Why do buyers really say yes? We like to believe our prospects make rational decisions based on features, benefits, and ROI, but the truth is entirely different: humans make decisions based on emotion and rationalize them later with logic.

I sit down with Nancy Harhut, Co-founder and Chief Creative Officer of HBT Marketing and author of Using Behavioral Science in Marketing. Nancy has spent decades at the intersection of cognitive psychology and marketing performance, helping brands use established behavioral triggers to materially improve response rates, conversions, and revenue.

👉 Connect with me: https://richmsmith.com/

In this episode of the Revenue Science Podcast, April Dunford explains why positioning is not just a branding exercise — it’s a revenue strategy that impacts pipeline growth, sales conversion, differentiation, and market expansion.

April also shares practical frameworks from her bestselling books Obviously Awesome and Sales Pitch, along with actionable advice for CEOs, marketers, and sales leaders trying to sharpen their competitive advantage.

If you work in B2B SaaS, enterprise software, marketing, or revenue leadership, this episode is packed with insights you can apply immediately.

👉 Connect with me: https://richmsmith.com/Dan Balcauski is the founder of Product Tranquility, a consulting firm based in Austin, Texas. With over 20 years of experience in software engineering, product management, and business strategy, Dan helps B2B SaaS CEOs design pricing and packaging strategies that unlock revenue without adding headcount or increasing acquisition spend. In this episode, we cover business growth, startup growth, marketing strategy, executive leadership, and founder advice.

Key Takeaways:

The Net Revenue Retention (NRR) Link: Why your pricing strategy is the ultimate driver of NRR and enterprise value.

Killing "Discount Theater": How unenforced discounting policies destroy your margins and confuse your market signals.

The Danger of B2B A/B Testing: Why consumer-style price experiments break trust in long B2B sales cycles—and what to do instead.

Pricing Psychology: Unpacking the behavioral economics behind Good-Better-Best tiers, decoy pricing, and the "magic of the middle."

Building a Pricing Committee: Why pricing falls through the cracks and how to build a governance process that outlasts leadership transitions.

00:00 Intro01:52 American Solutions for Business

02:42 Why is pricing often a silent growth lever?

07:16 Why is pricing a constraint to growth?

12:05 Which financial metric get the attention of investors?

14:55 How do you discuss pricing change with your investors?

10:27 How to tell if you have a pricing problem?

33:03 American Solutions for Business

35:24 What are the leading indicators to tell that your pricing is working?

40:29 How do you structure pricing experiments in B2B?

46:36 How to use pricing as a differentiating factor?

52:28 What is the one advice that you would give a CEO to increase their revenue?

54:24 Outro