Akshay Kerkar
Head of Marketing, Cloud Enterprise & Platform at Atlassian

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 competitive research and market understanding into a compelling set of content and enablement for your Sales team so they can sell the "value"/better position your priducts throughout the life of your deal. If this happens primarily when pricing is being discussed, I'd argue that it's a much harder to successfully navigate.

Ajit Ghuman
Director of Pricing and Packaging, Twilio Flex at Twilio | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com
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 communicated positioning of a product leading to a lack of conviction and a whole host of downstream issues. Pricing cannot be set w...more
Grant Shirk
Head of Product Marketing, Cisco Meraki at Cisco | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few.
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 it's important to remember that they're only one tool in your toolbox.  Pricing relative to competition can signal a premium ...more
Aurelia Solomon
Head of Product Marketing at Drift
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 needed. That said, you don't buld your pricing & packaging process based on the competition. You should undersand the market - conj...more
Marina Ben-Zvi
Sr. Director, Product Marketing at productboard
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're for and how you'll win.  As a result, not only pricing and packaging but your marketing strategy, product roadmap, partners...more
Chris Mills
VP of Marketing at Ambition
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 with your buyers? Is price a primary buying consideration (hint: it often is not unless you make it that way)? It's always impor...more
Sarah Lambert
VP, Product Marketing at Buckzy Payments
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 is that you don't want to create EXACTLY the same pricing and packaging approach as your competitors but you also need to be awa...more