PODCAST · business
If Prices Could Talk
by Holden Advisors
Welcome to If Prices Could Talk, the podcast where we explore the strategies and tactics that drive effective pricing, sales, and negotiations in B2B.Join us for candid conversations with thought leaders and industry experts as we dive into what’s working, what’s changing, and how to build and sustain pricing power in today’s markets. We’ll explore tactical approaches to value-based pricing, improving sales effectiveness, and best practices for negotiating with backbone.
Episodes
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Better data, better pricing: building the foundation for AI with Donna Burbank
Better pricing starts with better data—but that doesn't mean your data has to be perfect. In this episode of If Prices Could Talk, Holden Advisors' Richard Klein and Patrick McCullough sit down with Donna Burbank, Founder and Managing Director of Global Data Strategy, to explore the connection...
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Pricing Through Uncertainty: Value, Volatility & AI with Cargill’s Bhadra Menon
What does great pricing look like when weather, tariffs, geopolitics, commodity markets, and supply chains can change the equation overnight? In this episode of If Prices Could Talk, Holden Advisors President and CEO Brian Doyle and Emily Macaulay sit down with Bhadra Menon, Senior Director of...
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Why revenue growth breaks down (and how great companies fix it) with Dan Bernoske
Private equity firms don't invest in companies hopingthey'll grow. They invest expecting them to grow. So why do so many portfolio companies struggle to execute? In this episode of If Prices Could Talk, Brian Doyle and Emily Macaulay sit down with Dan Bernoske, Founder and CEO of The Cortado…
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Authority creates pricing power: how AI is changing trust, pricing, and negotiation with Adam Witty
In a world where AI can generate endless content, what actually creates authority? In this episode of If Prices Could Talk, Brian Doyle and Emily McCauley sit down with Adam Witty, Founder and CEO of Advantage | The Authority Company, to explore how authority, trust, and authenticity drive…
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From Pricing Strategy to Profit: What Actually Works with Kevin Mitchell
Most companies don’t have a pricing strategy problem. They have a value capture problem. In this episode of If Prices Could Talk, Holden Advisors sits down with Kevin Mitchell, President of the Professional Pricing Society, to explore why so many organizations struggle to turn pricing strategy…
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The Executive Lens on Pricing, Value, and Growth with Charlton Evans
Pricing problems rarely start with pricing. They start with leadership. In this episode of If Prices Could Talk, Holden Advisors sits down with founder and CEO Charlton Evans of End StateSolutions to explore the leadership decisions that ultimately shape pricing outcomes—and why most…
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The shift from selling to strategic partner with John La Vecchia
In today’s world, procurement teams are more sophisticatedthan ever—and most sales teams are still playing by outdated rules. In this episode of If Prices Could Talk, Holden Advisors CEO Brian Doyle and host Travis Umpleby sit down with John La Vecchia, Chief Revenue Officer at Equifax Canada, to...
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The companies powering smart manufacturing with Adrienne Meyer
Modern factories rely on a complex network of automation systems, software platforms, and industrial equipment. But behind the scenes, there is a group of companies responsible for making those technologies actually work together: system integrators. In this episode of If Prices Could Talk, Tracy...
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Pricing power in automotive: Lessons from Kelley Blue Book with Randy Kobat
Pricing power rarely disappears overnight. More often, it erodes slowly as markets become more transparent, buyers gain more information, and sellers struggle to defend value. The automotive industry has lived through this transformation for decades. In this episode of If Prices Could Talk…
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The most common mistakes in pricing for B2B services
In this episode of If Prices Could Talk, Tracy Dent sits down with Jeet Mukherjee (Chief Strategy Officer) to unpack why pricing services feels more emotional, more political, and more fragile than pricing products - and why that can quietly destroy pricing power inside otherwise strong…
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Why price changes fail
Without strong execution from client facing teams, even the best price model will underperform. In this episode of If Prices Could Talk, Tracy Dent sits down with Jeet Mukherjee (Chief Strategy Officer) and Travis Umpleby (Negotiation Master Facilitator) to unpack why price increases derail once...
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Value selling in the age of AI with MG Gurbaxani, CEO of Cuvama
In this episode, Cuvama CEO MG Gurbaxani joins Jeet Mukherjee and Tracy Dent to break down myths in value based selling and what it takes to succeed when AI is no longer a differentiator. Learn how to sell on value versus features, what CROs are saying behind closed doors about the pressure to...
