Marcos Rivera

PRICING I/O

We help growth-stage B2B SaaS companies design the right pricing model to scale up

Ready to shift your pricing from guesswork to framework?

Founder and CEO

Spark Growth Ventures

SGV is a community driven, early stage, vertical-agnostic, technology VC firm. Our mission is to support gritty and exceptional founders in their missions by bringing forth the combined value of our strong community.

Board Advisor

Vista Equity Partners

Vista Consulting Group (“VCG”) is the operating and consulting arm of Vista Equity Partners. VCG drives value creation through operational excellence, which is a key differentiator in Vista’s success and ability to generate unparalleled returns. The VCG team works in conjunction with the Vista investment professionals and key portfolio company employees to help our current and newly acquired businesses strengthen their operations through the implementation of standardized, repeatable and proven processes and methodologies.

Operating Executive, Product Management and Pricing

Mitchell International

Actively oversee and drive product strategy, technology direction, and team execution for flagship multi-tenant SaaS platform across US, Canada, and Europe markets

Executive Senior Director of Product Management, Enterprise Workflow and Global Markets

Led product strategy and execution for workflow modules as part of flagship SaaS platform.  Responsible for defining compelling product vision and roadmaps that produce beautiful software experiences that customers love

Director, Product Management

Managed product lifecycle for web-based module designed for seamless user experiences in handling complex transaction workflows.

Senior Product Manager

HSBC Auto Finance

Responsible for cultivating and expanding private label relationships and programs with Fortune 100 companies via an integrated portfolio acquisition platform

Relationship Manager, Strategic Alliances

Responsible for financial analysis, forecasting, cost modeling, and loss projections for liquidation and asset recovery functions.  Analyzed charge-off trends and crafted recommendations to curb loan defaults and minimize financial exposure

Senior Financial Analyst

San Diego County Water Authority

Responsible for tracking and managing $1.8B program consisting of 155 seawater desalination and water emergency storage projects as part of county-wide Capital Improvement Program

Management Analyst

Smartek Educational Software

Managed day to day operating activities including inventory analysis/ordering, shipping returns, revenue reporting, refund processing, and sales forecasting/modeling

Financial Analyst

GMAC Mortgage Corporation

Responsible for building a book of business and driving residential mortgage loan origination volume from assigned territories

Loan Officer

Audited residential mortgage loan underwriting policies and analyzed loan performance metrics.  Exercised exception authority within established guidelines

Funding Specialist

Provided telephone customer assistance for mortgage loan accounts in a high volume call center

Customer Service Representative

UC San Diego Health

Assisted Educational Program Director in organizing and facilitating accredited Orthopedic equipment training courses targeting physicians and physical therapists

Education Program Assistant

Most B2B SaaS leaders build value.
But forget to capture it.

Let me guess:

- You’re guessing your price
- You’re losing revenue
- Scaling feels stuck

What if pricing could drive growth?

Here’s what I help you do:

→ Capture more value
→ Make pricing your edge
→ Build pricing confidence

Why should you trust me?

- 25+ years in tech pricing
- Ex–Head of Pricing at Vista Equity
- Priced 400+ SaaS products
- Author of *Street Pricing*
- Trusted by MBAs and SaaS CEOs

Beyond coaching, 

I’m an:

→ Investor 
→ Speaker
→ Entrepreneur 

passionate about helping businesses unlock their full revenue potential.

Ready to take control of your most powerful growth lever—pricing?

Checkout my featured section.

Tomorrow’s the day. 🎤

I’ll be hitting the stage at Pavilion’s GTM Summit to tackle one of the most critical (and overlooked) levers in SaaS:

Pricing that actually drives growth.

Too many teams overthink the product and underthink the price. Let’s flip that script. I’ll be sharing:

✔️ What top GTM leaders get right about pricing
✔️ Where AI fits in (and where it doesn’t)
✔️ How to stop guessing and start growing

If you’re at the Summit, come say hi and bring your toughest pricing questions.
Big thanks to the Pavilion team for curating such a sharp lineup—let’s make it count.

