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My company wants to go upmarket and increase the average sale price of its products. How do we do this?

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3 Answers
Pricing and Packaging
  1. Hila Segal
    Hila Segal

    WalkMe Senior Vice President, Product Marketing | Formerly Clari, Observe.AI, Vendavo, Amdocs • 3y

    Going upmarket is a company-wide initiative that goes well beyond just pricing. Your product needs to be optimized to support the next tier of buyers (for example more scale, APIs, supported languages, admin capabilities etc.). Your GTM engine needs to be recalibrated for selling up-market - from creating demand to qualifying pipeline and navigating enterprise deals for close. Your support and customer success playbooks must also be upgraded and developed for the new buying segment with more whi ...Read More

    1,787 Views
  2. Christy Roach
    Christy Roach

    AirOps CMO • 3y

    Going upmarket is hard, but important to do. I think increasing your price and tackling a new customer segment should always start by looking through the product lens. The biggest first thing is to define the overall value your product brings (or would bring) to a larger customer base. While a company will have an overall messaging framework, messaging to a larger audience usually requires a different approach and often a tweak in how you message your overall value. Once you do that, you can tak ...Read More

    1,663 Views
  3. Jackie Palmer
    Jackie Palmer

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

    Taking an existing product into a new market should always include pricing and packaging research. First, I would begin with some of the research methods that I've mentioned before. These would include competitor websites, review websites, marketplaces, industry analysts, independent research/survey firms, your existing customers or prospects, your existing partners, and your sales team, to name a few.  Ideally you've been able to win some deals with the upmarket/enterprise customers you are try ...Read More

    522 Views

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