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How to break out of the cost-plus pricing trap
Many B2B companies still rely on cost-plus pricing. For good reason! It’s clear, it’s simple to explain and defend, and it’s predictable. But when buyers use it as an excuse to call you a commodity and demand discounts, it can lead to extremely thin margins and dilute your pricing power. In this...
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AI price wars and the new rules of SaaS differentiation
In this episode, we unpack the impact of AI on SaaS pricing, differentiation, and value - and a rundown of pricing related pops and flops. From Notion’s bundling strategy to the GenAI price war and Reddit’s data lawsuit against Anthropic, this episode digs into how commoditization is forcing B2B...
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Leading sales teams to protect value in high stakes negotiations
How do you build a sales team that doesn’t crumble under pressure? 30-year sales veteran Vanessa Giuliani joins Holden Advisors CEO Brian Doyle and host Tracy Dent to unpack real-world lessons from high-stakes negotiations across the US, UK, and Canada. From poker-playing procurement tactics to...
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What autonomous cars are teaching us about pricing power
In this episode of If Prices Could Talk, Tracy Dent is joined by Greg James and Jeet Mukherjee to break down the economic, strategic, and emotional factors shaping the autonomous vehicle industry. What’s the difference between Tesla’s feature-based pricing and Waymo’s per-mile approach? How does...
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Pricing power lessons from Klarna, Foot Locker, and Airbnb
Join us to unpack the biggest pricing and strategy headlines from the last few weeks. From Klarna’s AI stumble and rising credit defaults to Airbnb’s push to become a full-service travel platform — we explore what these moves mean for value perception, customer trust, and margin pressure. Plus…
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The CEO's pricing dilemma with Chris Anderson
In this episode, Chris Anderson joins Tracy Dent and Jeet Mukherjee to break down what it takes to lead a pricing transformation inside a PE-backed company. From board pressure and sales resistance to customer risk and internal politics, Chris shares the emotional and strategic complexity of...
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B2B lessons from OpenAI, tariffs, and the $20k EV truck
In this episode, we explore what happens when pricing meets volatility — from SaaS boardrooms to EV factories and grocery aisles. Join host Tracy Dent alongside Jeet Mukherjee, Pete Morelli, and new Holden Advisors Senior Director Richard Klein as they break down some of the most important…
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Pricing with confidence in a fear-driven market with Scott Leick, RhythmScience
In this episode, Tracy sits down with Scott Leick, SVP of Finance & Analytics at RhythmScience, and Patrick McCullough, Partner at Holden Advisors, to discuss pricing, analytics, negotiations, and new product launches. We discuss: How to use analytics to replace gut instinct in pricing decisions...
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Negotiating with backbone and AI with Josh Read, IDVerse
In this episode of If Prices Could Talk, Josh Read, COO of IDverse, and Brian Doyle, CEO of Holden Advisors, join Tracy Dent to unpack the realities of high-stakes B2B negotiations. From handling procurement pressure to identifying buyer types and navigating cultural dynamics in global deals…
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Surviving tariffs and market volatility
In this episode, Jeet Mukherjee and Tracy Dent unpack how businesses can navigate today’s chaotic economy — from inflation and tariffs to supply chain risks and uncertainty. We explore how to manage volatility across your product portfolio and what leaders must do in the short term and over the...
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Leading through change with Kelly Nagel
In this episode, we sit down with Kelly Nagel, former President & GM of Jabra North America, to talk about building influence, securing buy-in for large-scale transformations, and aligning sales and pricing strategies with value. Kelly shares hard-won lessons from her 30-year tech career…
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How usage-based pricing is reshaping revenue models with Adam Howatson, LogiSense
In this episode, Adam Howatson, CEO of LogiSense and author of The Usage Economy, joins Pete Morelli and Tracy Dent to explore how usage-based pricing is helping companies future-proof their business models and win in markets where expectations are shifting fast. We discuss: Why flat-rate...
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The future of enterprise buying: B2B meets B2C
Welcome to the new age of demand creation - where authenticity, AI, and generational buying habits are rewriting the rules of pricing and selling. In this episode of If Prices Could Talk, Tracy Dent is joined by Jeet Mukherjee and Greg James to unpack why and how consumer demand is impacting...
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Southwest's loyalty shift, Pepsi buys Poppi, and Walgreens' move to private equity
In this episode, Jeet Mukherjee and Pete Morelli join Tracy Dent to break down headlines surrounding Southwest Airlines new strategy, Poppi’s sale to Pepsi, and Sycamore Partners’ acquisition of Walgreens. We discuss: Southwest Airlines’ revamp of their loyalty strategy, the surrounding...
