#36 When The Economics Change with Roee Hartuv

Most SaaS companies built their economics on a simple truth: the cost to serve the next customer is practically zero. AI is changing that and most companies don't see it coming.In this episode of Frenemies, Julia sits down with Roee Hartuv, Senior Pricing Advisor and Go-to-market expert at Willingness2Pay. Roee works with SaaS companies navigating one of the most urgent commercial challenges of the AI transition: when the underlying cost structure changes, your pricing model, go-to-market strategy, and cross-functional alignment must change with it.Topics covered in this episode:Why seat-based pricing breaks down when AI enters the productThe AI cost blindspot: most SaaS companies have no visibility on per-customer AI costsWhy consumption-based pricing aligns revenue and cost in a way seats never canThe growth team concept, and why it's the best cross-functional answer to GTM speedWhy PLG companies are better equipped for the AI transition than traditional SaaSWhat agile go-to-market actually looks like in practice"AI is going to eat software", and what that means for your business model right nowFollow Roee Hartuv on LinkedIn Learn more about Willingness2Pay