Mark Has Been a FEATURED Guest on These Shows...

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Episode #18: Mark Stiving, Ph.D, Chief Pricing Educator at Impact Pricing

In this episode of The GTM Pack podcast, we interview Mark Stiving, Ph.D, Chief Pricing Educator at Impact Pricing based in Reno, Nevada. In this conversation we dig into pricing related topics such as: How to approach launching your new pricing model, How to prove that your business works through pricing, and Beginning to learn how buyers perceive the value of your product.
The GTM Pack (Aug 17, 2023)

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Subscription Pricing for Value with Mark Stiving

Pricing is one of the trickiest elements of good subscription strategy and one that most practitioners feel unprepared to tackle. Coming up with a simple and clear pricing strategy is really complicated. That’s why I invited Mark Stiving to the podcast. Mark is an educator at heart as well as a pricing expert, and in this episode, I ask him all kinds of questions about how to determine, test, communicate, and adjust pricing.
Subscription Stories: True Tales from the TrenchesThe Courage of a Leader (Aug 17, 2023)

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Value-Driven Growth: The Magic of Clarity to Create and Convey Success

Mark Stiving is my guest today and he is a pricing expert. What does pricing have to do with The Courage of a Leader? It turns out, quite a lot! The secret to effectively pricing your products and services is the same one leaders can use to clearly define and communicate the value of their teams’ work. Are you intrigued? I was!
The Courage of a Leader (Aug 15, 2023)

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CEO's Guide to Pricing

Mark is a pricing expert and consults with companies on developing stronger pricing and product positioning strategies. Our discussion today on pricing is wide-ranging from the purposes of pricing, value-based pricing, segmentation, and who’s responsibility pricing is in an organization. What I loved about this episode is getting a distilled view on pricing based on hundreds of case studies over decades of work, giving tons of great lessons for the CEO listener.
Think Like an OwnerPragmatic Live (June 20, 2023)

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Tested Strategies for Raising Prices and Increasing Revenue for Products

In this episode of the Pragmatic Live, host Rebecca Kalogeris, Vice President of Product at Pragmatic Institute, interviews Mark Stiving, Ph.D., Chief Pricing Officer for Impact Pricing, who shares six ways to raise product prices effectively.
Pragmatic Live (May 12, 2023)

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Expert Insights on Pricing Trends for 2023 with Mark Stiving

Is your subscription business stuck in neutral? Shift into high gear with the on-demand course, Accelerate Your Subscription Business. Led by pricing expert Mark Stiving, this course will help you streamline your business for success and give you the clarity and certainty you need to drive growth.
Pragmatic Live Product Chats (Jan. 06, 2023)

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Executive Coaches have value, Charge for it with Mark Stiving

In what situation is pricing essential in the decision process? Your book is called selling value. What does a pricing person know about sales? According to you how should an executive coach determine their value to the client and to the organization? Why do coaches not charge enough?
Excellent Executive Coaching (Dec. 06, 2022)

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Selling Value to Create Better Clients at Higher Prices with Mark Stiving

Many CPAs struggle with pricing. Some have moved to flat rate or subscription pricing, and some still bill by the hour. For CPAs who are used to getting compensated for time and effort, it can be difficult to learn how to see value and to learn how to price accordingly. But if they don’t make the transition, they risk underpricing themselves in perpetuity and having to keep working long hours to make up for unearned revenue. To talk with me about this problem is my guest, Mark Stiving.
Business Strategy for CPAs (Aug. 10, 2022)

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Mark Stiving

In this episode, Mark Stiving, Ph.D. Stiving, the founder of Impact Pricing, explains why he finds impact pricing fascinating and fun to help companies.
Virtual Selling (Aug. 2, 2022)

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Why Should Disney Charge MORE for their $6,000 Hotel Room

Mark Stiving is a kindred spirit — and we always have great conversations about selling value. This time, we talked about how Mark has captured some of his wisdom in his book “Selling Value. How to Win More Deals at Higher Prices“. We talked about the book for a bit (I recommend it, as I got the chance to comment on one of his draft manuscripts), but we also talked about how important value selling is in today’s world. Thanks Mark!
ValuClarity (Aug. 1, 2022)

