James D. Wilton, leading SaaS pricing expert and founder of Monevate, releases Capturing Value: The Definitive Guide to Transforming SaaS Pricing and Unshackling Growth. Drawing from 12+ years of experience, the book offers practical strategies, models, and case studies to help startups and tech firms monetise effectively, align pricing with value, and accelerate revenue growth.
James D. Wilton, widely regarded as one of the world’s foremost authorities on SaaS pricing, has released his new book, Capturing Value: The Definitive Guide to Transforming SaaS Pricing and Unshackling Growth. With more than 12 years of experience in pricing strategy, Wilton provides practical and data-driven guidance to help startups and fast-growing companies monetise their innovations more effectively.
Wilton currently serves as the Managing Partner and Founder of Monevate, a leading pricing and monetisation consulting firm dedicated to SaaS and technology companies. Prior to establishing Monevate in 2021, he led the pricing service line at Fuel, McKinsey & Company’s dedicated practice for startups and scale-ups, and previously held the position of Head of Strategic Pricing at RELX.
About the Book: Capturing Value
Capturing Value presents a comprehensive framework for transforming how SaaS businesses approach pricing. Drawing from over 20,000 hours of consulting experience, the book outlines how pricing, when approached strategically, can become a lever for sustainable growth and enhanced company valuation. Wilton explains the principles behind price architecture, packaging, discounting, customer segmentation, and monetisation models, making it a practical guide for professionals at every stage of a company’s journey.
In the book, Wilton introduces foundational concepts such as choosing the right price metric, implementing data-backed pricing decisions, and using customer willingness-to-pay estimation techniques. He shares real-world case studies and tools for practitioners to adopt and adapt according to their business needs.
The ten chapters include:
- The Pricing Mindset: Stop Leaking Value!
- Pricing Strategies Need Clear Direction
- Let the Price Metric Do the Talking
- Packaging: It All Ends in Tiers
- Price Architecture: Get Ahead of the Curve
- The Cutting Edge: Innovative Monetisation Models
- Setting Price Levels: Success Through Triangulation
- Willingness-To-Pay Estimation: Six Useful Techniques
- Price Execution: Every Town Needs a Sheriff
- The Big Wrap Up
Key Topics Wilton is Ready to Explore
In addition to the core content in the book, James D. Wilton frequently shares insights through Monevate’s publications and The Cube, the first pricing-focused community designed specifically for SaaS and technology professionals.
Wilton offers commentary and analysis on several evolving themes in the industry, including:
- The emergence of five disruptive pricing models that are influencing investor strategies
- The growing impact of AI on redefining SaaS pricing frameworks
- Addressing common causes of revenue leakage due to misaligned pricing or excessive discounting
- Identifying the right time for startups to adopt disruptive pricing metrics
- Making data a central part of all pricing decisions
- The discipline required for effective monetisation in ventures with subscription-based models
- Strategies for transitioning existing customers to new pricing structures
- The intersection between entrepreneurial vision and disciplined pricing execution
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