AI as an Unlock for B2B Pricing

Getting to the Path of Revenue

I interviewed for a head of product job at a startup once where the CEO had a laundry list of items he wanted the new product leader to sort out - one of the items on the list was “pricing”. When I asked him what needed to be addressed with regards to pricing, his answer was profound:

“The only thing I’ve learned about B2B product pricing is that you’ll get it wrong on the first try, and you’ll need to iterate to get it right.”

That quote has stayed with me over the years. Pricing (and packaging) is this squishy domain between product building and customer outcomes that is shared between PM, Finance, and GTM and tends to suffer from being pulled in all directions. It can be frustrating to feel you have product market fit and a scalable GTM motion only to be hindered by the pricing and packaging being dissonant with your customer’s perception of value.

Now you’re probably wondering…why can’t you just change it? Because changing it inevitably solves the problem for one cohort of customers …