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Navigating pricing complexity with Josh Lowe, NAPA Auto Parts
How does a global distributor with 6,000 stores and 850,000 SKUs scale a pricing strategy that works across independent and corporate-owned locations? In this episode, we go behind the scenes with Josh Lowe, Senior Director of Price Setting & Analytics at Genuine Parts Company, to break down…
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How Ferrari became Europe’s most valuable car brand
In this episode, Jeet Mukherjee and Pete Morelli join Tracy Dent to break down Ferrari’s differentiation and quality of revenue strategy, Honda & Nissan’s $60B deal collapse, and Nike's possible path to a comeback. We discuss: - How Ferrari became the most valuable carmaker in Europe at a $90B...
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How to drive industrial growth and value with Per Ohstrom, Chief Outsiders
In this episode, host Tracy Dent is joined by Per Ohstrom, CMO and Partner at Chief Outsiders, and Pete Morelli, Partner at Holden Advisors, for a deep dive into private equity, pricing strategies, and industrial market trends. We explore key challenges and opportunities for 2025, from the impact...
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The economics of Super Bowl commercials
In this episode, Jeet Mukherjee and Tracy Dent break down the numbers behind Super Bowl advertising, how companies justify multimillion-dollar ad spends, and what these marketing decisions reveal about consumer behavior. AGENDA TOPICS 00:00 Introductions 00:44 Why companies spend millions on ads...
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DeepSeek, OpenAI, and what’s next in the AI race
Greg James joins us to discuss the role of AI in B2B markets. We talk about the recent disruption with DeepSeek, explore real-world applications of AI with pricing processes, and unpack expectations for AI adoption in the coming months and years. Granted with 14 patents, Greg is a 30-year…
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How to keep your pricing fresh
How do you know when it's time to update your price model? Aaron Fransen joins us to unpack the signs and symptoms of misalignment in price and value - and how to get your strategy and messaging back on track. (Hint: market research plays a big role.) In this episode, we discuss: Red flags that...
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Scaling startups with Melissa Vincent, Pipeline Entrepreneurial Fellowship
In this episode, we sit down with Melissa Vincent, CEO of Pipeline Entrepreneurial Fellowship, to discuss the unique challenges and opportunities founders face in 2025. From navigating setbacks to defending value in competitive markets, we talk strategies, success stories, and a-ha moments that...
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B2B lessons from Nvidia, Klarna, Boeing, and Nordstrom
Join us for a roundtable discussion with with Jeet Mukherjee, Pete Morelli, Adnan Akbari, and Tracy Dent. In this episode, we discuss recent pricing-related headlines and key takeaways for pricing and B2B commercial lessons and implications from: - Klarna's partnership announcement with Stripe...
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What happened to Intel?
In this episode, Tracy Dent speaks with Greg James and Jeet Mukherjee about Intel, a company that once defined the cutting edge of technology but now finds itself struggling to compete with industry giants like Nvidia and AMD. We talk about the drivers behind Intel’s success in the golden age…
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CEO shakeups, IPO highlights, and industry shifts entering 2025
Roundtable discussion with Jeet Mukherjee, Pete Morelli, Adnan Akbari, and Tracy Dent. In this episode, we discuss the year’s pricing-related news and key takeaways for pricing and B2B markets in 2025. Join us as we break down some of the bigger headlines of the year and implications for next...
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Sales leadership with Jason Burley, Grande Custom Ingredients Group
In this episode, Jason Burley, Group Vice President at Grande Custom Ingredients Group, joins Brian Doyle, Patrick McCullough, and Tracy Dent from Holden Advisors to explore the art of value selling in B2B. The conversation covers strategies for navigating high-pressure negotiation dynamics,...
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Commercial excellence with Lynn Guinn, Cargill
In this episode, Tracy Dent and Jeet Mukherjee speak with Lynn Guinn about his decades of experience as an executive at Cargill, the largest private company in the US. Topics include his approaches to pricing strategy, navigating global markets, and building pricing power through disciplined...
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Peloton’s comeback, Starbucks’ turnaround, AI trends in retail
Roundtable discussion with Jeet Mukherjee, Pete Morelli, Adnan Akbari, and Tracy Dent. In this episode, we discuss recent pricing-related headlines and key takeaways for pricing and B2B commercial impact. Topics include Starbucks' new strategies amid declining sales, Kroger's adoption of digital...
