Pricing and Packaging

6 Answers
Roopal Shah
Roopal Shah
Snowflake Head (VP) of Global Sales EnablementMay 19
Value selling is a really tool you can have in your arsenal. I would do a few things here if you're focused on having them shift to higher selling things. (1) Articulate Value - what is the customer getting for paying more? What are the benefits they would gain with this?   (2) Teach them to ......Read More
1786 Views
19 Answers
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPSeptember 9
It's hard. Real hard.  Many PMMs make the mistake of starting with messaging. This is a no-no. Messaging comes last and just puts words behind what was already decided. You have to nail this in sequential order.  1. First comes strategy 2. Then comes positioning 3. And finally comes me......Read More
1206 Views
13 Answers
April Rassa
April Rassa
Aventi Group Product Marketing ConsultantApril 3
There are probably three major questions to answer when operationalizing a GTM plan: What is the governance? Meaning who is in charge? What is the division of labor? Who holds what decision rights (e.g., decide, influence, escalate)? When do you scale? There are two broad options: launch-and-......Read More
2091 Views
14 Answers
Chris Mills
Chris Mills
Wrike Vice President Product Marketing / GTMApril 10
It depends on the competitive dynamics in your market. Are you the market leader or a new emerging alternative? What are the important buying factors in your market and with your buyers? Is price a primary buying consideration (hint: it often is not unless you make it that way)? It's always impor......Read More
1206 Views
5 Answers
Tamara Grominsky
Tamara Grominsky
Kajabi VP Product Marketing & LifecycleSeptember 15
There are several different triggers that could spark this converstion - the launch of a new product/feature that is monetizable, competitive movement in the market, the decision to pursue a new adjacent market, an acquisition of a company, major changes in a key business metric, etc. In any w......Read More
661 Views
3 Answers
Chris Mills
Chris Mills
Wrike Vice President Product Marketing / GTMApril 9
In different organziations, Pricing is owned by different orgs. Sometimes Product owns it, sometimes Strategy or Finance, sometimes Marketing and specifically Product Marketing. No matter which team 'owns' Pricing it's almost always a collaborative process to determine Pricing and Pricing Strateg......Read More
1886 Views
1 Answer
Ben Rawnsley-Johnson
Ben Rawnsley-Johnson
Atlassian Head of Product MarketingNovember 8
Companies, particularly those that take a portfolio of products or solutions to market need to establish pricing and packaging principles. These foundational values and practices of what we do, or don't do, and why? help us to move faster, eliminate anecdotal opinions, and set teams up for a pred......Read More
1850 Views
What is your approach to a new feature launch and how to price & package it in relation to existing plan tiers?
E.g. Should the new feature be an add-on or bundled? Should there be an increase in price?
1 Answer
Ben Rawnsley-Johnson
Ben Rawnsley-Johnson
Atlassian Head of Product MarketingNovember 8
For new products especially, pricing and packaging should inform, and be informed by the broader GTM strategy (it's why I'm so bullish about the role PMMs play in contributing to P&P decisions). For example: * Our GTM strategy answers "Who is the market, persona?" * how do they prefer t......Read More
2023 Views
What can I include in my marketing portfolio to standout from the crowd as a product marketing candidate.
I'm new to Product Marketing. In the interviews that I've done, I am being asked to present a marketing portfolio.
15 Answers
Sharadhi (Gadagkar) Patel
Sharadhi (Gadagkar) Patel
Handshake Director, Product MarketingJune 2
This is a great question, and one that I ask most of the candidates I interview at some point in the process. The kinds of materials I like to see are dependent on the job they’re being hired for, but generally speaking pitch decks, sales one-pagers, competitive battlecards, messaging docs, launc......Read More
11245 Views
5 Answers
Alex Chahin
Alex Chahin
Titan VP of MarketingMay 19
While there’s no perfect answer here, there can be too much of a good thing. Behavioral economics research has shown that we tend to have a hard time deciding from a large array of options. This phenomenon is known as choice overload. It’s also often referred to as the paradox of choice, being......Read More
750 Views