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Aurelia Solomon

AMA: Drift Senior Director of Product Marketing, Aurelia Solomon on Pricing and Packaging

May 3 @ 10:00AM PST
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Drift Senior Director of Product Marketing, Aurelia Solomon 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?
Aurelia Solomon
Aurelia Solomon
Salesforce Senior Director, Product Marketing • May 3
I love this question. Retros/looking back at what we could have done better is so important. It's equally as important as celebrating the positives, the wins, and what we did well.  My learnings -Always, always, always train your managers and leaders before your roll our pricing & packaging t......Read More
962 Views
3 requests
How do you roll out pricing and packaging for a new product launch?
Aurelia Solomon
Aurelia Solomon
Salesforce Senior Director, Product Marketing • May 3
The roll-out should happen at the same time you train your internal teams about the messaging & positioning, product value, use cases etc. But, the work with pricing & packaging has to start much early. Ideally you have some idea of the products and features that are going to be released a few mo......Read More
2118 Views
3 requests
We're rolling out a new pricing model. How do you drive adoption from your existing customers when pricing variables change?
Aurelia Solomon
Aurelia Solomon
Salesforce Senior Director, Product Marketing • May 3
This is a great quesstion. And a tricky one. The key is to first segment your customers - and determine how you want to communicate, and what you want to communicate, to each group. For example, you might have long time customers on your legacy pricing that you want to give them extra time to mak......Read More
804 Views
2 requests
How do you think about pricing and packaging as it relates to competitive positioning?
Aurelia Solomon
Aurelia Solomon
Salesforce Senior Director, Product Marketing • May 3
They go hand in hand. You need to keep a pulse on your competitors pricing & packaging so that you can adjust or create promos/spiffs to support your sales team when needed. That said, you don't buld your pricing & packaging process based on the competition. You should undersand the market - conj......Read More
1155 Views
4 requests
Who owns pricing? Product Marketing or Product Management? If both, how do you divide the responsibilities?
Aurelia Solomon
Aurelia Solomon
Salesforce Senior Director, Product Marketing • May 3
Pricing & Packaging is owned by Product Marketing at Drift. It's also been like that at my past companies (Enernoc, athenahealth and Toast). With that said, it's a highly collaboraive role - including partnership with sales, product, finance, operations and customer success. And of course, your e......Read More
1628 Views
4 requests