Jackie Palmer
VP Product and Industry Marketing, Demandbase
About
I am an accomplished product marketing leader with almost 20 years of experience in product strategy, product marketing, and product management for fast-growing software companies. As a hands-on leader, I love to build and mentor teams and am an e......more
Content
Jackie Palmer
Demandbase VP Product and Industry Marketing • January 24
I've found that it is a best practice to evaluate your prices at least once a year for most products. If your market changes very rapidly, you may consider bi-annual or quarterly pricing reviews but for most annually is great. You need to consider both outside conditions, like inflation, global/l......Read More
443 Views
Jackie Palmer
Demandbase VP Product and Industry Marketing • January 24
The first thing I do when considering a price increase rollout is research. Some of the key pieces of information you need to gather are: * Past average selling price (for an existing product or similar product) - you can get this from your RevOps/Sales Ops team if you don't have access to i......Read More
385 Views
Jackie Palmer
Demandbase VP Product and Industry Marketing • January 24
Definitely check out some of the research resources I've mentioned in previous answers. I would also interview people at your company, salespeople, your CEO, finance, etc and also see if you can get any time with board members to get their viewpoints. And then there are also a few companies like ......Read More
380 Views
Jackie Palmer
Demandbase VP Product and Industry Marketing • January 24
Similar to other questions above, there are lots of resources to leverage when thinking about pricing and packaging including competitor pricing. Here are some that I've found most useful: * Competitor websites (hopefully you'll be lucky and they'll publish their pricing!). Know that whateve......Read More
359 Views
Jackie Palmer
Demandbase VP Product and Industry Marketing • January 24
I've always found that the sales team is a huge partner for you on pricing and packaging. Both in terms of knowledge (competitor prices, what the market will bear, direct feedback from deals etc) as well as being good supporters as you start to roll out pricing changes. A few things I've found th......Read More
346 Views
Jackie Palmer
Demandbase VP Product and Industry Marketing • January 24
There are lots of resources to leverage when thinking about pricing and packaging. Here are some that I've found most useful: * Competitor websites (hopefully you'll be lucky and they'll publish their pricing!). Know that whatever you find here is likely to be higher than actual selling p......Read More
336 Views
Jackie Palmer
Demandbase VP Product and Industry Marketing • January 24
I would definitely advise building out a pricing committee even if it was just a temporary one for this specific project only. In previous answers, I've outlined the teams needed in a pricing committee but just to repeat, here's who should be involved: * Product Marketing - proposes pricing and......Read More
334 Views
Jackie Palmer
Demandbase VP Product and Industry Marketing • January 24
In my experience, a pricing committee is the most important team you can have for pricing and packaging. Maybe if your company is super small, you can get away without one. But really, once you start having a decent number of customers and deals, you should have a formal process in place and a cr......Read More
334 Views
Jackie Palmer
Demandbase VP Product and Industry Marketing • January 24
If Product Marketing doesn't own pricing in your organization today, here are some things you can include in a proposal to get it moved: * Competitor knowledge - PMM is often closest to the competitors and can bring this knowledge into the pricing conversation. While you should never price a......Read More
323 Views
Jackie Palmer
Demandbase VP Product and Industry Marketing • January 24
As mentioned before, taking an existing product into a new market should always include pricing and packaging research. Research methods include competitor websites, review websites, marketplaces, industry analysts, independent research/survey firms, your existing customers or prospects, your exi......Read More
291 Views
Credentials & Highlights
VP Product and Industry Marketing at Demandbase
Formerly Conga, SAP
Knows About Competitive Positioning, Go-To-Market Strategy, Analyst Relationships, Pricing and Pa......more