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SaaSFest 2015 - "Marketing's Forgotten P" by Jeanne Hopkins of Continuum

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"Arts and Crafts" marketers focus too much on promotion, product, and place and as such miss out considerably on the power of pricing. Jeanne Hopkins, CMO of Continuum, walks through why pricing is so important in a scaling business's growth plan.

Published in: Marketing
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SaaSFest 2015 - "Marketing's Forgotten P" by Jeanne Hopkins of Continuum

  1. 1. My Journey with Marketing’s Forgotten “P” @jeannehopkins
  2. 2. Why me?
  3. 3. Patrick asked.
  4. 4. Of course!
  5. 5. With 1100+ employees in Boston, Houston, Pittsburgh, and Mumbai, Continuum is a channel-only, services-enabled technology platform leveraged by 3500 partners to efficiently monitor and maintain 750,000+ desktops, servers and other endpoints for 50K small- and medium-sized businesses.
  6. 6. MSP Pricing ¤Break-fix – lacks scale ¤Monitoring-only – low margin ¤Tiered – “small” clients lose ¤ A la Carte – complicated customization ¤ Per Device – more devices per user ¤ Per User – requires IT-friendly client ¤ Value-based – flat fee for “all-in”
  7. 7. “But,  like  most  CEOs,   I  live  in  a  world  of   discontent  and  would   like  things  to  move  faster.”   Michael  George,  my  boss
  8. 8. Price or market share?
  9. 9. (It’s not as easy as it looks.)
  10. 10. after:after: Focusing  on REAL  VALUE. Focusing  on REAL  VALUE.
  11. 11. Data  Discovery
  12. 12. Interviews
  13. 13. Value  Profiles
  14. 14. Long-­‐term
  15. 15. React

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