In this episode, the team dives into one of the most challenging yet critical topics in B2B strategy: pricing. Traditionally seen as more art than science, pricing often suffers from vague value perceptions, competitive blind spots, and internal debate over how—and whether—to differentiate. But with AI now integrated into the strategic planning process, everything is shifting.

The conversation covers how AI, when paired with the right tools and human judgment, is enabling more nuanced pricing decisions based on value—not just cost or competition. From uncovering customer perceptions to identifying indirect alternatives, the team explores how AI helps frame, simulate, and even pressure-test pricing strategy in new ways. They also tackle how AI supports decisions at the individual account level and helps marketers model the real-world impact of pricing moves.

Key Discussion Points

• Why pricing must be based on perceived value, not just cost or competitor benchmarks
• How AI reveals alternative options your customers are weighing
• The role of AI in creating segment-specific pricing strategies and day-to-day pricing decisions

Key Quotes

• “Price and value are like spacetime—intertwined. You can’t talk about one without the other.”
• “You don’t need to know your competitor’s actual price—you need to know how customers perceive it.”
• “AI helps you know when to hold the line—and when a discount is a smart move, not a reflex.”

If your organization is still guessing—or discounting by default—this episode offers a better path forward.