Why Everyone's Talking About Pricing: SaaSiest 2025

Pricing was a hot topic at SaaSiest last week. It came up on stage, by the coffee machines and around our own Pricing dinner. Pricing is no longer hiding in the shadow of product and sales. It’s right at the center. And it shows.

“𝙈𝙖𝙠𝙚 𝙨𝙪𝙧𝙚 𝙮𝙤𝙪 𝙝𝙖𝙫𝙚 𝙖 𝙨𝙮𝙨𝙩𝙚𝙢 𝙨𝙪𝙥𝙥𝙤𝙧𝙩. 𝙐𝙨𝙚 𝘾𝙋𝙌.”
Kristoffer Cedfors from Verdane nailed it on stage.

But why now?

Because the SaaS market has matured, many companies have achieved product-market fit and tried different business models but are now realizing that growth no longer happens “automatically.” That’s when pricing becomes a key lever for both revenue and profitability.

Here are five common pitfalls we heard about, recognized – and spent a lot of time discussing during our days in Malmö:

1. Pricing too low in hopes of fast growth

It’s easy to believe that low prices are a quick way to enter the market. But it often signals uncertainty rather than value. B2B buyers are looking for credibility and ROI – not the cheapest option.

2. Not understanding what customers are actually paying for

A classic mistake is copying a competitor’s pricing model – without considering whether their value metric (e.g., users, accounts, transactions) aligns with how your customers perceive value. There’s often huge potential for improvement here.

3. Making it hard to buy

Unclear pricing tiers, vague package differences, or a purchase process that requires too much hand-holding – all of this creates friction. Good pricing isn’t just about the right numbers, it’s about clarity, simplicity, and trust.

4. Not building for expansion

Pricing that doesn’t support upselling, add-ons, or volume growth loses long-term value. Upselling is often where profitability lies – but the structure needs to be in place from the start.

5. Treating pricing as a one-time project

Pricing isn’t something you “check off” in Q2 and forget about. It’s a living, breathing part of your business that evolves with the market, customer needs, and your product. The most successful companies treat pricing as an ongoing, iterative process – not something reactive.

💡 So what can you do right now?

🔹 Start talking more about pricing – internally, with leadership, and with your customers

🔹 Don’t just track MRR – look at realized prices, discount levels, and margins

🔹 Make sure your model supports growth – not just new customer acquisition

🔹 Invest in tools that give you structure and control – like vloxq CPQ 😉

🔹 And most importantly: dare to adjust. Pricing isn’t set in stone

Curious how CPQ can support smarter, more scalable pricing? Let’s have a conversation – we’re happy to share insights and ideas.