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AMA: Gong Director of Pricing & Packaging Strategy, Daniel Kish on Pricing and Packaging
November 10 @ 10:00AM PST
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Gong Director of Pricing & Packaging Strategy, Daniel Kish on Pricing and Packaging
Top Questions
Daniel Kish
Conveyor VP Product Marketing • November 11
Let's assume that you've got the pricing set, the feature packaging defined, and the product technically built. What happens next? Enablement! My laundry list of things to do includes: * Work with the CPQ/Systems team to build out the commercial workflow of what a SKU looks like, how d......Read More
2381 Views
3 requests
Daniel Kish
Conveyor VP Product Marketing • November 11
Really depends where you stack up in the competitive ranking. Let's say there are three products: Mercedes, Toyota, Pontiac. The price reflects the package. That's why Mercedes are $50k and Toyotas are $25k. Mercedes has premium leather and a host of other items "included in the price"......Read More
1592 Views
2 requests
Daniel Kish
Conveyor VP Product Marketing • November 11
Short answer is as early as humanly possible. Also probably don't launch in your Q4 (Q1 at your Sales Kick-Off is great if you can swing it!). The key is maximum mind share from the field and minimal distraction as deals are in flight. PMM tends to lead (assuming that pricing and packa......Read More
982 Views
2 requests
Daniel Kish
Conveyor VP Product Marketing • November 11
If there are lots of products, typically you want someone minding the entire purchasing POV. That means pricing is typically owned by Product Marketing. Product tends to own pricing very early in a company's maturity or when PMs are particularly business minded on new markets vs. building......Read More
1541 Views
1 request
Daniel Kish
Conveyor VP Product Marketing • November 11
For starters, going multi-product is hard! Like, really hard! And it's typically for reasons outside of pricing and packaging: 1. sellers need to communicate a bigger narrative (think the Customer 360 platform vs Sales Cloud at Salesforce) 2. the product needs to have natural cross-sell......Read More
1068 Views
4 requests
Daniel Kish
Conveyor VP Product Marketing • November 11
Basically, you do both. Working for premium product companies, you tend to optimize for customer value learnings. And then obviously recognize the reality of a competitive environment. Something that surprises a lot of people is that you can shift your price up dramatically by present......Read More
387 Views
2 requests
Daniel Kish
Conveyor VP Product Marketing • November 11
I like to start from a place of trust: give customers a credit for the difference. Think about how much more likely you are to come back to a restaurant who made a mistake on the order and gave you a free item to make up for it. You're playing a customer-lifetime-value game, not a maximize......Read More
458 Views
1 request
Daniel Kish
Conveyor VP Product Marketing • November 11
The short answer is: think really hard about your buyer. Usage-based pricing makes a huge amount of sense for small teams who want to experiment. Hence why you see startups moving fast with dev on AWS or engineers coding on Twilio. What do most UBP products have in common? The thing y......Read More
784 Views
1 request
Daniel Kish
Conveyor VP Product Marketing • November 11
The price is traditionally based on two things: 1. How much value the thing is or has created 2. How much the provider splits that value capture with the customer Some strategies say minimize #2. That would be Google Ads (take a small slice of a huge pie). Other strategies say maximize #2.......Read More
639 Views
2 requests
Daniel Kish
Conveyor VP Product Marketing • November 11
There's no hard and fast rule here (ugh the "it depends" answer). In truth it's a function of your product maturity, your buyer's sophistication, and use case differentiation. When in doubt, keep. it. simple. The research is pretty clear that good-better-best works, well, best. It ......Read More
916 Views
3 requests
Daniel Kish
Conveyor VP Product Marketing • November 11
It certainly can! Usability is a big reason why some companies win a bake-off vs. a competitor. The winner gets to say: "Yeah their product is cheaper, but our design/UI/experience makes users adopt and come in naturally" "That way you're not buying shelfware" Premium products need t......Read More
713 Views
1 request
Daniel Kish
Conveyor VP Product Marketing • November 11
Someone is theoretically in charge of the product roadmap (Head of Product, CEO). They're your best friend. Use them! I find that a bi-monthly sync on state of the roadmap is helpful. The agenda I would ordinarily run is: 1. What's shipping in the next month 2. How is that impacting......Read More
955 Views
1 request
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