One Pricing Decision That 10x'd ARR
Maarten Laruelle One of my first clients walked me through his price list and said, “I want to keep everything.” Technically perfect. Completely confusing to customers.
The price list had every feature, every add-on, every tier — all on one page. It made sense to the product team. It made zero sense to the people who had to buy it.
The problem: one price list, zero clarity
When everything is on the table at once, customers don’t know where to start. They see complexity and assume risk. Sales cycles drag out because prospects need weeks just to understand what they’re buying.
This client had 18-month sales cycles. Not because the product was hard to use — because the pricing was hard to understand.
Looking at customers instead of features
The breakthrough wasn’t a pricing model change. It was a segmentation insight.
When we stopped looking at features and started looking at behavior, two completely different use cases appeared — hiding in plain sight. Two types of customers, buying for two different reasons, but forced through the same confusing price list.
The split: from one price list to two
We split the single price list into two. Each one tailored to a specific use case. Same product underneath, but the packaging and the story were different.
One list for customers buying efficiency. Another for customers buying growth. Each list spoke their language, showed their outcomes, and made the decision obvious.
The results: sales cycles, marketing, and revenue
The impact was immediate. Sales cycles dropped from 18 months to 6–8 months. Marketing suddenly had two clear stories to tell instead of one muddled one. And willingness to pay jumped — because customers could actually understand what they were buying.
Sometimes the biggest pricing lever isn’t the price itself. It’s the clarity around it.
Want to find out if your price list is working against you? Let’s take a look together.