GTM Vault

Pricing Is the GTM System - Why Revenue Breaks When Pricing Lives in Finance with Roee Hartuv

25 Jan 2026

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Pricing is not a finance line item. It is a go-to-market system decision that determines who you can sell to, how sales sell, and whether revenue compounds or quietly leaks.In this episode of GTM Vault, Rick Koleta sits down with Roee Hartuv, Senior Pricing Advisor and Head of GTM Expertise at Willingness to Pay, to unpack why so many GTM transformations fail even when teams execute harder. The problem is rarely effort. It is design.They explore how pricing and packaging decisions shape sales velocity, customer lifetime value, and margin durability long before results show up in dashboards. When pricing is owned in isolation, friction appears across marketing, sales, and customer success, and growth stalls without a clear breaking point.The conversation also dives into why traditional SaaS pricing assumptions collapse in AI-driven products, how usage-based costs change monetization strategy, and why GTM engineers have emerged as system owners rather than tool admins.If your pipeline looks healthy but revenue is stalling, this episode explains where the GTM system is already broken and what to redesign before execution fails again.

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13:00H | 21 DIC 2025 | Fin de Semana

01 Jan 1970

Fin de Semana

10:00H | 21 DIC 2025 | Fin de Semana

01 Jan 1970

Fin de Semana

12:00H | 20 DIC 2025 | Fin de Semana

01 Jan 1970

Fin de Semana

2ª PARTE | 06 ENE 2026 | EL PARTIDAZO DE COPE

01 Jan 1970

El Partidazo de COPE

3ª PARTE | 22 ENE 2026 | EL PARTIDAZO DE COPE

01 Jan 1970

El Partidazo de COPE

3ª PARTE | 04 MAR 2026 | EL PARTIDAZO DE COPE

01 Jan 1970

El Partidazo de COPE

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GTM Vault

Pricing Is the GTM System - Why Revenue Breaks When Pricing Lives in Finance with Roee Hartuv

This episode hasn't been transcribed yet

Other recent transcribed episodes

13:00H | 21 DIC 2025 | Fin de Semana

10:00H | 21 DIC 2025 | Fin de Semana

12:00H | 20 DIC 2025 | Fin de Semana

2ª PARTE | 06 ENE 2026 | EL PARTIDAZO DE COPE

3ª PARTE | 22 ENE 2026 | EL PARTIDAZO DE COPE

3ª PARTE | 04 MAR 2026 | EL PARTIDAZO DE COPE

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