How product marketing can initiate pricing and packaging conversations cross-functionally? Who all should be involved in a council to discuss and sign off?

Product marketing by definition sits at the intersection of product management, sales, and customers. So we’re naturally in the best position to drive a lot of conversations that need buy-in from a x-functional group of stakeholders. In my experience - sales, CS, finance, and product management should be involved in pricing conversations each bringing their unique point of view to the discussion. It will of course vary from one org to the other but generally: Product represent the capabilities a ...Read More

There are several different triggers that could spark this converstion - the launch of a new product/feature that is monetizable, competitive movement in the market, the decision to pursue a new adjacent market, an acquisition of a company, major changes in a key business metric, etc. In any way, if you see an opportunity to re-investigate your current pricing and packaging, I'd suggest that you anchor it in one of these changes - this is a great way to frame the opportunity and help other stake ...Read More

As product marketers, our expertise goes beyond just understanding the product and its features; it extends to understanding the market, customers, and their perception of value. To become more involved in pricing and packaging decisions, flex your marketing super-powers and earn a seat at the table: 1. Customer-Centric Approach: Leverage your deep customer insights to advocate for pricing that aligns with the perceived value of your product. Highlight how different pricing and packaging options ...Read More

In my experience, a pricing committee is the most important team you can have for pricing and packaging. Maybe if your company is super small, you can get away without one. But really, once you start having a decent number of customers and deals, you should have a formal process in place and a cross-functional team to review and approve pricing and packaging. Like I've said in some of the previous answers, cross-functional teams including sales are super important. Here's who I've seen as critic ...Read More

A pricing committee is a really important vehicle for the cross-functional collaboration that's needed to set good pricing strategy. However, they often wind up being unproductive and highly dysfunctional. My advice: Nominate a strong moderator who can be a neutral “referee” and keep the stakeholders committed. This is not the person who is doing all of the legwork.  Cross-functional representation should include Sales, Marketing, Legal, Finance, Customer Success/ Account Management, Services, a ...Read More