The starting point for the RollWorks pricing strategy was the customer needs. Understanding that ABM was an emerging category, I built a framework around our customers account-based readiness, categorizing them in one of four levels of maturity. These levels framed up three different pricing packages — each with differing configurations designed to meet the customer’s needs at that level of ABM maturity. This framework was further expanded to frame the entire go-to-market process, starting with a customer assessment by the sales development reps (SDR) in the qualification stage, moving through assessment and guiding what features were demonstrated to the prospective customer, and on to the proposal which included the proposed package, pricing, and service levels.
This new pricing and packaging was introduced at sales kick-off and continued through the year, celebrating wins and addressing questions along the way. The net result was seen in the numbers: deal cycle times for ABM deals reduced by 25%, ABM revenue grew 56% YoY, and 70% of the revenue was attached to an ABM contract.
Company: AdRoll (now NextRoll)
Year(s): 2019
Results: Increased ABM revenue 56% YoY