Pricing to Scale: 4-Step Strategic Framework for Business Success with Ajit Ghuman

<p><strong>Ajit Ghuman</strong> is the Director of Product Management, Pricing, Packaging, and Customer Experience at Twilio. He is the author of the book <a href= "https://www.amazon.com/dp/B092CB6147/ref=tsm_1_fb_lk" target= "_blank" rel="noopener">Price to Scale</a>. He’s had Director of Product Marketing title at several companies, and he added pricing to his title in 2019. Ajit is fascinated by ancient mysteries.</p> <p>In this episode, Ajit educates us on pricing and packaging as he shares why he’s passionate when it comes to changing the monetization stack, especially on companies being able to change pricing strategies a lot quicker than today.</p> <p> </p> <p><strong>Why you have to checkout today’s podcast:</strong></p> <ul> <li>Learn how pricing can done through a four-step framework;</li> <li>Find out how to create a pricing system that can work well with all strategies; and</li> <li>Understand why it’s an advantage to be able to change pricing strategies quickly</li> </ul> <p> </p> <p><strong>“I think of pricing in a four-step framework. The four steps are packaging, pricing metric, tariff structure, and then price point.”</strong></p> <p><em>– Ajit Ghuman</em></p> <p> </p> <p><strong>Topics Covered:</strong></p> <p>01:44 – How Ajit got into pricing</p> <p>03:09 – Ajit talks about his book, <a href= "https://ajitghuman.com/pricing-book/" target="_blank" rel= "noopener">Price to Scale</a>, sharing the reason behind writing it and its key concept</p> <p>04:40 – Backstory as to why Ajit wants to change the monetization stack</p> <p>08:12 – Why the term quote to cash doesn’t bother Mark vs. how Ajit sees it</p> <p>11:01 – We need better systems to let the strategy come to life</p> <p>13:16 – How to create a code to cash (pricing) system that can work well with all pricing strategies</p> <p>16:33 – Do companies do this practice in pricing?</p> <p>18:30 – Talking about companies not monitoring usage of their product</p> <p>19:59 – How often should companies tweak their packaging?</p> <p>23:08 – How Ajit an