Practical frameworks, real case studies, and actionable intelligence from Mark McCord, CPP — a Certified Pricing Professional with $220M+ in incremental revenue impact.
FeaturedPricing Strategy
Why 90% of B2B Companies Are Underpriced — And Don't Know It
Most B2B companies compete on 1–2 value elements out of 40. The ones they're not talking about are the biggest opportunity — and usually why they're underpriced by 20–40%.
6 min readMay 2026
60–80%
Typical pricing gap
B2B SaaS
How to Shift from Seat-Based to Outcome-Based Pricing in SaaS
Seat-based pricing caps your revenue at headcount. Outcome-based pricing scales with the value you deliver. Here's the step-by-step transition playbook.
8 min readApril 2026
Value Engineering
The Value Quantification Framework: Turn Soft Benefits Into Hard Dollars
Risk reduction, productivity gains, expertise premium — these are the value elements most B2B companies deliver but never charge for. Here's how to put a dollar on each one.
10 min readMarch 2026
PE Portfolio
Why Pricing Is the Highest-ROI Lever Before a PE Exit
A 3–5% ASP improvement flows directly to EBITDA. At a 10x multiple, that's $3–5M in exit value per $1M in revenue. Here's how to capture it in 90 days.
7 min readMarch 2026
Value Intelligence
The 40 B2B Elements of Value: A Practical Guide for Pricing
Harvard Business Review identified 40 distinct elements of value in B2B markets. Here's how to identify which ones your business delivers — and how to charge for them.
9 min readApril 2026
Industrial
Industrial & Manufacturing: Stop Pricing to Cost, Start Pricing to Value
Cost-plus pricing ignores the most valuable thing you deliver: reduced downtime, yield improvement, and compliance risk reduction. Here's how to quantify and capture it.
7 min readFebruary 2026
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