Who owns pricing? Product Marketing or Product Management? If both, how do you divide the responsibilities?
VMware Senior Director, Blockchain Go To Market | Formerly Accenture, United States Air Force • 5y
Great question with the most votes. In my experience, Product Marketing owns a large percentage of the market analysis, pricing and packaging effort. At VMware, Product M...
2508 Views
LaunchDarkly Vice President Product Marketing • 4y
The answer really varies by company - I have seen instances of Product Marketing, Product Management, Finance, Biz Ops, and Sales Strategy teams own pricing. In an ideal...
2761 Views
Upcoming Event
Mastering AI as a Product Marketer
Confluent, Twilio, ActiveCampaign
Salesforce Senior Director, Product Marketing • 4y
Pricing & Packaging was owned by Product Marketing when I was at Drift. It's also been like that at my other past companies (Enernoc, athenahealth and Toast). With th...
3429 Views
Vori Head of Product Marketing | Formerly Square, Intuit, Brex, Dandy, Klaviyo, PepsiCo, Heineken, Mondelez • 3y
Both - pricing is a team effort. PMM and PM should be in lock-step when building, executing, and optimizing a pricing strategy. Some considerations on critical phases of...
2880 Views
FICO Sr Director Strategy & Pricing • 3y
If there are lots of products, typically you want someone minding the entire purchasing POV. That means pricing is typically owned by Product Marketing. Product tends...
3996 Views
Natixis Former Chief Marketing Officer, Dalenys & Xpollens Payment Solutions • 5y
You'll see different scenarios in different companies based on industry, size, skills, or company history. At PayFit, Product Marketing owns the topic, but we work very c...
2440 Views
Related Questions
Who should own pricing? Product marketing or product management? What is the ideal role of either? What is your take about PMM's role on Pricing Page strategies?In a product-led company, it's common that both Product and Product Marketing are involved in conducting customer/market research to inform the roadmap. How can the teams effectively aggregate past and ongoing, new findings, and who should lead this initiative?What made you decide to choose Product Marketing over Product Management?How do you make an internal business case for product marketing to own pricing?How can Product Marketing best influence pricing when owned by a function other than PM? For example, Strategy or Bids/Tender Rev Ops team