#GTM2025 #Pavilion #SaaS #PricingStrategy #StreetPricing

Pavilion

CEO of Pricing I/O • Award-Winning Author • Sought after Slayer of Bad Pricing

While in Kansas City this week for a private equity growth summit, I saw a banner that stopped me in my tracks:

“All good things come from the heart.”

It hit me. So much of what we do - pricing strategy, customer conversations, sales calls, even internal feedback - comes down to intention.

Not polish.
Not bravado.
Just clarity of intention.

Before a big conversation or decision, ask yourself:
👉 What are my intentions here?

Because good intentions are the foundation of great communication.

And as we pivot into new strategies, adopt new tools, and explore new market - especially with AI moving at full speed - being intentional isn’t optional anymore.

A moment of reflection now can save hours of regret later.


#Leadership #GTM #PricingStrategy #IntentionalWork #AIMonetization #StreetPricing #GrowthSummit #PrivateEquity #SaaS

Just wrapped a 🔥 session with • Mark Stiving, Ph.D., Steven Forth, and Augustin Manchon on one of the biggest questions in pricing today:

Will AI replace pricing professionals?

Short answer?
Not if we evolve.

Some takeaways that stuck with me:
⚙️ AI is supercharging the science of pricing, so we can lean deeper into the art.
🧠 The best pricing pros will shift from building models to orchestrating value.
💡 One of my employees told me: “I finally have time to sit and think about the story behind the data.”
🤖 And yeah... Jarvis doesn’t replace Iron Man - it makes him unstoppable.

We’re already using AI to reshape how our team builds pricing strategy and it’s unlocking possibilities we couldn’t touch 6 months ago.

Thanks to the Ibbaka team for hosting such a real conversation.

We need more of these.

#AIPricing #PricingStrategy #B2B #StreetPricing #FutureOfWork #GTM #SaaS #Monetization #AITransformation

Teamwork isn’t about more hands.
It’s about shared trust.

Because without trust, collaboration feels like chores.
And tasks don’t build teams.

What happens when trust is missing?
→ People work in silos
→ Meetings turn into checklists
→ Leaders give orders, not direction
→ Customers feel managed, not cared for

The fix isn’t in more process.
It’s in building belief.

When trust flows, people show up differently.
They own outcomes, not just tasks.

→ Match words with actions
→ Invite voices into decisions
→ Be clear about expectations
→ Share intent, not just instructions
→ Acknowledge wins before pointing at gaps

Trust turns “task work” into true teamwork.
And that’s when impact multiplies.

P.S. What’s one small way you build trust with your team or customers?

♻️ If you find value, let others benefit too.
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Leadership isn’t about the title on your card.
It’s about the trust you earn.

Because people don’t follow positions.
They follow the belief in the person.

What happens when leaders lean only on titles?
→ Culture feels forced, not chosen
→ Teams comply, but don’t commit
→ Customers nod, but don’t believe

Real influence doesn’t come from authority.
It comes from credibility.

When trust leads, titles don’t matter.
People choose to follow, not feel forced to.

→ Admit mistakes openly
→ Put people before process
→ Be consistent in what you promise
→ Share the “why,” not just the “what”
→ Celebrate effort as much as results

A title gives you a role.
Trust gives you a following.

P.S. Who’s one leader you trusted, not because of their title, but because of their actions?

♻️ If you find value, let others benefit too.
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SaaS is projected to pass $700B by 2030.

Yet 80% of SaaS startups still struggle with pricing. (No surprise there.)

They either underprice and leave $$ on the table…

Or overprice and stall growth from day one.

Why?

➡️ Fuzzy value props
➡️ Pricing guesswork
➡️ Discount addiction
➡️ Bloated plans no one wants

Finding the sweet spot is hard—but not impossible.

