How can Product Marketing best influence pricing when owned by a function other than PM? For example, Strategy or Bids/Tender Rev Ops team

In the industry I work in (B2B healthtech) almost all contracts go out to public tender, and sales cycles are extremely long. I'd like to be more involved in pricing, but at the moment I don't even have visibility of contracts that are negotiated/pricing, only overall value of deals. The decisions around pricing are all decided during that Bids/Tender application process, through a combination of C-suite /Strategy/Rev Ops. I am responsible for competitive positioning, and our entire GTM approach centres around the 'more for more' position, but I just have nothing to do with actually setting pricing.

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2 Answers

Pricing and Packaging

Sarah Din

Former SVP of Product Marketing at Quickbase • 7mo

In a lot of B2B (esp enterprise segment) companies, pricing sits with Strategy or RevOps, esp when the deals are huge and tied to public tenders. So PMM ends up owning the value story, but not the actual numbers. The way to influence pricing is to bring insights those teams just don’t have. The easiest starting point is competitive pricing intel. If you already own competitive positioning, adding pricing signals is a natural step. You dont need exact numbers. Even patterns like how competitors b ...Read More

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Morgan Joel

Intuit Fmr Head of Product Marketing, QuickBooks Live • 2y

Product Marketing can have a significant impact on the pricing strategy, even when it's not owned by them or their Product counterparts. First and foremost, building strong working relationships with key stakeholders (such as Corporate Strategy, Partnerships, etc.) who may have a key role in setting pricing is critical to effectively influencing as decisions are made. Secondarily, actively asking key questions that probe on the supporting rationale for pricing construct and price points will ope ...Read More

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