If Prices Could Talk

What makes a business more valuable, and what happens when some of your most productive team members aren't human?In this episode of If Prices Could Talk, Holden Advisors President and CEO Brian Doyle and Emily Macaulay sit down with Nick Anderson, CEO of OneAccord, to explore two major challenges facing business leaders: building a company that can grow beyond its founder, and understandinghow AI agents are changing the way businesses operate.Drawing on decades of experience helping entrepreneurs grow, scale, and exit their businesses, Nick shares how leadership alignment, succession planning, customer concentration, and founder dependence can dramatically influence enterprise value.The conversation also explores the economics of professional services: how to connect advisory fees to client outcomes, why businesses often underprice their expertise, and how better sales conversations can improve value realization.Then the discussion takes a fascinating turn into AI.Nick introduces the AI agents OneAccord has incorporated into its organization, complete with names, responsibilities, and roles alongside human employees. He shares how these digital team members support marketing, sales, operations, and business development, and what he's learningabout measuring their impact.In this episode, you'll discover:What drives business valuation beyond revenue and profitabilityHow founder dependence and customer concentration affect enterprise valueWhy succession planning and leadership alignment matter before an exitHow to recognize buying signals and have better value-based sales conversationsWhether you're a CEO, founder, business owner, or commercial leader, this conversation offers a practical perspective on creating lasting business value while adapting to an AI-enabled future.Chapters:00:00 Meet Nick Anderson, CEO of OneAccord00:55 Helping Founders Grow, Scale and Exit02:50 What Makes a Business More Valuable?04:55 Why Business Owners Struggle to Plan an Exit07:00 Aligning Owners Before a Business Sale09:00 Why Exit Planning Takes Time11:00 Founder Dependence and Customer Concentration Risk13:00 How EBITDA Multiples Drive Enterprise Value15:00 Reducing Key-Person Risk and Building Succession Plans18:15 Aligning Business Partners Around Growth21:00 How Advisory Work Creates Measurable Value23:00 A Real-World Business Exit and Valuation Example25:00 Outcome-Based Pricing and Advisory Fees28:00 Connecting Pricing to Client Results30:00 Selling Advisory Services and Negotiating Value33:00 Why Consultants Underprice Their Work35:00 Using Sales Call Data to Improve Conversations38:00 Understanding Client Budgets and Buying Signals40:00 Asking Strategic Questions in Sales42:00 Why Attention and Opportunity Are Not the Same42:00 How AI Agents Are Joining the Org Chart45:00 Meet OneAccord's AI Team Members47:00 How AI Agents Support Marketing and Sales49:00 Giving AI Agents Business Context52:00 Scaling Brand Awareness With AI55:00 Why Human Judgment Still Matters57:00 Measuring AI Productivity and ROI59:00 AI Sales Coaching and Performance Feedback61:00 Closing Thoughts and Where to Find OneAccord Connect with Nick: https://www.linkedin.com/in/nickdanderson/ 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/

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 between data quality, pricing strategy, profitability, business valuation, and AI.Donna has spent more than 25 years helping organizations turn data into business value. Her message for leaders is straightforward: before you build a sophisticatedpricing model, analytics platform, or AI strategy, you need to understand the data underneath it.But waiting for perfect data isn't the answer either.The conversation explores:- Why companies shouldn't wait for perfect data before taking action- How better supplier data can create negotiating leverage- The connection between data strategy and business strategy- Why shared definitions of customers, products, and segments matter- Why AI initiatives struggle when the underlying data isn't ready- Why finance and pricing often require deterministic, auditable answers- How too much data - and too many variables - can actually make pricing worse- How a pocket margin analysis can uncover hidden profitability leakage- What customer and usage data businesses should start collecting today One theme comes through clearly: AI can make businesses more sophisticated, but sophistication doesn't replace fundamentals. Start with the data that matters. Understand what you trust. Connect it to the decisions you're trying to make. Then build from there. Chapters:00:00 Introducing Donna Burbank: Data, Pricing & AI01:48 Why Better Pricing Starts With Better Data03:28 What "Data Quality" Actually Means05:40 Master Data: The Information That Runs Your Business07:10 How Data Impacts Company Valuation08:46 Why Bad Data Creates Expensive Surprises10:25 What Your Pricing Data Can—and Can't—Tell You12:16 When Data Challenges What You Think You Know About Customers13:37 Why Companies Struggle to Fix Their Data15:13 Start With the Data You Already Trust16:13 How Better Supplier Data Creates Negotiating Power18:00 Why You Don't Need Perfect Data to Get Started20:30 Connecting Data Strategy to Business Strategy25:00 Customer Data, Segmentation & Commercial Strategy32:20 Why Shared Data Definitions Matter34:08 What Davos Revealed About AI and Data Quality35:22 "AI Is Just Math on Top of Data"36:30 Why AI Pilots Struggle to Scale37:05 Choosing the Right AI for Pricing and Finance38:15 Analytical vs. Agentic vs. Generative AI40:28 Why Pricing Decisions Still Need an Audit Trail41:51 Practical Ways to Use AI Today43:37 Too Much Data Can Hurt Your Pricing45:32 Start With the Data That Drives the Business46:39 Why More Pricing Variables Aren't Always Better48:34 When AI Makes a Pricing Model Too Complicated51:05 Pocket Margin: Finding Hidden Profit Leakage53:50 What Data Should You Start Collecting Today?56:50 Build Customer Usage Data Before You Need It57:32 The Best Time to Start Collecting Data59:46 Are You Behind on Data Quality?01:00:25 Why Nobody Has Perfect Data Connect with Donna: https://www.linkedin.com/in/donnaburbank/ Connect with Richard: https://www.linkedin.com/in/richardfgklein/Connect with 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 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/

