Why are 77% of companies hesitant to change their pricing despite inflationary pressures, and what can be done to overcome this fear?
Today I welcome special guest John Kotowski, co-founder of PricingSaaS for an enlightening conversation that unravels the intricate dance of strategic pricing, showcasing how it can be the linchpin driving your company's success. We dissect the challenges and rewards of implementing sophisticated pricing models without relying on a sales team, and examine how meticulous analysis uncovers churn and expansion opportunities. Even subtle pricing adjustments can yield significant revenue gains. Through stories of overcoming complexity and aligning product features with pricing paths, we lay out a pragmatic roadmap to achieving those sought-after revenue targets.
Turning to the future, we turn to the powerful yet complex realm of AI monetization. From companies like Notion and Algolia experimenting with add-ons to outcome-based pricing models, we explore the evolving landscape where AI features are not just enhancements but value propositions in themselves. With a keen focus on experimentation and infrastructure, we highlight the challenges and triumphs of monetizing AI, ensuring you walk away armed with insights to navigate the rapidly shifting sands of SaaS pricing.
In this episode:
(00:00) Intro and background of Pricing SaaS co-founder John Kotowski
(04:05) Managing Complexity in Pricing Strategy - Managing product-led growth strategy, utilizing data analysis, and aligning features with upgrade paths.
(10:26) Master pricing and monetization as a product leader, secure small wins, and progressively make bolder moves for business growth
(15:50) Invest in tooling and infrastructure for successful monetization, exploring pricing strategies and trends, addressing challenges to capture value
(27:14) Excessive discounts can lead to customer challenges. The importance of product stickiness
(31:29) Monetizing AI Features in Pricing – About half of tech companies are experimenting with different pricing models for AI features, including add-ons and outcome-based pricing, while also creating new AI-driven products
(46:09) Favorite jams - Nirvana as a 90s teen
Welcome to Street Pricing, the only show where proven SaaS (Software as a Service) leaders share their mindset and mistakes in pricing so we can all stop guessing and start growing. Street Pricing is hosted by Pricing I/O CEO and Pricing Coach, Marcos Rivera, sought after slayer of bad pricing. With 20 years of pricing expertise, he has helped price over 200 SaaS products and coached over 100 SaaS CEOs and counting! From the streets of the Bronx to CEO, Marcos wants to take the guessing out of pricing.
Resources:
John Kotowski LinkedIn
PricingSaaS
Pricing SaaS Benchmark Report
Marcos Rivera LinkedIn
Book: Street Pricing
Email Street Pricing for a consultation
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