Emanuel Martonca brings extensive negotiation expertise and strategic pricing experience to transform how B2B software and IT services companies approach their pricing models. Since 2012, he has facilitated over 300 pricing and sales negotiations from both buyer and seller perspectives, guiding organizations away from conventional time-based billing toward value-centric pricing frameworks.
Through Soft Fight, Emanuel created an Agentic AI pricing platform that enables companies to maximize value capture, with a platform that weaves value-selling methodologies directly into sales workflows, eliminating dependence on rigid, spreadsheet-driven pricing tools.
When Emanuel takes the stage, anticipate a fundamental perspective shift: pricing becomes disconnected from hours invested and connected to outcomes delivered. He challenges audiences to reconceptualize pricing conversations, not as expense calculations, but as strategic tools that synchronize internal operations and unlock genuine value.