Shows
The Revenue Vault: Inside the minds of sales leaders who build unstoppable revenue engines.Former Combat Pilot: How Systems Thinking Scales Revenue TeamsIn this episode, Marcus Chan interviews Roee Hartuv, Head of GTM at Willingness to Pay (and former combat pilot), on when startups actually need to implement systems (it's not about hitting $5M ARR, it's about when you hire "normal people" instead of superstars), how running sales, customer success, and marketing simultaneously reveals the breakpoints most leaders miss, and why customer success is the most overlooked revenue lever in SaaSWelcome to The Revenue Vault powered by Venli, where top Sales VPs, CROs, and revenue leaders share exactly how they build high-performance revenue engines from...
2026-03-2047 min
The Growth Wizards PodcastRoee Hartuv, Senior Pricing Advisor and Head of GTM Expertise at Willingness to PayFrom Seats to Usage: AI‑Era SaaS Pricing and Jobs-to-Be-Done Packaging with Roee HartuvSummaryAI is rewriting SaaS economics—and your pricing can no longer assume near-zero marginal costs. Roee Hartuv, Senior Pricing Advisor and Head of GTM Expertise at willingness2pay.com, has helped 150+ SaaS and AI companies redesign pricing and packaging to unlock fast revenue growth. He explains why pricing and packaging are the #1 growth levers, how AI’s token/API costs push teams from seat-based subscriptions to consumption models, and what to measure so revenu...
2026-02-2321 min
Revenue Problem SolversSaaS Pricing Strategy: How to Stop Leaving Money on the Table With Roee HartuvPricing and packaging is the single most important growth lever in your business, and the one most leaders are afraid to touch. In this episode of Revenue Problem Solvers, I sit down with Roee Hartuv, Senior Pricing Advisor at WillingnessToPay.com, who has spent two decades seeing how growth breaks when pricing doesn't reflect the value companies actually deliver.The conversation covers everything:- Why no one owns pricing until it's too late - How to move from seat-based to usage-based models without disrupting your...
2026-02-2050 min
Revenue Rascals | Sales Strategies for Business GrowthThe Risk No One Warned Sellers About | AI Pricing Models with Roee HartuvIn this episode, Michelle is joined by Roee Hartuv for a conversation on AI pricing models and how to stay profitable as margins face new pressure. As AI continues to disrupt traditional revenue structures, comfortable pricing models are no longer enough. Roee and Michelle talk about how leaders can redesign pricing strategies to reduce risk while accelerating growth and revenue.Roee breaks down how AI is reshaping company margins and why hybrid pricing models will be the safest route going forward. This isn’t just theory—it’s a practical strategy rooted in value-based pricing that helps businesses adapt...
2026-02-1945 min
GTM VaultPricing Is the GTM System - Why Revenue Breaks When Pricing Lives in Finance with Roee HartuvPricing 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...
2026-01-2526 min
Rev Ops Revolution, SaaS, Go To Market, Startups, Tech Growth Revenue Operations ConversationsModern Strategies for B2B Pricing in SaaS with Roee HartuvWelcome to another episode of RevOps Revolution! In this conversation, Jesse Morris sits down with pricing and packaging expert, Roee Hartuv to demystify one of the most critical yet under-discussed areas in SaaS—pricing strategy. They dive into actionable insights for B2B SaaS companies aiming to scale revenue through smart, agile pricing, and packaging decisions.Key Topics CoveredWhy Pricing Deserves a Seat at the Table:Roee explains why pricing can be the highest ROI lever for revenue growth and why it’s often misunderstood as a one-time exercise rather than a continuous proc...
2026-01-2340 min
The Digital Diaries Hosted by Peter Woods#26 - The Evolving Role of Sales Engineers in TechSummaryIn this episode, Peter Woods interviews Roee Hartuv, an experienced sales leader and go-to-market expert. Roee shares his journey from being a sales engineer to focusing on pricing strategies for SaaS companies. The conversation delves into the evolving role of sales engineers, the challenges of pricing in the SaaS industry, and the shift towards outcome-based pricing models. Roee emphasizes the importance of measuring customer value and adapting sales methodologies to meet modern buyer expectations. He also discusses his upcoming book on go-to-market strategy and the significance of systems thinking in business.
2025-12-0339 min
Go To MarketRoee Hartuv: Forget the Tools—Talk Strategy, Instead"Stop talking about tools. Start talking about impact—revenue, conversion, and growth." — Roee Hartuv In this episode of Go-To-Market, host Amy Cook sits down with Roee Hartuv, a seasoned go-to-market strategist and senior pricing advisor at Willingness to Pay, to unpack how fast-changing market conditions—from COVID to AI—are reshaping the modern revenue engine. Roee shares his journey from engineer to sales leader to global advisor and reveals how system thinking can help businesses eliminate friction across marketing, sales, and customer success. "Every handoff between marketing, sales, and success creates friction," Roee said. "It...
