Pricing I/O Team | B2B SaaS Pricing | Marcos Rivera


Marcos Rivera

CEO & Pricing Coach

•  20 years of pricing expertise in SaaS
•  Operating executive at Vista Equity Partners

•  Helped price 200 SaaS products...and counting​
•  Coached over 100 SaaS CEOs...and counting​​

•  Teach pricing to MBA students at UC San Diego

•  Author, speaker, investor, and entrepreneur

Marcos Rivera | B2B SaaS Pricing | Pricing I/O
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Here's My Story


I was raised by a single mother in a one-bedroom apartment in the Bronx.  The streets were hard on me, but I survived by applying what my mom taught me:  Stay curious, take the lead, and give help.


Fast forward to today, Software as a Service has transformed almost every business, from music to marketing to medicine.  While I learned a lot straddling dual roles as a product executive and pricing expert my entire career, my AHA moment came to me after noticing an unwavering pattern:


Most B2B SaaS leaders spent their time building value, but not enough time capturing it!

So in the spirit of staying curious, I discovered that many B2B SaaS leaders see pricing as a "black box"; they guess, fumble, and wing it most of the time.  They needed help!

From there, I decided to take the lead and give help to B2B SaaS businesses by dedicating a practice that teaches and provides them turn-by-turn directions for how to monetize value and unlock growth.

And this is where our story begins.  Join us and take control of your most powerful growth lever - Pricing.  It would be my honor to help you!  Reach out below or ping me on LinkedIn.


A dedicated team of experts to work side-by-side with you throughout your pricing journey.
Adam Baker | B2B SaaS Pricing | Pricing I/O
Adam Baker

Pricing Strategist

Mooresville, NC

Anlin Sethi | B2B SaaS Pricing | Pricing I/O
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Anlin Sethi

Chief Operating Officer

San Diego, CA

Marrissa Nielsen | B2B SaaS Pricing | Pricing I/O
 Marrissa Nielsen

Administrative Assistant

San Diego, CA

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  • LinkedIn
Tyler Purvis

Research Manager

Eugene, OR

Matt Duncan | B2B SaaS Pricing | Pricing I/O
  • LinkedIn
Matt Duncan

Associate Consultant

San Diego, CA

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  • LinkedIn
Peter Cohen

Pricing Strategist

Los Angeles, CA

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  • LinkedIn
Raffah Siddiqui

Junior Associate

Boston, MA

Our team works together to help clients with pricing worldwide.
Canada, United States, Brazil, Austria, Germany, Ireland, United Kingdom, UK, Norway, India, Australia, and New Zealand, Pricing I/O clients