The Art of SaaS Monetization
Take the first step on your pricing journey: a 2-day course of pricing strategy, tactics and operations for SaaS
Ajit Ghuman and Jan Pasternak
30+ years of combined experience in SaaS Pricing and Monetization
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.
Anyone who'd like to drive pricing change in a SaaS company
Product Managers & Marketers, Biz Ops, Strategy, Founders
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.
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 tech stack (entitlements, metering, billing systems, CPQ, etc.) needed to operationalize your pricing strategies from code to cash!
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 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.
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 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.
July 12 - 13, 2023
July 11, 2023
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.
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.
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.
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.
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.
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.
Changes to pricing strategy usually require broad company-wide adjustments. We'll reveal some best practices to drive such important transformation.
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).
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.
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.
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?
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
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July 12 - 13, 2023
July 11, 2023