DevGuild Pricing Strategy

Pricing Strategy

NOVEMBER 15, 2017 | 1-5:30PM

DEVELOPER | TEAM | ENTERPRISE

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. Watch the talks from this event where 120 leading founders and product execs discussed how they’ve priced and packaged for growth and profitability.

WATCH THE TALKS

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.

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.

PERSONA DEVELOPMENT WITH ASTHA MALIK AND BRIAN DOLL

Brian Doll
Co-Founder of Reify
Twitter | LinkedIn

Astha Malik 
VP Platform and Product Marketing Zendesk
Twitter | LinkedIn

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.

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

PRICING A NEW PRODUCT: ADVENTURES IN RESEARCH & ROLLOUTS

Josh Bloom
Partner, Simon Kucher & Partners
LinkedIn

Tugce Erten
Atlassian’s Senior Strategy Manager
LinkedIn

Leena Joshi
RedisLabs’ VP Product Marketing
LinkedIn

Rachel Obstler
PagerDuty VP Product
LinkedIn

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.

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.

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.

PRICED TO SCALE: THE ONLY CONSTANT IS CHANGE

Jason Lemkin
Founder of SaaStr
Twitter | LinkedIn

Matt Pfeil
Co-founder, DataStax
TwitterLinkedIn

Jim Rose
CEO, CircleCI
Twitter | LinkedIn

Simon Wistow
Technical Co-Founder, Fastly
Twitter | LinkedIn

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.

CONDUCT & INCLUSION

DevGuild and Heavybit are Safe-Spaces. We unequivocally and without prejudice want to surround ourselves with as many talented people as we can. Software is the future and in order for it to be a good one, it should include entrepreneurs, developers and contributors with a diverse set of values, skills, knowledge, experiences and histories. See our inclusion policy & code of conduct for details.

COMMITTEE

The following event committee members are volunteering their time and expertise to this events topics, design & speaker selection:

Brian Doll, LinkedIn, Twitter

Michael Bernstein, LinkedIn, Twitter

Nicolas Draca | LinkedIn | Twitter

Trenton Truitt, LinkedIn, Twitter

Nisha Ahluwalia, LinkedIn, Twitter