Pricing and Packaging with Chris Mills, VP of Product Marketing at SalesLoft
Connect with Chris Mills on Linkedin:
Join Chris on Sharebird: https://sharebird.com/profile/chris-mills
Questions we cover on this episode:
1. What does product marketing look like at SalesLoft? How did you make your
way to VP there?
This is one of the more complex areas of rolling out a new pricing model. It's
important to make sure that you understand the impact of any of the pricing
changes to existing customers. Are you changing any capabilities that are
available to them? Are you giving them more? Generally, you shouldn'...more
It depends on the competitive dynamics in your market. Are you the market leader
or a new emerging alternative? What are the important buying factors in your
market and with your buyers? Is price a primary buying consideration (hint: it
often is not unless you make it that way)? It's always impor...more
Generally, product marketing creates messaging guides for new products,
features, pricing, campaigns, company positioning, etc. While develop the
messaging guide, we typically solicity input from other teams and individuals
including product management and other marketers like communications/bran...more
I've answered some of this in previous questions, but here are some thoughts...
1) Understand your buyers needs, budgeting/buying process, problem you are
solving for them (and/or their users) and the relative value of solving that
2) Look at competitive solutions or alternatives to s...more
The Professional Pricing Society (PPS) offers courses and a formal certifcation
program - Certified Pricing Professional (CPP).
Their course offerings include topics like:
* Core Pricing Skills
* Best Practices in Pricing Analytics
* Value Based ...more
I'll answer this from the aspect of a GTM plan for pricing and packaging
changes. The top 3 areas to identify and mitigate risk around include:
1) RISK: Did you get the Price/Packaging right?
* Does the price and what's included in the packaging resonate with the buyer?
* Is the price po...more
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 Strateg...more
1). Pricing & packaging is a complex topic that typically involves coordination
between many internal constiutents and teams including Sales, Customer Success,
Product, Finance, Deal Desk, Marketing, etc. It's important to make sure that
you have alignment between these teams as you embark on any...more