AMA: Atlassian Head of Product Marketing, Ben Rawnsley-Johnson on Pricing and Packaging
November 7 @ 10:00AM PT
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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?
Stripe Head of Product Marketing, APAC • 2y
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 contrib...
8109 Views
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Stripe Head of Product Marketing, APAC • 2y
Companies, particularly those that take a portfolio of products or solutions to market need to establish pricing and packaging principles. These foundational values and p...
4407 Views
2 requests
Stripe Head of Product Marketing, APAC • 2y
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'...
2410 Views
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Stripe Head of Product Marketing, APAC • 2y
As product marketers, our expertise goes beyond just understanding the product and its features; it extends to understanding the market, customers, and their perception o...
2158 Views
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How do you enable sales reps to sell higher priced packages vs your lower priced offerings?
Our lower priced offerings seem to be the biggest competitors of our enterprise packages.
Stripe Head of Product Marketing, APAC • 2y
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...
2570 Views
2 requests