Pricing Is the GTM System - Why Revenue Breaks When Pricing Lives in Finance with Roee Hartuv

Pricing is not a finance line item. It is a go-to-market system decision that determines who you can sell to, how sales sell, and whether revenue compounds or quietly leaks.In this episode of GTM Vault, Rick Koleta sits down with Roee Hartuv, Senior Pricing Advisor and Head of GTM Expertise at Willingness to Pay, to unpack why so many GTM transformations fail even when teams execute harder. The problem is rarely effort. It is design.They explore how pricing and packaging decisions shape sales velocity, customer lifetime value, and margin durability long before results show up in dashboards. When pricing is owned in isolation, friction appears across marketing, sales, and customer success, and growth stalls without a clear breaking point.The conversation also dives into why traditional SaaS pricing assumptions collapse in AI-driven products, how usage-based costs change monetization strategy, and why GTM engineers have emerged as system owners rather than tool admins.If your pipeline looks healthy but revenue is stalling, this episode explains where the GTM system is already broken and what to redesign before execution fails again.