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The Art of SaaS Monetization

9.4

(8 ratings)

·

2 Days

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Cohort-based Course

Take the first step on your pricing journey: a 2-day course of pricing strategy, tactics and operations for SaaS

Hosted by

Ajit Ghuman and Jan Pasternak

30+ years of combined experience in SaaS Pricing and Monetization

Course overview

Is pricing your blind spot?

Have you wondered:

Should we introduce bundling?

How to simplify the portfolio?

How to sell your ideas to Sales?


In this course, we simplify pricing strategy & monetization principles to give you the confidence to lead initiatives for your product line and across the company.


We've led pricing & monetization teams at Zoom, Twilio, Narvar, Linkedin, Citrix, DocuSign and Microsoft. We've distilled the knowledge gained from these experiences and added more real-world examples to share with you.

Who this course is for:

01

Anyone who'd like to drive pricing change in a SaaS company

02

Product Managers & Marketers, Biz Ops, Strategy, Founders

What you’ll get out of this course

Lead cross-functional pricing & monetization teams

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

Gain confidence to diagnose pricing model problems

We introduce a pricing strategy framework that will help you diagnose most types of SaaS pricing model problems. We will walk you through multiple examples to drive this home.

Understand the monetization tech stack

Understand the tech stack (entitlements, metering, billing systems, CPQ, etc.) needed to operationalize your pricing strategies from code to cash!

Become adept in the common pricing and packaging approaches

Learn when to use GBB (Good-Better-Best) vs a-la-carte packaging, as well as modularity. Dive deeper into pricing structures such as linear, two-part and three-part tariffs.

Learn the nuances of usage-based vs capability-based pricing

Learn which situations call for usage-based models and which call for capability models. Understand the impact on revenue predictability, client consumption patterns as well as sales compensation.

9.4

(8 ratings)

What people are saying

        Jan has made a career out of establishing Pricing and Monetization teams in organizations that didn't have this function before, it's a rare and valuable experience.
Meeghn Hanson

Meeghn Hanson

VP of Marketing, LogMeIn
        Everybody thinks they know Pricing, they don't. Jan has a long history of debunking myths and educating teams on core Pricing principles.
Ignacio Perello

Ignacio Perello

Head of Pricing Strategy, Contentful
        I went from dreading understanding pricing strategies to geeking out on something that has been a weakness for me.
Janna Johnson

Janna Johnson

Staff Product Manager, SamCart
        We literally use Ajit's book as required reading for all our employees at Stigg. Ajit is a wealth of knowledge in both SaaS pricing frameworks and also rich real-world pricing case studies.
Dor Sasson

Dor Sasson

Co-founder & CEO, Stigg

Meet your instructors

Ajit Ghuman

Ajit Ghuman

Ajit is the author of Price To Scale: Practical Pricing for Your High Growth SaaS Startup. He is a SaaS Monetization & Product Marketing veteran and has helped firms such as Twilio, Narvar, Medallia, Helpshift, and Feedzai differentiate their products, grow revenue and win. Ajit also hosts a podcast on Monetization called Code To Cash, chairs the pricing channel for Pavilion and features in Sharebird's list of Top 50 Product Marketing Mentors for 2021.

Jan Pasternak

Jan Pasternak

Jan established and grew Pricing, Monetization and Yield Management organizations for Microsoft, LinkedIn, Citrix, LogMeIn, Zoom and DocuSign. He's passionate about analytical and statistical methods for line-up optimization, but also about organizational alignment of Pricing.

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Join an upcoming cohort

The Art of SaaS Monetization

Cohort 2

$620 USD

Dates

July 12 - 13, 2023

Payment Deadline

July 11, 2023

Course syllabus

01

The Critical Importance Of Pricing & Monetization

Clarification of the role of pricing & 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.

02

The Anatomy of Pricing: 5-step Improvement Plan

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.

03

Step 1 & 2 - Goal Setting and Pricing Model selection

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

04

Step 3 - Packaging: Selecting the Right Price Drivers

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

05

Step 4 - Rate-setting

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.

06

Step 5 - Discounting Structures & Philosophies

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.

07

Executive Alignment

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

08

The Monetization Tech Stack

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).

09

Research Techniques

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.

Course schedule

6 hours total split into 2 days
  • July 12-13, 2023

    11.00am-2.00pm PST (on both days)

    We split the 6h course into two 3h sessions. This is to make it easier to fit it into your busy schedules. But also to leave some break between sessions for reflection and follow up questions.

Free resource

Price To Scale: Practical Pricing For Your High Growth SaaS Startup

As of March 2023, Price To Scale is the #1 search result on Google search for "saas pricing book".


The book will help you get to the following four fundamental pricing decisions and guide you on how to operationalize pricing within your organization:

1. Packaging: What will be your product 'offers’/’packages'?

2. Pricing Metric: Which metric or set of metrics will drive your core pricing model?

3. Pricing Structure: How will you structure your pricing model?

4. Price Point: What specific price point will you charge?


Get the book for free

Learning is better with cohorts

Learning is better with cohorts

Active hands-on learning

This course builds on live workshops and hands-on projects

Interactive and project-based

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

Learn with a cohort of peers

Join a community of like-minded people who want to learn and grow alongside you

Frequently Asked Questions

What happens if I can’t make a live session?
I work full-time, what is the expected time commitment?
What’s the refund policy?

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A pattern of wavy dots
Join an upcoming cohort

The Art of SaaS Monetization

Cohort 2

$620 USD

Dates

July 12 - 13, 2023

Payment Deadline

July 11, 2023

$620 USD

9.4

(8)

·

2 Days