Why 98% of SaaS Price Changes Succeed: Pace Pricing’s Counterintuitive Growth Strategy with Bill Wilson, Founder and CEO of Pace Pricing

The B2B Revenue Executive Experience

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While companies are fighting for market share and struggling with efficient growth, most of them overlook one of their most powerful levers: pricing strategy. While companies obsess over product features and marketing tactics, pricing often remains an afterthought. However, according to Bill Wilson, Founder and CEO of Pace Pricing, this approach could be leaving significant value on the table.

In this episode of The B2B Revenue Executive Experience, Bill joins host Cory Cotten-Potter to share why pricing should be treated as a core business function, not just a tactical afterthought, and learn practical strategies for implementing price changes that drive growth.

What You'll Learn:

How to shift pricing from a tactical afterthought to a strategic function that drives growth
Why hybrid pricing models are becoming essential for modern SaaS companies
The three key levers of monetization
How to effectively communicate price increases to customers without apologizing
Why 98% of companies see positive results from even small pricing adjustments
How to segment customers for strategic price changes and minimize churn

Bill Wilson is the Founder and CEO of Pace Pricing, a consulting and coaching firm specializing in pricing strategies for B2B SaaS companies. With over 20 years of experience in entrepreneurship, consulting, and software development, Bill has achieved three successful exits and guided companies through various growth stages. As a three-time founder and trusted advisor, he has coached hundreds of SaaS teams, partnering with accelerators, PE firms, and pricing consultancies to optimize their pricing strategies.

Want more insights on mastering the fundamentals of selling? Explore more episodes of The B2B Revenue Executive Experience where elite sales leaders share the systems, mindsets, and tools that drive consistent performance. 🎧 Browse all episodes

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Previous guests include: Eric Shaver, Managing Partner at Kensei Partners, Harry Spaight, Founder of the Selling with Dignity, Jeroen Corthout, Co-Founder at Salesfare

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