Pricing is one of the most powerful growth levers in any B2B business—yet it’s often treated as an afterthought. The Pricing Roadmap changes that.
Written for CEOs, founders, revenue leaders, and pricing professionals, this book is both a strategic playbook and an execution guide for building pricing that truly reflects value. Ulrik Lehrskov-Schmidt shows how to move away from reactive, fear-driven pricing decisions and toward a disciplined pricing engine that shapes product strategy, sales execution, marketing messaging, and customer success.
This isn’t a book about “finding the perfect price.” It’s about building a pricing organization – one that drives long-term customer lifetime value, strengthens positioning, and supports sustainable, profitable growth.
Blending behavioral economics, sales psychology, and product strategy, The Pricing Roadmap delivers actionable pricing models you can actually use. It reframes pricing not as a finance exercise, but as a cross-functional system that influences how customers perceive, buy, and stay with your product.
7 Impactful Lessons from The Pricing Roadmap
1. Pricing Is Not a Number, It’s a Process
The most important shift Ulrik introduces is this: pricing isn’t about answering “What should we charge?” The better question is, “What process helps us discover, capture, and communicate value?” When pricing is treated as a system – not a last-minute decision – it becomes a repeatable growth driver.
2. You Can’t Price What You Don’t Understand
If you don’t clearly understand how customers derive value, pricing becomes guesswork. Ulrik emphasizes deep value discovery and tight alignment between product, sales, and pricing teams. Without this, even the most elegant pricing model will fail.
3. Pricing Power = Confidence × Data
Many companies underprice not because their product lacks value, but because they lack confidence. The Pricing Roadmap shows how data-driven confidence, through segmentation, usage metrics, and willingness-to-pay research, creates real pricing power.
4. Value-Based Pricing Is a Team Sport
Pricing doesn’t live in finance alone. Product, marketing, sales, and customer success all play a role in shaping and communicating value. When pricing becomes cross-functional, value-based pricing stops being theory and starts working in practice.
5. Pricing Models Must Evolve with the Product
What works early on can quietly destroy revenue later. A flat fee that made sense in year one may cap growth in year three. Ulrik explains when and how to evolve toward tiered, usage-based, or outcome-based pricing as products mature and customers become more sophisticated.
6. Discounting Usually Hides Bigger Problems
Excessive discounting is rarely about price. It’s more often a symptom of unclear value, weak sales enablement, or poor customer targeting. This book teaches how to bring discipline and integrity into pricing conversations, so margins aren’t eroded in the name of short-term wins.
7. Good Pricing Improves Both Growth and Retention
This is one of the book’s most underrated insights. Strong pricing doesn’t just increase revenue; it attracts better-fit customers, improves retention, unlocks upsells, and aligns incentives across the business. Pricing done right makes growth healthier, not just faster.
Final Thoughts
The Pricing Roadmap is a must-read if you’re serious about treating pricing as a strategic growth lever, not a spreadsheet exercise. Ulrik Lehrskov-Schmidt combines practical frameworks with deep strategic thinking and modern B2B insight, something surprisingly rare in pricing literature.
It’s especially valuable for SaaS companies, professional services firms, and B2B organizations with complex products or recurring revenue models that demand smarter pricing structures.
If pricing in your company still feels reactive, uncomfortable, or overly dependent on discounting, this book will fundamentally change how you think about value and give you the tools to act on it.