Start here:
 ✔️ Price tiers that actually signal value
 ✔️ A strategy that drives revenue and retention
 ✔️ A model that matches how customers think
 ✔️ A system that tests, learns, and adapts

Because pricing isn’t “set and forget” - it’s a growth engine.

If yours is stuck, it's time for a tune-up.

P.S. What’s your #1 piece of pricing advice?

♻️ If this was helpful, pass it on.
__________
Want more no-fluff SaaS pricing takes?
 🔔 Follow me - Marcos Rivera

There’s no shortage of problems in the world.

Most of us started a business to solve one.

But here’s the hard truth:
❌ Problems don’t make money.
❌ Solving problems doesn’t make money.
✅ Solving problems people are willing to pay to solve - that’s where the money is.

That’s why we use a simple framework I call PRICE - a riff on Intercom’s RICE model - to prioritize the right problems:

PAY – Is there strong evidence someone will pay for this?
REACH – How many customers are affected?
IMPACT – Does this move the needle on your North Star?
CONFIDENCE – Can we actually deliver on this?
EFFORT – How much work will it take?

👉 Score each 1–10.
Then calculate: (P × R × I × C) ÷ E

Use this to sort noise from opportunity.
Don’t just solve problems.
Solve the right ones.

♻️ If you find value, let others benefit too.
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#ProductStrategy #Pricing #SaaS #Prioritization #GTM #StreetPricing #Frameworks #AIandPricing

“Jarvis doesn’t replace Iron Man. It makes him unstoppable.”

That’s not from a book or a keynote. That’s from a conversation I had with my 11‑year‑old son.

We were talking about AI and he said: “Dad, Jarvis doesn’t replace Tony Stark—it’s what makes him Iron Man.”

And it hit me: That’s exactly how pricing professionals should think about AI.

AI won’t replace you.

But it will expose the ones who haven’t built strategic muscle.

If your role is built on crunching data, formatting spreadsheets, or repeating tasks - AI has already outpaced you.

The opportunity now?

Use AI to think deeper, act faster, and focus on the work that actually drives revenue.

The science is being automated. The art is now your job.

♻️ If you find value, let others benefit too.
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#PricingStrategy #AIPricing #B2B #StreetPricing #FutureOfWork #GTM

I'm speaking today at #SaaSMetricsPalooza 2025 and I’m digging into what too many SaaS leaders are still getting wrong about pricing.

Here’s the reality:
 👉 Discounting isn’t a growth lever, it’s a habit.
 👉 Quota pressure is killing long-term pricing strategy.
 👉 And the fastest way to margin? Discipline + enablement.

I’ll walk through what’s actually working right now - from comp plan redesign to structured discounting to real examples of pricing teams getting it right.

🎙️ If you want tactical insights, not fluff, join me and 20+ other SaaS leaders:

🔗 https://lnkd.in/gDHYhdjU

It’s free. It’s virtual. And it’s your last chance to catch it live.

#SaaSMetricsPalooza #Benchmarkit #SaaS #PricingStrategy #RevenueGrowth #GTM #StreetPricing Ray Rike

Most SaaS teams set pricing once…
And then leave it to collect dust.

But pricing isn’t permanent.
It’s a lever. And the market keeps pulling on it.

Here are 9 clear triggers to review your pricing:
→ CAC keeps rising
→ Churn starts creeping up
→ New features add more value
→ Everyone buys the cheapest tier
→ Sales customizes deals too often
→ You haven’t tested in 6–12 months
→ Reps dodge pricing conversations
→ A competitor changes their model
→ Customers call you “too expensive”

Every one of these is a signal.
Ignore them, and you leave money on the table.

Pricing is never “done.”
It’s alive, and it needs your attention.

P.S. Which of these 9 triggers have you seen in your own SaaS?

♻️ If you find value, let others benefit too.
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Price hikes don’t kill trust.
Surprise hikes do.

Because customers don’t fear change.
They fear randomness.

