How do you think about pricing and packaging as it relates to competitive positioning?
Symphony Talent Head of Product Marketing • 5y
A truly successful pricing and packaging exercise can't be completed in a vacuum which means competitive positioning must be included in the discussion. The main reason i...
2907 Views
Atlassian Product Marketing Leader • 4y
Positioning (which by definition is competitive positioning since it carves out a place in the market where you are the clear winner) is your strategy. It defines who you...
4503 Views
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Wrike Vice President Product Marketing / GTM • 6y
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...
1975 Views
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 4y
Pricing and packaging are positioning. They're the most concrete way you are defining the value and TCO of your solution relative to the pain a customer is feeling. But i...
1075 Views
FICO Sr Director Strategy & Pricing • 3y
Really depends where you stack up in the competitive ranking. Let's say there are three products: Mercedes, Toyota, Pontiac. The price reflects the package. That's why...
3722 Views
LaunchDarkly Vice President Product Marketing • 4y
Your pricing inherently reflects the value of your products, and since competitive comparisons will inevitably come up in deals, you have to translate all your competitiv...
1315 Views
Gusto Product Marketing Lead | Formerly Square, Intuit, Brex, Dandy, Klaviyo, PepsiCo, Heineken, Mondelez • 3y
Your pricing and packaging are components of your competitive positioning - the way you group features or the value metric you use to charge a SaaS fee helps frame your o...
2518 Views
Splunk Sr. Director, Product Marketing - Observability • 1y
Great question. I'd encourage you to think about pricing and packaging as powerful tools for competitive differentiation. In any economy, selling on value is a winning st...
3066 Views
Salesforce Senior Director, Product Marketing • 4y
They go hand in hand. You need to keep a pulse on your competitors pricing & packaging so that you can adjust or create promos/spiffs to support your sales team when ...
1781 Views
Panorama Education Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 3y
I think competitive is one aspect of overall pricing and packaging, but it shouldn't solely dictate how you price or package your product. There are exceptions of course,...
631 Views
Adobe Sr Director of Product Marketing, Creative Cloud • 2y
Positioning is what your company uniquely provides a specific audience in a particular market. Pricing and packaging are an output of go to market strategy. If price is a...
2039 Views
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
While you never want to price or package your solution based solely on what your competitors price or package theirs at, you certainly do need to monitor your competitors...
719 Views
Grow and Scale Co-founder and CEO | Formerly Circuit Stream • 3y
Pricing will be one of the elements of how your brand is perceived. Priced low - you might be thought of as an early-stage startup who doesn't have product/market fit y...
316 Views
Moorepay Head of Product Marketing • 2y
Your pricing, packaging and discounting model is going to be reliant on your offering and position in the market.It also depends on the characteristics of your target aud...
210 Views
Twilio Former Director of Product Management - Pricing & Packaging, CXP | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com • 4y
The truth is most pricing problems aren't pricing problems. In fact, they are rarely pricing problems. They are just the causal impact of poorly understood and/or communi...
1054 Views
Related Questions
how do you think about the relationship between product positioning and pricing?How would you address the (often) #1 customer objection which is "Your prices are too high!"What are all the key considerations while pricing a product per region/sub region in general?Pricing is tough. My questions are 1. How do you know that you have the right price/package structure pre-launch. 2. And how do you know that the price/packaging is still the best post launch.What are some resources you refer to when thinking about pricing & packaging? It's a new area for me and I'm not sure how to get started.What is your take about PMM's role on Pricing Page strategies?