In this episode, host Brendon Dennewill sits down with Bill Wilson, Founder and CEO of Pace Pricing and three-time software entrepreneur with over 20 years building and scaling SaaS companies. Bill shares how he evolved from software developer to pricing strategist after recognizing the deep anxiety founders face around pricing decisions. Through his work guiding hundreds of SaaS teams, he's discovered that pricing isn't just a numbers game—it's about alignment, belief, and understanding the jobs customers hire products to do.

The conversation explores why pricing, product, and positioning cannot be separated, and how misalignment at the leadership level cascades throughout organizations, leaving money on the table. Bill unpacks his PACE framework (Profile, Architect, Calibrate, Execute) and explains why he shifted from pure data-driven decisions to building belief through iterative validation. He also tackles how AI is fundamentally reshaping SaaS business models, from enabling outcome-based pricing to introducing new cost structures that challenge traditional economies of scale.

This episode is essential for SaaS founders, RevOps leaders, product executives, and B2B growth teams looking to unlock revenue through strategic pricing, eliminate cross-functional friction, and prepare their business models for an AI-driven future.

What You’ll Learn

• Why pricing misalignment at the leadership level quietly becomes a company-wide problem
• How the PACE framework brings structure and repeatability to pricing decisions
• The difference between solving a problem vs. executing a job to be done
• Why belief, not data, is the true catalyst for pricing changes and adoption
• How AI is accelerating the shift toward outcome-based pricing models
• Why product, pricing, and positioning can’t be separated, and what happens when they are
• The single most impactful action a founder can take if pricing hasn’t been reviewed in a year

Resources Mentioned

• Pace Pricing 
• PACE Framework
• Jobs to be Done (JTBD)
• Bob Moesta 
• April Dunford, author of "Obviously Awesome"
• HubSpot 
• Intercom 

Is your business ready to scale? Take the Growth Readiness Score to find out. In 5 minutes, you’ll see:

• Benchmark data showing how you stack up to other organizations
• A clear view of your operational maturity
• Whether your business is ready to scale (and what to do next if it’s not)

Let's Connect

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• Explore the show at revopschampions.com.

Ready to unite your teams with RevOps strategies that eliminate costly silos and drive growth? Let's talk!