<![CDATA[Pricing Vault: The Price Tag - Podcast]]>https://pricingvault.togai.com/s/the-price-taghttps://substackcdn.com/image/fetch/$s_!Q8Eo!,w_256,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F501e929d-2c05-460c-85d6-26af2b2079fa_256x256.pngPricing Vault: The Price Tag - Podcasthttps://pricingvault.togai.com/s/the-price-tagSubstackThu, 16 Apr 2026 23:27:56 GMT<![CDATA[Implementing Your Product’s Pricing Strategy | Ep.3 The Price Tag | Ajit Ghuman]]>https://pricingvault.togai.com/p/implementing-your-products-pricing-b58https://pricingvault.togai.com/p/implementing-your-products-pricing-b58Mon, 08 May 2023 20:05:04 GMTGuest background

Ajit is best known for his book on SaaS pricing - Price To Scale. He was the head of pricing and product marketing at Narvar. And then became the Director of Product Management - Pricing and Packaging at Twilio. He’s the Pricing chair at Pavilion and does Price consulting for startups. he also has a course on Maven called The Art of Monetization. Just recently he founded his own company Monetizely which is “a new way of doing CPQ”.

Episode Contents

In this 45-minute episode, we dive deep into pricing optimization and implementation - when and how to go about it, what are some pitfalls you should avoid and much more.

In this episode we cover:

(00:00) Ajit’s Background

(03:20) His book - Price to Scale

(06:03) Who should own pricing in organizations

(07:05) 3 common mistakes orgs make with their pricing

(10:32) Why companies don’t prioritize pricing and when they should invest in it

(14:42) Why pricing implementation is tougher than strategizing and how to go about it

(17:07) Who should own pricing at different stages of a company?

(19:00) Quote to Cash and CPQ

(22:31) How Ajit turned around a failed pricing implementation at Narvar

(28:53) Lightning round


How to reach Ajit:


LinkedIn: https://www.linkedin.com/in/ajitpalghuman/
Price to Scale: https://www.pricetoscale.com/

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]]><![CDATA[How to price your B2B SaaS Product | Ep.2 The Price Tag | John Kotowski]]>https://pricingvault.togai.com/p/how-to-price-your-b2b-saas-product-cbbhttps://pricingvault.togai.com/p/how-to-price-your-b2b-saas-product-cbbTue, 18 Apr 2023 04:42:28 GMTGuest background

John Kotowski has been the director and VP of product of a bunch of different companies like Format, Tulip Retail, Rubikon Project, et cetera. He then went on to start his own price consulting and customer research company called Buyerson Inc. Where he helps companies with pricing, packaging, customer research, and PLG implementations.

Episode Contents

In this 30 min episode we talk about pricing your B2B SaaS product.

Topics include:

  1. Customer research and segmentation

  2. Willingness to pay

  3. How exactly you can go about optimizing and increasing your pricing

  4. Grandfathering

and so much more!

In this episode we cover:

(00:00) John’s background and his work in pricing in different companies

(05:42) Why product should own pricing and how they should go about it

(07:51) Process you can follow to change your product’s price

(12:13) How do you figure out what customers are willing to pay

(17:44) Grandfathering your customers

(20:04) HHow to do customer research to arrive at pricing

(22:53) Pricing trends in B2B SaaS

(27:24) Lightning round

How to reach John


LinkedIn: https://www.linkedin.com/in/kotowski1/
Buyerson.Inc : https://www.buyersoninc.com/
PricingSaaS: https://pricingsaas.com/

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Get pricing tips, deep dives on monetization strategies right to your inbox!

]]><![CDATA[Using Behavioural Economics to Improve your Pricing Strategy | Ep.1 The Price Tag | Manuel Wätjen]]>https://pricingvault.togai.com/p/using-behavioural-economics-to-improve-da2https://pricingvault.togai.com/p/using-behavioural-economics-to-improve-da2Tue, 18 Apr 2023 04:39:09 GMTManuel Wätjen is an Executive Board Member at Vocatus - a behavioural science powered pricing and selling consultancy. In his 13 years at Vocatus, he has developed pricing strategies and sales concepts leveraging behavioural economics for organizations of all sizes. Whether its strategic customer segmentation, brand positioning, development of products and pricing models, training and coaching of sales organizations - he has done it all.

In this 30 minute episode we speak about how you can use principles and effects of behavioural economics to strategize and implement your pricing.

Manuel talks about

  • how different types of consumers make purchase decisions,

  • how you can influence buying decisions using behavioural economics,

  • why discounts are like drugs

and so much more.

In this episode we cover:

(00:00) Manuel’s background

(03:40) What is Behavioural economics? Why do we make irrational decisions?

(07:54) Psychological biases and effects to account for while creating your pricing strategy

(19:46) How to increase the Willingness to Pay number that prospects have

(24:54) 5 categories of consumers and how they make purchase decisions

(32:00) How to create discounts, who you should give it to and when

(36:39) Lightning round

How to reach Manuel: LinkedIn: https://www.linkedin.com/in/manuelwaetjen/

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Get pricing tips, deep dives on pricing and monetization strategies right to your inbox!

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