SPOTLIGHT: Solving SaaS Pricing Challenges with Pricing I/O Founder Marcos Rivera | Marcos Rivera, Founder and CEO @ Pricing I/O

Marcos Rivera, Founder and CEO of Pricing I/O, has grown his solo consultancy into a team of pricing experts serving B2B SaaS companies. But building a specialized business came with a major challenge: finding people who could do more than understand pricing—they needed to connect customer value, business strategy, and software.

In this episode of Topline Spotlight, Marcos joins Sam Jacobs and Asad Zaman to explain how he rethought his hiring process, from defining what success looks like to using practical case studies and structured onboarding. He also shares his perspective on pricing strategy, customer retention, and why companies need to ensure their pricing keeps pace with the value they deliver.

Marcos talks about:

- Why pricing should be revisited as your product and customer experience evolve - How underpricing can influence customers' perceptions of quality - Why giving customers more features won't necessarily solve churn - How to evaluate candidates' problem-solving skills through structured case studies - Why a thoughtful onboarding plan can help new hires reach productivity faster - How trust shapes the way you serve clients and build a business

Chapters

00:00 Topline Introduction 01:26 Introduction to Topline Spotlight 01:53 Meet Marcos Rivera, Founder and CEO of Pricing I/O 04:45 Common Misconceptions About Pricing 14:11 Solving a Critical Business Problem: Hiring the Right Talent 23:01 Reflections and Recommendations 25:02 Where to Find Marcos Rivera 25:39 Closing Remarks Try Pricing I/O: pricingio.com