Marcos Rivera

And then from there, you start applying what I call psychology tactics.

So things like making the pricing actually easy to absorb, easy to say, easy to sell.

And that is the final piece of the puzzle is making sure that the pricing is super simple for some customer to understand.

So that way you can break away from any confusion and frame it the proper way.

That's correct.

So a little over three years there, I did pricing across the whole portfolio.

I think I worked with companies like Marketo, Ping Identity, MindBody, Tipco, you name it.

I've worked with all those companies.

And you can imagine the pattern recognition engine really firing as I did the companies and also their add-on acquisitions as well.

So it was hyperspeed.

I think it's very important.

I think once you start thinking about, when you think about the upside potential, right?

For me, PE is potential equity, not private equity, right?

So you're really trying to capture that.

And the way you frame that, and this is where it comes down also with the market pricing models that I asked my team to make sure that we're building, is how do we get that net dollar or net revenue retention number higher, above 125, 130, 140%?

as well as the ARR growth rate to keep that compelling, which gets you in the 20, 25x multiples, barring now that the current environment's a little bit more skeptical around valuations.

But the point is, if you have those two numbers, if your pricing model is driving that ARR top line growth and that NRR number up, your ability to command a higher multiple is going to be a lot better.

Yeah.

So I started all by myself three years ago.

We're about 10 people now.