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Ajit Ghuman

AMA: Twilio Director of Pricing and Packaging, Twilio Flex, Ajit Ghuman on Pricing and Packaging

February 24 @ 10:00AM PST
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Twilio Director of Pricing and Packaging, Twilio Flex, Ajit Ghuman on Pricing and Packaging
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Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPFebruary 24
Hi There,  When I was in your position trying to get my mind around Pricing, I faced the same challenge.  I do not think there is a decent course on software pricing out today - they are either too theoretical or too much about analytics models.  I do however refer to Tom Tunguz's blogs and ar......Read More
696 Views
1 request
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPFebruary 24
Even when you may be servinf different markets or segment with the same type of buyer. The needs of these segments are going to vary.  A VP of Ecommerce at a D2C 200 person startup is solving for inherently different needs than a VP of Ecommerce at Nike.  The D2C startup has a smaller budget an......Read More
867 Views
2 requests
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPFebruary 24
Congrats and Godspeed!  Rolling out a new pricing model is exciting, and often is done with the future of your company in mind. New markets, new buyers, a lot of fun! But existing customers are your present and your past. Be careful about rolling out the same changes to your existing customers.......Read More
492 Views
2 requests
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPFebruary 24
The truth is most pricing problems aren't pricing problems. In fact, they are rarely pricing problems. They are just the causal impact of poorly understood and/or communicated positioning of a product leading to a lack of conviction and a whole host of downstream issues. Pricing cannot be set w......Read More
681 Views
1 request
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPFebruary 24
Your room to maneuver depends on whether you have a fully transparent pricing model reflected on your website or if it is somewhat general on the pricing page so that your reps can customize.  If I were to guess, this is a transparent pricing page on your website. 1. Package Definition: It ......Read More
837 Views
1 request
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPFebruary 24
This is a good question. Multiple products, sold successfully together can take a company from good to great. You now have multiple revenue streams and a chance to increase the total spend your customers make with you. Leading to high growth rates and NDR (net dollar retention) rates.  From a pr......Read More
427 Views
2 requests
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPFebruary 24
Your question is about: The go-to-resource to conduct B2B pricing power for a product.  There really isn't any go-to-resource, its a set of things to consider such as: 1. Brand Power: Is the product the category leader? Do customers trust the brand? In this case the brand is likely to have more......Read More
462 Views
1 request
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPFebruary 24
There are a couple of questions here. Let me address the question of single vs bundled solutions.  Why do sell something standalone vs in a bundle?  Its about the right offering , for the right buyer/market segment. These offers are the right combination of feature-sets, services, and price for......Read More
884 Views
3 requests
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPFebruary 24
It's become a trend today to publish pricing pages, 75% of companies do. But this is by no means a virtue. The following is an excerpt from my book, Price To Scale. "When you have a large market with a high degree of homogeneity, it is feasible to emulate other SaaS companies and publish the co......Read More
985 Views
2 requests
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPFebruary 24
In my experience, most Sales teams think the pricing is too high, and often they have the data to back it up with win/loss calls suggesting price as the reason a customer did not buy a solution. But sometimes these may be customers that fall outside your ICP. At other times, they may just need mo......Read More
898 Views
2 requests