Mark Stiving

Mark Stiving
Pricing educator and advisor specializing in B2B pricing

Mark is Chief Pricing Educator at Impact Pricing, an advisory firm specializing value-based pricing for B2B technology companies. He holds a Ph.D in Marketing and is the author of two pricing books (“Impact Pricing” and “Win, Keep, Grow”). Mark was previously a Pricing and Product Management Instructor with the Pragmatic Institute and has coached hundreds of businesses, from solo entrepreneurs to multi-billion dollar corporations, on pricing and monetization.

Guides

Mark Stiving is Chief Pricing Educator at Impact Pricing, an advisory firm specializing in value-based pricing for B2B technology companies. In this guide, he describes how to manage a price increase (which probably shouldn’t be an across-the-board increase) including deciding how much more to charge, which customers should see a price increase, and how to manage the roll-out.

Other Areas of Expertise

1
Setting Subscription Pricing and Packaging
Mark’s new book, “Win, Keep, Grow” centers on subscription pricing, and Mark can advise SaaS companies on how to design their product packaging and pricing to optimize customer lifetime value.
2
Choosing a Pricing Model
Mark can help companies pick the right pricing model, factoring in where value comes from, what competitors do, what customers expect, and what’s feasible from a billing and monitoring perspective.
3
Creating, Communicating, and Capturing Value
Monetization is always about the value the buyer gets. Mark can advise companies on the entire chain from building valuable products, to packaging and communicating that value, to capturing value through well-structured pricing and sales processes.

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