Tag: Pricing
-
AI May Make Your Career Detours More Valuable
Shopify COO Jess Hertz recently described a shift from the traditional “T-shaped” person, someone with broad capabilities and deep expertise in one area, to what she calls an “X-shaped” person. As she put it, AI requires people with “multiple spikes of expertise” who can absorb complexity, learn new spaces quickly, and become capable across several…
-
Five benefits of reviewing your product packaging
A review of product packaging by your product marketing team can provide the following key benefits: A better understanding of usage to create value-added unbundling opportunities. For example, you may discover that while you offer capabilities A, B, and C in a SKU, only a small percentage of your customers use capability C. And the…
-
Product bundles – watch your discounts!
I have worked with several companies to help them streamline their pricing and packaging as a part of my product marketing consulting work. One issue that I constantly see is that very few companies have caps on sales discounts for bundles. This is especially important when one of the products in the bundle has a…
-
White space analysis – key to successful cross-sell drip campaigns?
In the last blog post, I discussed the value of ‘land and expand’ analysis of your sales transaction data. We discussed how it can help you sharpen your go-to-market execution, increase ACV (Average Contract Value) and create more effective customer marketing programs, among other benefits. Today I will discuss a secondary advantage of analyzing sales…
-
Why ‘Land & Expand’ analysis of your sales data is a goldmine
There is so much you can learn from the ‘land and expand’ analysis of your sales history. It can help you sharpen your go-to-market execution, increase ACV (Average Contract Value) and create more effective customer marketing programs, among other benefits. What is land and expand data analysis? You start with extracting sales transaction history into…
-
The two metrics that matter for marketing investments
In this era, when money is no longer cheap and every enterprise SaaS company is watching their burn/spend very carefully, there are two metrics matter the most, when justifying making a marketing investment. The two metrics that matter the most are a) Customer Acquisition Cost (CAC) and Customer Lifetime Value (LTV)? Any big marketing investment…
-
Pricing Matters
It is a new fiscal year for many of you and you may be considering tweaking your pricing models this year. Having done a few SaaS enterprise pricing engagements in the past, here are seven considerations, as you revisit pricing. For enterprise SaaS products, software subscription pricing is typically ½ to 1/5th of the total…
-
When should you revisit and revise your go-to-market (GTM)?
Last week a client asked me when a Go-to-market plan should be revisited. My response was that in any of the following events, GTM plans should be revisited. A new product launch. Will you take the new product to market just like your existing products in existing geos via existing channels? Or do you use…
