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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?
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
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
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
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
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
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
Related Ask Me Anything Sessions
Square Head of Product Marketing, Square Staff, Amy Loh on Pricing and Packaging
July 20 @ 10:00AM PST
Amplitude Director, Product Marketing, Nate Franklin on Pricing and Packaging
April 25 @ 10:00AM PST
Demandbase VP Product and Industry Marketing, Jackie Palmeron Pricing and Packaging
January 24 @ 9:00AM PST
Pricing is tough. My questions are 1. How do you know that you have the right price/package structure pre-launch. 2. And how do you know that the price/packaging is still the best post launch.When thinking about pricing, do you base it on competitive alternatives or the value you deliver to customers? And what are the marketing trade-offs when choosing either option?