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 Global Strategic Pricing at Cargill, to explore how one of the world's largest privately held companies approaches pricing in an environment defined by complexity and change.Bhadra challenges a common assumption right from the start: there may be no such thing as "just a commodity." If customers choose to buy from you instead of the open market, there's probably value you're providing beyond the product itself.The conversation explores:How pricing teams prepare for tariffs, geopolitical disruption, commodity swings, and other external shocksWhy scenario planning and pricing playbooks matter before a crisis happensWhen changing costs should - and shouldn't - be passed through to customersHow Cargill thinks about cost-plus versus value-based pricingThe often-overlooked value of supply assurance and risk mitigationWhy value conversations should happen long before a negotiation beginsWhat one memorable negotiation taught Bhadra about asking better questionsHow AI can move pricing professionals from analytics towards commercial strategyThe potential downside of automating the work that historically developed pricing talentWhy critical thinking, storytelling, and commercial problem-solving are becoming essential skills for pricing leadersThe conversation ultimately comes back to a theme that extends far beyond pricing: the goal isn't simply to build the right strategy. It's to create impact.For pricing, sales, and commercial leaders navigating increasingly unpredictable markets, this episode offers a practical look at what it takes to turn pricing strategy into action.Chapters00:00 Pricing Beyond the Commodity Mindset02:44 Inside Cargill: Pricing at Global Scale06:27 Pricing Through Tariffs, Volatility & Market Chaos13:06 Building a Cross-Functional Pricing Organization17:16 Cost-Plus vs. Value-Based Pricing20:25 Turning Supply Chain Risk Into Customer Value27:23 A Pricing Negotiation That Went Completely Wrong32:35 AI, Critical Thinking & the Future of Pricing42:24 The Skills Tomorrow’s Pricing Leaders Need Today47:26 Pricing Implementation & the Fear of Losing Customers48:44 Preparing for What You Can’t PredictConnect with Bhadra: https://www.linkedin.com/in/bhadramenon/  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/

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.Chapters00:00 Introduction01:15 Meet Dan Bernoske and The Cortado Group03:30 Why PE-Backed Companies Call for Help06:00 The Biggest Growth Problems in Portfolio Companies08:30 Why Pricing Is One of the Biggest Value Levers11:00 Revenue Operations vs. Revenue Intelligence14:00 How RevOps and Pricing Work Together17:00 Why Great Pricing Alone Doesn't Deliver Results20:00 The Frontline Sales Rep Determines Enterprise Value23:00 Why Sales Teams Discount Too Quickly26:00 Building a Revenue Engine That Scales30:00 AI's Role in Modern Consulting34:00 Product Thinking vs. Traditional Consulting38:00 Creating Better Growth Systems42:00 Practical Advice for Revenue Leaders46:00 Final ThoughtsConnectwith 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/

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 worldWhether 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 Introduction01:00 Meet Adam Witty and The Authority Company02:30 What Actually Builds Authority Today?05:00 Why Writing a Book Still Matters06:00 "You Are What ChatGPT Says You Are"07:00 AI, Content Commoditization, and Authenticity10:00 Why Buyers Are Psychological, Not Logical12:00 How Authority Builds Trust14:00 The Connection Between Trust and Pricing Power15:00 Authority, Negotiation, and Leverage18:00 Price-Value Alignment in Negotiations20:00 Why Experts Command Premium Prices24:00 Brand Authority and Price Elasticity28:00 Selling to High-Authority vs. Low-Authority Buyers32:00 Confidence, Authority, and Pricing Outcomes38:00 How LLMs Are Changing Thought Leadership40:00 Why Recency Matters for AI Search42:00 The Competitive Advantage of Human Connection44:00 Relationships as a Competitive Moat47:00 How to Start Building Authority Today49:00 Final Thoughts: Authority Is No Longer OptionalConnect 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/

