How do you align your pricing strategy with customer needs while balancing complexity and simplicity? What’s the secret to designing pricing models that not only appeal to customers but also drive business growth? And how do you integrate the unique challenges of AI-driven products into your pricing structure?
Roee Hartuv, founder of
Willingness to Pay, uncovers the truth about pricing and packaging in today’s rapidly evolving tech landscape. Roee explains why the old “good, better, best” model may no longer cut it and how the Jobs-to-Be-Done framework offers a more customer-centric approach. He goes into how businesses can transition to more dynamic pricing models, including credit and usage-based strategies, to meet the growing demands of AI-powered solutions.
He discusses real-world examples from his work with SaaS and AI-driven companies, offering practical insights on how to keep margins healthy without sacrificing value or transparency. Roee gives us a look at how AI integration is reshaping the pricing landscape and why businesses need to rethink traditional models to avoid margin erosion.
Jump into the action:
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00:00) Why pricing models are more than just numbers
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03:09) AI products need a new pricing strategy
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14:37) What Jobs to Be Done reveals about pricing and value
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15:22) The "good, better, best" model isn't enough anymore
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22:39) Should AI-driven businesses always adopt value-based pricing?
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23:33) How AI pricing examples are shaping future business models
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24:58) How AI is challenging traditional pricing models
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34:46) Pricing for enterprise and smaller customers without sacrificing simplicity
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37:27) The importance of transparency in pricing
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39:38) Why customer journeys are key to the right pricing structure
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43:46) Roee's tips on testing and refining your pricing models
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No BS news about B2B Go-To-Market.
This is GTM News Desk - the show that keeps you ahead with marketing and sales strategies that win and clarity on the experience buyers want.
Mark Kilens and Natalie Marcotullio give it to you straight - what you’re doing wrong, what you’re doing right, and how to level up your GTM game. They dish out the latest trends, buyer behaviours, and proven plays you can put into action now. From aligning sales, marketing, and RevOps to closing deals at a clip you didn’t think possible, this podcast gives you B2B’s greatest playbooks and lays out the ‘tactics’ to avoid like the plague.
Mark and Natalie take their decades of collective experience working with top B2B brands like HubSpot and Drift and combine them with the GTM expert insights you need to create an impactful GTM strategy for your business.
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