Nov 15, 2017

DevGuild

Pricing Strategy

Pricing Strategy

Whether you’re selling to individual developers, teams or the enterprise – effective pricing is key. But most SaaS founders price too low or wait too long to drive up their ACV. We brought together 150+ leading founders and product execs to discuss how they’ve priced and packaged for growth and profitability.

Agenda

Session #1

1:00 PM - 1:30 PM PT
Watch The Talk

Founder Journey to Enterprise Revenue

Fred Stevens-Smith is the Co-founder and CEO of Rainforest QA where he oversees all product, sales, marketing, operations and support. As a founder, he’s held almost every function in the organization including closing the company’s first million in sales. In just five years and under his leadership, the company has grown from 2 to 80+ employees, more than 10xed revenue, and continued to double ACV year over year.

Photo of Fred Stevens-Smith
Fred Stevens-SmithCo-founder & CEO
RainforestQA

Session #2

1:30 PM - 2:00 PM PT
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Value Based Pricing From 8,432 SaaS Cos

Patrick Campbell is the cofounder and CEO of Price Intelligently where he’s helped companies like NewRelic, SmartBear, SendGrid and Zapier optimize pricing down to a science. In this presentation, he shares his findings from 8,432 software companies and uncovers the high-value features and offerings most likely to help you increase deal size and revenue.

Patrick Campbell
Patrick CampbellCo-Founder and CEO
Price Intelligently

Session #3

2:30 PM - 3:00 PM PT
Watch The Fireside

Persona Development

Astha Malik is the VP of Platform and Product Marketing at Zendesk where she leads a team to ensure that the full lifecycle of Zendesk’s product releases and launches meet the needs of their 107,000 paid customers in over 160 countries. In the past, Astha has held senior positions at PagerDuty, Sumo Logic and Citrix.

Brian Doll is the Cofounder of Reify where he helps early-stage developer companies with their messaging, pricing, packaging and growth. In the past he’s held positions as the VP Marketing and Community at Sourceclear, VP Marketing and Strategy at GitHub, and the Director of Technical Marketing at New Relic.

In this fireside chat Astha and Brian share how persona development is crucial to pricing strategy and the ultimate success of an organization.

Astha Malik
Astha MalikVP of Platform and Product Marketing
Zendesk
Brian Doll
Brian Doll
Reify

Session #4

3:30 PM - 4:00 PM PT
Watch The Panel

Pricing A New Product: Adventures in Research & Rollouts

Pricing a single product is hard enough, but how do you price an entire line of products across audience segments, or make changes to the offerings that already exist? Watch as this panel of experts from PagerDuty, Atlassian and RedisLabs discusses the research methodologies, packaging techniques, and stakeholder communications required to rollout a successful pricing change.

tugce-erten
Tugce ErtenSenior Strategy Manager
Atlassian
Leena Joshi
Leena JoshiVP Product Marketing
Redis Labs
Josh Bloom
Josh BloomManaging Partner
Simon Kucher & Partners
Rachel Obstler
Rachel ObstlerVP Product
Heap

Session #5

4:00 PM - 4:30 PM PT
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Economies of Scope: Implications on Product Roadmap

Amit Agarwal is the Chief Product Officer at Datadog where he’s significantly scaled the company’s product offerings, pricing strategy, and market opportunity while also scaling the internal processes and infrastructure required for hyper growth. In this presentation he discusses the implications of early pricing and product decisions on org structure, internal communications, and engineering processes. A 15-year veteran in enterprise software, Agarwal has held senior product positions at Quest Software (now Dell), Datamirror (now IBM), and Embarcadero Technologies.

Amit Agarwal
Amit AgarwalCPO
Datadog

Session #6

4:30 PM - 5:00 PM PT
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Value Based Pricing: Scale From Market Entry

What can early founders do today to ensure their ability to scale the business over time? Whether you’re pricing based on data volume, users, or endpoints – you need to understand the true value of your product. CPO Christina Noren not only owns pricing and product at Interana, but she owned pricing at Splunk as its founding VP Product from market entry thru IPO, and established Zuora’s growth stage pricing. In this video, learn how you can design your early pricing strategy for hyper growth.

Christina Noren
Christina NorenIndependent Consultant

Session #7

5:30 PM - 6:00 PM PT
Watch The Panel

Priced to Scale: The Only Constant is Change

This panel, moderated by SaaStr’s Jason Lemkin, features an honest discussion on the learnings of how to get discounting to work, how to roll out additional products, how to align a sales team on the company’s goal, and much more. DataStax, CircleCi and Fastly are all very impressive companies with eight figures of ARR, so we can all learn a lot from their founders/CEOs.

Jason Lemkin
Jason LemkinFounder
SaaStr
Matt Pfeil
Matt PfeilCo-Founder
DataStax
Photo of Jim Rose
Jim RoseCEO
CircleCI
Simon Winstow
Simon WinstowCo-Founder
Fastly