Pricing as Part of the GTM-System - with Roee Hartuv

Most SaaS companies get pricing wrong: not because they charge the wrong number, but because they're asking the wrong question entirely. Roee Hartuv, Senior Pricing Advisor and Head of GTM Expertise at Willingness2Pay, joins Michael Jäger to make the case that pricing isn't a finance decision: it's a GTM decision. And how you charge matters far more than how much you charge. In this episode: ✌️ Win #1 — Package around value, not features: why structuring your pricing around the customer's job to be done (instead of good-better-best feature tiers) accelerates sales velocity, simplifies renewals, and makes your value proposition impossible to ignore. ✌️ Win #2 — GTM as a system: how applying systems thinking to your go-to-market motion (from demand gen to customer success) removes silos, improves efficiency, and aligns every team around one shared output: revenue. 🌱 Fail — Price increases in isolation: why raising prices without adding value almost always backfires, and what to do instead to make pricing changes stick.Whether you're a founder, a revenue leader, or running GTM at a SaaS scale-up, this episode gives you a practical framework for turning pricing into a growth lever, not just a number on a page. Connect with Roee: 🔗 LinkedIn: https://www.linkedin.com/in/roeehartuv/ 🔗 Willingness2Pay: https://willingness2pay.com/ 🎙️ Beyond Revenue is hosted by Michael Jäger, Managing Partner at Cremanski & Company. New episodes every Friday. ⏱️ Episode timestamps 00:00 — Intro & Roee's background 01:22 — The biggest pricing mistake companies make 01:49 — What your pricing signals to the market without you knowing 02:38 — The biggest shift happening in SaaS pricing right now 04:12 — Win #1: Package around value, not features 08:07 — Win #2: GTM as a system — input, process, output 10:57 — The fail: price increases that backfire 13:00 — Key takeaways 14:56 — Where to find Roee