In this episode, host Brendon Dennewill sits down with Bill Wilson, Founder and CEO of Pace Pricing and three-time software entrepreneur with over 20 years building and scaling SaaS companies. Bill shares how he evolved from software developer to pricing strategist after recognizing the deep anxiety founders face around pricing decisions. Through his work guiding hundreds of SaaS teams, he's discovered that pricing isn't just a numbers game—it's about alignment, belief, and understanding the jobs customers hire products to do.
The conversation explores why pricing, product, and positioning cannot be separated, and how misalignment at the leadership level cascades throughout organizations, leaving money on the table. Bill unpacks his PACE framework (Profile, Architect, Calibrate, Execute) and explains why he shifted from pure data-driven decisions to building belief through iterative validation. He also tackles how AI is fundamentally reshaping SaaS business models, from enabling outcome-based pricing to introducing new cost structures that challenge traditional economies of scale.
This episode is essential for SaaS founders, RevOps leaders, product executives, and B2B growth teams looking to unlock revenue through strategic pricing, eliminate cross-functional friction, and prepare their business models for an AI-driven future.
What You’ll Learn
- Why pricing misalignment at the leadership level quietly becomes a company-wide problem
- How the PACE framework brings structure and repeatability to pricing decisions
- The difference between solving a problem vs. executing a job to be done
- Why belief, not data, is the true catalyst for pricing changes and adoption
- How AI is accelerating the shift toward outcome-based pricing models
- Why product, pricing, and positioning can’t be separated, and what happens when they are
- The single most impactful action a founder can take if pricing hasn’t been reviewed in a year
Resources Mentioned
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About the Host
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Bill Wilson | CEO & Founder of Pace Pricing
Bill Wilson is a three-time founder with more than two decades of experience in SaaS, product development, and pricing strategy. He began his career as a software developer and discovered his passion for pricing while building SalesRight (acquired by FastSpring), where he saw firsthand how powerful well-designed pricing can be for growth. Today, as Founder & CEO of Pace Pricing, Bill helps SaaS founders turn pricing into a clear, strategic advantage. He has coached hundreds of SaaS teams on value-based pricing, data-driven decision-making, and the emotional side of pricing—where fear, belief, and internal alignment often matter as much as the numbers. Known for blending analytical rigor with practical founder empathy, Bill helps companies align leadership teams, connect pricing and product strategy, design scalable offers, and build monetization models that actually unlock growth. A trusted SaaS coach and community leader, he champions openness, community, and celebrating others’ wins as core ingredients of sustainable success. |
