Episode 9: How B2B SaaS Companies Can Unlock 10% More Revenue with the Right Pricing Structure

In this episode of the Leaders of Growth podcast, Milan Savov sits down with Krzysztof Szyszkiewicz, Partner and Co-Founder at Valueships, to talk about one of the most underestimated drivers of sustainable growth in B2B SaaS: pricing.

While most leadership teams obsess over product features, acquisition channels, and brand positioning, pricing is often left untouched for years. This conversation flips that logic. Together, Milan and Krzysztof unpack why pricing is not a one-off decision but a strategic capability that compounds over time. They explore how small, deliberate changes can unlock meaningful growth without hiring more people, building new features, or increasing marketing budgets.

1. Why Pricing is Treated as a Side Task

In many SaaS companies, pricing decisions are made once, often early on, and then rarely revisited. Krzysztof explains how pricing frequently ends up sitting between teams, owned by no one and challenged by everyone. Product teams focus on features, marketing focuses on demand, sales focuses on closing, and pricing quietly becomes a compromise instead of a strategy.

This lack of ownership creates inertia. Over time, pricing drifts further away from the value delivered, leaving money on the table and sending unclear signals to the market. The episode highlights why treating pricing as a side task is not neutral. It is a silent growth killer that compounds the longer it is ignored.

2. The Hidden 10 Percent Revenue Most Companies Miss

One of the most powerful ideas in this episode is the concept of untapped revenue already sitting inside your business. According to Krzysztof, most B2B SaaS companies can unlock 10 percent or more growth through pricing alone, without touching their product or increasing traffic.

The conversation breaks down where this revenue usually hides. From misaligned packaging to outdated assumptions about willingness to pay, these blind spots often go unnoticed because teams are too close to the product. Milan and Krzysztof discuss how leaders can start identifying these opportunities and why the biggest risk is assuming your current pricing is “good enough.”

3. Why Pricing Must Evolve as Your Company Scales

What works at early stage almost never works at scale. As companies grow, their customers change, their use cases mature, and their value proposition becomes clearer. Yet pricing often stays frozen in time.

In this section, the discussion focuses on why pricing must evolve alongside the business. Krzysztof explains how growth stages demand different pricing logic and why failing to adapt creates friction across sales, marketing, and customer success. Pricing that does not evolve eventually becomes a bottleneck, slowing growth and increasing internal tension.

4. Ownership and Structure Sround Pricing

One of the recurring themes in this episode is ownership. Pricing without clear ownership leads to endless debates and no real progress. Milan and Krzysztof talk about when it makes sense to introduce dedicated pricing ownership and what that role actually looks like in practice.

Rather than positioning pricing as a one-time project, the episode frames it as an ongoing discipline. With the right structure, pricing becomes something teams actively work on, test, and improve. Without it, decisions get delayed, experiments never happen, and opportunities are missed.

5. Why Static Pricing is One of the Biggest Hidden Risks

Static pricing feels safe. It avoids internal conflict and reduces short-term uncertainty. But as Krzysztof explains, it is one of the biggest hidden risks in B2B SaaS.

Markets move, customers evolve, and competitors adapt. When pricing stands still, it slowly erodes value capture and limits strategic flexibility. This part of the conversation makes a strong case for continuous refinement and explains why the best companies never stop working on pricing, even when things seem to be going well.

If you are a SaaS founder, CEO, CMO, or revenue leader, this episode will likely challenge how you think about growth. It reframes pricing from a tactical decision into a long-term strategic lever that compounds over time.

The companies that win are not the ones that guess right once, but the ones that build pricing into their operating system. This conversation offers a clear lens into how that mindset shift happens and why it matters more than ever in competitive B2B markets.