7 answers
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.
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
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
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
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
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
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
