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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
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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:
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
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