Ask a product manager about their discovery process, their roadmap framework, or their metrics stack, and you will get a detailed answer. Ask them about their pricing strategy, and you will often get a pause followed by a vague reference to what competitors charge. Pricing is one of the most powerful levers in a product business, yet it is one of the least systematically managed.
At PR_D_CT DAY 2025 in Ghent, Maarten Laruelle from Sirris brought a structured, analytical approach to a topic that most product teams treat with a mix of intuition and anxiety. Drawing on his consulting experience with Belgian technology companies, Maarten presented pricing not as a finance problem or a sales problem but as a core product management discipline.
For an audience of product managers who often inherit pricing decisions rather than make them, the talk was an awakening. It revealed how much value they were leaving on the table and how much strategic clarity pricing decisions can provide when approached with the same rigour applied to feature prioritisation.
Original Presentation Slides
Download the slides from this talk as presented at the gathering.
