Emanuel Martonca has spent 14 years on one problem: why software businesses fail to capture a fair share of the value they create, and how to fix it. He has run 340+ negotiations and 72+ commercial optimization projects, helping software companies move from cost-based guesswork to pricing that reflects actual value delivered.

His thesis: SaaS is becoming SaS, Services as Software, and the companies that thrive will be the ones that figure out how to price outcomes, not hours or seats. He writes the Just Margins newsletter and is building an agentic AI pricing platform.