2025-11-1218 min
Sales Transformation LabFrom Growth to Efficiency: Navigating SaaS Market Shifts and AI Disruption with Roee HartuvIn this episode of the SaaS Sales Performance Podcast, Matt sits down with Roee Hartov (Berlin) to unpack how revenue leaders can drive productivity and profitability in today’s tighter market. Roee maps a simple but powerful approach: standardise processes, deploy the right tools, and upskill teams—then measure everything through a clear data model. Expect candid takes on AI’s real impact (today vs. hype), why many SaaS unicorns face hard choices, and how to sequence change so it sticks.You’ll learnWhy the 2021–2025 shift demands ef...
2025-09-1135 min
Revenue Boost: A Marketing PodcastPackaging and Pricing: The Key Revenue Strategy Most CEOs Miss“If your team's still selling features, your packaging is broken. Most CEOs focus on scaling sales, but they overlook pricing and packaging as core revenue levers. When your pricing aligns with the value you deliver, value-based selling becomes second nature, discounting drops, and revenue growth accelerates. You don't need a new product—you need a smarter way to package what you already have.” That's a quote from Roee Hartuv and a sneak peek at today's episode.Hi there, I'm Kerry Curran—revenue growth strategist, go-to-market advisor, and host of Revenue Boost: A Marketing Podcast. Every week, I sit down...
2025-06-1732 min
RevOpsAF The PodcastThe Next Growth Lever: Product Packaging & PricingIn Episode 43 of the RevOpsAF podcast, we’re joined by pricing strategist Roee Hartuv, Senior Advisor at Willingness to Pay, to talk about one of the most overlooked levers in the revenue engine: product packaging.
We cover:
🚀 Why packaging should come before pricing
💡 How to reduce operational debt caused by bad pricing models
🤖 The role of AI in future-proofing your pricing strategy
📉 How to update legacy customers without causing churn
📦 What adaptive pricing looks like (and how close we are to it)
If your CPQ is cr...
2025-06-0224 min
The B2B Growth BlueprintBoost Your Sales with AI and Impact-Driven Strategies with Roee Hartuv Mastering the Customer Journey: Roee Hartuv on Sales Strategy and AI Integration Sales strategies are evolving, and understanding the customer journey is crucial for B2B success. Roee Hartuv, an SaaS and B2B sales expert, shares his insights on how businesses can refine their sales processes and leverage AI to drive growth. In the latest episode of the B2B Growth Blueprint podcast, host Mark Osborne speaks with Roee about the evolving sales landscape, the importance of aligning sales strategies with the customer journey, and the emerging role of AI in B2B sales. ...
2025-05-1435 min
Revenue Boost: A Marketing PodcastRevenue and Retention: Why Customer Success Is Key to Sustainable Growth"Most companies focus on acquiring new customers, but in recurring revenue businesses, 70–90% of revenue comes from existing customers. If you're not investing in retention and expansion, you're leaving your biggest growth lever untapped.” Roee Hartuv
In this episode of Revenue Boost: A Marketing Podcast titled, Revenue and Retention: Why Customer Success Is Key to Sustainable Growth host Kerry Curran is joined by Roee Hartuv, Head of Revenue Architecture at Winning by Design, to unpack a mindset shift that B2B companies must embrace to grow sustainably: true revenue growth doesn’t end at the closed-won stage—it begins there.
Drawing from his...
2025-05-0828 min
The Sell Like A Leader PodcastWhy AI-Driven GTM Will Define Market Leaders by 2026 with Roee HartuvDavid Kreiger chats with Roee Hartuv, who heads the Revenue Architecture practice at Winning by Design. He's a B2B startup executive with more than 20 years of experience working at high-growth SaaS companies. In this episode, we dive into: AI integration in sales: Technology landscape, AI's emerging role, changing buyer-seller dynamics, AI in customer interaction, future sales funnel impacts, human element in sales, competitive edge, and AI-driven GTM. Rapid fire Q&A Connect with Roee Hartuv: https://www.linkedin.com/in/roeehartuv/ https://winningbydesign.com/ C...
