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BoSUSA23 | Chris Mele | Art of Software Pricing

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Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 1
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 2
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 3 Software Pricing Partners is the category creator & leader in pricing for software companies around the world. We make it easy for you to make more money. We do this by creating the right monetization strategy, analyzing pricing performance, optimizing prices & simplifying the buying experience so you can close more business.
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Category creator (1982) 4
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Category creator (1982) 4 1987 CONCURRENT USER LICENSE INNOVATIONS
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Category creator (1982) 4 1987 CONCURRENT USER LICENSE 1989 FAIR USE POLICIES INNOVATIONS
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Category creator (1982) 4 1987 CONCURRENT USER LICENSE 1989 FAIR USE POLICIES INNOVATIONS 1990 SUBSCRIPTION BILLING FOR ON-PREM
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Category creator (1982) 4 1987 CONCURRENT USER LICENSE 1989 FAIR USE POLICIES 1992 “USAGE-BASED” PRICING INNOVATIONS 1990 SUBSCRIPTION BILLING FOR ON-PREM
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Category creator (1982) 4 1987 CONCURRENT USER LICENSE 1989 FAIR USE POLICIES 1992 “USAGE-BASED” PRICING INNOVATIONS 2018 LEVELSETTER SAAS PLATFORM 1990 SUBSCRIPTION BILLING FOR ON-PREM
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Unsurpassed track record 5
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 6 Monetization is the most important dial under your control that can produce lasting business performance gains. Mastering it puts you in control of the economics of your company, and therefore in control of its valuation and its destiny.
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Questions What was unclear? What else would you like to know? What would you like to know more about? 7
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Questions What was unclear? What else would you like to know? What would you like to know more about? 7
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 8
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 8 Sage-grouse
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 8 Sage-grouse Mudskipper
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 8 Sage-grouse Mudskipper Weedy Seadragon
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 9
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 9 Software Salesperson
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Questions What was unclear? What else would you like to know? What would you like to know more about? 10
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Questions What was unclear? What else would you like to know? What would you like to know more about? 10
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Questions What was unclear? What else would you like to know? What would you like to know more about? 11
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Questions What was unclear? What else would you like to know? What would you like to know more about? 11
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Questions What was unclear? What else would you like to know? What would you like to know more about? 12
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Questions What was unclear? What else would you like to know? What would you like to know more about? 12
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 13 Is the system design optimal?
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © System Design 14
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © System Design 14 • You build a great product • You gain some traction • You go get investment capital • You grow your business
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 15
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 16 William Halsted See One, Do One, Teach One
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Title Subtitle Body 17
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 18 William Halsted 1852-1922
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 18 William Halsted 1852-1922 Anesthesia Infection Control New Surgical Techniques
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 19 William Halsted
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 19 William Halsted See One, Do One, Teach One
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 20 William Halsted See One, Do One, Teach One The Guardian, 26 September 2023
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 21
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 21 See One, Do One, Teach One
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 21
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 21
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 21
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 21
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 21
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 21
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 22 Let’s take a look inside
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 23
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 23
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 24
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 24
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 25
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 25
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 26
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 26
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 26
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 26
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 26
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 27
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 27 “We have limited experience with respect to determining the optimal prices for our products…”
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 27 “We do not know whether our current or potential customers will accept these [new] packages or the impact these packages will have on our existing usage-based pricing model.”
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 27 P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 27 Put another way: We have no idea what the @&#! we are doing with our pricing. (But you should copy it anyhow)
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 28
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 28
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 28
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 29
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 29 • L L L L L L L L L L L L L L L L L L L L L L L L L L L L L L
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 29 • L L L L L L L L L L L L L L L L L L L L L L L L L L L L L L • N N N N N N N N N N N N N N N N N N N N N N N • P P P P P P P P P P P P P P P P P P P P P P P • P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P • B B B B B B B B B B B B B B B B B B B B B B B B • Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 29 • List prices vaporize in discounts. • Net prices erode over time. • Pricing power disappears. • Price setting as an event happens rarely. • Buyers will game the system. • You’ll copy your competitors. • (And you’ll build more product).
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 30
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © T T T T T T n n n 30
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © This is not value based pricing. But it is a rodeo. 30
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 31
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 32
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 32
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 32
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 33
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 33
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 33
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 34
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 34 • P P P P P P P P P P P P
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 34 • P P P P P P P P P P P P • O O O O O O O O O O O O O
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 34 • Pricing Model • Offering Model • Licensing Model
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 35 What’s Missing: Your Pricing Philosophy
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 36
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © It’s only until you achieve pricing consistency and uniformity… 36
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © It’s only until you achieve pricing consistency and uniformity… 36 that you can be paid fairly for your value.
