Impact Pricing

Steven Forth is the founder and CEO of Ibbaka and by far Impact Pricing's most frequent guest. He's currently developing ValueIQ, a set of agents for pricing and value advisory work that will soon be available for broader use. In this episode, Steven discusses his recent research comparing agent strategies across four major pricing software companies, explores the fundamental question of how many agents is optimal, and reveals how AI is transforming both the buying and selling process in ways most companies aren't prepared for.   Why you have to check out today's podcast: Learn how the four major pricing software companies (Pros, Vendavo, Zilliant, PriceFX) approach agent development differently. Discover the key difference between role-based and task-based agent design strategies. Understand how AI will fundamentally change B2B buying processes and what that means for pricing.   "Start using AI to get a deeper understanding of how your customers are buying. Because if you don't understand how your customer