I am thrilled to have Marcos Rivera, the founder and CEO of Pricing I/O, where he helps B2B SaaS companies capture the value they've built. Former Head of Pricing at Vista Equity Partners, he's priced over 400 SaaS products and has authored Street Pricing. In this conversation, Marcos Rivera, founder and CEO of Pricing.io, discusses the intricacies of pricing strategies in B2B SaaS. Marcos shares his journey from product management to pricing, highlighting common mistakes companies make, especially in underpricing their products. He emphasizes the importance of understanding customer needs, the blend of art and science in pricing, and the impact of AI on pricing strategies. The discussion also covers diagnosing churn, building a pricing team, essential metrics for pricing decisions, and aligning sales and marketing efforts. Timestamps 03:04 Common Pricing Mistakes in B2B SaaS 06:22 The Art and Science of Pricing 09:02 AI and the Future of Pricing Models 12:18 Diagnosing Pricing Problems and Churn 15:10 Counterintuitive Pricing Strategies for Success 20:10 Innovative Pricing Strategies 22:20 Building a Team and Company Culture 25:07 The Role of Data in Pricing Decisions 26:28 Key Metrics for SaaS Pricing 29:11 Aligning Teams for Effective Pricing 32:28 Integrating AI into Pricing Strategies 36:08 Advice for Founders on Pricing Marcos's Links  LDN/ X – https://www.linkedin.com/in/marcoslrivera/ Website – https://www.pricingio.com/ My Links  Podcast: https://lifeselfmastery.com/itunes Newsletter: https://partner-grow.beehiiv.com/subscribe YouTube:  youtube.com/lifeselfmastery Twitter: https://twitter.com/rohitmal LinkedIn: https://www.linkedin.com/in/rohit857/

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