Increase prices by 240% by naming someone the Pricing Dictator, Ulrik Lehrskov-Schmidt CEO Willingness To Pay

In this episode we talk with Ulrik Lehrskov-Schmidt, founder of Willingness to Pay and one of the leading voices in SaaS pricing strategy. Ulrik has spent years helping B2B SaaS companies redesign how they monetize their products. Not by tweaking price points, but by fundamentally changing the pricing structures, packaging models and commercial mechanics that drive growth. We dive into one of the most overlooked growth levers in SaaS: pricing. Why do so many companies treat pricing as everyone's responsibility — and therefore nobody's responsibility? Why do great pricing ideas fail during implementation? And why can a pricing redesign create more growth than years of optimization across sales and marketing? Ulrik shares lessons from hundreds of pricing projects, real-world examples of companies doubling and tripling contract values, and why the biggest pricing mistake is often organizational rather than mathematical. ✨ Key takeaways: The money is in the structure, not the price point Someone must own pricing — committees rarely work Great pricing projects fail during implementation, not strategy Product, Sales and Finance each break pricing in different ways The CEO often becomes the deciding factor between a 60% and a 300% pricing increase The average pricing transformation delivered a 240% increase in monetization If nobody owns pricing, maybe you should 🎧 Tune in for a masterclass on pricing, monetization and one of the highest-leverage growth levers in SaaS. SPONSORSPowered by vloxq CPQ (Configure Price Quote), rated as the most user friendly CPQ and a perfect fit when your CRM standardized quote module falls short.  EPISODE CREDITS: Produced, edited and mixed by Zveki Segment jingles composed and produced by Niclas Gozzi and Story of YouAdditional music licensed through Stim