Mar 12, 2025 1 min read

Pricing Podcast with Mark Stiving

Pricing Podcast with Mark Stiving
Mark Stiving

Mark Stiving has been a thought leader on software pricing nearly forever. He generously invited me onto his Impact Pricing podcast for a rollicking discussion about "How to Stop Undervaluing Your Product—And Start Getting Paid What It’s Worth."

We talked about how product managers need to (vaguely, roughly) define economic value before development. That includes helping sales teams communicate value using simple tools, without making them invent their own calculators or do much math.

Listen to it here

Top takeaways:

  • How to define and communicate economic value effectively
  • Better aligning sales teams and product managers around pricing and value
  • Tips on framing value in sales conversations without overwhelming buyers.

You want to look for an aggregate set of data about what’s happening in your marketplace as opposed to attaching a lot of overweight to your two largest accounts.

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