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how do you think about the relationship between product positioning and pricing?

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3 Answers
Pricing and Packaging
  1. Jonathan Brandon
    Jonathan Brandon

    Kong Senior Director of Pricing and Packaging • 5y

    They are absolutely linked, and I'd argue that positioning drives both pricing and packaging What features are needed by which buyer personas? What do you call them? How do you describe plans? How do you convey that it's super valueable? What are customers anchoring on? That's all positioning. Your pricing page and structure should map to how your marketing and sales team are talking about and positioning the value of your product.Pricing is the exchange rate on that value you're providing, as P ...Read More

    1,716 Views
  2. Christy Roach
    Christy Roach

    AirOps CMO • 3y

    This is a GREAT question and one that I don’t think a lot of PMMs are asking. My take: Your overall product positioning is about so much more than your specific features or your price. It’s about what your product does. What problems it solves. What value it provides to the business and the buyer. It’s a higher level narrative. That said, your positioning needs to understand and reflect the “why” behind your pricing. You need to be clear how your overall positioning works for each plan and what ...Read More

    955 Views
  3. Jackie Palmer
    Jackie Palmer

    ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 3y

    You may not think that product positioning and pricing are necessarily related. However, something you should definitely consider as you look at pricing a product is how you are going to position it. If you are targeting different segments with the same product, either enterprise/mid-market, different industries, different locations etc, you need to assess how that will affect your pricing. You may need to have different packaging for those different segments and that different packaging could b ...Read More

    364 Views

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