Podcast
June 6, 2025
Episode 44: Bridging the Gap Between RevOps and Finance
Unlock scalable growth by bridging the gap between RevOps and Finance with modern CPQ, billing automation, and AI-ready pricing strategies.
Welcome back to RevOpsAF, the podcast for those who live and breathe Revenue Operations. In this episode, co-host Camela Thompson interviews with Roee Hartuv, Senior Pricing Advisor at Willingness to Pay, to dissect the often-overlooked revenue lever: pricing and packaging.
Roee brings a wealth of experience in advising startups on translating product value into revenue. He emphasizes the importance of prioritizing packaging before pricing, the transformative role of AI in RevOps, and the critical need for cohesive cross-functional collaboration.
Roee challenges the conventional approach by advocating for a "packaging-first" strategy. He suggests that understanding the customer's job-to-be-done should dictate how products are packaged, which then informs pricing decisions.
“Packaging around jobs to be done or business impact - that’s the right way to go.” – Roee Hartuv
For more on aligning product offerings with customer needs, explore our blog post on Why & How to Map the Buyer Journey.
While AI offers promising enhancements in efficiency, Roee cautions against viewing it as a cure-all. Without solid foundational processes and clean data, AI can amplify existing issues rather than resolve them.
“Efficiency is sexy again - but without the right data and structure, AI just gets you to the wrong answer quicker.”
To delve deeper into the integration of AI in RevOps, check out our article on GenAI + Marketing Analytics: What RevOps Needs to Know.
Roee addresses the complications arising from legacy pricing structures, often resulting from mergers, feature expansions, and ad-hoc decisions. He advocates for simplifying pricing models to enhance clarity for both customers and internal teams.
“We think we’re being customer-centric, but what we’ve built is a packaging labyrinth with no map.”
For insights on managing complex account structures, refer to our blog on How to Structure Parent-Child Account Relationships in Your CRM.
When considering price adjustments, Roee emphasizes the importance of a strategic approach. This includes segmenting the customer base, testing with new clients, and personalizing communication to mitigate churn risks.
“We’ve seen 5-year customers still paying outdated prices. That’s not loyalty - that’s lost revenue.”
Learn how to manage customer transitions effectively in our post on Managing the Sales to Customer Success Handoff.
Looking ahead, Roee envisions a shift towards adaptive pricing models that respond dynamically to customer behavior and needs, facilitated by AI technologies.
“Pricing has always been one-to-many. AI lets us go one-to-one - at scale.”
For a comprehensive guide on building a scalable RevOps tech stack, explore Your 2025 RevOps Tech Stack, Simplified.
Roee underscores that effective pricing strategies require input and alignment across all customer-facing departments. Isolated decisions can lead to misalignment and missed opportunities.
“You can’t let Legal or Finance be the last to know. You’ll just end up redoing everything in QBRs - and probably losing the deal in the meantime.”
For strategies on aligning product and sales teams, read our blog on How to Align Product and Sales Without Killing Productivity.
Looking to overhaul your pricing model or streamline your CPQ processes? Connect with Roee on LinkedIn or visit willingnesstopay.com for resources and frameworks.
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