2025 State of SaaS Pricing Report

10 Critical Insights to Navigate the Complexities of SaaS Pricing This Year 

Pricing is the most important and most misunderstood lever for SaaS growth. In this year’s State of SaaS Pricing Report, we surveyed 321 SaaS leaders who are responsible for or influence pricing strategy. The findings reveal where pricing strategies are breaking down and what high-performing teams are doing differently. 

The report highlights 10 actionable insights to help B2B SaaS companies align pricing with value, accelerate profitable growth, and avoid common missteps. 

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Research Report

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Pricing remains the most important and misunderstood lever for SaaS growth.

While 98% of SaaS companies report having an internal pricing function or team, most still find pricing to be overly complex. This complexity often results in fragmented strategies, internal misalignment, and missed revenue opportunities.  

Pricing Still Lacks a Defined Owner 
  • Ownership is distributed across product, finance, sales, and marketing, with no clear standard. Despite this, 90% of leaders believe they have the right structure in place.

  • While there is no universal model, successful pricing organizations share three traits: they are centrally managed, cross-functional in execution, and aligned to both strategy and accountability. 

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Outcomes-Based Pricing Remains Rare 
  • Only 2 out of 321 respondents reported using pricing based on customer outcomes or performance improvements. Most SaaS offerings are not structured to deliver discrete, measurable results that justify this approach.

  • This could shift as AI becomes more embedded in products, but adoption will require changes in how value is defined, delivered, and measured.

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AI Monetization Faces Adoption Gaps 
  • About half of SaaS companies report having AI-powered features, and 20% are monetizing them as paid add-ons. However, only 8% of new customers purchase AI features when priced separately.

  • This signals a misalignment between innovation and perceived value. Successful AI monetization will continue to rely on traditional pricing fundamentals: charging based on clearly delivered and recognized customer value.
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  1. Stop allowing short-term priorities to serve as obstacles to training.

  2. Treat managing performance and coaching as distinct skills and address both in sales manager training.

  3. Devote time to technology training, including leveraging generative AI, to ensure productivity gains from new technologies are fully captured.

  4. Don't rely on coaching playbooks as the sole reinforcement mechanism.
 
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Three characteristics of the highest-performing enablement organizations:

1. Prioritizing quota-carrying experience when hiring enablement professionals

2.  Measuring the right indicators to gauge the efficacy of their programs 

3. Regularly training both sellers and sales managers on sales effectiveness

enablement experience

 

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