Already a Sharebird user?
Continue with LinkedIn7 answers
Want more answers to this question? Add this question to an upcoming AMA.
Senior Director of Customer Strategy, Previous Head of Product Marketing at Zuora
We roll out new pricing and packaging in conjunction with our seasonal launch cadence. (See context in question below).
There are 4 milestones in every seasonal launch:
- Product Readiness
- Cross-functional Readiness
- Internal Enablement
- External Promotion
There are two parts that touch Pricing & Packaging. First, getting pricing and packaging ready is part of #2 Cross-Functional Readiness.
- This is when multiple groups come together to propose, align, and decide on a pricing/packaging strategy.
- The groups that are involved here are Product Management, Product Marketing, Sales Operations, Finance, Legal, and Documentation. This cross-functional group decides on the timeline and impact of the new pricing/packaging proposa. (for example, "if we need to add this to the CPQ tool, how should it be represented and when should it be updated by?")
Once that's done, then Product Marketing leads the rollout. We do this during Internal Enablement for the entire seasonal launch.
- The reason we couple it together is because it gets rather confusing for the field if we roll out messaging one month, pricing the next month, and competitive analysis the month after. Piece-mealed enablement hasn't been very effective for us. Instead, we anchor on a big-bang internal enablement week every season.
- Once we've taught the field the new pricing and packaging, we ensure that Sales Ops also updates internal documents and tools to let the field start selling.
Head of Product Marketing at Loom
Usually, your existing customers are the most impacted by pricing and packaging
changes – so you may need to focus on communicating any updates clearly to your
users. If all the changes are positive (e.g. they get more for the same) your
job is much easier. If there are negative impacts, you need...more
Vice President, Product Marketing at Gong.io
I see Pricing and Packaging as both a science and an art.
What do I mean by that? It’s a science in the sense that you have to run a lot
of business simulations and crunch the numbers to do the revenue projections.
That is the science aspect of it.
Yet there's also an emotional aspect to your p...more
Global Head of Product Marketing at Grammarly
Pricing is both a science and art -- which means in many cases, it is hard to
predict if you have hit the right price (high enough to capture maximum value
but low enough that you can scale it to a broad customer base). Because of that,
it can sometimes feel like pricing is based on the wind, but...more
Head of Marketing at Vowel
At Gusto, we aspire to do this with absolute excellence -- with rapid A/B
testing and optimization. Come join our team!!
That being said, here are some observations (I polled folks on my team to
contribute based on what they've seen in their careers as well). Bottom line,
pricing projects are h...more
Chief Marketing Officer, Dalenys & Xpollens Payment Solutions at Natixis
* Step 1: Get access to biz ops data to understand business performance
(clients per pricing plan, discounting per pricing plan, size of the company
per pricing plan)
* Step 2: Analyze the business opportunity to build a business case for a new
product or pricing launch.
* Ste...more
VP of Marketing at Ambition
I've answered some of this in previous questions, but here are some thoughts...
1) Understand your buyers needs, budgeting/buying process, problem you are
solving for them (and/or their users) and the relative value of solving that
problem
2) Look at competitive solutions or alternatives to s...more
