Most B2B SaaS founders set their pricing at Series A - and never revisit it. In this episode, Sam sits down with Roee Hartuv, Senior Pricing Advisor and Head of GTM Expertise at WillingnessToPay.com, to unpack why broken pricing is quietly leaking revenue across your entire funnel - and what to do about it.
Roee shares how 20+ years in B2B SaaS revenue roles, advising over 100 companies, taught him that pricing and packaging is the single highest-ROI lever most founders never pull. From value-based pricing frameworks to AI's impact on SaaS margins, this episode is essential listening for any founder navigating the zero-to-ten growth stage.
In this episode, Sam and Roee discuss:
Now We Build has partnered with CapQuest, an equity and investor relations management platform built for founders who need to track SAFEs, manage their cap table, and keep investors updated without the spreadsheet chaos. If you're raising capital or managing equity, CapQuest helps you stay organised from day one. Now We Build listeners can now get 20% off an entire annual subscription with the code nowwebuild20. Use the link here to claim the discount: https://capquest.io/book-demo
Timestamps:
00:00 Intro
01:50 From Coding to Sales: A Unique Journey
04:33 Lessons from 20 Years in Revenue Roles
07:16 The Art vs. Science of Sales
10:08 Transitioning to Advisory Roles
12:45 The Power of Pricing and Packaging
18:07 Systemizing Sales Processes
23:35 Navigating Geographical Expansion
25:19 AI's Impact on Pricing Models
28:05 Insights from 'The Modern Go to Market System'
34:01 Quickfire Questions and Final Thoughts
Learn more: https://linktr.ee/nowwebuild
Did you enjoy this interview? Subscribe so you don’t miss out on future episodes.
Follow Roee:
LinkedIn: https://www.linkedin.com/in/roeehartuv/
Follow Sam:
LinkedIn: https://www.linkedin.com/in/sam-marchant/
TikTok: https://www.tiktok.com/@sammrchant
Instagram: https://www.instagram.com/sammrchant
","author_name":"Sam Marchant"}