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

November 7 @ 10:00AM PST

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

Top Questions

What is your take about PMM's role on Pricing Page strategies?

Ben Rawnsley-Johnson

Atlassian Head of Product Marketing • November 7

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. Align......Read More

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Our lower priced offerings seem to be the biggest competitors of our enterprise packages. What sales enablement activities and content help your sales reps sell your high priced packages?

Ben Rawnsley-Johnson

Atlassian Head of Product Marketing • November 7

Driving upsell is all about real value. 1. 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......Read More

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How product marketing can initiate pricing and packaging conversations cross-functionally? Who all should be involved in a council to discuss and sign off?

Ben Rawnsley-Johnson

Atlassian Head of Product Marketing • November 7

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 ta......Read More

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How do you create a consistent pricing and packaging framework for a broad product portfolio?

Ben Rawnsley-Johnson

Atlassian Head of Product Marketing • November 7

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 pred......Read More

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What is your approach to a new feature launch and how to price & package it in relation to existing plan tiers?

E.g. Should the new feature be an add-on or bundled? Should there be an increase in price?

Ben Rawnsley-Johnson

Atlassian Head of Product Marketing • November 7

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 t......Read More

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