What Buyers Will Actually Pay For: A Practical Guide to Monetizing AI
In this session, Marcos will unpack how to capture your fair share of AI-driven value creation and what buyers actually think about your pricing. Drawing on new survey data from 250+ software purchasing stakeholders, he will highlight a growing gap between how vendors price AI and how buyers experience it, with cost predictability emerging as the top purchasing criterion.
He will break down what’s driving that disconnect, why traditional SaaS pricing models are falling short, and how to reduce friction in the buying cycle. Marcos will also share a practical, battle-tested approach to monetizing AI without slowing growth, including shifting from seat-based pricing to outcome-driven value, simplifying packaging, and implementing hybrid models that buyers can actually understand.
Topics include:
- Monetizing AI without slowing growth
- Shifting from access-based to outcome-driven value
- AI packaging best practices
- How buyers evaluate AI pricing, budgets, and governance
You will leave with a clear, actionable perspective on pricing AI features and capabilities that align with the value delivered and how buyers actually buy.
Marcos Rivera is the Founder and CEO of Pricing I/O, partnering with B2B software leaders to turn pricing and monetization into durable growth levers. He previously served as an operating executive and Head of Pricing at Vista Equity Partners, working closely with portfolio companies on value creation through pricing transformation. Over a multi-decade career in B2B software, Marcos has led product organizations, driven M&A investments, and contributed to multiple successful exits. He is the award-winning author of Street Pricing and advises investment firms and coaches founders and executives globally.
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