Navigating Pricing Dynamics in B2B Monetization: Insights from 2025 State Report

Be careful that you don't end up in pricing 'no-man's land' 👀

Nearly every software company I talk to is rethinking their pricing & packaging. Yet rarely is it clear who actually owns the decision -- or the work! -- apart from, perhaps, the founder/CEO.

The latest data via my 2025 State of B2B Monetization report:

- <$1M ARR: The founder/CEO owns pricing (71% of the time)
- $1-5M ARR: The founder/CEO owns pricing (69%) with an assist from sales
- $5-20M ARR: Pricing is a hot potato between the founder/CEO (38%), product (18%) and sales (12%) -- or nobody (21%)
- $20-150M ARR: Pricing shifts to product (43%) but becomes a team sport with input from sales, marketing & finance
- >$150M ARR: Finance & ops play a *much* bigger role as folks focus on pricing as a lever for profitability

My two cents on the data:

1. Expect that you'll need to keep evolving your pricing. AI is simply changing too fast to blindly stick with the status quo.

2. As pricing becomes an increasingly strategic (& complex) decision, it needs to be resourced accordingly. Assign an owner to collect data on costs, competitors & customer value.

3. Involve finance & ops earlier! They can help make sure that new AI feature doesn't sink the profitability of the business.

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If you own pricing, please take 5-mins to participate in the 2026 State of B2B Monetization survey! It'll help us better understand how tech companies are adapting pricing models in the age of AI.

Take the 5-min survey: https://form.typeform.com/to/NbMKiarS

The results will be shared in my Growth Unhinged newsletter in May. (You can get the results sent to your inbox by subscribing here: https://www.growthunhinged.com/)

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