2025-04-0226 minThe Sell Like A Leader PodcastWhy AI-Driven GTM Will Define Market Leaders by 2026 with Roee HartuvDavid Kreiger chats with Roee Hartuv, who heads the Revenue Architecture practice at Winning by Design. He’s a B2B startup executive with more than 20 years of experience working at high-growth SaaS companies. In this episode, we dive into: AI integration in sales: Technology landscape, AI's emerging role, changing buyer-seller dynamics, AI in customer interaction, future sales funnel impacts, human element in sales, competitive edge, and AI-driven GTM. Rapid fire Q&A Connect with Roee Hartuv: https://www.linkedin.com/in/roeehartuv/ https://winningbydesign.com/ C...
2025-04-0226 min
The Revenue FormulaWhen unicorns become zombies (With Roee Hartuv)There are 1000s of privately held unicorns. But for many of them, they will truly struggle to make a meaningful exit.We discuss why together with Roee.(00:00) - Introduction
(02:25) - Understanding Zombie Unicorns
(04:30) - The Rise and Fall of Valuations
(06:33) - VC Expectations and Company Growth
(12:01) - The Fragility of High Valuations
(15:17) - Current Market Trends and Valuations
(19:35) - The Rise of Zombie Unicorns
(20:18) - Down Rounds and Valuation Challenges
(20:51) - Future of Unicorns and IPOs
(26:48) - Impact on Revenue Leaders
(32:06) - Pricing and Packaging Strategies
(35:39) - Concluding Thoughts and Future Outlook
This...
2025-02-2036 min
The GTM Pack ShowEpisode 114: Revenue Architecture Explained: Strategies for GTM SuccessIn this episode of #TheGTMPack podcast, we interview Roee Hartuv, Head of Revenue Architecture Practice at Winning By Design based in Berlin, Germany.
In this conversation, we dig into:
💡 What's a revenue architect?
💡 What is the "spiced" framework and how can you deploy it across the buyer's journey?
💡 Why is focusing on "impact" so key across your GTM motion?
& more!
#gtm #b2b #leadership #marketing #growth #cro #podcast #revenue #chiefrevenueofficer
2025-01-2926 min
Higgle: The B2B Sales ClubConstructing a Winning, Sustainable Revenue Strategy with Roee HartuvAre SaaS firms ready to pivot from aggressive expansion to becoming trusted advisors for their clients? Roee Hartuv is a Revenue Architect at Winning by Design. WbD is a global B2B revenue consulting and training company that enables recurring revenue teams to architect sustainable growth. Leveraging its experience with high-growth companies, WbD applies scientific frameworks and proven models to help sales, marketing, and customer success teams at B2B companies and global enterprises maximize their impact. Roee shares his expert insights on transitioning from the traditional emphasis on top-line growth to a more balanced...
2025-01-2733 min
GTM Disrupted with Mike SmartGrowth and Revenue ArchitectureGTM Disrupted host Mike Smart meets with Roee Hartuv, a Revenue Architect at Winning by Design, a global B2B revenue consulting and training company.Roee shares insights from his work at Winning by Design, successfully implementing the "bowtie” framework and using a model driven approach scale SaaS companies no matter what stage they are.Roee and Mike unpack the critical challenges and opportunities facing SaaS companies as they emerge from the “crash” and shift to a more sustainable retention-first growth strategy.Key Takeaways: How to transition from acquisition-focused to retention-driven growth.
2024-12-2732 min
Selling the CloudBlueprints for Revenue Growth: How to Build Your Revenue EngineIn this episode of Selling in the Cloud, Mark Petruzzi and KK Anderson are joined by Roee Hartuv, the Revenue Architect and Global Practice Leader at Winning by Design. Together, they explore actionable frameworks and insights for building a sustainable and scalable revenue engine in today’s evolving B2B landscape.What You’ll Learn in This EpisodeThe Revenue Factory Concept:Discover how the "Revenue Factory" provides a framework for sustainable growth in recurring revenue businesses by applying principles from manufacturing to optimize processes, reduce costs, and ensure customer impact.The Bowtie Go-t...
2024-12-0442 min
The Force & Friction PodcastBlueprint for Sustainable Growth: Revenue Architecture for SaaS | Roee Hartuv | S3:E4Send us a textHere are the core areas we discuss in today’s episode:From Code to Revenue Architecture: A Journey of TransformationRoee’s career started with a degree in computer science but soon transitioned into solution engineering and later into sales. The shift was driven by his passion for relationship-building and the thrill of selling.Over time, Roee found his niche in revenue architecture, combining his technical background with strategic problem-solving to help companies design sustainable growth systems.His journey exemplifies how career paths can...
