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Frenemies - Where growth meets reality
Welcome to Frenemies - the podcast where growth meets reality. Julia Hartwig believes that the B2B system is broken and that strategy and execution don't have to be disconnected. At the center of Frenemies stands one goal: uncovering the alignment trap most SaaS companies face within their go-to-market functions.
That's why Julia sits down with a guest every second week to uncover the key topics driving alignment and industry news.
Frenemies - Where growth meets reality
#36 When The Economics Change with Roee Hartuv
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Most SaaS companies built their economics on a simple truth: the cost to serve the next customer is practically zero. AI is changing that and most companies don't see it coming.
In this episode of Frenemies, Julia sits down with Roee Hartuv, Senior Pricing Advisor and Go-to-market expert at Willingness2Pay. Roee works with SaaS companies navigating one of the most urgent commercial challenges of the AI transition: when the underlying cost structure changes, your pricing model, go-to-market strategy, and cross-functional alignment must change with it.
Topics covered in this episode:
- Why seat-based pricing breaks down when AI enters the product
- The AI cost blindspot: most SaaS companies have no visibility on per-customer AI costs
- Why consumption-based pricing aligns revenue and cost in a way seats never can
- The growth team concept, and why it's the best cross-functional answer to GTM speed
- Why PLG companies are better equipped for the AI transition than traditional SaaS
- What agile go-to-market actually looks like in practice
- "AI is going to eat software", and what that means for your business model right now
Follow Roee Hartuv on LinkedIn
Learn more about Willingness2Pay
