Witness the strategies shaping the future of B2B SaaS with exclusive access to our 5 most essential recent webinars—with our VIP decks now available for download. These sessions bring together the latest thinking from the industry’s top pricing and monetization experts, covering everything from Q1 2025’s biggest pricing shifts and the evolution of agent-based packaging, to actionable frameworks for AI pricing, mid-year trend analysis, and what’s really happening in B2B SaaS monetization.

Key points from the VIP Show’s conversation with Olge Kurtoglu.:

• Value Based Wins over Cost Plus

• Value is a moving target

• Value alignment is critical

Three key actions to take now are identified.

VIP is for Value Innovation and Pricing.

Vibe coding is rewiring innovation. One can now quickly code applications using prompts and get usable code. This requires a lot of thought, but it is different from the thought that goes into writing code or doing UI design. These vibe coded applications and agents are also able to propose their own packaging and pricing. Today they do a bad job at this, even when the person doing the prompting knows a lot about packaging and pricing. But this will change. In the near future, will applications package and price themself?

Karen Chiang is hosting Ibbaka’s new VIP (Value Innovation and Pricing) series. In this podcast and vodcast series Karen will have conversations with the key people shaping value based strategies. This is a great opportunity to learn from a community of passionate experts.

AI advances through benchmarking. The major LLMs are systematically benchmarked as they are released and compete to appear at the top of the leaderboard. When developing FinAI Intercom fought hard to improve on its own benchmarking. Is there a general approach we can take to benchmarking AI agents for business? Will value models become the standard frame for benchmarking AI agents?

Sales depends on understanding what your customer values. You need to know how you create value and who you create value for. Traditional market surveys are no longer enough to understand value in rapidly changing markets. Instead, one needs to build a system and culture of continuous value: understand, communicate, deliver, document and capture as a continuous process.

Agents are popping up everywhere. Vibe coding and good tooling have made it easy to develop agents. Users and buyers are looking for simple solutions that leverage AI. Agents are the result. There are two broad trends: net new agents and agents built to access functionality and data in existing apps. How do pricing approaches differ in these two cases?

While 20-25% of B2B technology deals are lost due to price, a staggering 81% of buyers actually prioritize value, performance, and solution fit over cost. Even more striking, 74% of deals are won by the vendor who first paints a compelling vision of value. Discover how mapping your sales process to the buyer’s journey, tailoring growth models to customer engagement, crafting clear and measurable value propositions, and embracing value-based pricing can build trust and accelerate sales.

Professionals have a growing realization of the power of agents to take their work to the next level and are looking for ways to leverage AI. Pricing is a focal point for this as it has always been tool and data heavy and has long leveraged AI in different parts of the value chain. Pricing experts are looking for agents that complement them and that are specialized for specific customers or pricing challenges rather than generalist AIs.

One emerging strategy for designing and pricing a family of agents is the team. Agents are being designed as complements or replacements for well established functional teams. An example of this in the data space is Brighthive. They have designed their agents to reflect well established roles on a data team.

Sales co-pilots like valueIQ.ai need value models in order to give the concrete insights into value that sellers want and that buyers need in order to make the best buying decisions. Doing this requires generative AI powered value model generation. vaueIQ.ai achieves this using the Ibbaka value model generation agent. This transforms how value models are used.

The main barrier to adopting value based pricing and sales is that sales people are not supported. Sales people need to be able to understand and easily communicate value in a way that the buyer will accept. They need a value coach. Ibbaka is going to be providing that value coach, we call it valueIQ, later this year and are now accepting sign ups for the beta program. Sign up now to get early access.

Many companies are considering revising their pricing model given the rapid changes in the economy, technology advances and the emergence of agents a packaging pattern. Ibbaka has been working with Michael Mansard on a framework for pricing model assessment. We assess from the perspective of the vendor and the buyer. Intercom’s popular FinAI agent is used as an example.

Over the past three months there has been a sea change in packaging and pricing for AI. The biggest change has been the rise of agents. But there has also been a shift to making AI the default. We can see that in recent moves by some of the world’s leading software companies: Intercom, Adobe and Gong.

Ibbaka uses its value model generation AI to get a holistic view of how value is created in a category. Our third category value report focuses on Revenue Intelligence Platforms. These reports help buyers choose the solution right for them, users to adopt best practices, and vendors to understand their positioning and where to invest.

Customer value management has emerged as a critical function for B2B SaaS, business AI and AI agents. How does your company approach customer value management? Share your insights in this ground breaking survey. Participating will help you to better understand your own approach to customer value management. The results will help all of us better benchmark how we are managing the value we deliver to customers.

An emergent pattern in the agent economy is for companies to provide their customers with the ability to build custom agents that sit on their platforms and help the customer get more value. These are often called User Built Agents. How is value created for customers with this new functionality? How will it be priced? Ibbaka used it value model generation AI to explore these critical questions.

On April 24 Ibbaka published some important research on pricing and billing in the agent economy. This is the first in depth report on the emergent Agent Economy. Agents are becoming one of the primary ways that generative AI functionality is being brought to market. The report is rather long, more than 80 pages, and in today’s high paced world not everyone will want to invest the time to read in depth We get that. Here are a series of prompts, and responses from Perplexity, that give different entry points into the report.

Pricing of agents is a hot topic in business circles. As we move to an agent economy how will pricing change? We explore this question by using the concept blending technique to create concept blends of Jobs to be Done and B2B SaaS and then Jobs to Be Done and Agent AI in the context of pricing. We then compare the two.

Pricing AI Agents is a critical challenge for pricing and innovation in 2025. Two approaches have emerged so far, the Ibbaka Agent Pricing Layer Cake and the Growth Unhinged Agent Pricing Matrix. Let’s look at how these work and how they can be used to price AI agents. As credit based pricing is becoming common for AI agents the two approaches are combined to address this.