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11 Answers

Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXP • February 24
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......Read More
512 Views

Grant Shirk
Cisco Head of Product Marketing, Cisco Campus Network Experiences • April 13
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 ......Read More
511 Views

Daniel Kish
Gong Director of Pricing & Packaging Strategy • November 10
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 Mercedes are $50k and Toyotas are $25k. Mercedes has premium leather and a host of other items "included in the price"......Read More
623 Views

Jesse Lopez
Brex Product Marketing Lead - Travel and Expense Management • October 25
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 offering to your target audiences. For example, suppose your packages serve different audiences with differentiated needs. In......Read More
689 Views

Aurelia Solomon
Drift Senior Director of Product Marketing • May 3
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......Read More
928 Views

Akshay Kerkar
Stripe Head of Product Marketing, Emerging Products • August 4
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 "v......Read More
678 Views

Chris Mills
Wrike Vice President Product Marketing / GTM • April 9
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......Read More
827 Views

Marina Ben-Zvi
Productboard Sr. Director, Product Marketing • December 14
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......Read More
626 Views

Sarah Lambert
Symphony Talent Head of Product Marketing • October 20
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......Read More
1569 Views

Jeffrey Vocell
VP of Product Marketing • August 4
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, and if your competitor is the defacto market standard then aligning it more closely to competitors is likely necessary. Ov......Read More
337 Views

🤘 Dejan Gajsek
Grow and Scale Co-founder and CEO • March 7
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 yet or isn't confident in their solution, Priced high - clearly the confidence in solving an issue is there and it usually co......Read More
243 Views
Related Ask Me Anything Sessions

Atlassian Head of Core Product Marketing & GTM, ITSM Solutions, Daniel Kuperman on Competitive Positioning
June 1 @ 10:00AM PST
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May 23 @ 10:00AM PST

Calendly Head of Product Marketing, Jeff Hardison on Messaging
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Kristen Ribero
Handshake Senior Director of Corporate Marketing • October 29
This will depend on what your product/service/platform does and who the target audience is. For instance, in one of my previous roles, we had one product for one audience. Of course the platform was extensible, had different feature sets, but the value was easy to articulate to one audience. On t......Read More
1727 Views
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Sarah Lambert
Symphony Talent Head of Product Marketing • October 20
This really depends on the channel: For websites and demand gen, you can always use A/B testing to determine what works, but for messaging further down in the funnel, tracking interactivity with different content on your website is helpful and then even further down the funnel are customer presen......Read More
1089 Views
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Diana Smith
Twilio Director of Brand and Product Marketing, Twilio.org • July 16
We think of messaging in three tiers and have different frameworks for each. Product marketing usually collaborates with PR and brand for Level 0 and Level 1, while we own Level 2. Level 0 Messaging: Highest-level company messaging, found in press releases, first sales decks slides, the “about u......Read More
9458 Views
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Derek Frome
Ouster.io Vice President Marketing • September 5
I'm going to take a somewhat contrarian view on this and say that in order to really break through in a crowded market, it takes more than clever messaging (though that never hurts). You have to position your product correctly and you have to prove that you are better. Now would be the time to in......Read More
1122 Views
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Priya Gill
Momentive (SurveyMonkey) Vice President, Product Marketing • December 8
There are 3 that I primarily look at that PMM influences (not directly drives): * Pipeline / Bookings (Demand gen / monetization efforts) * Win rates (Sales enablement and content) * Product adoption (Growth efforts) There are metrics that we can directly tie to PMM but that I find to be les......Read More
1070 Views
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Matt Hodges
Atlassian Head of Marketing, Confluence • October 31
We’ve developed a few of our own frameworks over the years based on jobs-to-be-done. It’s an approach that runs counterintuitive to classic, persona-based marketing, and does so purposefully. Focusing on customer attributes really means focusing on what you want to sell, rather than what your cus......Read More
8500 Views
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Jiong Liu
Wiz Senior Director of Product Marketing • August 3
Competition is critical and should always be a factor in your positioning and messaging for B2B. At Okta, it is a core part of our brand identity and position to be best-of-breed, vendor-neutral. This is how we plan to win the market and is also a core competitive message. When we look at all of ......Read More
449 Views
Related Questions
When your platform does many things, how do you prioritize your messaging hierarchy?What is your approach to testing different messaging and your criteria for success?What are good messaging framework resources that you use?How do you develop messaging that grabs attention in a crowded market?How do you measure the impact of product marketing in your company?How much bearing does your competition have on your messaging?