In this episode, returning guest Roee Hartuv, pricing strategist and advisor, reveals why fixing packaging and pricing often beats any playbook tweak—and how CEOs can unlock hidden revenue by aligning pricing to customer value.

You’ll learn:

• Why no one “owns” pricing—and how that creates revenue leaks
• The 4-step framework Roee uses to raise prices without increasing churn
• How value-based packaging enables better sales and customer success
• What most pricing changes get wrong—and how to avoid pushback
• How to use packaging to reduce discounting, increase ACV, and drive expansion
• Whether you're scaling a SaaS product or leading a GTM transformation, this episode will challenge how you think about pricing—and give you the playbook to make it work.

Podcast transcript

Kerry Curran, RBMA (00:01.155)
Welcome, Roee. Please introduce yourself and share your background and expertise.

Roee Hartuv (00:06.326)
Hello, and thanks for having me. My name is Roee Hartuv. I currently focus on pricing and packaging as an advisor. Over the past five years, I’ve worked in the broader area of go-to-market excellence, helping transform go-to-market strategies and operations. Before that, I was a SaaS—or software—seller.

Kerry Curran, RBMA (00:35.745)
Excellent. Thank you, Roee. We’re excited to have you back. This is actually your second time with us. Last time, we covered different stages of go-to-market with a focus on customer success and the importance of net and gross recurring revenue. Today, I want to dive into what you’re focusing on now. Let’s talk about willingness to pay and your specialty at your new company.

Roee Hartuv (01:12.236)
In the past five years, I’ve helped companies generate more revenue—everyone’s top priority. Most conversations revolve around process improvements, automation, or AI-enabled productivity, all aimed at increasing win rates and reducing churn. I’ve done all that, but I realized one lever delivers the best ROI and is often the quickest and simplest to pull: pricing and packaging.

Once I understood that, I decided to spend most of my time there—helping companies increase revenue by getting pricing and packaging right. You don’t necessarily need a new product; you need a smarter way to package what you already have. That’s what we do at Willingness to Pay: pricing and packaging, and we’ve seen great results.

Kerry Curran, RBMA (03:02.094)
I agree. Companies spend a lot of effort cutting costs and increasing efficiency, yet overlook pricing. When prospects contact you, what business challenges are they trying to solve?

Roee Hartuv (03:43.564)
When they come to us, they already sense a pricing or packaging issue—and most companies have one. Early on, no single person truly owns pricing. Is it finance, the CRO, product, or product marketing? Because no one owns it, pricing often stays untouched for years while products, features, and value grow. For example, a client recently added a fantastic AI feature but decided to charge only $5,000 a year—far below the value it delivers.

The main problem is that companies don’t adapt pricing and packaging to market dynamics. As a result, they leave money on the table. The most common pain we hear: “Our sellers keep talking features instead of value. They give big discounts, and we know we’re underpricing.” That’s the core challenge: enabling value-based selling through better packaging.

Kerry Curran, RBMA (05:12.399)
Beyond revenue growth, pricing can boost average contract value and reduce churn. Still, many leaders hesitate to raise prices. What objections do you hear most, and how do you address them?

Roee Hartuv (05:38.68)
Two big fears: First, customer success worries that price increases will trigger churn. Second, sales fears that higher list prices will tank win rates—“We’re already discounting!” We mitigate these with a four-step process:

1. Internal validation—get input from sellers and stakeholders.
   
   
2. Customer interviews—talk to 5–20 close customers using a structured methodology. We start with value proposition, then packaging, then pricing model, and only last reveal price levels.
   
   
3. Controlled sales test—roll the new model to a small “demo” team and watch results.
   
   
4. Phased rollout—once it works, deploy to the full sales org, then migrate existing customers in waves, starting with low-risk accounts.
   
   

The full cycle takes 12–18 months. Some customers may leave, but the revenue uplift from others outweighs the loss. It’s also a chance to offboard underpaying, resource-draining customers.

Kerry Curran, RBMA (07:02.094)
Your approach blends qualitative and quantitative research. How do you determine new price points?

Roee Hartuv (07:39.884)
We start with existing customer data: what each segment pays today, usage patterns, and realized value. We also benchmark competitors’ pricing to gauge market tolerance. Then we model scenarios, aligning them with objectives—doubling revenue, raising ACV, reducing churn, etc. Packaging is a separate exercise: instead of “good-better-best” by feature, we bundle around jobs-to-be-done or business outcomes. That naturally steers sales conversations toward impact, not features.

Kerry Curran, RBMA (18:12.129)
For leaders listening today, what’s the very first step you’d suggest?

Roee Hartuv (18:33.323)
If you haven’t raised prices in years, start by increasing everything 5 %. Inflation is real, and you’re likely undercharging. That simple move captures low-hanging fruit before a full pricing project. When you’re ready for a deeper overhaul, there’s plenty of free DIY material on our site, WillingnessToPay.com, or you can reach me on LinkedIn. If you need hands-on help, we’re here.

Kerry Curran, RBMA (24:19.619)
Excellent. I’ll include those links in the show notes. Roee, thank you for joining us again—I always learn so much from you.

Roee Hartuv (24:55.916)
Thank you, Kerry. It was my pleasure.

Thank you, Roey, for another incredible conversation. His insights on packaging and pricing are a must-listen for any CEO or go-to-market leader looking to scale smarter. If you found this episode valuable, please leave a review and hit subscribe to Revenue Boost. And check the show notes for links to Roey’s work at willingnesstopay.com and his LinkedIn profile.

For more tools and frameworks to fuel marketing-driven revenue growth, visit revenuebasedmarketing.com. Until next time.