S2E137 - AI Margin Bomb: Roee Hartuv, Founder of Willingness To Pay
Published: October 21, 2026
Duration: 30:34
AI is rewriting the economics of SaaS pricing – and most revenue teams haven't caught up. In this episode, Jeff sits down with Roee Hartuv, founder of Willingness To Pay and a specialist in B2B pricing and packaging with over 20 years of revenue growth experience, to unpack why the heaviest users of your AI product can become your least profitable customers.
Roee explains the "margin bomb" behind usage-based cost structures, why pricing has to move from a once-a-year exercise to a living, iterative process, and why RevOps deserves a permanent seat at the pricing committee table.
...