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

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.

I say it a lot, but I believe good pricing and packaging is informed by, and informs GTM strategy.

Good pricing and packaging strategy isn't just a tactical decision; it's a critical component of your overall go-to-market strategy. Here's my perspective on why the two are intertwined:

1. Alignment with Customer Value:

- Your pricing and packaging should reflect the value your product delivers to customers. When you understand your customers' needs and pain points, you can tailor your pricing strategy to align with their willingness to pay. This customer-centric approach informs your go-to-market messaging, helping you communicate how your product addresses their specific challenges.

2. Market Positioning:

- Pricing and packaging choices influence how your product is perceived in the market. Whether you position your product as a premium offering, a budget-friendly solution, or something in between, it directly impacts your target audience and competitive landscape. Your go-to-market strategy must be consistent with this positioning to resonate with your ideal customers.

3. Revenue Goals and Business Model:

- Your pricing and packaging directly impact revenue generation. Whether you prioritize maximizing revenue per customer, expanding market share, or achieving a balance between the two, your go-to-market strategy should align with your revenue goals. For example, a high-margin product may require a more targeted and personalized sales approach.

4. Sales and Marketing Tactics:

- Pricing and packaging decisions influence your sales and marketing tactics. They determine which customer segments you target, the channels you use, and the messaging you employ. A well-informed pricing strategy helps your sales and marketing teams better understand the value proposition, enabling them to effectively communicate it in their campaigns and sales pitches.

5. Customer Acquisition and Retention:

- Your pricing and packaging can impact both customer acquisition and retention. For instance, offering a free trial or a lower-priced entry-level plan can attract new customers, while providing additional value through upsells or add-ons can enhance customer retention. Your go-to-market strategy must encompass both aspects to create a holistic customer journey.

6. Competitive Edge:

- In a competitive market, pricing and packaging can be a key differentiator. Being able to offer unique value at a competitive price point sets you apart. Your go-to-market strategy should leverage this differentiator to position your product effectively against competitors.

7. Iteration and Adaptation:

- Pricing and packaging are not static; they require continuous evaluation and adjustment. As market dynamics change or your product evolves, your go-to-market strategy should be agile enough to accommodate pricing updates and communicate them effectively to your audience.

In summary, a well-crafted pricing and packaging strategy informs your go-to-market strategy by aligning with customer value, market positioning, revenue goals, and sales and marketing tactics. It ensures that your product is effectively positioned in the market and resonates with your target audience, ultimately contributing to your business's success and growth.

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.