Frame Value from the Customer’s Perspective
Your Price Metric Should Reflect How Your Customer Uses Your Solution To Create Value
One key to a successful pricing strategy is to use an appropriate frame of reference, one that resonates ...
Freemium – How to Price Your Product for Free
Can you believe that there is a wrong way to price a free product? That premise sounds a bit counter-intuitive. Giving it away should be the easiest pricing strategy to implement. Actually, ...
Everybody Has a Pricing Problem
Yesterday I attended the MassTLC annual Innovation unConference with hundreds of other professionals from the region’s high technology community including luminaries like Dan Bricklin and Bob ...
Leveraging a SaaS Value Story
Software-as-a-Service (SaaS) and more generally cloud computing are now widely accepted as a perfectly viable IT strategy for large and small enterprises alike. There are even services companies ...
Are Value Maps Leading you Astray?
Everyone agrees that value is critical to business and that we should sell based on the value we provide and buy based on the value the purchase will create. But value can be a hard thing to ...
A Tough Year For Software: Thoughts on Driving Growth and Margin
A Guest Post by Tom Lucke
It’s been a tough year for the software industry. Enterprise IT budgets have been slashed, corporate layoffs have reduced the need for incremental seat licenses, ...
Managing Value Across Distribution Channels
Many B2B products are sold through distribution chains. Rather than buying directly from the original manufacturer, the end user buys from a value-added reseller (VAR), who sources the product ...
Value is Dynamic (And Depends on Your Customer’s Business Situation)
Your customer’s success matters. It determines the value they place on your own products and services. Changes in economic conditions can have a big impact on how your customer sees the value of ...
Value Footprints and the Eye of the Beholder
Value communication involves telling an economic WIFM (what’s-in-it-for-me) story to a customer about your product. To be more precise, telling multiple versions of that WIFM depending on the ...
Using Economic Value Estimation (EVE) to Execute a Value-Based Strategy
In an earlier post we identified a number of challenges that managers face when executing a value-based strategy. Tom Nagle and I discussed these during our recent webinar for the Professional ...
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