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Do you have any frameworks for discerning pricing and packaging of single vs bundled solutions? What about consideration around early adoption pricing, seasonal discount, and/or trial to purchase conversion incentives?

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3 Answers
Platform and Solutions Product Marketing Pricing and Packaging
  1. Christy Roach
    Christy Roach

    AirOps CMO • 3y

    For single versus bundled solutions I usually make a process for the PM & PMM to determine: The goals for the feature in usage and revenue What the best customer experience looks like and our recommended usage path, as well as what the customer experience looks like for users if they only use one product Data and modeling about what each pricing decision will do for our overall revenue and how that fits with our goals (this isn’t always required but is for big decisions) Early adoption/disco ...Read More

    875 Views
  2. Jackie Palmer
    Jackie Palmer

    ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 3y

    I've usually taken the approach that a product bundle should have at least a slight discount as an incentive to purchase the bundle. Many times people want most but not all of the products in the bundle so it is usually nice to give them some small discount, like 5% or 10% off the unbundled price. Bundles are usually stickier too so in the long run you make up for the discount. You can also take the approach of the more products you buy the bigger the discount. I once worked at a company that ha ...Read More

    523 Views
  3. Ajit Ghuman
    Ajit Ghuman

    Twilio Former Director of Product Management - Pricing & Packaging, CXP | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com • 4y

    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 a market segment that will ensure that you can derive the maximum possible value from within that segment. The goal of establishing a pricing model is to standardize 'packages/offerings' that allow your f ...Read More

    1,558 Views

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