--- title: How to Change Your Pricing Without Losing Your Customer Base description: Roee Hartuv, founder of Willingness to Pay, uncovers the truth about pricing and packaging in today’s rapidly evolving tech landscape. Roee explains why the old “good, better, best” model may no longer cut it and how the Jobs-to-Be-Done framework offers a more customer-centric approach. image: https://www.tackgtm.com/hubfs/GTMND-YT%20Thumbnail-Roee%20Hartuv.png --- [![TACK logo](https://www.tackgtm.com/hs-fs/hubfs/logotype_navy_original_RGB-1.png?width=110&height=29&name=logotype_navy_original_RGB-1.png)](https://www.tackgtm.com) - [COMMUNITY](https://www.tackgtm.com/product) - [THE GTM LIBRARY](https://thegtmlibrary.com/) - [MARKETING LEADERSHIP MASTERMIND](https://www.tackgtm.com/marketing-leadership-mastermind) - [MEMBER TESTIMONIALS](https://www.tackgtm.com/insider-testimonials) - RESOURCES - [WHAT IS PEOPLE-FIRST GTM?](https://www.tackgtm.com/people-first-gtm-model) - [BLOG](https://www.tackgtm.com/blog) - [WEBINARS](https://www.tackgtm.com/webinars) - [PODCAST](https://www.tackgtm.com/gtm-news-desk) - [BOOKS & GUIDES](https://www.tackgtm.com/go-to-market-resources) - SERVICES - [ON DEMAND GTM SERVICES](https://www.tackgtm.com/on-demand-gtm-services) - [PODCAST PRODUCTION](https://www.tackgtm.com/b2b-video-podcast-production) - [DEMO CENTERS](https://www.tackgtm.com/demo-centers) - [CUSTOMER STORIES](https://www.tackgtm.com/tack-gtm-testimonials) - ABOUT - [MEET MARK](https://www.tackgtm.com/about-tack) - [MEET THE TEAM](https://www.tackgtm.com/meet-the-team) [BOOK A MEETING](https://meetings.hubspot.com/kilens) How do you align your pricing strategy with customer needs while balancing complexity and simplicity? What’s the secret to designing pricing models that not only appeal to customers but also drive business growth? And how do you integrate the unique challenges of AI-driven products into your pricing structure? [Roee Hartuv,](https://www.linkedin.com/in/roeehartuv/) founder of [Willingness to Pay](https://www.willingnesstopay.com/), uncovers the truth about pricing and packaging in today’s rapidly evolving tech landscape. Roee explains why the old “good, better, best” model may no longer cut it and how the Jobs-to-Be-Done framework offers a more customer-centric approach. He goes into how businesses can transition to more dynamic pricing models, including credit and usage-based strategies, to meet the growing demands of AI-powered solutions. He discusses real-world examples from his work with SaaS and AI-driven companies, offering practical insights on how to keep margins healthy without sacrificing value or transparency. Roee gives us a look at how AI integration is reshaping the pricing landscape and why businesses need to rethink traditional models to avoid margin erosion. **Jump into the action:** (00:00) Why pricing models are more than just numbers (03:09) AI products need a new pricing strategy (14:37) What Jobs to Be Done reveals about pricing and value (15:22) The "good, better, best" model isn't enough anymore (22:39) Should AI-driven businesses always adopt value-based pricing? (23:33) How AI pricing examples are shaping future business models (24:58) How AI is challenging traditional pricing models (34:46) Pricing for enterprise and smaller customers without sacrificing simplicity (37:27) The importance of transparency in pricing (39:38) Why customer journeys are key to the right pricing structure (43:46) Roee's tips on testing and refining your pricing models Connect with Roee Hartuv: [https://www.linkedin.com/in/roeehartuv/](https://www.linkedin.com/in/roeehartuv/) Check out: [https://www.willingnesstopay.com/](https://www.willingnesstopay.com/) Produced in partnership with Share Your Genius: [https://shareyourgenius.com/](https://shareyourgenius.com/) ### [![Mark Kilens](https://app.hubspot.com/settings/avatar/daf76171ad085aba01bdd0a8f4b54225) Mark Kilens](https://www.tackgtm.com/blog/author/mark-kilens) [![Linkedin Author](https://f.hubspotusercontent10.net/hubfs/8768169/Elements/Theme/icons/social/linkedin.svg)](https://www.linkedin.com/in/markkilens/) ## Similar posts GTM News Desk ### [Why Doing Less With AI Gets You Further in B2B GTM](https://tackgtm.com/why-doing-less-with-ai-gets-you-further-in-b2b-gtm) Mojo Founder Eric Holland and Messaging Whisperer Anna Furmanov reveal what's really broken about how B2B companies develop and distribute their... Mark Kilens Apr 23, 2026 ![TACK LOGO](https://www.tackgtm.com/hubfs/logotype_white_original_RGB%201.svg) TACK GTM LLC PO Box 913 Newburyport, MA 01950 ### COMPANY - [About Us](https://www.tackgtm.com/about-tack) - [TACK Insider](https://www.tackinsider.com/) - [On Demand GTM Services](https://www.tackgtm.com/b2b-marketing-services-tack-gtm) ### RESOURCES - [People-first GTM Model](https://www.tackgtm.com/people-first-gtm-model) Copyright © 2025 TACK GTM LLC All rights reserved. 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