Pricing & Packaging Transformation for $150M SaaS
Case Study
Pricing practices were inconsistent and eroded margin. New Wave re-architected packaging, pricing, and governance—enabling disciplined approvals, better value alignment, and improved unit economics.
Opportunity
- Unstructured discounting and outdated tiers
- No Deal Desk or pricing guardrails
- Limited visibility into ASP and renewal trends
Approach
- Redesigned pricing architecture and tiering model
- Established Deal Desk and approval matrix with data-driven playbooks
- Instrumented reporting on ASP, renewals, and margins
Outcome
- ASP ↑ 20% | Churn ↓ 10% | Gross margin ↑ 4 pts
- Approval time ↓ 35%
- 3-year ROI > 300% | Incremental ARR +$5M YoY
About the Author
Jason Lee, Managing Partner at New Wave Associates, specializes in go-to-market optimization and revenue operations transformation for growth-stage companies.