Bill Wilson: How Can SaaS Pricing Drive Growth?

Why SaaS Pricing Strategy Isn’t Just About Numbers

Bill Wilson, CEO of Pace Pricing, has coached over 400 B2B SaaS companies through one of the most anxiety-inducing challenges founders face—pricing. But as Wilson says,

“Pricing isn’t about how much you charge. It’s about how you charge.”

That perspective is the heart of an approach that transforms pricing from a fear-inducing chore into a powerful growth lever.

In this episode of 21st Century Entrepreneurship, Wilson demystifies the complexities of SaaS pricing strategy, shedding light on how founders can shift from indecision to confidence—through data, customer conversations, and strategic packaging.

Why Founders Fear Pricing Changes

Founders often avoid pricing changes like the plague. The reason? It feels personal. “We’re messing with the relationship between your customer and you,” Wilson explains. “The thing that ties us together is this contract and the money they exchange for the value they get.”

That fear leads many startups to grandfather old pricing, causing problems years later when inflation rises and some customers are still paying outdated rates. According to Wilson, this is one of the most common mistakes B2B SaaS companies make—and one of the most costly.

From Price Points to Value Delivery

Too often, pricing is boiled down to simple numbers: $9.99 vs. $99 vs. $150. But Wilson emphasizes that the focus needs to shift: “The most important part is how you package it and how you deliver value to your customer.” Startups should think less about the sticker price and more about the offer’s perceived value.

To align pricing with customer expectations, Wilson advises starting with Jobs to Be Done (JTBD). What is the customer hiring your product to do? Once you know that, packaging becomes clearer—and more effective.

Good, Better, Best… and Beyond

Many SaaS companies default to the familiar “good, better, best” pricing tiers. It’s a reliable middle ground, offering customers enough choice without overwhelming them. But Wilson points out other structures that could better fit specific SaaS offerings:

• All-in-One Model – One plan, one price.

• A la Carte Model – Highly customizable, like AWS.

• Use-Case Pricing – Tailored plans for distinct customer types (e.g., LinkedIn Sales Navigator vs. Recruiter).

• Platform + Extensions – A core product with optional add-ons, common in ERP systems.

  
  

Choosing the right model depends on your customers’ sophistication and how they use your software. If you’re dealing with large enterprises, a “platform + extensions” approach might make more sense than bundling everything into rigid tiers.

The Power (and Danger) of Value Metrics

Once packaging is nailed down, it’s time to consider how you charge. For many SaaS founders, “per user” is the default pricing metric—but it’s not always the smartest. Wilson cautions: “We are essentially tying our product to our customer’s most expensive resource—hiring a new person.”

Instead, he encourages hybrid value metrics. For example, a SaaS platform for appointment bookings might switch from flat-rate pricing to usage-based pricing, like number of appointments. This shift can lead to significant revenue gains—up to a 52% increase in ARPU in one client’s case.

Build with Data, Not Assumptions

Great pricing strategies are built on real usage data—not gut feeling. Wilson advises starting with the data you already have: look at plan migration, MRR per plan, and churn. Then, install usage tracking tools like Mixpanel or Pendo to deepen your insights.

After establishing a baseline, move on to customer interviews and surveys. “Your customers hold all the answers,” says Wilson. They can reveal which features matter most, what outcomes they value, and how they perceive your product’s ROI.

Testing, Confidence, and Rollout

Even with data and customer validation, many founders still hesitate. That’s why Wilson encourages small-scale rollouts. “Take 10% of each cohort and try your approach. If that goes well, then you can scale it.” This method reduces risk and builds internal confidence, a critical step before broader changes.

He also recommends validating the new pricing with new customers before going to your existing base. Once both new and old customers accept the pricing, you’ll know you’ve landed on a winning strategy.

Final Takeaways: Price for Growth, Not for Comfort

A well-structured SaaS pricing strategy does more than just bring in revenue—it aligns your product with your customers’ evolving needs, helps you scale sustainably, and gives your team confidence.

✅ Don’t obsess over price points—focus on value delivery.

✅ Choose the right packaging model based on customer needs.

✅ Find the best value metric to reflect how customers benefit.

✅ Use your data—and talk to your customers.

✅ Roll out new pricing in stages to build confidence.

“Our job as SaaS founders is to create value in the world—and then capture that value,” Wilson reminds us.