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Why Should Disney Charge MORE for their $6,000 Hotel Room

This is part four of a four-part series with pricing expert and Pragmatic instructor Mark Stiving. In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, and Mark discuss the immersive Star Wars experience that comes at a premium price. “This story is all about price segmentation. Disney doesn’t need to sell to everyone who comes to the park — just a few people.” – Mark Stiving.
Pragmatic Live (May 6, 2022)

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Pricing Case Study: The Housing Market Teaches Why Cost Plus Pricing is a Bad Idea

This is part three of a four-part series with pricing expert and Pragmatic instructor Mark Stiving. In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, and Mark discuss the trends in the housing market.  “The number one takeaway from this and to take away from every pricing situation is that we always put ourselves in the minds of our customers and try to figure out how are they making decisions.”
Pragmatic Live (April 29, 2022)

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Pricing Case Study: Shrinkflation and Why You’re Getting Less but Paying More

This is part two of a four-part series with pricing expert and Pragmatic instructor Mark Stiving. In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, and Mark discuss the concept of shrinkflation. Specifically, how to know when it’s the right time to increase prices or decrease costs.
Pragmatic Live (April 22, 2022)

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Pricing Case Study: When Will You Unsubscribe to Netflix?

This is part one of a four-part series with pricing expert and Pragmatic instructor Mark Stiving. In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Mark about the streaming wars and more importantly, subscription-model pricing.
Pragmatic Live (April 15, 2022)

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Pricing Isn’t the Reason You Lost

In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Spencer Dent, Co-Founder of Clozd — a leading provider of technology and services for win-loss analysis. They Discuss: How the pricing structure or model can affect customer’s value perceptions (For example, large one-time payments may seem riskier to new customers than smaller monthly payments), Why transparency in pricing can help win more buyers, and Why the concept “people buy, not companies” should inform selling strategies
Pragmatic Live (April 8, 2022)

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"Selling Value" w. Mark Stiving of Impact Prcing & #PPSCHI22 Breakout Speaker

Salespeople always seem to ask for discounts. Do we really need to approve them? They are told to sell value, but if they don’t even know what value means, how can they? Let’s talk with Mark about how we can help salespeople win more deals, at HIGHER prices.
PPS Pricing Podcast (March 22, 2022)

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Pricing Subscription Services with Mark Stiving, Ph.D., Chief Pricing Educator

In this episode, Mark delves into the psychology of pricing and shares his opinion on whether there are different personal behaviors in B2B decisions versus B2C.  We also learn how Mark finds out about the issues his customers experience and explains his experiences dealing with companies he felt had priced their subscription services wrong. Find out more about how Mark thinks about the bundling trend and whether he sees it continuing. Bundling refers to the selling of different items together as a package.
Subscriptions Scaled Podcast (Feb 21, 2022)

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Episode 172: Subscription Pricing Strategies

Many CPAs struggle with pricing. Some have moved to flat rate or subscription pricing, and many still work by the hour. Subscription of course is a hot topic. But for many CPAs, that business model feels too far out of reach and too theoretical to be able to put it into play in their business anytime soon. But if they don’t make the transition, they risk missing out.
Business Strategies for CPA’s Podcast (Jan 12, 2022)

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Impact Pricing with Mark Stiving

Competitive pricing strategy is key to not leaving money on the table. How to price your product or service is often a cost plus idea – with a focus on desired profit margins. But there are more indepth ways to do this right. The guest on this episode is Mark Stiving from Impact Pricing. He is the Chief Pricing Educator, and he helps companies win more business at higher prices (who doesn’t want that?). In this conversation Mark shares his brilliance around value based pricing, how to price for products, services, and subscription based offerings. Mark helps his clients have a value based mindset and to re-think how the set their pricing strategies.
Making Waves at C-Level (Dec 22, 2021)

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Advanced Pricing Strategies for Accountants with Mark Stiving (Uncut)

Highlights from the Advanced Pricing Strategies for Accountants with Mark Stiving episode.
Accounting Influencers Podcast (Dec 19, 2021)

