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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?

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3 Answers
Pricing and Packaging
  1. Tamara Grominsky
    Tamara Grominsky

    Kajabi VP Product Marketing & Lifecycle • 3y

    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. First, you want to ensure you start the project by setting a clear objective and aligning on the measures of success with all stakeholders. Once you’ve finalized the goal and KPIs, you’re ready to begin d ...Read More

    1,697 Views
  2. Jackie Palmer
    Jackie Palmer

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

    I would definitely advise building out a pricing committee even if it was just a temporary one for this specific project only. In previous answers, I've outlined the teams needed in a pricing committee but just to repeat, here's who should be involved: Product Marketing - proposes pricing and packaging changes, partners with Product Management (sometimes Product Management sends a representive to meetings), consults with Sales and Sales Management, approves pricing changes, conducts pricing enab ...Read More

    733 Views
  3. Linda Sonne-Harrison
    Linda Sonne-Harrison

    Giant Stride Marketing Group President • 3y

    Fundamentally, a pricing project is like any other research project, combined with a major product launch. Set your research goals. Obviously, better monetizing your product/ increasing revenue, but what specifically do you want to know. Establish some hypotheses. What are some possible changes you could make? How would you implement these changes? How would they affect existing customers? Conduct research. Typically this is primary research such as customer interviews, focus groups, surveys, an ...Read More

    276 Views

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