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:

• How Roee went from computer science to building a 20-year career in B2B SaaS sales
• Why sales is a science, not an art - and how to systematise it
• The most common pricing mistakes founders make and when to fix them
• How to package SaaS features around customer jobs to be done (not feature tiers)
• Why bad pricing breaks your financial model - not just your sales motion
• How AI is disrupting SaaS margins and forcing a new approach to pricing strategy
• The system thinking framework behind Roee's upcoming book

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

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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

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