Pricing & packaging pricing roadmap to help grow revenue

Transcript

1. Natalie Louie, Director of Product Marketing @ Hired
3. What is pricing?
4. Pricing is creating, communicating and capturing 
 value Creating,. .Communicating and .Capturing.
5. Pricing is creating, communicating and capturing 
 value Predictable Recurring Revenue
6. What areas does pricing impact? What areas does pricing and packaging impact?
7. Revenue Finance SalesOps Product ProServices Tools Enablement Customers Competitive Intelligence Geographies Legal Contracts Comp RevRec Partners
8. Senior Executives
9. A strategic 
 cross-functional 
 person should 
 own pricing
10. Ideally its YOU, 
 Ideally its. .YOU,. the Product Marketer.
11. PMM owns GTM to coordinate product and sales Product Management has a Product Roadmap to coordinate everyone in a company
 Pricing also coordinates many groups = Pricing Roadmap
12. Pricing Concepts
13. 3 Revenue Buckets in Subscription Businesses Win Keep Grow Acquisition Retention Expansion
14. Continual Development of the 4 Pricing Levers Price
 Points • What do you charge? • What’s the discount policies? • Promotions? • Pricing segmentation? • Value Based Pricing?
15. Continual Development of the 4 Pricing Levers Market Segments Price
 Points • What are the shared problems? ✓ Industry ✓ Geography ✓ Title or role ✓ Size of company
16. Continual Development of the 4 Pricing Levers Market Segments Pricing Metrics Price
 Points • What do you charge for? • What does your customer value? • B2B vs. B2C ✓ Users ✓ Data ✓ Email ✓ Message ✓ API Call ✓ Interaction
17. Continual Development of the 4 Pricing Levers Market Segments Pricing Metrics Price
 Points Packaging • Good, Better, Best • Options • Where do you put new features • Upsell & Cross Sell
18. Continual Development of the 4 Pricing Levers Market Segments Pricing Metrics Price
 Points Packaging
19. Continual Development of the 4 Pricing Levers Market Segments Pricing Metrics Price
 Points Packaging Value Levers
20. Continual Development of the 4 Pricing Levers Price Points Pricing Metrics Packaging Market Segments Market Segments Pricing Metrics Price
 Points Packaging Value Levers
21. Your Pricing Roadmap organizes these Pricing Concepts
22. Q1 Pricing Roadmap Focus on introduction of subscription pricing for acquisition STUDY AND DEFINE MARKET SEGMENTS !Who is our ideal customer profile !What industries are they in, what size companies and markets !Why do they need us? What are their alternatives? !How do we help them RESEARCH COMPETITION & ALTERNATIVES !What are options our ICPs have? !How much do they cost? !What problems are the competition solving? !What are the alternatives and pros/cons? !How do they price and package? CREATE PRICING, PACKAGES & METRICS !How do our customers value our product? !What should we charge? !How do we charge? !What’s our discount policy? !What terms will and won’t we allow? !Create guidelines for deal desk !What is considered an exception? Jan 2020 ! Finalize pricing for the product ! Train entire field on pricing ! Focus on market share ! Embed pricing in template ! Discount policy: sales can discount up to 20% with no approval Feb 2020 ! Do not change pricing, hold list prices, unless product is enhanced ! Monitor what competitors are doing and adjust sell price/discount policies as needed ! Can adjust discount policies to be more aggressive if needed on sell price March 2020 ! Pending business goals and sales to date, reduce allowable discounts to increase ACV/Sell Price ! Prepare for Good, Better, Best ! Adjust any price points or policies as needed pending competitors Create a detailed summary for sign-off
23. Let’s revisit the most over looked revenue bucket on the Pricing Roadmap
24. Raise Prices Cross Sell Up Sell Increase Usage Grow Customer Revenue LTV
25. LifeTime Value LTV
27. THANK YOU