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AMA: Observe.AI VP Product & Customer Marketing, Hila Segal on Pricing and Packaging
December 21 @ 10:00AM PST
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Observe.AI VP Product & Customer Marketing, Hila Segal on Pricing and Packaging
Top Questions
Hila Segal
WalkMe Vice President, Product Marketing • December 22
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 conversation: * Defining and quantifying the business problem and pain points * Building the marketecture and the packaging that goes w......Read More
413 Views
1 request
Hila Segal
WalkMe Vice President, Product Marketing • December 22
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 org - product-led or sales-led. In any situation or setup, product marketing plays a critical role in: 1. Defining and quant......Read More
432 Views
1 request
Hila Segal
WalkMe Vice President, Product Marketing • December 22
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 structure and how much it will cost you to serve customers - is there an added cost from 3rd party SW systems, storage, compute, etc. t......Read More
503 Views
2 requests
Hila Segal
WalkMe Vice President, Product Marketing • December 22
1. 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 but what are the driver metrics that are impacted by your product). 2. Learn the monetization models of your com......Read More
491 Views
1 request
Hila Segal
WalkMe Vice President, Product Marketing • December 22
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 competitors changed their pricing - what’s driving the change? Changing prices needs to be aligned with your pricing power and y......Read More
452 Views
1 request
Hila Segal
WalkMe Vice President, Product Marketing • December 22
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 scale, APIs, supported languages, admin capabilities etc.). Your GTM engine needs to be recalibrated for selling up-market - from......Read More
740 Views
2 requests
Hila Segal
WalkMe Vice President, Product Marketing • December 22
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 conversations that need buy-in from a x-functional group of stakeholders. In my experience - sales, CS, finance, and product management s......Read More
500 Views
1 request
Hila Segal
WalkMe Vice President, Product Marketing • December 22
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 with some silence and then explore the pricing objection. This will give you a better understanding of the specific concerns b......Read More
619 Views
1 request
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