Cohort June

Product managers who drive strategy, development, and launch of products.

Startup founders building new businesses, from MVP to scale.

Applying AI tools and techniques to professional workflows — assign alongside more specific AI topics.

Building autonomous AI agent systems that take actions, use tools, and orchestrate multi-step workflows.

Frameworks, Core Principles, Top Case Studies for SaaS Pricing, learnt and refined over our 28+ years of experience in SaaS Monetization.

ex-Twilio, Pricing Leader

Ajit Ghuman

ex-Twilio pricing leader. Author of Price To Scale. 

ex-Zoom, Squarespace, Pricing Leader

Jan Pasternak

Ex-Zoom, Squarespace, Linkedin Pricing Guru. Expert in pricing research methods

The Art of SaaS, AI and Agentic Pricing

Twilio

Zoom

DocuSign

Squarespace

Narvar

If you are:A Product Manager, Product Marketer, Marketing Lead, Pricing Lead who wants to hone up your skills in SaaS Pricing &amp; Packaging.Or an Entrepreneur wanting to add Pricing team to your organization. Let us show you where to start by learning how to: Get organized:- Organize a pricing project via 5-step framework that works- Avoid common Pricing mistakes Design Pricing and Packaging:- Package new product or features in context of your market segments- Understand customer willingness to pay (WTP) and price sensitivity- Select a well aligned pricing metric that helps both your company and your customers win- Decide between subscription-based, usage-based, tiered pricing, freemium models, etc.- Think about bundling to drive incremental revenue Execute and operationalize:- Create a cross functional pricing tea and solve common team biases- Run qualitative and quant research (Van Westendorp, Conjoint and more)- How to think about discounting and pricing operationalization Our Case Studies include examples from:Zoom, DocuSign, Nosto, Citrix, Yousign, Amazon Connect, Genesys. And multiple cases from smaller, series C to post-IPO companies. We continue adding more. We've led pricing &amp; monetization teams at Zoom, Twilio, Narvar, Linkedin, Citrix, DocuSign, Squarespace and Microsoft. We've distilled the theoretical knowledge and practical tips gained from these experiences and added more real-markets examples to share with you.In this course, we simplify pricing strategy &amp; monetization principles to give you the confidence to lead initiatives for your product line and across the company.

Is pricing your blind spot? Let us show you where to start.

Product, Product Marketing Managers who'd like to drive pricing change in a SaaS company

Executives and Founders who consider adding Pricing to their org and want to understand the value of the role and its responsibilities.

Revenue Operations and Deal Desk Managers seeking deeper understanding of the practical side of pricing and discounting.

Who this course is for:

What you’ll get out of this course

We introduce a framework that will diagnose most types of SaaS pricing model problems. We will walk you through multiple examples to show how to introduce improvements.

Diagnose pricing model problems. Match the common challenges with the right solution.

 

Recognize when to use different types of packaging (Good-Better-Best, A-La-Carte, Add-Ons). Decide between usage-based and feature-based models. Dive deeper into usage-based structures (linear and multi-part tariffs)

Become adept in the common pricing and packaging approaches and strategies.

The course demonstrates how to be more deliberate about the use of discounting. Instructs how to design the right discounting structure and how to help Sales Team use it successfully.

Develop strategic discounting structures and set up Pricing Deal Desk
 

We are going to show examples for different data sources used for pricing decisions and explain key quantitative research methods like Conjoint, MaxDiff, and Van Westendorp

Learn how to establish Data-Driven Pricing

Understand how pricing strategies become operationalized, how to organize different teams to be successful and the role of executive sponsorship.

Lead cross-functional pricing & monetization teams

Clarification of the role of pricing &amp; monetization as a lever to drive company revenue, profits and valuation. Explanation of the main biases and misconceptions rooted from lack of Pricing focus, supported by case studies of top Pricing transformations.

The Critical Importance Of Pricing & Monetization

We describe 5-step model to diagnose and transform Pricing structure for any SaaS company. From goal setting through selection of the right pricing model all the way to discounting. We cover real world examples to apply this framework.

The Anatomy of Pricing: 5-step Improvement Plan

Go through an approach to intelligent pricing model selection for SaaS, targeted to your company's chosen market segments and strategy.

Step 1 & 2 - Goal Setting and Pricing Model selection

Explains the process of selecting the pricing drivers and pricing metrics whether it's based on features, consumption or the customer size.

Step 3 - Packaging: Selecting the Right Price Drivers 

Having chosen the right pricing model and structure, the last step of designing the perfect line-up is the calculation of the optimal price points. We'll present the commonly used approaches for such exercise.

Step 4 - Rate-setting

Discounting strategy is an integral part of pricing, In this module we'll walk through standard practices, methods of selecting the right one and measuring whether your discounting is effective or results in revenue loss.

Step 5 - Discounting Structures & Philosophies

Changes to pricing strategy usually require broad company-wide adjustments. We'll reveal some best practices to drive such important transformation.

Executive Alignment

We cover all the systems and building blocks required to implement our pricing model, such as product entitlements, metering, billing and CPQ (configure price quote).

The Monetization Tech Stack

There is a broad selection of quantitative and qualitative techniques and research methods to enable data-driven pricing. We'd like to showcase a few most popular ones, together with their pros and cons.

Research Techniques

Course syllabus

8am to Noon on both days

Total Time

This course builds on our years of practical experience, so it's designed to be a collaborative exercise, a workshop.

Active hands-on learning

You’ll be interacting with other learners through breakout rooms and project teams

Interactive and project-based

Join a community of like-minded people who want to learn and grow alongside you. Share your experience and beast-practices, the way we share ours.

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