AMA: Observe.AI VP Product & Customer Marketing, Hila Segal on Pricing and Packaging

Going upmarket is a company-wide initiative that goes well beyond just pricing. Your product needs to be optimized to support the next tier of buyers (for example more sc...

First, you need to scope the feature. Is this a highly differentiated, high-value feature or a check-the-box feature? Also very important to understand your cost structur...

I’ve worked in orgs where product marketing owned pricing and in others where it was owned by product management. Both models work and it really depends on the DNA of the...

Deeply understand the business of your company - who buys, why they buy, how your product delivers value (not just the top level cost savings, lower risk, more topline b...

Start by articulating internally why you want to increase price - do you have new functionality that is delivering additional value, are you bleeding margins, have your c...

Product marketing by definition sits at the intersection of product management, sales, and customers. So we’re naturally in the best position to drive a lot of conversati...

Even if PMM does not “own” pricing they should be part of the conversation and early stages of explorations for pricing changes. Here’s what PMM brings to the conversatio...

Do not try to justify or explain why you charge the way you charge but better to engage in a conversation and prompt the prospect to share with you their reasoning. Start...