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Yannick Kpodar

AMA: PayFit Former Global Director, Product Marketing, Yannick Kpodar on Pricing for Growth and Profitability

September 10 @ 10:00AM PST
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PayFit Former Global Director, Product Marketing, Yannick Kpodar on Pricing for Growth and Profitability
Top Questions
What have been your key learnings from any "Pricing/Re-pricing launch" that you have led/seen within your company?
Please share your experiences from successful efforts and also the launches that didn't go well. Any tools/templates that worked for your teams?
Yannick Kpodar
Yannick Kpodar
Natixis Chief Marketing Officer, Dalenys & Xpollens Payment Solutions • September 10
A few key learnings: 1. Involve your cross-functional partners as early as possible. The worst thing you can do is come up with a new strategy, but Sales or Account Managers don't believe it. They will usually end up not selling it or using it as a discounting lever. 2. Make s......Read More
906 Views
3 requests
How do you roll out pricing and packaging for a new product launch?
Yannick Kpodar
Yannick Kpodar
Natixis Chief Marketing Officer, Dalenys & Xpollens Payment Solutions • September 10
* Step 1: Get access to biz ops data to understand business performance (clients per pricing plan, discounting per pricing plan, size of the company per pricing plan) * Step 2: Analyze the business opportunity to build a business case for a new product or pricing launch. * Ste......Read More
1703 Views
1 request
How do you define your ICP attributes when serving multiple markets, segments, varying levels of price sensitivity where typically the buyer profile is the same?
Yannick Kpodar
Yannick Kpodar
Natixis Chief Marketing Officer, Dalenys & Xpollens Payment Solutions • September 10
This is a tough one. Each market will need to have a tailored approach but don't make it more complicated than it needs to be. At PayFit, we have similar pricing and packaging structure across all our countries, but the actual numbers will differ based on local dynamics. We also include some se......Read More
695 Views
1 request
I'm looking at a potential pricing + packaging re-vamp. I've identified the problems + opportunities and would love insight in thinking about whether to run in-house or hire a consultant. If a consultant, whom else have people worked with aside from ProfitWell and Simon Kucher? Ideally want to learn along with the project
Yannick Kpodar
Yannick Kpodar
Natixis Chief Marketing Officer, Dalenys & Xpollens Payment Solutions • September 10
In-house will usually be a great learning experience. You can run this project if you operate as a unit and work with your cross-functional partners. Consultants can add a ton of value, but they come at a steep cost. We decided that we could do it on our own, and we were right :) But I recommen......Read More
636 Views
3 requests
Pricing is tough. My questions are 1. How do you know that you have the right price/package structure pre-launch. 2. And how do you know that the price/packaging is still the best post launch.
Yannick Kpodar
Yannick Kpodar
Natixis Chief Marketing Officer, Dalenys & Xpollens Payment Solutions • September 10
Pre-launch: You won't always know if you have the right pricing from the beginning. You're always going to have some elements that need to be validated. Your best bet is to always speak to sales, speak to customer success, and speak to customers before making a call. You should also have a look a......Read More
887 Views
1 request
What are good ways to get buy-in from your sales team on a proposed new pricing model? Alternatively, how does feedback from your sales reps on the pricing model impact your future pricing / packaging changes?
Yannick Kpodar
Yannick Kpodar
Natixis Chief Marketing Officer, Dalenys & Xpollens Payment Solutions • September 10
Get them involved as quickly as possible. I run a monthly win/loss meeting with my Sales team to understand why we win and why we lose. Based on this information, there's usually tons of info to guide you in improving your pricing and packaging. Are you seeing more deals won from a specific ver......Read More
1103 Views
1 request
What do you find most challenging about launching a new product that is also your company's first product?
Yannick Kpodar
Yannick Kpodar
Natixis Chief Marketing Officer, Dalenys & Xpollens Payment Solutions • September 10
The most challenging piece here is that you're flying with little internal data. You're operating based on assumptions. You can create pretty business plans with ideas of traffic, lead, and demo conversions but you're only in the game once you get your first sale. From there you can learn more in......Read More
485 Views
2 requests
How does your customers' (or the market) willingness to pay influence your product roadmap?
Do you prioritize features based on their revenue potential?
Yannick Kpodar
Yannick Kpodar
Natixis Chief Marketing Officer, Dalenys & Xpollens Payment Solutions • September 10
Customer willingness to pay is crucial. You can create a product, but if it's not seen as a must-have for your customer, they won't purchase. Focus on building a product that meets a real need, which is core to a business' toolbox. An easy way of prioritizing new feature development is to ask you......Read More
808 Views
2 requests
When is an ideal time to prepare a change in pricing strategy and how does a PMM lead/join in on this decision-making before being asked to strategize messaging for the price change itself.
Yannick Kpodar
Yannick Kpodar
Natixis Chief Marketing Officer, Dalenys & Xpollens Payment Solutions • September 10
There are multiple turning points when you should think about reviewing or changing pricing; * You're losing too many deals to the competition * Constant feedback from your Sales team that pricing and packaging needs a revamp * You're expanding your product portfolio * You're entering a n......Read More
1345 Views
4 requests
Who owns pricing? Product Marketing or Product Management? If both, how do you divide the responsibilities?
Yannick Kpodar
Yannick Kpodar
Natixis Chief Marketing Officer, Dalenys & Xpollens Payment Solutions • September 10
You'll see different scenarios in different companies based on industry, size, skills, or company history. At PayFit, Product Marketing owns the topic, but we work very closely with product and biz ops. Product Marketing owns the project, but it's typically a cross-functional decision in the end.......Read More
1517 Views
1 request