Here’s what breaks trust fast:
→ Treating increases like cash grabs
→ Hiking after outages or small fixes
→ Raising prices without clear notice
→ Updating every few months with no plan

When customers see improvements before increases,
They feel upgrades, not penalties.

Planned, value-backed changes don’t push users away.
They make them stay.

P.S. How often do you think SaaS companies should raise prices?

♻️ If you find value, let others benefit too.
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Predictable SaaS Price Changes That Build Trust - Marcos

Should you slice pricing into smaller chunks?
Only if it helps the buyer win.

Know how aware your customer is.
That decides if they need guidance or freedom.

→ Too few choices frustrate experts.
→ Too many choices confuse beginners.
→ The right balance depends on awareness.

If they’re unsure, guide them to a clear first solution.
If they’re informed, let them pick their own path.

Don’t flood beginners with options.
Don’t trap experts with limits.

P.S. Do you prefer SaaS products to give you freedom upfront or guidance first?

♻️ If you find value, let others benefit too.
_______________________________________
Ready for more SaaS pricing insights?
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Your pricing page isn’t a brochure.
It’s your closer.

And small tweaks can turn “just looking”
Into “let’s buy.”

→ Hidden prices create doubt
→ Endless feature checklists overwhelm buyers
→ Weak CTAs and flat tier names kill momentum

When every section sells value,
Conversion rates climb fast.

→ Add social proof near CTAs (Zendesk)
→ Tag the best value plan clearly (Adobe)
→ Keep prices bold and central (HubSpot)
→ Sell the outcome in your headline (Slack)
→ Align tiers to personas, not just features (Xero)
→ Center pricing on a clear value metric (Mailchimp)

Buyers don’t want more info.
They want confidence to say yes.

P.S. Which part of your pricing page needs the biggest fix right now?

♻️ If you find value, let others benefit too.
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12 Actionable Tips for a High-Converting SaaS Pricing Page

Should you change pricing by geography?
90% of the time, it’s a mistake.

Because buyers don’t want excuses.
They want fairness and clarity.

→ Random geo-adjustments create confusion
→ Customers suspect unfairness
→ Ops complexity slows scale

Keep pricing global, only change if a market has
→ Different economics
→ Unique product experience.

Your pricing stays simple and trusted,
But flexes where it actually matters.

→ Always localize currency for ease
→ Anchor every change to customer value, not region
→ Compare buying power and adoption across markets
→ Adjust only if economics + experience are clearly unique

Don’t price the map.
Price the experience.

P.S. Which side are you on, global consistency or local flexibility?

♻️ If you find value, let others benefit too.
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Your pricing page isn’t a brochure.
It’s your closer.

Yet most SaaS pages dump features.
And buyers leave without clarity.

Here’s what weak pricing pages miss:
→ Feature lists without outcomes
→ Objections left unanswered
→ CTAs hidden or confusing
→ No ROI proof in each tier
→ No clear hero headline

Build a page that sells in 5 parts:
Hero → Pricing → Features → Objections → CTA.

When prospects see clarity and ROI,
They click, instead of bouncing.

→ Conversion target: 15–20%
→ CTA click-through: 25–35%
→ Red flag: bounce >70% or ignored CTA

Prospects don’t want a feature dump.
They want ROI clarity.

P.S. Which of these 5 sections is weakest on your own pricing page?

♻️ If you find value, let others benefit too.
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Pivot once, and you might get lucky.

Pivot 5 times, and you better learn how pricing fits into the equation.

That’s what I explored with Evan Munsing of Corbel Capital Partners on the latest episode of the Street Pricing Podcast.

Evan’s had the rare vantage point of pricing from all sides:
► As a consultant (McKinsey)
► As an operator (Vista + SaaS leadership roles)
► Now as an investor (Corbel Capital)

In this episode we dig into:
✅ The hidden pitfalls of value-share models (and why they can backfire)
✅ Why pricing must evolve with every business pivot, not after
✅ The balance between certainty, risk, and customer psychology
✅ How boards spot when pricing and packaging aren’t working

One line from Evan that stuck with me:
 “If you really want to know what your customers think, change your pricing. They’ll tell you the truth right away.”