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 37 CUSTOMER
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 37 CUSTOMER
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 37 CUSTOMER
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 37 CUSTOMER
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 38
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 38 Market Fairness Pricing
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 39
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Almost all of our deals now come in within a few points of our calculated net prices…Just look at the revenue preservation! It’s remarkable.” 39
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Almost all of our deals now come in within a few points of our calculated net prices…Just look at the revenue preservation! It’s remarkable.” 39 -Walker White, former President BDNA
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 40
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © “Market fairness became a mantra for my sales teams. Sellers and buyers trusted each other highly—we even eliminated salesperson commissions.” 40
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © “Market fairness became a mantra for my sales teams. Sellers and buyers trusted each other highly—we even eliminated salesperson commissions.” 40 -Jeff Adams, former CRO BambooHR
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 41
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 41
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 41 • P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 41 • P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P • N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 41 • P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P • N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N • E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 41 • P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P • N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N • E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E • Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 41 • P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P • N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N • E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E • Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y • H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 41 • Pricing is a process, not an event. Iterate. • Never ever misrepresent to get market intelligence. • Explain your pricing philosophy to customers. • Your approach should produce a scheduled net price for everything you sell. • Hold everyone accountable to land deals at (or close to) that scheduled net. • Always be raising net prices.
Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Questions chrismele@softwarepricing.com What was unclear? What else would you like to know? What would you like to know more about? 42

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BoSUSA23 | Chris Mele | Art of Software Pricing

  • 1. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 1
  • 2. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 2
  • 3. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 3 Software Pricing Partners is the category creator & leader in pricing for software companies around the world. We make it easy for you to make more money. We do this by creating the right monetization strategy, analyzing pricing performance, optimizing prices & simplifying the buying experience so you can close more business.
  • 4. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Category creator (1982) 4
  • 5. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Category creator (1982) 4 1987 CONCURRENT USER LICENSE INNOVATIONS
  • 6. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Category creator (1982) 4 1987 CONCURRENT USER LICENSE 1989 FAIR USE POLICIES INNOVATIONS
  • 7. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Category creator (1982) 4 1987 CONCURRENT USER LICENSE 1989 FAIR USE POLICIES INNOVATIONS 1990 SUBSCRIPTION BILLING FOR ON-PREM
  • 8. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Category creator (1982) 4 1987 CONCURRENT USER LICENSE 1989 FAIR USE POLICIES 1992 “USAGE-BASED” PRICING INNOVATIONS 1990 SUBSCRIPTION BILLING FOR ON-PREM
  • 9. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Category creator (1982) 4 1987 CONCURRENT USER LICENSE 1989 FAIR USE POLICIES 1992 “USAGE-BASED” PRICING INNOVATIONS 2018 LEVELSETTER SAAS PLATFORM 1990 SUBSCRIPTION BILLING FOR ON-PREM
  • 10. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Unsurpassed track record 5
  • 11. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 6 Monetization is the most important dial under your control that can produce lasting business performance gains. Mastering it puts you in control of the economics of your company, and therefore in control of its valuation and its destiny.
  • 12. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Questions What was unclear? What else would you like to know? What would you like to know more about? 7
  • 13. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Questions What was unclear? What else would you like to know? What would you like to know more about? 7
  • 14. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 8
  • 15. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 8 Sage-grouse
  • 16. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 8 Sage-grouse Mudskipper
  • 17. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 8 Sage-grouse Mudskipper Weedy Seadragon
  • 18. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 9
  • 19. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 9 Software Salesperson
  • 20. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Questions What was unclear? What else would you like to know? What would you like to know more about? 10
  • 21. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Questions What was unclear? What else would you like to know? What would you like to know more about? 10
  • 22. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Questions What was unclear? What else would you like to know? What would you like to know more about? 11
  • 23. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Questions What was unclear? What else would you like to know? What would you like to know more about? 11
  • 24. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Questions What was unclear? What else would you like to know? What would you like to know more about? 12
  • 25. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Questions What was unclear? What else would you like to know? What would you like to know more about? 12
  • 26. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 13 Is the system design optimal?