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Advanced Pricing Strategies for Accountants with Mark Stiving (Highlights)

Key takeaways from the full uncut interview include: The makings of a world-renowned pricing and value expert – how Mark Stiving became an international pricing educator, Why pricing matters in business and why accountants especially should care about pricing, The different kinds of pricing, starting with the billable hour and ending with subscription pricing, The problems accountants (and others in professional services) have that doesn’t always apply to other sectors, and many more.
Accounting Influencers Podcast (Dec 17, 2021)

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The Demise of Accounting Qualifications & Mental Resilience Tips for Accountants

Mark Stiving has studied, led and coached businesses through the lens of pricing for 25 years. In this highlights version, Mark explains why accountants have problems with value-based pricing, whether it’s possible to value price for anything, such as accounting audits or basic commodities, plus the biggest risk accountants face in moving from hourly to value-based pricing. Note the full uncut interview comes out at the weekend.
Accounting Influencers Podcast (Dec 13, 2021)

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What the heck is a value journey?

There isn’t just one type of buyer’s journey, there are three: trust journey, relationship journey and analytical journey. During this episode, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews pricing expert Mark Stiving, chief pricing educator at Impact Pricing. Not only does he explore the three types of buyer’s journeys in-depth, but he also gives listeners the one question they should ask to quickly identify which journey their customer is on. He also explains the value map and why you should always assume your buyer is on a trust journey until proven otherwise.
Product Chats Podcast (Nov 19, 2021)

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Putting a Price On Value with Mark Stiving

Pricing your products is key to successful products. But what is the best pathway to finding you optimum prices? Mark Stiving returns to the show today to unpack his approach, which uses the concept of customer perceived value as the foundation of a price structure. This actionable conversation is sure to give you plenty of ideas for how to set your prices in order to suit your market and keep your business growing!
Prism of Value (Nov 4, 2021)

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Impact Pricing's Mark Stiving on Product Pricing and Discount Strategies

In this episode of Changing Channels, Stiving explains how a product with a discounted list price creates a unique set of benefits for manufacturers. It makes the product more desirable and gives end users the impression that the product is of a higher value. Even so, it can be difficult for manufacturers to determine exactly how to price their products when they must consider the needs and desires of both distributors and end users.
Channelnomics (Sep 27, 2021)

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Episode 153: A Formula for Quantifying Value

Accountants have a hard time getting their head around assigning a price to squishy stuff like peace of mind, quick response time, and ease of access. While they understand that these things are valuable, it’s not widely understood how they can be converted to dollar prices. Today I speak with Mark Stiving, a pricing educator and advisor. He’s the host of the Impact Pricing podcast and is the owner of Impact Pricing, where he teaches clients how to win, keep and grow customers to drive higher revenue. 
Business Strategy for CPAs (Sep 1, 2021)

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Can Traditional B2B Companies Embrace the Subscription Model w/ Mark Stiving

We welcome to the show Mark Stiving, host of the fantastic Impact Pricing podcast, to pick his brain about the B2B subscription pricing model. Mark literally wrote the book on this topic – the upcoming “Win Keep Grow” – so it’s a must-listen for anyone looking to shift all or part of their traditional business to subscription. Mark and host Lindsay Duran discuss why subscription pricing is on the rise in B2B, as well as the many advantages and potential challenges involved in embracing a subscription strategy. Learn why it’s such a colossal business model and culture shift, and how those that grow revenues fastest are always actively managing the three revenue buckets (acquisition, retention, expansion).
B2B Reimagined (Aug 18, 2021)

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How to Price New B2B Products with Mark Stiving

Whether we are a business or a not-for-profit, it is vital that our stakeholders understand and appreciate our value. In this edition of Prism of Value, we discuss the complex mathematical and psychological factors that affect how our customers, clients and donors make decisions on what they will buy and how much they will pay for it. Mark defines what value based pricing means, talks about how solopreneurs can truly find out what someone is willing to pay, how you diminish your value when people ask for a lower price and you accept it and his perspective on value and how you should translate your product in features to get people to care. 
Enterprise Product Leadership Podcast (Aug 10, 2021)

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Are You Pricing Your Life Science Products Correctly?

