In prevailing conversations around SaaS pricing, the role of packaging continues to be a dominant one. This Forrester blog [https://www.forrester.com/blogs/finding-the-saas-goldilocks-zone-value-based-pricing-thats-just-right/] highlights how important it is to consider which packaging approach is best for your offering to ensure its success. We’ve already looked at another

Positioning is how you carve a place of influence in your buyer's mind. The TV series, Man Men captures this best, in one of the most striking examples of positioning ever depicted on screen. As the Creative Head of an advertising firm, the show's protagonist, Don Draper, is charged with

Sometimes it’s not about the best product or offering. It’s about the customer experience, the appeal and the resonance. This EY report [https://www.ey.com/en_gl/technology-sector/can-you-repackage-your-existing-products-to-become-a-market-maker] clearly highlights that the days of “build it and customers will come” have long gone, and getting the

Al Ries, the renowned marketing strategist, recently said [https://www.forbes.com/sites/paultalbot/2021/12/20/positioning-pioneer-al-ries-on-todays-marketing/?sh=792db1545620] , “People buy categories first, then they buy brands. People don’t decide first to buy a Chevrolet and then go to a Chevrolet dealer and ask to see all the

There is an oft-repeated ROI-based pricing sentence I’ve heard over the years which goes something like “Mr Customer, I will aim to deliver you 5x to 10x ROI and in return, I only want [1% to 10%] of the benefits accrued to you”. In theory, this is an attractive

Selling is difficult in the post-pandemic world. This Forrester Study [https://www.forrester.com/blogs/three-seismic-shifts-in-buying-behavior-from-forresters-2021-b2b-buying-survey/] shows that independent buying scenarios (which involve only one or two people) are a thing of the past. 2021 data suggests that 63% of purchases (as against 47% in 2017) have more than four

Most SaaS companies have more or less done away with monolithic pricing models, and instead, focus on value when packaging and pricing for impact. This is where Good-Better-Best packaging comes in. Essentially, this is a tiered model that provides (a) a basic/pared-down offering at a competitive price (Good) to

Are you on the verge of creating a whole new category in the post-pandemic (nearly there!) world [https://www.forbes.com/sites/bobzukis/2020/04/09/there-will-be-blue-oceans-everywhere-post-pandemic/?sh=49c955414029] , but are wondering how to price and position within it? You are then in the proverbial blue ocean, a term from

It may be safe to put a twist on the oft-cited phrase about software and instead say, “SaaS is eating the world.”  A BMC Software blog [https://www.bmc.com/blogs/saas-growth-trends/] states that by the end of 2021, 99% of organizations will be using one or more SaaS solutions.

The long term success of any SaaS company is aligned with its pricing [https://www.businesswire.com/news/home/20190206005510/en/Competitive-Pricing-Engagement-to-Monitor-Competitors-Pricing-Strategies-and-Maximize-Profits-for-a-Retail-Company---A-New-Report-by-Infiniti-Research] and revenue generated. Pricing influences the purchasing decisions of customers [https://www.forbes.com/sites/rebeccasadwick/2021/01/14/how-to-prioritize-features-that-get-customers-to-buy-understanding-what-influences-

In 2020, Gartner [https://www.gartner.com/en/newsroom/press-releases/2021-04-07-gartner-forecasts-worldwide-it-spending-to-reach-4-trillion-in-2021] noted that, of the worldwide annual IT spending of $4 trillion, SaaS represented a growing portion of spending. This was expected to account for $105 billion in total revenues [https://www.gartner.com/en/newsroom/press-releases/2020-07-23-gartner-forecasts-worldwide-public-cloud-revenue-to-grow-6point3-percent-in-2020] , and is

Forrester Vice President and Principal Analyst Duncan Jones says [https://www.forrester.com/blogs/finding-the-saas-goldilocks-zone-value-based-pricing-thats-just-right/] , “Best-in-class pricing includes clear pricing and packaging as well as a policy that promotes sales confidence.” Packaging is very much at the heart of a good pricing strategy. Getting it right is a delicate balance

Pricing is probably the most important lever to influence and impact profitability. A McKinsey study [https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/understanding-your-options-proven-pricing-strategies-and-how-they-work] reveals that effective pricing strategies and tactics can deliver a 2 to 7 percent increase in return on sales. If your prevalent concerns are around churn, and

Packaging your offerings by focusing on the value created for the customer can help you get the price you deserve. According to an EY article [https://www.ey.com/en_gl/technology-sector/can-you-repackage-your-existing-products-to-become-a-market-maker] , product packaging is the ‘secret weapon’ to increase that value for priority customer segments, further enhancing their

The Subscription Economy is here, and thriving. Gartner [https://www.gartner.com/smarterwithgartner/top-10-trends-in-digital-commerce] foresees that by 2023, 75% of organizations selling direct to consumers will offer subscription services. The will to migrate to subscription pricing models is evident in this EY global study [https://www.ey.com/en_us/