The roll-out should happen at the same time you train your internal teams about the messaging & positioning, product value, use cases etc. But, the work with pricing &...Read More
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They go hand in hand. You need to keep a pulse on your competitors pricing & packaging so that you can adjust or create promos/spiffs to support your sales team when n...Read More
We want to relaunch our product to a small audience we believe is a strong fit. Could you share any process you have for successfully relaunching a product after an initial launch?
I love this question! Yes, I have (and many companies) do it all the time! Why? Because you know your product so much better than your customres. They don't know about...Read More
Who owns pricing? Product Marketing or Product Management? If both, how do you divide the responsibilities?
Pricing & Packaging is owned by Product Marketing at Drift. It's also been like that at my past companies (Enernoc, athenahealth and Toast). With that said, it's a hig...Read More
What have been your key learnings from any "Pricing/Re-pricing launch" that you have led/seen within your company?
I love this question. Retros/looking back at what we could have done better is so important. It's equally as important as celebrating the positives, the wins, and what...Read More
How do you think about bundling or 'holding' launches for a regular launch cadence vs releasing when ready?
I think there are two different thing - and both important. I think releases shouldn't be random (like daily) because your CS and Sales teams, and most importantly, yo...Read More
Have you built a beta program? What's the best way to get customer feedback -- in-product questions, surveys, live conversations, or other?
Yes! I love this question. Betas are SO important. I think all 3 are great options. It depends what you are looking for. If you're doing a large Beta (50+ customers) I...Read More
You can read my answer about taking a Tiered approach in one of the other answers. If you're a lean start up, I would suggest focusing on doing just 2 Tier 1 launches ...Read More
Once you have a go to market strategy in place, how do you "convince" everyone on the marketing team, and get the ball rolling around the strategy you've built?
I know this isn't tactical, but I would make sure to include them in the product launch kick off meeting (which happens ever before you have your entire plan built) be...Read More
We're rolling out a new pricing model. How do you drive adoption from your existing customers when pricing variables change?
This is a great quesstion. And a tricky one. The key is to first segment your customers - and determine how you want to communicate, and what you want to communicate, ...Read More
Credentials & Highlights
Senior Director of Product Marketing at Drift
Knows About Competitive Positioning, Product Launches, Pricing and Packaging, Messaging, Influenc...more