Pricing sits at the intersection of product strategy, customer segmentation, and revenue growth, yet most product managers treat it as someone else's problem. At PR_D_CT DAY 2025 in Ghent, Maarten Laruelle from Sirris walked the audience through a layered pricing architecture that connects company strategy to execution, from fencing and metrics all the way to bundling and laddering.
His core message was direct: every product decision either captures or destroys value. Pricing is not a finance exercise or a sales task. It is the mechanism through which product teams translate the value they build into the revenue the business needs. And most teams are leaving money on the table because they never learned how to think about it structurally.
Original Presentation Slides
Download the slides from this talk as presented at the gathering.
Fencing: Building Walls That Work
Maarten introduces fencing as the foundation of any pricing architecture. Fencing is the segmentation of your customer base into clear groups, with the goal of applying distinct pricing strategies that capture maximum value from each segment. The key insight is that you should not price your product; you should price your customer.
