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 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.

The Agent Economy is rewriting the rules for B2B software and launching a revolution as important as the one Salesforce launched back at the beginning of the 21st C with its ‘No Software’ SaaS business model. Ibabka has compiled extensive research, including primary research, on the implications of agents for value, packaging, pricing and billing. This extensive report will help you execute on the changes we all need to make.

The agent economy will replace the subscription economy and most value currently captured within enterprise software will be delivered by agents. This will require new approaches to pricing. By combining the Jobs to be Done approach to pricing with the Ibbaka AI agent pricing layer cake there is a path forward for Agentic AI companies.

This blog post discusses the importance of value in customer engagement and introduces the Value Cycle. It explains how value creation, communication, delivery, documentation, and capture are essential for building strong customer relationships. The post also presents a simple scorecard for evaluating a company's performance in each area of the Value Cycle.

A pricing metric is the unit of consumption for which the buyer pays. An example of a pricing metric is dollars per litre for purchasing fuel. Choosing a pricing metric is one of the most important steps in designing value-based pricing.

Fashioning a business with value at the center requires a commitment to ongoing value creation for customer stakeholders. In depth understanding of how value is created for the customer is foundational to designing fair and effective value-based pricing. It also creates positive customer experiences across the customer lifecycle. Customer value management is an emerging business practice that manages value to customer (V2C) across the full customer journey.

Have you ever wanted to pause and take an outside-in view into your organization’s approach to pricing, positioning and value creation? At Ibbaka, we understand that assessing one’s market approach is not an easy undertaking. We want to enable both new and mature organizations to take a disciplined approach to assessing their pricing and go-to-market strategy. Which is why we have designed a The Ibbaka Self-Assessment Tool to get you started.

One of the key barriers to adopting value-based approaches, including value-based pricing is a lack of customer understanding. The best way to organize your research into customer value is a customer journey map. This tool is underutilized in pricing discovery. Here we show how to build a customer journey map that will inform your pricing.

Despite the benefits of value-based pricing, companies are still lagging on implementation and execution. Corporations are failing in value-based pricing and are therefore not maximizing their opportunities to transact. This is a topic that Laura Fay, TSIA VP & Managing Director, Offers Research and Advisory, and I will be exploring during TSIA Interact. On October 21st, we will be discussing why it is difficult for customers to identify and connect value metrics to pricing.

Coming back from maternity leave during a pandemic has reframed my understanding of the importance of emotional and community value drivers. At Ibbaka we have always included emotional value drivers in our analysis. Recently we have added community value drivers. We have recently been focussing on trust. As a mother with a child in daycare I have a real appreciation of the value of trust and its implications for pricing.

Research has found that emotional value drivers play an important role in B2B pricing. In our recent work Ibbaka has found that it can be just as important to consider community value drivers, the positive (or negative) impacts a product or service has on the wider community. Including community value in market segmentation, customer targeting and positioning gives important pricing insights.

What is value management? (And why you should care). A document from back in November 2012 that sets out the basic approach to value management, and how it integrates innovation, marketing, sales and of course pricing. A new version of this document is in development.