AMA: Atlassian Head of Product Marketing, Ben Rawnsley-Johnson on Pricing and Packaging

For new products especially, pricing and packaging should inform, and be informed by the broader GTM strategy (it's why I'm so bullish about the role PMMs play in contributing to P&P decisions). For example: Our GTM strategy answers "Who is the market, persona?" how do they prefer to buy? (PLG vs. direct sales), How long is the deal cycle? How senior is the economic buyer? and how formalized is the procurement process? Does the customer need implementation services, integrations or infrastru ...Read More

Companies, particularly those that take a portfolio of products or solutions to market need to establish pricing and packaging principles. These foundational values and practices of what we do, or don't do, and why? help us to move faster, eliminate anecdotal opinions, and set teams up for a predictable approach to pricing and packaging decisions. Getting there can be easier than it sounds: Be explicit about the values that should inform your P&P decisions. For example, at Atlassian, one of ...Read More

Driving upsell is all about real value. Be real about your positioning, and test the underlying hypothesis for your up-sell play. Is there value? Are the features locked in enterprise editions meaningful? do they unlock speed/revenue/margin for the customer? If all of these are true, great! Its a problem of articulating and communicating that value. If not, you have some tough conversations with your product and sales teams to identify where you are falling short of customer expectations. Have y ...Read More

I say it a lot, but I believe good pricing and packaging is informed by, and informs GTM strategy. Good pricing and packaging strategy isn't just a tactical decision; it's a critical component of your overall go-to-market strategy. Here's my perspective on why the two are intertwined: 1. Alignment with Customer Value: - Your pricing and packaging should reflect the value your product delivers to customers. When you understand your customers' needs and pain points, you can tailor your pricing str ...Read More

As product marketers, our expertise goes beyond just understanding the product and its features; it extends to understanding the market, customers, and their perception of value. To become more involved in pricing and packaging decisions, flex your marketing super-powers and earn a seat at the table: 1. Customer-Centric Approach: Leverage your deep customer insights to advocate for pricing that aligns with the perceived value of your product. Highlight how different pricing and packaging options ...Read More