AI Overview

B2B companies can often grow faster by fixing pricing, packaging, onboarding, and payment strategy instead of just focusing on lead generation. In this episode of B2B Vault, Allen Kopelman interviews Roee Hartuv of Willingness to Pay about SaaS pricing models, customer retention, packaging strategy, implementation, AI-driven margin pressure, and how software companies can unlock more revenue by charging the right way.

The Revenue You’re Missing: How Better Pricing, Packaging, and Onboarding Drive B2B Growth

B2B Vault: Biz to Biz Podcast with Allen Kopelman and Roee Hartuv

Executive Summary

Software and fintech companies often obsess over leads and traffic while ignoring the highest-ROI growth lever: pricing and packaging. Roee Hartuv explains that how you package a product and onboard customers after the sale often creates the fastest revenue lift. The conversation explores the shift toward software companies becoming payments companies and how AI is rewriting the traditional SaaS playbook.

Why Pricing and Packaging Matter

It isn't just about how much you charge; it is about how you charge. Proper pricing and packaging directly impact:

Conversion rates and customer fit.
Expansion revenue and retention.
Overall business profitability.

Packaging Around the "Job to Be Done"

Instead of internal feature buckets, Roee recommends packaging around the customer's specific needs. This involves identifying the customer's pain points, maturity level, and necessary capabilities. This creates a natural growth path where customers move up tiers as their business becomes more advanced.

The Shift: Software as a Payments Company

A major trend in SaaS is the realization that long-term revenue scales through payment flows rather than just subscriptions. Many platforms are now:

Bundling payments directly into the platform.
Reducing or waiving SaaS fees at certain processing volumes.
Earning a percentage of every transaction to change the business economics.

Why Onboarding is a Revenue Lever

Founders often focus on the sale but ignore activation. If customers aren't trained or migrated properly, they stall before becoming real users. Allen suggests using implementation fees to create "skin in the game," ensuring customers are committed to the onboarding process.

Five Areas to Fix for B2B Growth

Packaging: Aligning bundles with customer needs.
Pricing Metric: Charging based on value (e.g., transactions) rather than just seats.
Testing: Validating changes before a broad rollout.
Quote-to-Cash: Adapting billing and collection workflows.
Customer Migration: Moving existing users to new models without backlash.

The Impact of AI on Pricing

AI is increasing the "cost to serve" due to computing and API expenses. This forces companies to move away from unlimited flat pricing. Additionally, AI tools allow buyers to compare vendors instantly, making transparent and consistent pricing more critical than ever.

Final Thoughts

Growth doesn't always require more demos; often, it requires fixing what happens after a customer says yes. The winners in a crowded market are the companies that make their products easy to buy, easy to adopt, and easy to justify through clear value.