If Prices Could Talk

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.

If Prices Could Talk is a business podcast hosted by Holden Advisors, with 44 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

Holden Advisors hosts If Prices Could Talk, a business show with 44 episodes published.

Our AI reads these to draft pitches. Use them as grounding for a pitch that cites a real guest and a specific topic.

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  Episode #8

  Why revenue growth breaks down (and how great companies fix it) with Dan Bernoske

  Jul 30, 202651 minS4

  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 Group, to discuss what actually drives revenue growth inside investor-backed businesses. Together they explore how pricing, revenue operations, AI,and sales execution must work together to create sustainable enterprise value. Topics include: Why PE-backed companies struggle to hit their growth thesis Revenue Operations vs. Revenue Intelligence How pricing becomes one of the highest-impact value levers Why implementation matters more than strategy alone The connection between frontline sales execution andenterprise value How AI is changing consulting and revenue operations Building a repeatable revenue engine that scales Whether you're a CEO, CRO, sales leader, pricing professional, or private equity operator, this episode offers practical insights into creating a revenue engine that delivers measurable growth. Chapters 00:00 Introduction 01:15 Meet Dan Bernoske and The Cortado Group 03:30 Why PE-Backed Companies Call for Help 06:00 The Biggest Growth Problems in Portfolio Companies 08:30 Why Pricing Is One of the Biggest Value Levers 11:00 Revenue Operations vs. Revenue Intelligence 14:00 How RevOps and Pricing Work Together 17:00 Why Great Pricing Alone Doesn't Deliver Results 20:00 The Frontline Sales Rep Determines Enterprise Value 23:00 Why Sales Teams Discount Too Quickly 26:00 Building a Revenue Engine That Scales 30:00 AI's Role in Modern Consulting 34:00 Product Thinking vs. Traditional Consulting 38:00 Creating Better Growth Systems 42:00 Practical Advice for Revenue Leaders 46:00 Final Thoughts Connectwith Dan: https://www.linkedin.com/in/danbernoske/?skipRedirect=true Connectwith Brian: https://www.linkedin.com/in/brianadoyle/ Connectwith Emily: https://www.linkedin.com/in/emily-l-932636175/ About Holden Advisors Holden Advisors is a boutique consulting firm specializing in B2B pricing and sales performance. We help companies understand their value through the eyes of their customers and use these insights to develop, price, and sell solutionsthat meet evolving market demands. Our tailored strategies are designed to improve differential value and go-to-market execution. With decades of expertise in value-based pricing, sales implementation, and negotiation, we partner with companies to build and protect their pricing power. https://holdenadvisors.com/

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  Episode #7

  Authority creates pricing power: how AI is changing trust, pricing, and negotiation with Adam Witty

  Jun 10, 202650 minS4

  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 pricing power in today's market. The conversation examines how business leaders build credibility, why buyers increasingly rely on authority signals when making decisions, and how AI is changing the way expertise is discovered and valued. Topics include: - What builds authority in the age of AI - Why books remain one of the strongest authority-building tools - How LLMs and ChatGPT influence discoverability - The relationship between authority, trust, and pricing power - Why strong brands command premium prices - How authority changes negotiation dynamics - The growing importance of authenticity and human connection - Why relationship remain a competitive advantage in an AI-driven world Whether you're a CEO, founder, sales leader, or pricing professional, this episode offers practical insights on building authority that translates into trust, differentiation, and long-term value. Chapters: 00:00 Introduction 01:00 Meet Adam Witty and The Authority Company 02:30 What Actually Builds Authority Today? 05:00 Why Writing a Book Still Matters 06:00 "You Are What ChatGPT Says You Are" 07:00 AI, Content Commoditization, and Authenticity 10:00 Why Buyers Are Psychological, Not Logical 12:00 How Authority Builds Trust 14:00 The Connection Between Trust and Pricing Power 15:00 Authority, Negotiation, and Leverage 18:00 Price-Value Alignment in Negotiations 20:00 Why Experts Command Premium Prices 24:00 Brand Authority and Price Elasticity 28:00 Selling to High-Authority vs. Low-Authority Buyers 32:00 Confidence, Authority, and Pricing Outcomes 38:00 How LLMs Are Changing Thought Leadership 40:00 Why Recency Matters for AI Search 42:00 The Competitive Advantage of Human Connection 44:00 Relationships as a Competitive Moat 47:00 How to Start Building Authority Today 49:00 Final Thoughts: Authority Is No Longer Optional Connect with Adam: https://www.linkedin.com/in/adamwitty/ Connect with Brian: https://www.linkedin.com/in/brianadoyle/ Connect with Emily: https://www.linkedin.com/in/emily-l-932636175/ About Holden Advisors Holden Advisors is a boutique consulting firm specializing in B2B pricing and sales performance. We help companies understand their value through the eyes of their customers and use these insights to develop, price, and sell solutions that meet evolving market demands. Our tailored strategies are designed to improve differential value and go-to-market execution. With decades of expertise in value-based pricing, sales implementation, and negotiation, we partner with companies to build and protect their pricing power. https://holdenadvisors.com/

