Navigating the Complex World of B2B SaaS Pricing: A Conversation with Bill Wilson


Episode Description: In this episode, Fynn sits down with Bill Wilson, founder of Pace Pricing, to discuss his journey from software developer to pricing expert. Bill shares his insights into the intricacies of B2B SaaS monetization, common pricing mistakes, and how to build effective pricing strategies. Whether you're an early-stage startup or a growing SaaS company, this episode is packed with valuable advice on optimizing your pricing and packaging models.

Full Episode on Youtube here.

Key Topics Covered:

  1. Bill Wilson's Career Journey

    • Transition from software developer to founder to pricing coach

    • Founding MindSea and SalesRight

    • Acquisition by FastSpring and founding Pace Pricing

  2. Trends and Inflections in Enterprise SaaS

    • Shift towards hybrid pricing models

    • Importance of net revenue retention

    • Focus on profitability post-pandemic

  3. Building Pace Pricing

    • Target audience and services offered by Pace Pricing

    • Deep dive into data, market research, and customer insights

    • Importance of rigorous validation processes

  4. Common Pricing Mistakes in SaaS

    • Early-stage mistakes: giving products away for free, overcomplicating pricing models

    • Growth-stage mistakes: not changing prices, avoiding seeking help

  5. Misconceptions Around Pricing and Packaging

    • Often over-rotate on what the price should be, rather than how the product is packaged and purchased

    • Often don't take holistic approaches to monetization

  6. Advice for Engineers and Product Leaders

    • Importance of subscription management platforms & entitlement services

    • Integrating pricing and packaging into product development

    • Supporting go-to-market creativity with agile pricing adjustments

Memorable Quotes:

  • "Profitability has become a key focus post-pandemic, and aligning pricing strategies with customer value is essential."

  • "Effective monetization strategies involve understanding customer value and aligning pricing models to match."

  • "Not changing prices over time is a major pitfall; stagnant pricing can lead to decreased value perception."

Resources Mentioned:

Call to Action: If you enjoyed this episode, please subscribe, rate, and review on your favorite podcast platform. For more insights on B2B SaaS pricing and monetization, follow Schematic on LinkedIn.

Host: Fynn Glover, Co-Founder of Schematic Guest: Bill Wilson, Founder of Pace Pricing