Emanuel Martonca

Emanuel Martonca applies years of negotiation insight and pricing strategy to change how B2B software and IT services firms price their work. He’s led over 300 pricing and sales negotiations since 2012, representing both buyers and sellers, and helps companies shift from traditional time-based billing to value-driven pricing models.

At Soft Fight, Emanuel developed an Agentic AI pricing system that helps companies capture more value—with approximately 4% higher prices achieved, 1.2× better win rates, and zero operational disruption. His system embeds value-selling frameworks into the sales process rather than relying on static, Excel-based price sheets.

He has scripted this transformation in real-world environments, working with over 45 software companies across Romania, Poland, Croatia, the UK, Ireland, Canada, and the US. These organizations have integrated Soft Fight’s system to replace cost- or competition-based pricing with models that reflect economic value delivered.

Emanuel also supports founder communities by mentoring through initiatives like Rubik Hub, where he helps teams rethink pricing and sales strategy within system constraints and competitive environments.

When you hear Emanuel speak, expect a clear shift: pricing no longer mirrors time spent, but results achieved. He prompts you to reframe pricing discussions—not as cost computations, but as strategic levers that align internal teams and capture true value.