Patrick McCullough - Partner at @holdenadvisors , joined me for to talk about pricing, value, and profitability in B2B businesses. We explored why pricing is one of the most important — and most overlooked — fundamentals in business. Patrick broke down how companies create value by helping customers increase revenue, reduce costs, or mitigate risk, and why pricing should evolve continuously as markets change. We also discussed margins across industries, the challenges of selling through procurement teams, the importance of strong customer relationships, and how AI is changing the sales landscape. One of the biggest takeaways: businesses should review and refine pricing regularly — not just when problems arise. Website https://holdenadvisors.com/ LinkedIn https://www.linkedin.com/company/holden-advisors YouTube https://www.youtube.com/@holdenadvisors Apple Podcasts https://podcasts.apple.com/us/podcast/if-prices-could-talk/id1782796014 Spotify https://open.spotify.com/show/6ANat5bOCgvQyZ5UrvKAmQ Instagram https://www.instagram.com/ifpricescouldtalk/ https://www.instagram.com/holdenadvisors
