Five Elms Roundtable on Increasing ACV Intelligently
May 16, 2023
EVENT RECAP
Price increases are an important lever to align the cost and value of your product—but anyone who’s tried them knows how prickly they can be. In this session, Mark describes how to manage a price increase (hint: it probably shouldn’t be an across-the-board increase) including deciding how much more to charge, which customers it should affect, and managing roll-out.
✅ Ideal for Product Leaders, Finance Leaders, Go-to-Market Leaders and CEOs/Founders
📈 Join to discuss:
- Why inflation might be an excuse to raise prices, but it shouldn’t be the reason
- Four indicators you should consider raising prices
- A tiered approach to implementing price increases among your current installed base
- Three techniques you can use to charge different prices for identical products
- When and how to use Van Westendorp and Conjoint for a data-first approach to price increases
Pre-read the guide for this event:
Increasing Prices Intelligently
Mark Stiving is Chief Pricing Educator at Impact Pricing, an advisory firm specializing in value-based pricing for B2B technology companies. In this guide, he describes how to manage a price increase (which probably shouldn’t be an across-the-board increase) including deciding how much more to charge, which customers should see a price increase, and how to manage the roll-out.
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Pricing and Packaging Technology Offerings
Ryan Glushkoff is the founder of Fraction8, where he works with B2B software companies on market research, pricing, and packaging. In this guide, Ryan explains how to craft and price product packages, including techniques like Conjoint, MaxDiff, and Van Westendorp analysis, and combining feature value and customer willingness to pay to build your offering.
Conducting Pricing Discovery
Christopher Gomes is the Head of Product at Conveyor, a B2B SaaS startup. He is now starting a pricing consultancy for early-stage B2B SaaS companies/products. His previous experience includes consulting at BCG and 7+ years in product roles at companies including Lattice, Data Does Good, and Conveyer. In this guide, he walks through the keys to conducting pricing discovery, including collection of quantitative data, interview design, and creating quantified buyer personas.
Increasing Prices Intelligently
Mark Stiving is Chief Pricing Educator at Impact Pricing, an advisory firm specializing in value-based pricing for B2B technology companies. In this guide, he describes how to manage a price increase (which probably shouldn’t be an across-the-board increase) including deciding how much more to charge, which customers should see a price increase, and how to manage the roll-out.
