Stripe
About
Stripe, Inc. is an Irish-American financial services and software as a service company dual-headquartered in South San Francisco, California, United States and Dublin, Ireland.
Insights from the Stripe undefined Team
Scott Ivell
Stripe Head of International Product & Solution Marketing • September 7
It does depend somewhat on where you are in your growth and how broad your portfolio is, but i think along 3 'north star' metric dimensions: * Business KPI, that PMM indirectly influence: SQLs, Win Rate - ideally PMM tracks the trend over time rather than the absolute to seperate the signal ......Read More
427 Views
Akshay Kerkar
Stripe Head of Product Marketing, Emerging Products • August 5
Few things to consider: 1] Your customer comms plan - when are you letting your customers know? Are you giving them a head's up? Are you letting them know why pricing is changing - e.g. new functionality that's drvcing additional value 2] Your internal enablement plan - for all teams that will ......Read More
775 Views
Akshay Kerkar
Stripe Head of Product Marketing, Emerging Products • August 5
Figuring out the willingness-to-pay (WTP) by conducting research for your product with your target market/buyers is an effective approach. I've mentioned more details in a previous response. There are lots of good articles on WTP research (including HBR). Also checkout the Profitwell/PriceInte......Read More
734 Views
Akshay Kerkar
Stripe Head of Product Marketing, Emerging Products • August 5
A few other things to consider: * Your team's research needs (qual and/or quant) * Any analyst-related spent (either for research reports or to engage w/ analysts) * Content-related needs -- always a good idea to work with a good content agency to flex your capacity when needed * And ......Read More
2142 Views
Akshay Kerkar
Stripe Head of Product Marketing, Emerging Products • August 5
Pricing is both tough and is not one-and-done - it has to be refreshed over time. While you can use research to figure out initial pricing for launch (see one of my other answers for details on figuring out willingness-to-pay (WTP)), you will need to reevaluate pricing over time to see how it nee......Read More
802 Views
Akshay Kerkar
Stripe Head of Product Marketing, Emerging Products • August 5
The answer really varies by company - I have seen instances of Product Marketing, Product Management, Finance, Biz Ops, and Sales Strategy teams own pricing. In an ideal world, the team that's both tasked with understand your products/market/customers and works closely w/ Sales is the best pla......Read More
1984 Views
Akshay Kerkar
Stripe Head of Product Marketing, Emerging Products • August 5
Hands down the value you deliver. In an ideal world, you figure out the willingness-to-pay (WTP) for your product in the market, and set your price close to the WTP line (and above your costs). WTP is usually figured out through research, both qual conversations with customers, partners, and k......Read More
676 Views
Akshay Kerkar
Stripe Head of Product Marketing, Emerging Products • August 5
Your pricing inherently reflects the value of your products, and since competitive comparisons will inevitably come up in deals, you have to translate all your competitive research and market understanding into a compelling set of content and enablement for your Sales team so they can sell the "v......Read More
1006 Views
Akshay Kerkar
Stripe Head of Product Marketing, Emerging Products • August 5
Single product pricing is (relatively) straightforward. When you go to multiple products, or multiple SKUs of the same product (e.g. a Standard Edition vs. Premium vs. Enterprise), the complexity explodes across multiple fronts - Ops/quoting, your website/customer comms, sales enablement, and rep......Read More
695 Views
Akshay Kerkar
Stripe Head of Product Marketing, Emerging Products • August 5
Great question! Pricing is something that's never done, since you'll have to keep updating it over time (as your products evolve, the market evolves, or due to competitive moves). A few key things I find useful when working on a pricing change: * Setting up your approach to how you will develop......Read More
729 Views