  • 27. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © System Design 14
  • 28. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © System Design 14 • You build a great product • You gain some traction • You go get investment capital • You grow your business
  • 29. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 15
  • 30. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 16 William Halsted See One, Do One, Teach One
  • 31. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Title Subtitle Body 17
  • 32. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 18 William Halsted 1852-1922
  • 33. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 18 William Halsted 1852-1922 Anesthesia Infection Control New Surgical Techniques
  • 34. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 19 William Halsted
  • 35. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 19 William Halsted See One, Do One, Teach One
  • 36. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 20 William Halsted See One, Do One, Teach One The Guardian, 26 September 2023
  • 37. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 21
  • 38. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 21 See One, Do One, Teach One
  • 39. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 21
  • 40. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 21
  • 41. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 21
  • 42. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 21
  • 43. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 21
  • 44. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 21
  • 45. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 22 Let’s take a look inside
  • 46. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 23
  • 47. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 23
  • 48. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 24
  • 49. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 24
  • 50. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 25
  • 51. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 25
  • 52. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 26
  • 53. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 26
  • 54. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 26
  • 55. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 26
  • 56. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 26
  • 57. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 27
  • 58. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 27 “We have limited experience with respect to determining the optimal prices for our products…”
  • 59. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 27 “We do not know whether our current or potential customers will accept these [new] packages or the impact these packages will have on our existing usage-based pricing model.”
  • 60. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 27 P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
  • 61. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 27 Put another way: We have no idea what the @&#! we are doing with our pricing. (But you should copy it anyhow)
  • 62. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 28
  • 63. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 28
  • 64. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 28
  • 65. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 29
  • 66. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 29 • L L L L L L L L L L L L L L L L L L L L L L L L L L L L L L
  • 67. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 29 • L L L L L L L L L L L L L L L L L L L L L L L L L L L L L L • N N N N N N N N N N N N N N N N N N N N N N N • P P P P P P P P P P P P P P P P P P P P P P P • P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P • B B B B B B B B B B B B B B B B B B B B B B B B • Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
  • 68. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 29 • List prices vaporize in discounts. • Net prices erode over time. • Pricing power disappears. • Price setting as an event happens rarely. • Buyers will game the system. • You’ll copy your competitors. • (And you’ll build more product).
  • 69. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 30
  • 70. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © T T T T T T n n n 30
  • 71. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © This is not value based pricing. But it is a rodeo. 30
  • 72. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 31
  • 73. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 32
  • 74. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 32
  • 75. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 32
  • 76. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 33
  • 77. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 33
  • 78. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 33
  • 79. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 34
  • 80. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 34 • P P P P P P P P P P P P
  • 81. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 34 • P P P P P P P P P P P P • O O O O O O O O O O O O O
  • 82. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 34 • Pricing Model • Offering Model • Licensing Model
  • 83. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 35 What’s Missing: Your Pricing Philosophy
  • 84. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 36
  • 85. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © It’s only until you achieve pricing consistency and uniformity… 36
  • 86. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © It’s only until you achieve pricing consistency and uniformity… 36 that you can be paid fairly for your value.
  • 87. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 37 CUSTOMER
  • 88. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 37 CUSTOMER
  • 89. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 37 CUSTOMER
  • 90. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 37 CUSTOMER
  • 91. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 38
  • 92. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 38 Market Fairness Pricing
  • 93. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 39
  • 94. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Almost all of our deals now come in within a few points of our calculated net prices…Just look at the revenue preservation! It’s remarkable.” 39
  • 95. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Almost all of our deals now come in within a few points of our calculated net prices…Just look at the revenue preservation! It’s remarkable.” 39 -Walker White, former President BDNA
  • 96. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 40
  • 97. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © “Market fairness became a mantra for my sales teams. Sellers and buyers trusted each other highly—we even eliminated salesperson commissions.” 40
  • 98. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © “Market fairness became a mantra for my sales teams. Sellers and buyers trusted each other highly—we even eliminated salesperson commissions.” 40 -Jeff Adams, former CRO BambooHR
  • 99. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 41
  • 100. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 41
  • 101. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 41 • P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P
  • 102. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 41 • P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P • N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N
  • 103. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 41 • P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P • N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N • E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E
  • 104. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 41 • P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P • N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N • E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E • Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
  • 105. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 41 • P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P • N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N • E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E • Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y • H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H
  • 106. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © 41 • Pricing is a process, not an event. Iterate. • Never ever misrepresent to get market intelligence. • Explain your pricing philosophy to customers. • Your approach should produce a scheduled net price for everything you sell. • Hold everyone accountable to land deals at (or close to) that scheduled net. • Always be raising net prices.
  • 107. Software Pricing Partners, LLC. Proprietary & Confidential 2023 © Questions chrismele@softwarepricing.com What was unclear? What else would you like to know? What would you like to know more about? 42