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Pricing and Packaging

We currently offer a suite of SaaS applications that are priced and packaged separately. What are some of the best practices to pivot towards a "business platform" based model as opposed to the current "business applications" based model?

1 Answer

Megan Pratt

MP Marketing Product Marketing Strategy Consultant • February 7

This is a really good opportunity to take a step back and look at your platform from the eyes of your customer. Are there groups of products that resonate with similar audiences? Or maybe they all drive toward the same goal? I'd recommend doing some deep customer research, both with current c......Read More

434 Views

What are some best practices when implementing a price increase rollout?

3 Answers

Christy Roach

Airtable Senior Director, Portfolio & Engagement Product Marketing • December 28

1. Too many to count! I’ll give you a rundown of my top ones: 1. Keep the conversation focused on value not price: The more you focus on price, the more the customer will. The more you focus on value in your messaging, the more your customer will see your product as valuable......Read More

821 Views

How would you address the (often) #1 customer objection which is "Your prices are too high!"

4 Answers

Hila Segal

WalkMe Vice President, Product Marketing • December 21

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

348 Views

How do we capture competitor pricing in a sales-led enterprise business?

2 Answers

Jackie Palmer

Demandbase VP Product and Industry Marketing • January 24

Similar to other questions above, there are lots of resources to leverage when thinking about pricing and packaging including competitor pricing. Here are some that I've found most useful: * Competitor websites (hopefully you'll be lucky and they'll publish their pricing!). Know that whateve......Read More

423 Views

How do you plan for and adjust pricing/packaging when product teams deploy weekly/monthly?

2 Answers

Daniel Kish

Gong Director of Pricing & Packaging Strategy • November 10

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

609 Views

How do I decide whether to publish pricing on my company's website?

3 Answers

Ajit Ghuman

Twilio Director of Product Management - Pricing & Packaging, CXP • February 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

761 Views

What advice would you offer a PMM who would love to get started on learning about and owning pricing at an early-stage company?

1 Answer

Jackie Palmer

Demandbase VP Product and Industry Marketing • January 24

Definitely check out some of the research resources I've mentioned in previous answers. I would also interview people at your company, salespeople, your CEO, finance, etc and also see if you can get any time with board members to get their viewpoints. And then there are also a few companies like ......Read More

461 Views

My VP Sales thinks that increasing pricing is not possible and any increase will lessen her ability to hit her number. How should we think about changing pricing?

4 Answers

Ajit Ghuman

Twilio Director of Product Management - Pricing & Packaging, CXP • February 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

685 Views

When you make the decision to lower the price of a product, how do you address that change with existing customers (those who have paid the higher price)?

3 Answers

Jonathan Brandon

BetterUp Director of Pricing Strategy • December 3

If you're lowering your price, you might have bigger problem than how to communicate the change. This sounds like a more fundamental product strategy, positioning, and segmentation question than it is about pricing. In general, communicating price changes (higher or lower) and determining eligib......Read More

1073 Views

For the first time we want to approach monetization in a structured way. So we're planning to run our first ever pricing project. How do we structure such a project?

3 Answers

Tamara Grominsky

Kajabi VP Product Marketing & Lifecycle • September 14

Taking the time to build out a structured plan is an amazing first step to ensure your project is successful - so happy to hear you're thinking about this from the beginning. I like to think about pricing projects in 5 phases: Goal Setting, Research, Strategy Development, Testing, Go-to-Market......Read More

413 Views