Impact Pricing Pricing to Scale: 4-Step Strategic Framework for Business Success with Ajit Ghuman
Ajit Ghuman is the Director of Product Management, Pricing, Packaging, and Customer Experience at Twilio. He is the author of the book Price to Scale. He's had Director of Product Marketing title at several companies, and he added pricing to his title in 2019. Ajit is fascinated by ancient mysteries.
In this episode, Ajit educates us on pricing and packaging as he shares why he's passionate when it comes to changing the monetization stack, especially on companies being able to change pricing strategies a lot quicker than today.
Why you have to checkout today's podcast:
- Learn how pricing can done through a four-step framework;
- Find out how to create a pricing system that can work well with all strategies; and
- Understand why it's an advantage to be able to change pricing strategies quickly
"I think of pricing in a four-step framework. The four steps are packaging, pricing metric, tariff structure, and then price point."
– Ajit Ghuman
Topics Covered:
01:44 – How Ajit got into pricing
03:09 – Ajit talks about his book, Price to Scale, sharing the reason behind writing it and its key concept
04:40 – Backstory as to why Ajit wants to change the monetization stack
08:12 – Why the term quote to cash doesn't bother Mark vs. how Ajit sees it
11:01 – We need better systems to let the strategy come to life
13:16 – How to create a code to cash (pricing) system that can work well with all pricing strategies
16:33 – Do companies do this practice in pricing?
18:30 – Talking about companies not monitoring usage of their product
19:59 – How often should companies tweak their packaging?
23:08 – How Ajit and Mark decide what feature goes into what package
25:31 – Why Ajit is a bit averse to good, better, best
29:40 – Ajit's pricing advice
30:35 – Connect with Ajit
Key Takeaways:
"You have the best pricing strategy in the world, let's say you hire Mark Stiving to help you with your pricing, and you have the best thing on paper, but your systems don't let you operationalize it, so you're stuck in the water. That's what I'm saying. We need better systems to let the strategy come to life." – Ajit Ghuman
"You're not going to have people write code all the time to do this. Otherwise, your main product will suffer. So just like you used to spend money on product analytics in the past or some other piece of core technology, I think there is a realization companies are having now, like somebody needs to build best practice products that do these things so that we can hook up into their APIs or their SDK and just do it." – Ajit Ghuman
People / Resources Mentioned:
- Price to Scale: https://ajitghuman.com/pricing-book/
- Code to Cash podcast: www.codeto.cash/author/ajitpal/
- Dor Sasson: https://www.linkedin.com/in/datapm/
Connect with Ajit Ghuman:
- LinkedIn: https://www.linkedin.com/in/ajitpalghuman/
- Email: ajit@pricetoscale.com
Connect with Mark Stiving:
- LinkedIn: https://www.linkedin.com/in/stiving/
- Email: mailto:mark@impactpricing.com