2 stories tagged #pricing.
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Willingness to Pay completed 200+ pricing redesigns with an average of 125 days from signed contract to new pricing live in market. Clients include Microsoft, SAP, Samsung, Intel, and Bosch, plus PE and VC-backed B2B companies. The firm recorded zero pricing blow-ups across its portfolio.
Per-seat pricing worked for about 15 years in B2B with three tiers and land-and-expand motions. AI changed two conditions at once.
A customer who had used Adobe Marketo for nearly two decades and served as a reference account decided to churn after the vendor raised pricing at renewal with no new features and a more limited API.
The customer cited broken unsubscribe handling, daily API rate limits, a six-month history cap, and general hostility to agents as reasons for leaving. Three foundation models all indicated they would not send email through Marketo because they could write a better one themselves.