GTM 37 | AI Rewrites Margin Math with Roee Hartuv (Pricing Advisor, Willingness to Pay)

Описание: This episode features Roee Hartuv, Senior Pricing Advisor and Head of GTM Expertise at Willingness to Pay.

Roee has led 150+ pricing and GTM transformations across SaaS companies from $1M to $1B+ ARR. Before that, he built revenue architecture at Winning by Design and spent two decades across sales, customer success, and enterprise GTM roles.

In this episode, we break down how AI rewrites SaaS economics and where pricing decisions break go-to-market execution. Pricing is no longer a finance decision. It is the spine of the GTM system.

This is not a pricing tactics conversation. It’s a system-level discussion about margin math, packaging, GTM design, and why pricing decisions now determine whether growth compounds or quietly destroys profitability.

We discuss
0:00 Intro
1:38 Why GTM transformations fail when teams change parts instead of systems
3:44 Fixing symptoms vs redesigning the GTM engine
5:12 Leading vs lagging indicators of GTM health
6:00 Why pricing cannot live in spreadsheets
7:59 Why pricing mistakes compound year over year
10:24 Why GTM engineers became a system-critical role
14:38 Why packaging matters more than price
18:20 How pricing expands who you can afford to sell to
19:37 Why AI breaks traditional SaaS gross margin logic
20:43 What good AI monetization design looks like
23:36 The first GTM decision founders should fix
24:19 The single system decision that creates GTM alignment

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Follow Roee Hartuv
LinkedIn:   / roeehartuv  
Willingness to Pay: https://www.willingnesstopay.com/

Follow Rick Koleta
LinkedIn:   / rickkoleta