AMA: Brex Product Marketing Lead, Jesse Lopez on Pricing and Packaging
October 25 @ 10:00AM PST
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Brex Product Marketing Lead, Jesse Lopez on Pricing and Packaging
Top Questions
What have been your key learnings from any "Pricing/Re-pricing launch" that you have led/seen within your company?
Please share your experiences from successful efforts and also the launches that didn't go well. Any tools/templates that worked for your teams?
Jesse Lopez
Dandy Director of Product Marketing • October 26
A pricing launch is never easy; you must educate internal and external audiences on your pricing model's "what" and "why." Some key learnings based on my past experiences include: 1. Over-communicate pricing plans to GTM partners (e.g., sales, customer success, customer support, etc.) to en......Read More
605 Views
6 requests
Jesse Lopez
Dandy Director of Product Marketing • October 26
Rolling out pricing and packaging for a new product launch requires a well-planned execution plan that informs multiple audiences as to "what you are selling," "how you deliver value," and "why you are better than alternatives" in your product launch. The plan should include critical phases fo......Read More
999 Views
4 requests
Jesse Lopez
Dandy Director of Product Marketing • October 26
Education, education, and more education! Adoption takes time and education. Many companies plan for a pricing rollout by writing an informative email, which drives awareness of change but not adoption. Some key tactics to drive adoption from your existing customers when pricing variables c......Read More
434 Views
2 requests
Jesse Lopez
Dandy Director of Product Marketing • October 26
Your pricing and packaging are components of your competitive positioning - the way you group features or the value metric you use to charge a SaaS fee helps frame your offering to your target audiences. For example, suppose your packages serve different audiences with differentiated needs. In......Read More
1280 Views
2 requests
Jesse Lopez
Dandy Director of Product Marketing • October 26
The role of PMM in pricing strategy varies across companies. There is never an "ideal" time to make pricing changes. My core belief is that a pricing strategy should be an active discussion between product, marketing, and GTM teams that is never locked but optimized as opportunities arise (e.g., ......Read More
705 Views
3 requests
Jesse Lopez
Dandy Director of Product Marketing • October 26
Both - pricing is a team effort. PMM and PM should be in lock-step when building, executing, and optimizing a pricing strategy. Some considerations on critical phases of pricing strategy development: * Competitive differentiation: Both teams should proactively build a comprehensive unde......Read More
1395 Views
3 requests
Jesse Lopez
Dandy Director of Product Marketing • October 26
It would be best if you considered both options when determining a pricing strategy for a product - based on my experience, the answer typically lies between both options. You want to articulate what value you deliver to your customers and ensure your price is competitive. Typically, when you ......Read More
364 Views
2 requests
Jesse Lopez
Dandy Director of Product Marketing • October 26
With limited context into your exact situation, I can share some initiatives/tactics I have employed in the past to execute price increases or restrictions to features: 1. Understand your customer base, assess the impact of pricing or feature changes for different customer audiences, and bu......Read More
955 Views
3 requests
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