tough conversations about pricing changes, ensuring customers felt like partners in the process, not just revenue sources. The episode is a treasure trove of insights for businesses eager to enhance engagement and growth without sacrificing their bottom line or customer happiness. 

 
In this episode: 

- Customer Engagement Pricing Strategies -  Rob Merklinger shares how customer feedback initially influenced Influitive to rethink its pricing model. The goal was to create a simplified pricing model that was in line with the value perceived by customers, thus enhancing upselling, cross-selling, and customer retention. 

- (08:31) Overcoming Internal Challenges - Internal hurdles faced when changing perceptions about pricing. The focus is on the need for understanding and adjusting to these changes within the organization. 

- (12:31) The Role of Cross-Departmental Collaboration -  The critical role of cross-departmental communication in implementing the new pricing model. Rob discusses how various departments came together to make the transition smooth. 

- (17:01) Preparing the Sales Team - The importance of adequately preparing the sales team to discuss price increases with customers and be well-versed with the new pricing structure. 

- (21:01)The Power of Customer Feedback - How customer feedback positively impacted pricing changes. Rob underscores the importance of making sure that customers perceive the new pricing structure as fair. 

- (25:01) Favorite 90s hip hop jam   

Welcome to Street Pricing, the only show where proven SaaS (Software as a Service) leaders share their mindset and mistakes in pricing so we can all stop guessing and start growing. Street Pricing is hosted by Pricing I/O CEO and Pricing Coach, Marcos Rivera, sought after slayer of bad pricing. With 20 years of pricing expertise, he has helped price over 200 SaaS products and coached over 100 SaaS CEOs and counting! From the streets of the Bronx to CEO, Marcos wants to take the guessing out of pricing.   

Resources: 

Rob Merklinger LinkedIn 

Influitive 

Marcos Rivera LinkedIn 

Email for a consultation