Kimberley Haley - Pricing Strategy - Package product offerings into bundles of optimized value - S2 Ep14

This is our second episode on the topic of pricing strategy - the first of which was Jon Manning in Season 1 which we also recommend you to listen to first. 

We could only cover so much in the last episode so in this episode we cover some of the other areas to round-out our understanding of how to use pricing strategy as a growth-driver.

Any growth strategist worth their salt knows that pricing strategy can’t really be isolated from the larger business machine - product, packaging, sales, marketing etc. In particular, pricing and the product offering are inextricably interlinked.

So this is where we start the discussion, and as you’ll soon hear, Kimberley Haley delves a lot into behavioral economics and packaging strategy.

Throughout her career, she’s been a pioneer of executing value-based pricing as well as moving the industry past theory and into applied practice. Today she shares with you what she has learned from being on the front lines - including failures and successes along the way.

Her experience as a SaaS pricing expert has extended past 15-years and included many different industries, products and services. This makes her a goldmine of information. She knows exactly how to explain how pricing works in practical contexts. While she specializes in mostly software pricing these days, what you'll hear can be applied equally across all sectors - especially services. 

She isn't a talker - she's a doer. In fact this is her first podcast interview! And Kimberley doesn’t disappoint. She explains how each one of her pricing projects is unique, and details how she’s both built and implemented profitable pricing models to hundreds of specific use cases in order to maximize returns.

This is all commercially sensitive and highly confidential work of course - so none of the famous companies she does this work for can be mentioned, but I do convince her to disclose a bit of her secret sauce. This includes an interesting story about leading a pricing strategy and deal desk team for a $1.7B B2B data & analytics organization that featured over 40 different product lines.

Kimberley is someone who has designed pricing strategies to optimize returns for many different sales distribution channels and product lines. This includes, how to redesign discount policies to minimize value erosion, implement renewal programs to improve retention, and how to use quote-to-cash automation to accelerate the sales cycle.

What is value - how do you break it down and optimize it?

So what is a value-engineer - and why do all the highest growth tech companies in the world hire these roles?

How do the companies whose products you use weekly - manipulate your purchase behavior through intentional pricing mechanisms and their superior understanding of behavioral economics?

Why are subscription pricing models so hot right now and why are traditional companies experimenting with them?

What's the story behind AT&T’s packaging which customer’s hate, forms the basis of a Southpark episode, but is a roaring commercial success?

What are the best pricing books to read?

You’ll learn all the dirty little secrets of the business world which cause us to buy - more often, and at higher prices than we probably might like to.