777: Differentiate and Win the Pricing Game with Marketing Expert Ajit Ghuman

Do you price your products relative to your customer’s business scale, or is it consistent with every business?  Understand the category of your customers and start pricing from there. If you think marketing is all you need, think again because as your business grows, your customers change. Intrigued? Price your products appropriately after listening to this episode!

Ajit Ghuman is the head of Product Marketing at Narvar, an enterprise-grade customer engagement platform. He is also involved in the pricing community at Revenue Collective, where he leads discussions on improving SaaS pricing strategies. Today, Ajit shares his insights on the importance of pricing in software businesses, highlighting how it can be a powerful lever for companies to capture more value from the market and position themselves effectively.

Quotes

“Pricing has a really huge lever in terms of helping companies get more value out of the market, as well as position better.” - Ajit Ghuman

“If you don't really have the pricing structure down right, you could be leaving a lot of money on the table.” - Ajit Ghuman

“It starts with the strategy, then the positioning. They try to ensure they're delivering value to clients and recapturing that value on their end as much as possible.” - Ajit Ghuman

Takeaways

00:52 Pricing is a strategic lever that can help companies capture more value from the market and position themselves effectively.

02:34 Designing a pricing model that aligns with customer segments and their needs is crucial for scaling a software business.

11:02 Regularly reviewing and updating the pricing structure is essential as a company and its customer base evolve.

17:01 Shifting the pricing metric from a per-user or per-agent model to one that better reflects the customer's key success metrics can unlock significant revenue growth.

19:43 Educating product managers and CEOs on pricing strategies can empower them to manage pricing independently, rather than relying on consulting firms.

Resources

Podcast: Play in new window | Download (Duration: 22:08 — 20.5MB) | Embed

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Filed in: Archive 4: 2020-2023 • Interview • Podcast

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