The Price is Wrong: Redesigning B2B SaaS Pricing Strategy with Roee Hartuv

Most B2B software companies are leaving serious money on the table — not because the product isn't good enough, not because the sales team needs more training. It's the pricing strategy. It's not the number you choose, it's everything that comes before it.

Roee Hartuv is the founder of Willingness to Pay, a consultancy that helps B2B SaaS companies redesign product pricing and packaging from first principles. His philosophy is simple: stop pricing the product, start pricing the customer. B2B SaaS pricing strategy is the silent revenue multiplier most founders ignore. Discover how value-based pricing and packaging can transform your go-to-market strategy.

In this conversation, we get into:

• Why the actual price you charge is probably the least important pricing decision you'll make
• How the shift from SaaS to AI is destroying gross margins in ways most businesses aren't tracking
• What 'operational debt' looks like and why bad pricing makes it harder to manage renewals
• Why value selling as a sales methodology needs the right packaging to support it
• What the shift from seat-based to usage-based pricing means for finance, investors and customers
• Who's most likely to be getting pricing wrong

Whether you're setting prices for the first time or running a mature product business that hasn't revisited its model in years, this episode will make you think differently.

Connect with Roee:

On LinkedIn: https://www.linkedin.com/in/roeehartuv/

Willingness to Pay YouTube channel: https://www.youtube.com/@SaaSPricing/videos

Chapters:

• 00:58 — What is Willingness to Pay, and why does the name matter?
• 03:12 — When should a company start thinking seriously about pricing?
• 03:58 — Is changing your pricing as risky as it feels?
• 09:43 — What triggers companies to seek help with pricing?
• 14:20 — Is there a "right" price — or is pricing always a moving target?
• 18:14 — How AI is collapsing gross margins in real time
• 20:32 — The pricing stack: packaging → metric → structure → number
• 24:36 — Why value selling doesn't work without the right packaging
• 28:27 — 5x revenue in 18 months: what actually changed?
• 31:29 — The most counterintuitive thing about B2B pricing
• 37:01 — The one thing to do if you're moving into AI

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