B2B Pricing Strategy & Customer Value Guide

100+ companies benefit from Profitwise

Monetize The Value You Deliver

As your solution evolves, the value you deliver to your customers changes, and your cost structure may shift, putting your revenue model under pressure.

From Seat-Based to Usage-Based Pricing and Beyond

As you embed AI in your solution, the value exchange changes significantly, and your pricing model must change with it.

Manage Pricing Over The Product-Lifecycle

Products and capabilities move through the product-life cycle at an accelerated pace, leading to constant strategy gaps and missed opportunities.

Trusted by Innovative Brands Worldwide

How We Help High-Growth Companies

Teams trust Profitwise to help them unlock hidden revenue opportunities, gain alignment on value across the organization, and deliver measurable ROI.

Our Story

Creating Value for Customers & Companies

Over the past 25 years, we’ve helped dozens of B2B companies transform from early-stage ventures to accelerated-growth organizations to mature enterprises, several of which have become billion-dollar powerhouses. As one of the nation’s top B2B pricing strategy and go-to-market (GTM) experts, we’ve equipped hundreds of teams in customer value methodologies and engaged with technology customers and users across finance, retail, healthcare, manufacturing, agriculture, energy, and more.

25 Years of Experience in
Growing B2B Companies

Insight

Costs, Customers, & Competition

These are the building blocks of an effective B2B pricing strategy. Understanding customer value, how your costs scale with adoption, and who your customers consider when they evaluate you, are all critical inputs into our process. We deep dive with you on defining customer business value. We have years of experience analyzing use cases and companies across industries and have interviewed leaders from some of the world’s largest organizations such as AT&T, Microsoft, Dow, Mattel, Fidelity, Comcast, and Samsung.

Insight

+4 new

Building Blocks

Customer Value

Adoption

Evaluate Process

What Makes Us Different

Enabling Teams to Build and Implement GTM Strategy

Unlike traditional consultants who deliver theoretical frameworks or one-size-fits-all recommendations, we bring real operator experience to every engagement, focus on solving your unique challenges alongside you, and equip you with the tools and problem-solving approaches you need to evolve your pricing and GTM strategies as your product, customers, and competitors evolve. We’ve sat in your seat, faced your challenges, and built GTM strategies that work in the real world.

Proven Track Record

We are not just consultants

What We Offer

Solutions that work for your company’s growth and your customers’ value.

Let’s Begin

Pricing Strategy for Innovative B2B Solutions

We work with teams to develop go-to-market pricing and revenue strategies for new or existing solutions. Customer business value, evolving use cases, competitive alternatives, and variable costs are among the inputs needed to develop a best-practice pricing strategy. With so much B2B technology innovation being driven by AI, how customers use or get value from your solution may be changing, and embedded AI may be changing your cost structure. We help you create or evolve pricing models that drive customer adoption, expansion, and get you to profitability.

Solutions

Value

Connecting Product Capabilities to Customer Value

We work with product teams to analyze how the solution is being (or will be) utilized over time by distinct segments and use cases to improve the revenue model and drive growth and profit. We share frameworks that you can keep using, that identify which product capabilities drive value for customers, and then align that with packaging and pricing. We help product and sales teams understand and effectively communicate the value they deliver.

Growth & Profit

Pricing Gap & Opportunity Assessment

We apply methodologies to analyze customer value and account-level platform & solution usage to identify where CS, sales, and product management can adjust their approaches and processes to increase customer adoption, drive revenue, account for variable usage costs, and expand into new markets.

Proven Results with Innovative Solutions

Thousands of teams trust Profitwise to deliver measurable ROI, unlock greater productivity, and harness the power of our innovative solutions

John

Hi, I want to talk to someone about a pricing problem we are having.

Wendy

Ok, great. Can you tell me what indicators or symptoms? Give me a few examples.

John

Well, we have a lot of discounting and lost deals, so we think we’re facing price competition from our main competitor.

Wendy

This could certainly be an issue, but it could also be related to your pricing/offering structure not aligning with how customers get value, or to your product differentiation, or to your team’s ability to quantify and communicate business value.

