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Optimize Software Pricing in a Volatile Competitive Market

Leading SaaS product managers align pricing strategy to company financial goals and refresh the customer price/value equation to avoid leaving revenues uncaptured.

  • Supplier costs and inflation are going up, causing margins to go down and impacting customer budgets.
  • Pressure from management to make a gut-feeling decision because of time, lack of skills, and process limitations.
  • Navigating competing pricing-related priorities among Product, Sales, and Finance.
  • Product price increases fail because discovery lacks understanding of competition, buyer’s challenges, value, and price points.
  • Customers can react negatively, and results are seen much later (more than 12 months) after the price decision.

Our Advice

Critical Insight

  • Product leaders will best set software product licensing based on a deep understanding of the buyer price/value equation, alignment with financial strategy, and an ongoing ability to monitor buyer, competitor, and product costs.
  • An optimized pricing strategy establishes the “best” price for a product or service that maximizes profits and shareholder value while considering customer business value and market demand.

Impact and Result

  • Success for many SaaS product managers requires a reorganization and modernization of pricing tools, techniques, and assumptions. Leaders will develop the science of tailored price changes versus across-the-board price actions and account for inflation exposure and the customers’ willingness to pay.
  • This will build skills on how to price new products or adjust pricing for existing products. The disciplines using our pricing strategy methodology will strengthen efforts to develop repeatable pricing models and processes and build credibility with senior management.

Optimize Software Pricing in a Volatile Competitive Market Research & Tools

1. Optimize Software Pricing in a Volatile Competitive Market Executive Brief - A deck to build your skills on how to price new products or adjust pricing for existing products.

This Executive Brief will build your skills on how to price new products or adjust pricing for existing products.

The disciplines you make using our pricing strategy methodology will strengthen your teams’ efforts to develop repeatable pricing models and processes and build credibility with senior management.

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Info-Tech Research Group is the world’s fastest-growing information technology research and advisory company, proudly serving over 30,000 IT professionals.

We produce unbiased and highly relevant research to help CIOs and IT leaders make strategic, timely, and well-informed decisions. We partner closely with IT teams to provide everything they need, from actionable tools to analyst guidance, ensuring they deliver measurable results for their organizations.

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A blueprint is designed to be a roadmap, containing a methodology and the tools and templates you need to solve your IT problems.

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Guided Implementation #1 - Alignment
  • Call #1 - Share the pricing team vision and outline activities for the pricing strategy process.
  • Call #2 - Outline products that require a new pricing approach and steps with Finance.
  • Call #3 - Discuss buyer interview process.
  • Call #4 - Outline competitive analysis.

Guided Implementation #2 - Research & Validate
  • Call #1 - Review customer and competitive results for initial new pricing business case with Finance for alignment.
  • Call #2 - Review the initial business case against financial plans across marketing, sales, and product development.
  • Call #3 - Review the draft executive pricing presentation.

Guided Implementation #3 - Buy-in
  • Call #1 - Discuss gaps from executive presentation.
  • Call #2 - Discuss plans/needs/budgets for price change readiness for launch.
  • Call #3 - Discuss plans/needs/budgets for repeating the optimizing pricing process for other products.

Author

Joanne Correia

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