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 modelThis 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 Enough02:15 Meet Kevin Mitchell05:00 The Evolution of Pricing as a Discipline08:00 Why Companies Struggle to Capture Value11:30 The Gap Between Strategy and Execution15:00 Common Pricing Mistakes Organizations Make18:30 The Role of Leadership in Pricing Success22:00 Aligning Sales, Marketing, and Pricing26:00 Why Value Must Be Operationalized30:00 Building a Culture Around Pricing Discipline34:00 Practical Advice for Improving Pricing Outcomes38:00 Final Thoughts: Turning Strategy into ProfitConnectwith 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/

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 decisionsThis 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.Chapters00:00 Intro: Pricing Is a Leadership Decision02:30 Meet Charlton Evans05:00 Early Lessons in Leadership and Business08:00 How Leaders Shape Pricing Outcomes11:30 Why Pricing Breaks Down Inside Organizations15:00 The Gap Between Strategy and Execution18:30 Decision-Making Under Pressure22:00 Building Alignment Across Teams26:00 The Role of Accountability in Pricing30:00 Leadership vs. Tactics in Pricing Strategy34:00 How Great Leaders Think About Value38:00 Final Thoughts: What Drives Long-Term GrowthConnect 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/

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 partnersThis 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.Chapters00:00 Intro: Why Negotiation Has Changed02:30 Meet John Lavecchia (Equifax CRO)05:30 The Evolution of Procurement Power07:00 Why Sales Teams Struggle Against Procurement10:00 The “Commodity Trap” (And How Buyers Use It)12:00 Selling to Procurement vs. Selling to the Business15:30 Why Value Must Be Quantified (Not Just Claimed)18:30 The Role of Executive Conversations in Winning Deals22:00 Silence, Timing, and Negotiation Strategy25:00 Building Sales Teams That Act Like Strategic Partners30:00 Final Thoughts: The Future of Value-Based SellingConnectwith 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/

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 Dent and Brian Doyle sit down with Adrienne Meyer, CEO of the Control System Integrators Association (CSIA), to explore the companies quietly powering today’s smart manufacturing ecosystem.System integrators connect machines, robotics, and software inside modern factories. Their work sits at the intersection of engineering, technology, and business leadership — and it often determines whether complex industrial projects succeed or fail.The conversation explores how system integrators operate, why many engineering leaders find themselves running businesses without formal business training, and what executives can learn from the challenges of delivering large-scale automation projects.Topics discussed:What system integrators actually do inside modern factoriesThe hidden industry behind smart manufacturingWhy engineers often end up running businessesThe leadership challenges inside engineering-driven companiesWhat happens when complex industrial projects go wrongHow long-term client relationships influence pricing behaviorWhat CEOs and commercial leaders can learn from system integratorsFor leaders operating in industrial, manufacturing, engineering, or technology-driven businesses, this episode provides a look inside the companies connecting the modern factory.Chapters:00:00 Introductions 03:58 The Control System Integrators Association and the hidden industry powering smart manufacturing06:03 The challenges inside engineering and integration firms09:00 What the best integrators are doing right with AI10:45 Understanding and communicating value for system integrators16:03 Lessons from tough negotiations in non-profits and academia26:20 Driving collaboration and problem solving with associations28:39 Upcoming innovation with AI and new technology Connect with Adrienne: https://www.linkedin.com/in/adriennemeyer/Connect with Brian: https://www.linkedin.com/in/brianadoyle/Connect with Tracy: https://www.linkedin.com/in/tracyleighdent/Learn more about CSIA: https://controlsys.org/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/

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, Partner Patrick McCullough and host Tracy Dent sit down with Randy Kobat, a longtime automotive industry executive, to discuss how pricing, negotiation, and market transparency evolved in the car business—and what other industries can learn from it. From the early days of Kelley Blue Book to today’s data-driven pricing models, the conversation explores how information changed the balance of power between buyers and sellers. We discuss:·       Why some sellers consistently defend price while others default to discounting·       How inventory transparency reshaped negotiation dynamics·       What pricing discipline actually looks like inside dealerships·       The role of algorithms and data in modern pricing decisions·       Lessons B2B companies can apply to protect pricing powerFor executives responsible for revenue, pricing, and sales strategy, the automotive market offers a powerful case study in how pricing power evolves—and how companies can protect it.Chapters 00:00 Introductions03:58 How to think about value in automotive software05:17 Sustaining trust in pricing for a 100 year old brand09:54 The economics behind dealer pricing decisions13:40 Give-Gets and other negotiation dynamics between buyers and dealers18:05 Pricing to value with tiered offers to drive and sustain growth26:45 Algorithmic pricing and the future of car sales34:42 Lessons and final takeaways for B2B pricing leaders  Connect with Randy: https://www.linkedin.com/in/randykobat/ Connect with Patrick: https://www.linkedin.com/in/pmccullough-holdenadvisors/ Connect with Tracy: https://www.linkedin.com/in/tracyleighdent/  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/