The choice of hundreds

Over 100+ clients trust Profitwise to connect their teams

200

Increased year-over-year Net Revenue Retention.

40

New pricing & packaging strategy increased ARR.

Get Started

About Our Founder

Entrepreneurship has been the central focus of my career. In the late 90’s, I raised funds to build the financial infrastructure that would help micro-entrepreneurs in Latin America gain access to credit, and then spent two years studying entrepreneurship and strategy at Babson College. In the 00s, I worked with global companies, helping them solve go-to-market challenges, while they launched new products and navigated economic volatility. I gravitated toward companies focused on game-changing innovation (fiber optics, natural language processing at the time). That experience taught me that to attain a sustainable competitive advantage, each company requires a unique strategy that accounts for its context, source of differentiation, and customer value.

I wanted to apply these learnings to help early-stage tech founders, so I founded Profitwise in 2014. Since then, I have had the privilege of helping innovative companies like Splunk, Auth0, Gigya, JOOR, Elucidat, and FarmHQ expand and gain adoption. These companies have disparate solutions and market foci, but share a paradigm shift in how people do their jobs and how customers create value with these solutions. The journey continues as I partner with companies delivering outsized impact in agtech, climate, manufacturing, and software.

Real Stories of
Growth & Productivity

“Her pragmatic approach to making data-driven decisions was coupled with the unique ability to craft a compelling narrative to reinforce strategic initiatives.”

George Heudorfer

CDO & Co-Founder | Logicbroker

“She helped my team clarify key value drivers and buyer motivations, which led not only to on-target pricing but also to a more effective go-to-market strategy.”

Bill Neumann

Product & Technology Executive

“Wendy is a hella good pricing strategy consultant.”

Kristin Savilia

CEO | JOOR

Common Questions

What types of companies do you work with (stage, size, and industry)?

We work with B2B technology companies across the full growth lifecycle—from early-stage ventures building their first repeatable motion, to accelerated-growth organizations refining monetization, to mature-market leaders modernizing pricing and packaging. Our experience spans SaaS and B2B tech across finance, retail, healthcare, manufacturing, telecommunications, agriculture, energy, legal, and more. We typically partner directly with C-suite leaders (CEO, CRO, COO, CPO, CCO) and the product + GTM teams responsible for revenue outcomes.

How do you help B2B SaaS and AI companies determine value-based pricing—especially when AI costs and usage fluctuate?

We start by defining measurable customer business value for key segments and use cases—then translate that into a pricing model that customers understand and that scales profitably. For AI-driven products, we specifically help teams align pricing with:

Customer value drivers (time saved, risk reduced, revenue gained, cost avoided)
Usage patterns and outcomes across segments
Unit economics and AI input costs (so margins don’t get crushed as adoption grows)

The result is a value-based pricing approach that supports growth and protects profitability as usage expands.

What does a typical pricing and packaging engagement include—and what outcomes should we expect?

Most engagements include a structured deep dive across three pillars—costs, customers, and competition—and then translate insights into a GTM-ready monetization plan. Typical components include:

Segment and use-case definition (who it’s for and why they buy)
Customer value discovery and quantification (what’s worth paying for)
Competitive and alternative analysis (how buyers evaluate options)
Pricing model + packaging design (how you charge, what’s included, and why)
Messaging and enablement (how sales and marketing explain it)
Rollout plan and measurement (how to implement and iterate)

Outcomes usually include clearer differentiation, improved win rates and price realization, stronger expansion paths, and a packaging structure that supports higher NRR.

We have a revenue and GTM disconnect between product, marketing, sales, and CS—can you help align teams and fix execution?

Yes. GTM disconnects often show up as inconsistent messaging, discounting, stalled launches, weak conversion, or churn/flat expansion. We help align teams around a shared view of:

Target segments and ICP
The customer outcomes that matter most
The capabilities that drive value (and should be monetized)
The simplest packaging and pricing structure the field can sell
The operational handoffs between product, marketing, sales, and CS

The goal is a single, coherent value story that translates into how you build, sell, onboard, expand, and retain—without teams pulling in different directions.

From Collaboration to Breakthroughs

Get started — We can help