Pricing is a tricky thing. How do you know if you are doing it right? Are you charging enough? How do you raise prices? Could you change your model completely? Mark Stiving is the Chief Pricing Educator and Founder at Impact Pricing and also the host of the Impact Pricing podcast. Mark joined Chris Conner to talk about all of these things. This episode will be valuable for not just marketing, but also sales and your executives.
Life Science Marketing Radio (July 12, 2021)

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Second Interview with Mark Stiving

Acquisition, retention, and expansion were too close to consulting language for Mark, hence Win. Keep. Grow. If there is a recurring benefit then it makes sense to have a subscription model. That might sound more like common sense today than it did a few years ago but it’s still ultimately important. Customer success is all about making sure your users are getting value from your product. That means they will keep paying and maybe even upgrade, and many more.
Enterprise Product Leadership Podcast (July 11, 2021)

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How Subscription Models Help You Win, Keep, And Grow Customers with Mark Stiving

Transitioning to a subscription model is not easy but the challenge is worth it because SaaS products provide a host of benefits to both the companies that offer them and the clients they serve. My guest for today is Mark Stiving, author of Win Keep Grow, and he joins us to share important insights from his book to help us learn the fundamentals of accelerating a subscription business. Mark kicks things off with a story about how he got interested in prices, and then we go on an exploration of the connection between pricing and value.
Enterprise Product Leadership Podcast (June 1, 2021)

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Price for Value and Gain the Competitive Advantage with Mark Stiving

“When I think about pricing, I think about it as not only do I have to get the number right, but I have to be able to communicate the value so people are willing to pay that number.” According to today’s guest mentor Mark Stiving, who also helps us deconstruct on the #sitn podcast: How finance professionals typically think about the word “value.”, The significance of thinking in will I and which one terms, Why finance people are the best (have so many tools that help capturing value) and not the best for pricing value, and Two key trends in pricing to keep an eye out for, particularly subscription based models.
Strength in the Numbers
(May 19, 2021)

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The GovCast (GovSpend)

Today we are welcomed by Mark Stiving, an educator at heart and a pricing enthusiast by education and experience! While teaching pricing, he realized the key problem is companies don’t understand value, what it is and how much they deliver to their customers.
The Daily Creative (May 12, 2021)

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High-Impact Pricing feat. Mark Stiving

If you’ve ever asked yourself the question, can I raise my prices? Or wondered about things like:What is the most effective way to arrive at a price? What process should we employ? What factors should we weight or variables to consider? This podcast is for you: High-Impact Pricing with Mark Stiving. We cover , Value-Based Pricing, The importance of finding your value-metric, How determine how people measure value, and much more.
The Daily Creative (March 18, 2021)

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Episode 125: Value and Segmented Pricing for CPAs with Pricing Expert Mark Stiving PhD

Most CPAs struggle with pricing – some have moved to flat-rate or subscription pricing, and some still bill by the hour. What they often struggle to understand is the full depth of the value they offer to their clients, and because they don’t fully understand value, they are leaving Everest Sized Mountains of Money on the table, which means they have to work a lot harder to compensate for the missed opportunity. Today’s guest is Mark Stiving the pricing expert behind
Business Strategy for CPAs (Feb. 17, 2021)

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How to know when the price is right? With Pricing Educator and Expert Mark Stiving

Mark has a Ph.D. in pricing. He has been in pricing as a practitioner, educator and advisor for almost 30 years. He has taught pricing to thousands of people and has advised hundreds of companies while they rethink their pricing. Mark says, “All businesspeople should understand pricing. Although they may consider it the last thing they do before launching a product, pricing and value should inform almost all of the decisions that go into creating and communicating about products (or services). “
Reinventing Perspectives (Feb. 1, 2021)

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The Psychology of Pricing with Mark Stiving

Mark Stiving of Impact Pricing discusses the different types of pricing structures, and how to decide how to price your products and services.
Frugalpreneur (Jan. 12, 2021)