🎧 Full conversation here:
YouTube: https://lnkd.in/gYU8UH2P
Spotify: https://lnkd.in/g6RxJ9Cb
Apple: https://lnkd.in/gbjYvUGi 

🎥 Clip below for a taste 👇

#StreetPricing #SaaS #Pricing #Growth #PrivateEquity

Annual discounts look safe.
But they can silently kill profit.

Because copying “2 months free” isn’t a strategy.
It’s guesswork dressed as tradition.

→ Churn math rarely matches the discount offered
→ Teams copy industry norms without checking churn
→ Heavy discounts erode margin with no added loyalty

Discounts should reward commitment
But do not give away margin.

When tied to churn and economics,
Discounts build trust and protect profit.

→ Ask: “What loyalty am I giving?
→ Keep the range between 10–20%
→ Check churn before setting a discount
→ Review discount impact every 6–12 months

The math has to be math.
Blind discounts don’t.

P.S. What’s the smartest discount you’ve seen for annual plans?

♻️ If you find value, let others benefit too.
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Most founders treat pricing like a monster under the bed.
But fear is what really holds growth back.

Pricing doesn’t have to be scary.
It has to be honest.

Here’s what fear-driven pricing looks like:
→ Freezing price points for years
→ Overthinking until momentum dies
→ Guessing instead of anchoring to value
→ Avoiding tests that could reveal the truth
→ Hiding prices instead of showing confidence

When fear is gone, pricing becomes simple:
Clear, confident, and trusted.

Fear-free pricing isn’t reckless.
It’s how SaaS founders finally grow with confidence.

P.S. What’s one pricing fear you’d like to get rid of this year?

♻️ If you find value, let others benefit too.
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Fear-Free SaaS Pricing - Marcos Rivera

Your pricing page is the 2nd most visited.
It’s also the most broken.

It should guide buyers.
Instead, it confuses them.

Here are 5 mistakes I see too often:
→ Endless feature lists, clarity beats clutter
→ No proof, trust dies without evidence
→ Weak CTAs, one button should dominate
→ Giant fonts, big numbers make prices feel bigger
→ No plan guidance, buyers don’t know where to look

Simplify the path to purchase.
Design it like a sales call, not a spec sheet.

Clear pages build trust.
Trusted pages close deals.

→ Show 5–6 key value drivers
→ Highlight one “best value” plan
→ Place a testimonial near the buy button
→ Make one CTA primary, others secondary
→ Shrink price fonts to reduce price anxiety

Your pricing page isn’t decoration.
It’s your closer.

P.S. Which of these 5 mistakes have you seen most?

♻️ If you find value, let others benefit too.
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Most SaaS pricing pages fail.
But the best ones don’t stay broken for long.

Because fixing pricing pages isn’t about new features.
It’s about clarity and speed.

→ Too many tiers that confuse buyers
→ Pricing was buried or hard to compare
→ Feature overload or meaningless names
→ Hidden value drivers with no clear upgrade path

Streamline your plans.
3–4 tiers are enough for almost any SaaS.

Simpler pages close faster,
Because buyers see value without friction.

→ Dropbox: moved away from “per GB” into clear plans
→ Zendesk: cut 7 confusing tiers down to 3 + enterprise
→ Slack: renamed tiers to Pro → Business+ → Enterprise+
→ Notion: built a clear path Free → Plus → Business → Enterprise
→ Canva: streamlined Free, Pro, Teams, Enterprise, mapped to use cases

Data shows companies that simplify to 3–4 tiers
Close deals 30–35% faster.

P.S. Which SaaS pricing page inspires you the most?

♻️ If you find value, let others benefit too.
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