Ajit Ghuman

Ajit Ghuman

Director of Pricing and Packaging, Twilio Flex, Twilio

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Ajit Ghuman
Director of Pricing and Packaging, Twilio Flex
It's become a trend today to publish pricing pages, 75% of companies do. But this is by no means a virtue. The following is an excerpt from my book, Price To Scale. "When you have a large market with a high degree of homogeneity, it is feasible to emulate other SaaS companies and publish the co...more
Ajit Ghuman
Director of Pricing and Packaging, Twilio Flex
In my experience, most Sales teams think the pricing is too high, and often they have the data to back it up with win/loss calls suggesting price as the reason a customer did not buy a solution. But sometimes these may be customers that fall outside your ICP. At other times, they may just need mo...more
Ajit Ghuman
Director of Pricing and Packaging, Twilio Flex
I've heard of both names on your list and have interviewed Joshua Bloom at Simon Kucher for my book. I like Simon Kucher's approach and I do think you will be able to learn alongside.  At this link you'll find SKP's take on consulting and whether its a good fit.  Additionally, in this blog , I'...more
Ajit Ghuman
Director of Pricing and Packaging, Twilio Flex
Pricing strategy will be closely tied to either a major product change, new market entry, onboarding a brand new sales team or persistent issues identified in deal win/loss analysis.  This is like any other major company strategy change. PMM can lead the discussion if they are involved in bringu...more
Ajit Ghuman
Director of Pricing and Packaging, Twilio Flex
Your question is about: The go-to-resource to conduct B2B pricing power for a product.  There really isn't any go-to-resource, its a set of things to consider such as: 1. Brand Power: Is the product the category leader? Do customers trust the brand? In this case the brand is likely to have more...more
Ajit Ghuman
Director of Pricing and Packaging, Twilio Flex
The truth is most pricing problems aren't pricing problems. In fact, they are rarely pricing problems. They are just the causal impact of poorly understood and/or communicated positioning of a product leading to a lack of conviction and a whole host of downstream issues. Pricing cannot be set w...more
Ajit Ghuman
Director of Pricing and Packaging, Twilio Flex
Hi There,  When I was in your position trying to get my mind around Pricing, I faced the same challenge.  I do not think there is a decent course on software pricing out today - they are either too theoretical or too much about analytics models.  I do however refer to Tom Tunguz's blogs and ar...more
Ajit Ghuman
Director of Pricing and Packaging, Twilio Flex
This is a good question. Multiple products, sold successfully together can take a company from good to great. You now have multiple revenue streams and a chance to increase the total spend your customers make with you. Leading to high growth rates and NDR (net dollar retention) rates.  From a pr...more
Ajit Ghuman
Director of Pricing and Packaging, Twilio Flex
Even when you may be servinf different markets or segment with the same type of buyer. The needs of these segments are going to vary.  A VP of Ecommerce at a D2C 200 person startup is solving for inherently different needs than a VP of Ecommerce at Nike.  The D2C startup has a smaller budget an...more
Ajit Ghuman
Director of Pricing and Packaging, Twilio Flex
Congrats and Godspeed!  Rolling out a new pricing model is exciting, and often is done with the future of your company in mind. New markets, new buyers, a lot of fun! But existing customers are your present and your past. Be careful about rolling out the same changes to your existing customers....more
Credentials & Highlights
Director of Pricing and Packaging, Twilio Flex at Twilio
Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In San Francisco, California