00:54 – Intro 11:17 - Today's topic: How every role f*cks up the pricing 34:01 - Outro
In this episode we talk with Ulrik Lehrskov-Schmidt, founder of Willingness to Pay and one of the leading voices in SaaS pricing strategy.
Ulrik has spent years helping B2B SaaS companies redesign how they monetize their products. Not by tweaking price points, but by fundamentally changing the pricing structures, packaging models and commercial mechanics that drive growth.
We dive into one of the most overlooked growth levers in SaaS: pricing.
Why do so many companies treat pricing as everyone's responsibility — and therefore nobody's responsibility? Why do great pricing ideas fail during implementation? And why can a pricing redesign create more growth than years of optimization across sales and marketing?
Ulrik shares lessons from hundreds of pricing projects, real-world examples of companies doubling and tripling contract values, and why the biggest pricing mistake is often organizational rather than mathematical.
✨ Key takeaways:
🎧 Tune in for a masterclass on pricing, monetization and one of the highest-leverage growth levers in SaaS.