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  Episode #6

  From Pricing Strategy to Profit: What Actually Works with Kevin Mitchell

  May 12, 202643 minS4

  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 into real financial outcomes. They discuss: - Why pricing has evolved into a critical business discipline - Where pricing strategies break down inside organizations - The gap between value creation and value capture - Why execution, not design, is the real challenge - How leading companies build pricing into their operating model This conversation moves beyond theory. It’s about whatactually drives pricing performance inside complex organizations—and what it takes to get it right. If your company has invested in pricing but isn’t seeingresults, this episode will help explain why. Chapters 00:00 Intro: Why Pricing Strategy Isn’t Enough 02:15 Meet Kevin Mitchell 05:00 The Evolution of Pricing as a Discipline 08:00 Why Companies Struggle to Capture Value 11:30 The Gap Between Strategy and Execution 15:00 Common Pricing Mistakes Organizations Make 18:30 The Role of Leadership in Pricing Success 22:00 Aligning Sales, Marketing, and Pricing 26:00 Why Value Must Be Operationalized 30:00 Building a Culture Around Pricing Discipline 34:00 Practical Advice for Improving Pricing Outcomes 38:00 Final Thoughts: Turning Strategy into Profit Connectwith Kevin: https://www.linkedin.com/in/kevin-mitchell-2b546512/ Connectwith Brian: https://www.linkedin.com/in/brianadoyle/ Connectwith Patrick: https://www.linkedin.com/in/pmccullough-holdenadvisors/ About Holden Advisors Holden Advisors is a boutique consulting firm specializing in B2B pricing and sales performance. We help companies understand their value through the eyes of their customers and use these insights to develop, price, and sell solutionsthat meet evolving market demands. Our tailored strategies are designed to improve differential value and go-to-market execution. With decades of expertise in value-based pricing, sales implementation, and negotiation, we partner with companies to build and protect their pricing power. https://holdenadvisors.com/

  ListenShow Notes
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  Episode #5

  The Executive Lens on Pricing, Value, and Growth with Charlton Evans

  Apr 29, 202647 minS4

  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 organizations focus on tactics instead of the real issue. They discuss: - Why pricing is fundamentally a leadership responsibility - Where pricing strategies break down inside organizations - The gap between executive intent and frontline execution - How alignment (or lack of it) impacts pricing performance - What strong leaders do differently when making pricing decisions This conversation goes beyond frameworks and tactics. It's about how leaders think, decide, and create the conditions for pricing success. If your organization is struggling with pricing, the answermay not be in your pricing model—but in how decisions are made. Chapters 00:00 Intro: Pricing Is a Leadership Decision 02:30 Meet Charlton Evans 05:00 Early Lessons in Leadership and Business 08:00 How Leaders Shape Pricing Outcomes 11:30 Why Pricing Breaks Down Inside Organizations 15:00 The Gap Between Strategy and Execution 18:30 Decision-Making Under Pressure 22:00 Building Alignment Across Teams 26:00 The Role of Accountability in Pricing 30:00 Leadership vs. Tactics in Pricing Strategy 34:00 How Great Leaders Think About Value 38:00 Final Thoughts: What Drives Long-Term Growth Connect with Charlton: https://www.linkedin.com/in/charlton-evans/ Connect with Brian: https://www.linkedin.com/in/brianadoyle/ Connect with Emily: https://www.linkedin.com/in/emily-l-932636175/ About Holden Advisors Holden Advisors is a boutique consulting firm specializing in B2B pricing and sales performance. We help companies understand their value through the eyes of their customers and use these insights to develop, price, and sell solutionsthat meet evolving market demands. Our tailored strategies are designed to improve differential value and go-to-market execution. With decades of expertise in value-based pricing, sales implementation, and negotiation, we partner with companies to build and protect their pricing power. https://holdenadvisors.com/

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  Episode #5

  The shift from selling to strategic partner with John La Vecchia

  Apr 16, 202642 minS4

  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 unpack what’s really happening inside modern negotiations. They explore: - Why procurement teams are winning more deals - How sales organizations fall into the "commodity trap" - The critical difference between selling to procurement vs. the business - Why value must be quantified - not just communicated - How elite sales teams position themselves as strategic partners This conversation goes beyond tactics. It’s about themindset shift required to defend value in a world where buyers are trained toreduce it. If your team is feeling pressure on price, this episode willhelp you rethink how you show up in the conversation. Chapters 00:00 Intro: Why Negotiation Has Changed 02:30 Meet John Lavecchia (Equifax CRO) 05:30 The Evolution of Procurement Power 07:00 Why Sales Teams Struggle Against Procurement 10:00 The “Commodity Trap” (And How Buyers Use It) 12:00 Selling to Procurement vs. Selling to the Business 15:30 Why Value Must Be Quantified (Not Just Claimed) 18:30 The Role of Executive Conversations in Winning Deals 22:00 Silence, Timing, and Negotiation Strategy 25:00 Building Sales Teams That Act Like Strategic Partners 30:00 Final Thoughts: The Future of Value-Based Selling Connectwith John: https://www.linkedin.com/in/johnlavecchia/ Connectwith Brian: https://www.linkedin.com/in/brianadoyle/ Connectwith Travis: https://www.linkedin.com/in/travis-umpleby/ About Holden Advisors Holden Advisors is a boutique consulting firm specializing in B2B pricing and sales performance. We help companies understand their value through the eyes of their customers and use these insights to develop, price, and sell solutionsthat meet evolving market demands. Our tailored strategies are designed to improve differential value and go-to-market execution. With decades of expertise in value-based pricing, sales implementation, and negotiation, we partner with companies to build and protect their pricing power. https://holdenadvisors.com/

  ListenShow Notes

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