Pricing Is More Than a Number: SaaS Pricing from 5 Expert Angles
Maarten Laruelle Pricing is more than a number. Five people told me that this year, each from a completely different field, and none of them does pricing for a living.
This is the opening film of Tentacles of Pricing, a series where I sit down with experts whose daily work gets shaped by pricing — usually without anyone naming it. Each of them came at it from their own angle, and they all landed on the same truth.
Five angles, one truth
The legal angle
Frédérique Joos (Cambrian): the framework around the number matters more than the number. Contracts, clauses, escalation paths — they’re not paperwork. They are pricing.
The M&A angle
Omar Mohout (author of Lean Pricing): pricing is the value you build into the whole company, not the price point. The multiple sits on what you’ve built, and pricing is how that value gets captured year after year.
The product angle
Peter Janssens (Yesplan): get aligned on the pricing model first, the price point comes later. Teams that argue about the number before agreeing on the model end up shipping packages nobody believes in.
The finance angle
Yorick Bloemen (Timeseer.AI): build your price from the customer’s view, not from your product or your founder gut. The number that holds is the one that maps to what they actually value.
The CFO angle
Nicolas Giraud (fractional CFO): dare to name the value of what you make, and stop being modest about it. Most founders price low because they undersell the impact, not because the market demands it.
The lens shift
If you run a SaaS or any recurring-revenue business, this is the lens shift that changes how you price: the number is the last thing you decide, not the first. The structure around it — the model, the contract, the segmentation, the value story — is where the real leverage lives.
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