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Driving value creation with Nick Moscaritolo, Platte River Equity
In this episode, Nick Moscaritolo from Platte River Equity joins Jeet Mukherjee, Pete Morelli, and Tracy Dent from Holden Advisors. From price-setting challenges to tactics for achieving impactful price-getting, the episode covers firsthand experiences driving transformation in portfolio…
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Pricing and sales in medtech with Steve Pierson, Zimmer Biomet
Join us with Steve Pierson, VP Global Pricing at Zimmer Biomet, and Patrick McCullough and Tracy Dent from Holden Advisors for an episode on pricing and sales in medtech and medical devices. This episode covers approaches to price execution, the strategic shift to value-based selling, and...
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High-stakes negotiations with Steve Schulz, Informative Research
Steve Schulz, EVP of Product Management at Informative Research, joins Brian Doyle, Pete Morelli, and Tracy Dent from the Holden Advisors team on this week’s roundtable. This episode covers stories from high-stakes negotiations with Fortune 100 companies, pricing for tech-driven solutions, and...
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Scaling B2B sales teams with Brian Mackerer, Craft
In this episode, we sit down with with Brian Mackerer, VP of North America at Craft as he shares about his experiences building and growing go-to-market teams. We talk about the importance of aligning pricing strategies with customer value, the benefits of a relationship-driven sales approach…
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PE enters the NFL, why Nike's strategy is failing, and Walmart’s pricing innovation
Debriefing private equity’s partial ownership of NFL teams, the strategy behind Nike’s Q2 results and brand unraveling, Walmart’s new era of digital shelves, and the future of the paper towels vertical after decades of toilet paper shrinkflation. If Prices Could Talk roundtable discussion with…
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B2B lessons from Netflix, Saks, Six Flags, and MIT
In this episode, we discuss Netflix's expansion plans, the merger between Six Flags and Cedar Fair, and the acquisition of Neiman Marcus by Saks. We also unpack the role of generative AI in future supplier negotiations and recent pilots with MIT, Walmart, and Amazon. If Prices Could Talk…
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What to do when your negotiation turns into a game of poker
Sellers are often faced with tough buyers who try to bully them into lower prices by claiming the product is a commodity. In this video, we discuss the tactics used to trick sellers into undercutting value, ways to identify a buyer who is playing poker, and how to differentiate in a commodity...
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Accelerating sales to 6x win rates with Barrett Thompson, Zilliant
Barrett Thompson, VP of Customer and Industry Relations at Zilliant joins us on this week's podcast to discuss CPQ (Configure, Price, Quote) shortcomings and ways to keep pricing strategies fresh. We also discuss ways to slash quoting cycle times and drive win rates by identifying and eliminating...
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Cracking the code to entering new markets with Scott Sargis, IEC Partners
Scott Sargis, Managing Director at IEC Partners, joins Jeet Mukherjee and Tracy Dent from Holden Advisors for a discussion about how to build pricing power when entering new markets. Topics include building trust and credibility, ensuring product differentiation, and ways to build an ecosystem to...
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Connecting product, pricing, and sales for profit growth with Pete Eppele and Rich Flati
In this roundtable we’re joined by Pete Eppele, Chief Product Officer at Rollick and Rich Flati, Senior Customer Program Manager at Pricefx, with Jeet Mukherjee and Tracy Dent from Holden Advisors. Our discussion covers the evolution of pricing over the years, ways to keep it simple, and how to...
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Growth playbooks in private equity with Pete Morelli
Join us for a conversation with Pete Morelli, Vice President of Sales Strategy at Holden Advisors. We discuss thawing private equity markets and recent project learnings from portcos looking to scale quickly.
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ABOUT THIS SHOW
Welcome to If Prices Could Talk, the podcast where we explore the strategies and tactics that drive effective pricing, sales, and negotiations in B2B.Join us for candid conversations with thought leaders and industry experts as we dive into what’s working, what’s changing, and how to build and sustain pricing power in today’s markets. We’ll explore tactical approaches to value-based pricing, improving sales effectiveness, and best practices for negotiating with backbone.
HOSTED BY
Holden Advisors
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Frequently Asked Questions
How many episodes does If Prices Could Talk have?
If Prices Could Talk currently has 50 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is If Prices Could Talk about?
Welcome to If Prices Could Talk, the podcast where we explore the strategies and tactics that drive effective pricing, sales, and negotiations in B2B.Join us for candid conversations with thought leaders and industry experts as we dive into what’s working, what’s changing, and how to build and...
How often does If Prices Could Talk release new episodes?
If Prices Could Talk has 50 episodes. Check the episode list to see recent publication dates and frequency.
Where can I listen to If Prices Could Talk?
You can listen to If Prices Could Talk on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts If Prices Could Talk?
If Prices Could Talk is created and hosted by Holden Advisors.
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