2024-11-2940 min
Exploring GrowthDesigning GTM Success with Roee Hartuv, Revenue Architect at WinningByDesign.com
In this episode of Exploring Growth, host Lee Murray sits down with Roee Hartuv, a revenue architect at Winning by Design. They discuss go-to-market strategies for early-stage and second-stage B2B recurring revenue companies. Roee defines early-stage companies as those refining their sales processes after achieving product-market fit. This episode highlights the necessity of a customer-centric approach and the evolving nature of sales strategies.
Have a guest recommendation, question, or just want to connect?Go here: https://www.harvardmurray.com/exploring-growth-podcast
Connect on LinkedIn:
Lee...
2024-11-2133 min
Move The Needle - Real strategies. Data-driven growth. B2B results that move the needle.161: Driving Data-Driven Revenue Growth (w/ Roee Hartuv, Winning by Design)Databox is an easy-to-use Analytics Platform for growing businesses. We make it easy to centralize and view your entire company's marketing, sales, revenue, and product data in one place, so you always know how you're performing. Learn More About DataboxSubscribe to our newsletter for episode summaries, benchmark data, and moreIn this episode, we'll look into the "Revenue Architecture" framework, a proven method to transform your business into a revenue-generating machine. Learn how to optimize your sales process, set clear targets, and increase your bottom line with expert insights from Roee Hartuv, a Revenue Architect at W...
2024-10-3044 min
SaaS Expert Voices presented by MaxioLessons from the SaaS Trenches: Adapting to a Changing Market with Roee HartuvThis week on the Expert Voices podcast, Randy Wootton, CEO of Maxio, speaks with Roee Hartuv, Head of Revenue Architect Practice at Winning by Design. Roee sheds a light on the drastic drop in IPOs from 98 in 2021 to just a handful in the subsequent years, underscoring a trend that has left many private companies in a precarious position. This bottleneck has forced SaaS leaders to reassess their strategies, focusing on sustainability rather than growth at all costs. Hartuv articulates that many companies are now faced with the challenge of maintaining operations amidst declining investment and a tightening market, emphasizing...
2024-10-3043 min
Revenue AcceleratorsThe Revenue Architect: Uncovering the Secrets to Sustainable Revenue Growth with Roee Hartuv, Head of Revenue Architecture at Winning By DesignIn this episode of the Revenue Accelerators podcast, host Deep Trikannad interviews Roee Hartuv, the Head of Revenue Architecture Practice at Winning By Design. Roee is based in Berlin, Germany and shares insights from his experience in sales and consulting.
The conversation starts with a discussion about Roee's background and how he transitioned from being a sales engineer to a sales leader. He also shares his current role at Winning By Design, where he helps sales organizations with revenue growth and architecture.
Roee explains that maturity in sales can come in different forms, and shares an...
2024-09-1739 min
The Revenue LoungeScaling GTM with a Data-First Mindset ft. Roee Hartuv As organizations strive to meet increasing demands and stay competitive, the importance of leveraging data becomes paramount. Adopting a data-first approach is not just a trend; it's a necessity for organizations aiming to optimize their revenue operations and drive sustained growth. In this episode, we delve into the intricacies of a data-first methodology, exploring the key components that make it successful. We'll discuss the concept of a "Revenue Factory" and how Bow-Tie Metrics can revolutionize your GTM strategy. And joining us today is Roee Hartuv. Roee is the Head of Revenue Architecture Practice at WinningbyDesign...
2024-09-0439 min
TheInquisitor Podcast with Marcus CauchiRoee Hartuv: Sustainable Efficient Process Driven GrowthRoee Hartuv, a former combat helicopter pilot and current expert at Winning by Design, shares insights from his unique journey from the military to revenue architect. His profound understanding of the importance of process design helps identify what works, what doesn't, and what needs to happen to meet business goals. This episode delves into the nuances of sales processes, customer acquisition, and the hidden costs that can drain a company’s resources.
Roee discusses how his interest in process design began during his time as a pilot, emphasizing the critical importance of understanding effective and ineffective processes in...
2024-07-111h 05
The CRO Spotlight PodcastHow Great Leadership Impacts Revenue Processes and Systems with Roee HartuvIn this episode of the CRO Spotlight podcast, host Warren Zenna sits down with Roee Hartuv, a senior consultant at Winning by Design, to delve into the complexities of revenue leadership. Warren and Roee explore the critical balance between process-driven strategies and the essential leadership qualities needed to drive successful revenue operations. Through an engaging and insightful conversation, they discuss how recurring revenue models require more than just systems and processes—they demand the right leadership to ensure these frameworks are effectively implemented and sustained.Roee shares his unique journey from a sales engineer focused on improving pr...
2024-06-2654 min