Pricing & Packaging Advisor (ex-Winning by Design) · Winning by Design
LinkedIn ↗Roee Hartuv is a pricing and packaging advisor based in Berlin who works with B2B SaaS and AI companies on both sides of the Atlantic on how they package, meter, and price as the category moves from seats to consumption and outcomes. He spent nearly four years at Winning by Design — the firm that pioneered the Bowtie model — where he led the revenue architecture team and taught its flagship revenue architecture course to operators globally. Before consulting he spent more than a decade in software sales, from solution engineer to sales leadership. About eighteen months ago he narrowed his focus exclusively to pricing and packaging after finding it consistently produced the fastest and biggest results of any GTM lever.
“I do believe that pricing and packaging is like a magic growth lever we have, and it is mostly overlooked.”
“If they have this intuition that their pricing and packaging is not working, where do you even begin? I begin with packaging.”
“You can say that you're doing value selling, but if your packaging is not aligned to values and jobs to be done, then at the end of the day, you will always fall back to talking about features and about the product itself and not around the customer.”
“In B2B, it doesn't matter for our customer if it's 12,000 or 13,000. We won't win or lose the deal. It's not like retail or B2C where every dollar could have an impact.”
“We have a budget of complexity. The higher your ACV, which correlates with the type of customers you're selling to, the more complexity you can add into the sales process or your pricing.”
“In SaaS we only cared about top line. All of a sudden we're introducing another line item, which is cost to serve — and SaaS-native companies don't even have the tools to measure that.”
“They were a profitable bootstrap company. Since we did this launch, we're losing money like crazy. We need to stop the bleeding now.”
“The outcome for me and the outcome for my mother were both getting the results we're looking for. But for my mother, it's a Google search, almost free — and what I'm doing would have taken me two weeks of work.”