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Mark Stiving, Impact Pricing

Mark Stiving, Impact Pricing, joins host John Ray to discuss his lifelong fascination with pricing, using what he calls “the value table,” placing a value on intangibles, and much more. If pricing is your problem (and Mark says for just about every company, it is), then this show is for you. “North Fulton Business Radio” is produced virtually by the North Fulton studio of Business RadioX® in Alpharetta.
North Fulton Business Radio (July 7, 2020)

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CPQ Podcast with Mark Stiving

Mark Stiving Ph.D. is a widely recognized pricing expert with 27 years of experience. His mission is to educate people about pricing and value so they win more revenue at higher margins. In this Interview Mark talks about his origin story, benefits and challenges of value pricing, and why black box pricing isn’t ideal.
CPQ Podcast (May 24, 2020)

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How to Price Your Products and Services Better
In this episode, Mark and Frank discussed the following questions, Is Pricing a Science or an art? Where do business owners they get started in trying to price their services? and many more Pricing discussions.
The 6 to 7 Figures Show (April 15, 2020)
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Mark Stiving discusses Value Based pricing

Mark Stiving of Impact Pricing and the Impact Pricing podcast and I talk about value-based pricing. We agree on how important it is for sales, marketing, and product management organization to have a coordinated approach to building value in the customer’s mind, so that a value-based price is possible ValuClarity with Mark Boundy (March 1, 2020)

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How to Price Your Products and Services Better
In this episode Christoph Trappe discusses with Mark how to approach the process of determining your price, how to set a price that accurately reflects your value, and how to overcome mental barriers that may prevent you from setting higher prices.
The Business Storytelling Show (Feb 22, 2020)
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Impact Pricing with Mark Stiving

In this episode, Mark and Paul Klein discussed Mark’s business background, Pricing Endings, Pricing online products and subscription-based services, Pricing for consultants and coaches, and How buyers perceive value.
BizableTV (Dec. 26, 2019)

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Growing Subscription Businesses

In this episode, Mark talks about how value-based pricing helps a business be more profitable through an understanding of pricing and value. “Value-based pricing simply means charge what your customers are willing to pay.” — Mark Stiving. Why you have to check out today’s podcast: Know your way to more profitable pricing by adopting value-based pricing, Learn why you should charge higher prices for your services, and Know why pricing is the most powerful tool in your marketing mix.
3X Value Growth (July 30, 2019)

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Interview with Chief Pricing Educator Mark Stiving

Mark helps companies discover how buyers perceive value and how to price offerings to capture more of the value they create. For over 25 years he has studied, led and coached businesses through the lens of pricing, a radically different approach from other business experts. He knows that every person inside your company affects the price a buyer is willing to pay. The prices you achieve ultimately indicate how well the entirety of your company operates.
 The Soul of Enterprise Podcast  (June 19, 2019)

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Q&A with Mark Stiving and Sabrina Mah: Product Management Show

In this episode of Pragmatic Live, our friends on the Product Management Show, recently hosted a Pricing Q&A session with Sabrina Mah, Project Manager for TELUS, and our very own instructor and Pricing guru, Mark Stiving.
Product Chats Podcast (May 24, 2018)

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Mark Stiving Ph.D., Pricing Expert

When it comes to pricing, Mark Stiving is one of the people willing to explore every component of how to drive customers to buy. Stiving readily admits he does not understand why the secondary ticket market manages to exist aside from venues and teams not taking the pricing seriously, laying down details of different pricing modules that could work. Stiving discusses whether dutch auction pricing has any merit aside from going out of business sales, and how dynamic pricing could be broader, especially when considering weather. Stiving talks about his own research, meeting a product expert of an old industry in Las Vegas, and what it taught him about pricing overall.
TAO of Sports Podcast (April 20, 2017)

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Which One? or Will I? with Mark Stiving

Mark Stiving has a Ph.D. in Pricing from UC Berkeley. He is the author of Impact Pricing and writes a popular blog He is consultant and teacher at Pragmatic Marketing, which helps product managers at Fortune 1000 companies define, build and market great products.
Art of Value (June 16, 2015)