AMA: Airtable Senior Director, Portfolio & Engagement Product Marketing, Christy Roach on Pricing and Packaging

Fully agree that pricing is tough. I’ll add my own point of view on top of that: pricing is tough and there is no “good” pricing. I have been lucky to work at 5 great B2...

I assume this new pricing model often comes with packaging changes. My hot take (maybe not so hot) is that packaging is much more important and impactful than your dollar...

Too many to count! I’ll give you a rundown of my top ones: Keep the conversation focused on value not price: The more you focus on price, the more the customer will. Th...

The best advice I have for messaging around a price increase is to clear, concise, and customer focused. No matter why you’re changing your prices or how justifiable the...

I’ll start by saying that if you’re consistently hearing that feedback, your job as a PMM is not just to come up with messaging to handle the objection but also to make ...

“Enterprise” can mean so many different things to different people. An enterprise plan and enterprise customer are not always the same thing. I’ve worked at PLG-focused ...

Going upmarket is hard, but important to do. I think increasing your price and tackling a new customer segment should always start by looking through the product lens. T...

There are so many questions you could ask but I’ll give you a few: Why do we want to go enterprise? How does landing with the enterprise land in our stack ranked priori...

Quick note that in most of my experience, new features are rarely “priced” as a standalone charge unless you’re launching an entirely new solution to the market, so when...

Not to get too philosophical but I find there’s often too much focus on who is the “decider” on pricing and often not enough alignment across product, finance, data, pro...

Without a ton of context on how your company works and what the decision making process looks like, I’d say my biggest advice on what to do here is to lay out the full bu...

Where to start! Here are some heavy hitters: Enabling your team is as important as every other step of planning: Pricing and packaging is vital for your customer-facing...

I’ve seen pricing owned by PM, PMM, or finance at different companies. The world that has worked best for me is Product Management as overall directly responsible team o...

I’d actually prioritize messaging your overall product and what your vision is for the full functionality of your product. I say this mostly to point out that having mes...

Usage Based Pricing is popular for many reasons. I don’t have the exact answer but my hunch is that there are more and more products built to be use by broader swaths of...

There are a ton of “intangibles” that we often refer to when talking about what makes a product valuable. A huge factor in this is user experience and the design of a so...

You’ll likely have a shortlist of the competitors you go head to head against. They should always be on your checklist and the folks you look at most closely. We always ...

This is one of the hardest types of pricing work that I’ve done. The biggest things to me were: Understand how interconnected these products should be: Do you expect th...

A lot of great content in the market, specifically on Sharebird and PMM groups. I’ve also learned a lot by meeting up and talking pricing with folks across product, PMM, ...

For single versus bundled solutions I usually make a process for the PM & PMM to determine: The goals for the feature in usage and revenue What the best customer ex...

This is a GREAT question and one that I don’t think a lot of PMMs are asking. My take: Your overall product positioning is about so much more than your specific features ...