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Jonathan Brandon
Director of Pricing Strategy, Lattice
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Jonathan Brandon
Lattice Director of Pricing Strategy • December 3
The big one....where to start?! Creating your company's first well-researched pricing model is quite different than making a big change later on, but I'd say some of the same advice holds: * Alignment is CRITICAL! Any change in your pricing, especially in SaaS, absolutely must involve every ......Read More
2199 Views
Jonathan Brandon
Lattice Director of Pricing Strategy • December 3
The transition to PMM leading pricing occured before I joined, and led to my hire (yay!) At Intercom, pricing had been a shared responsibility without a clear owner for quite a while. It was a collaboration between product, finance, bizops, and sales. While the collaboration model remains, having......Read More
1620 Views
Jonathan Brandon
Lattice Director of Pricing Strategy • December 3
If you're lowering your price, you might have bigger problem than how to communicate the change. This sounds like a more fundamental product strategy, positioning, and segmentation question than it is about pricing. In general, communicating price changes (higher or lower) and determining eligib......Read More
1393 Views
Jonathan Brandon
Lattice Director of Pricing Strategy • December 3
Pricing is tough, and it's also never done. That being said, making incremental changes too often without understanding the impact of the previous change is the achilles heel of monetization. You will never "know" pre-launch that you have the right price. There are a lot of things you can do ......Read More
1346 Views
Jonathan Brandon
Lattice Director of Pricing Strategy • December 3
Me too! I was, uh, lucky enough to study Economics in college then spend 15 years in the financial services industry. This gave me a really solid background in research and quantitative analysis. While I haven't taken it, I have heard excellent things about the Reforge Monetization + Pricing cour......Read More
1343 Views
Jonathan Brandon
Lattice Director of Pricing Strategy • December 3
At Intercom we believe in value-based pricing, which means we price primarily, but not exclusively, according to the perceived value of our proudct to our target buyers. Competition is an important input, but unless you are selling a fully commoditized product for which many identical alternative......Read More
1197 Views
Jonathan Brandon
Lattice Director of Pricing Strategy • December 3
They are absolutely linked, and I'd argue that positioning drives both pricing and packaging What features are needed by which buyer personas? What do you call them? How do you describe plans? How do you convey that it's super valueable? What are customers anchoring on? That's all positioning. Yo......Read More
1196 Views
Jonathan Brandon
Lattice Director of Pricing Strategy • December 3
Assuming you have a clear strategy, it always comes down to understanding your ideal, target customers. When going from a single product to multiple, you need to figure out who it's for, what drives value, and how you plan to charge. We have a set of richly detailed buyer personas at Intercom tha......Read More
1138 Views
Jonathan Brandon
Lattice Director of Pricing Strategy • December 3
Check out my answer to question "What have been your key learnings from any "Pricing/Re-pricing launch" that you have led/seen within your company?" But it's worth repeating: involve them early and often, and build trust! This means more than occaisional pop-ins and surveys. It means building re......Read More
1099 Views
Credentials & Highlights
Director of Pricing Strategy at Lattice
Product Marketing AMA Contributor
Lives In San Francisco, California
Knows About Pricing and Packaging