Why Your Pricing Is Costing You Millions (And You Don't Even Know It) with Roee Hartuv" скачать в хорошем качестве

Why Your Pricing Is Costing You Millions (And You Don't Even Know It) with Roee Hartuv"

Most B2B companies set their pricing once and then forget about it for up to 5 years. Meanwhile, they're shipping features, hiring reps, and STILL leaving massive revenue on the table. Sound familiar? In this episode of the Revenue Problem Solvers podcast, I sit down with Roee Hartuv, Senior Pricing Advisor and Head of Go-To-Market Expertise at WillingnessToPay.com, to tackle what might be the most complex growth lever in business: Pricing & Packaging. Roee has spent over two decades inside real go-to-market teams, across sales, customer success, and revenue leadership. He's seen the same pattern destroy growth over and over again. This episode is the playbook. WHAT YOU'LL LEARN: Why pricing touches every department, and why that makes change so hard The #1 pricing mistake early-stage companies make (hint: it's not the number) How to move from seat-based to usage-based pricing without blowing up your revenue The internal + external validation process before rolling out a price increase Why packaging matters MORE than the actual price point How to tell if you're leaving money on the table (and what to do about it) The "Jobs to Be Done" framework for building the right number of pricing tiers Margin vs. market share: how to play both with smart packaging What Netflix, OpenAI, and Slack can teach you about iterative pricing KEY TAKEAWAYS: 1. Price the CUSTOMER, not the product because the willingness to pay varies by segment 2. Packaging is more important than the price point itself 3. Treat pricing like agile development — iterate constantly 4. Most companies only revisit pricing every 3–5 years. You should be doing it every product cycle. SPONSOR: Virtual Causeway Shifting from demand generation to demand positioning — fewer cold motions, more high-intent conversations. Learn more: https://www.virtualcauseway.com (mention Revenue Problem Solvers for a special rate) ⏱️ CHAPTERS: 00:00 — Intro & Sponsor: Virtual Causeway 02:10 — Roee's Background & Who He Works With 05:30 — Why Pricing & Packaging Is the Hardest Growth Lever to Touch 10:15 — Who Actually Owns Pricing in Most Companies (And Why That's a Problem) 15:00 — The 3 Most Common Triggers That Bring CEOs to the Pricing Table 20:00 — Margin vs. Market Share: How to Play Both with Smart Packaging 26:00 — Cost-to-Serve: The Missing Metric in Most Pricing Models 31:30 — PLG vs. Enterprise: How to Segment Your Pricing Journey 37:00 — Seat-Based to Usage-Based: The Messy Transition Everyone Is Going Through 42:00 — Willingness to Pay: The Right Way to Test New Pricing 47:00 — The Validation Process: Internal → Trusted Customers → Field Testing 51:00 — The 3 Actionable Principles: Price the Customer, Iterate, and Package Around Value 55:00 — How Many Tiers Should You Have? The Jobs-to-Be-Done Answer 58:00 — Where to Find Roee + Closing Thoughts 🔗 CONNECT WITH ROEE: LinkedIn:   / roeehartuv   Website: https://www.willingnesstopay.com --- 🎙️ The Revenue Problem Solvers Podcast drops new episodes regularly. Subscribe so you never miss a conversation that could change how you sell. #RevenueGrowth #PricingStrategy #B2BSales #SaaS #RevenueLeadership #Podcast