What is your take about PMM's role on Pricing Page strategies?

Question

Chris Mills · Accepted Answer

In different organziations, Pricing is owned by different orgs. Sometimes Product owns it, sometimes Strategy or Finance, sometimes Marketing and specifically Product Marketing. No matter which team 'owns' Pricing it's almost always a collaborative process to determine Pricing and Pricing Strategy (including whether or not to have it on a Pricing page on the website). At SalesLoft we have a Pricing & Packaging committee that PMM chairs and includes ELT members and other execs from Sales, Marketing, Customer Success/Services, Finance and Sales/Revenue Ops. The committee meets monthly to review and discuss changes or issues related to pricing & packaging.

Specifially on the Pricing Page (website) and whether or not to include detailed pricing there vary depending on the solution, buyer and price point. A lot of consumer or SMB solutions have their pricing transparently presented on their website. More complex enterprise or higher price point soltuions that may vary pretty significantly depending on the size of the buyer/company often don't put their pricing on the website because it varies pretty significantly from customer to customer and it doesn't make sense to provide pricing because it may anchor the buyer or scare them away. Often the competitive environment may factor in as well.
If competitors do or don't share pricing that may influence your decision. PMM or whoever 'owns' Pricing usually makes the recommendation on whether or not to share pricing on the website.

Lisa Dziuba · Answer

The role of product marketing in pricing page strategies can vary depending on the team setup and responsibilities break up. Generally, PMMs can help with:

1. Conducting user research to understand customer preferences and perceptions around pricing.
 2. Conducting competitive research to provide the best market practices for pricing pages (among competitors and players who serve the same target audience).
 3. Proposing pricing tiers, discount programs, bundling, and packaging options, and other pricing strategies and models.
 4. Writing copy that will speak the user language.
 5. Running a communication campaign to explain the pricing changes if such takes place.
 6. Providing sales enablement and support to help the sales team understand and effectively communicate the pricing to customers.

I believe PMMs can do even more to get the company rolling out and testing different pricing approaches and pricing pages. Just don't forget to invite product marketer early in the process.

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