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What have been your key learnings from any "Pricing/Re-pricing launch" that you have led/seen within your company?
Please share your experiences from successful efforts and also the launches that didn't go well. Any tools/templates that worked for your teams?
6 Answers
Akshay Kerkar
Akshay Kerkar
Stripe Head of Product Marketing, Emerging ProductsAugust 5
Great question! Pricing is something that's never done, since you'll have to keep updating it over time (as your products evolve, the market evolves, or due to competitive moves). A few key things I find useful when working on a pricing change: * Setting up your approach to how you will develop......Read More
575 Views
Jonathan Brandon
Jonathan Brandon
Intercom Head of Monetization & Pricing StrategyDecember 4
The big one....where to start?! Creating your company's first well-researched pricing model is quite different than making a big change later on, but I'd say some of the same advice holds: * Alignment is CRITICAL! Any change in your pricing, especially in SaaS, absolutely must involve every ......Read More
1634 Views
Aurelia Solomon
Aurelia Solomon
Drift Senior Director of Product MarketingMay 4
I love this question. Retros/looking back at what we could have done better is so important. It's equally as important as celebrating the positives, the wins, and what we did well.  My learnings -Always, always, always train your managers and leaders before your roll our pricing & packaging t......Read More
819 Views
Chris Mills
Chris Mills
Wrike Vice President Product Marketing / GTMApril 10
Pricing & packaging changes have big impacts across the organization - sales, marketing, product, customer success, renewal, sales/revenue ops, systems, etc. You need to make sure you have strong executive alignment from the C-suite on problems that you are solving for and process to research and......Read More
955 Views
Jesse Lopez
Jesse Lopez
Brex Product Marketing Lead - Travel and Expense ManagementOctober 26
A pricing launch is never easy; you must educate internal and external audiences on your pricing model's "what" and "why." Some key learnings based on my past experiences include: 1. Over-communicate pricing plans to GTM partners (e.g., sales, customer success, customer support, etc.) to en......Read More
419 Views
Yannick Kpodar
Yannick Kpodar
Natixis Chief Marketing Officer, Dalenys & Xpollens Payment SolutionsSeptember 11
A few key learnings: 1. Involve your cross-functional partners as early as possible. The worst thing you can do is come up with a new strategy, but Sales or Account Managers don't believe it. They will usually end up not selling it or using it as a discounting lever. 2. Make s......Read More
805 Views