In this episode, we’re joined by pricing strategist Marcos Rivera, founder of Pricing IO and author of Street Pricing, to explore how SaaS companies can stop guessing, and start capturing, the value they work so hard to create.
Key Takeaways:
- Price Matters as Much as Product – Too many teams invest in building great products but lose revenue by underinvesting in pricing strategy.
- Pricing Isn’t a One-Time Decision – It should evolve with your product, customer segments, and the outcomes you deliver over time.
- Framing Makes Deals – Don’t anchor your product’s worth on simple time savings. Help customers see deeper, strategic value.
- Good-Better-Best Could Work – A tiered pricing model isn’t wrong, but it has to reflect your real value differentiation, not force it.
- Churn and Pricing Are Connected – Misaligned pricing erodes trust and customer retention. Understand the full “value cycle” to keep customers engaged.
Guest Bio:
Marcos Rivera is the founder of Pricing IO, a consultancy helping SaaS companies unlock revenue growth through better pricing. He previously led pricing strategy at Vista Equity Partners, supporting a portfolio of B2B tech companies, and is the author of Street Pricing: A Pricing Playlist for Hip Leaders in B2B SaaS
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