AMA: Intuit Head of Product Marketing, QuickBooks Live, Morgan Joel on Pricing and Packaging

Product Marketing can have a significant impact on the pricing strategy, even when it's not owned by them or their Product counterparts. First and foremost, building strong working relationships with key stakeholders (such as Corporate Strategy, Partnerships, etc.) who may have a key role in setting pricing is critical to effectively influencing as decisions are made. Secondarily, actively asking key questions that probe on the supporting rationale for pricing construct and price points will ope ...Read More

While there are many reasons to open up a self-service 'buy-now' channel for cost and scalability reasons, these are a few critical things to consider when determining if it's right for your business: Product Complexity: Consider the complexity of your products or services. Self-serve buying channels are typically more suitable for straightforward, easily understandable products that do not require significant customization or consultation. Can your product be purchased via self-service content ...Read More

Usage-based pricing (UBP) has gained popularity for several reasons. It allows for a customer to only pay for what they use, which makes it a very attractive and fair when creating an appealing price to value equation. Value-Based Pricing: UBP aligns pricing with actual usage or consumption of a product or service. This pricing model is often perceived as fair because customers only pay for what they use, creating a direct correlation between value received and price paid. Scalability: UBP is pa ...Read More

Below are few important exercises to consider when first standing up a competitive intelligence program for pricing: Identify Key Competitors: Start by identifying your main competitors in the market. Understand their positioning, target markets, and the products or services they offer that compete directly with yours. Pricing Models: Analyze your competitors' pricing models. Determine whether they use flat-rate pricing, usage-based pricing, tiered pricing, or other pricing structures. Understan ...Read More

When determining if a product or service needs to be re-priced within your portfolio, below are some factors that I would consider: Customer Value: Evaluate the perceived value of your products or services among customers. Assess how price changes may impact the value proposition of the offering and consider adjustments that enhance customer value while staying competitive. Demand Elasticity: Consider the elasticity of demand for your products or services. Understand how customers will react to ...Read More