{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Product Marketing Adventures","title":"Transform your pricing like a Kustomer PMM","html":"","width":"100%","height":180,"duration":2537,"description":" Getting your pricing strategy right can make or break market share. Great product marketers know that a well executed strategy doesn't just drive revenue; it shapes perception, influences adoption, and can determine whether your product wins or loses in the market.Joining us on this journey is someone who knows all about turning the tides with pricing—Nupur Bhade Vilas, who heads up product marketing at Kustomer. She's a force, well-known for pushing AI-powered customer experiences and driving go-to-market strategies that make waves. Having led game-changing initiatives at places like Twilio, Nupur brings this incredible insight in our conversation on aligning pricing with real customer value. The Underrated Power of PricingNupur highlights a vital point: in many companies, pricing is this often-overlooked lever that doesn't sit with product marketing. Instead, it lives in finance or sales. But when PMMs get to steer the ship, it’s magic. She stresses that pricing must evolve alongside the market, especially now with AI shaping the landscape.4 Phases of Pricing TransformationTogether, Nupur and I explore the essential phases of transforming your pricing strategy: Discovery, Research, Design, and Operationalization:1. Discovery: This phase is all about clarifying the problem you aim to solve, leveraging insights from leadership to uncover the roots and shape your strategy.2. Research: From diving deep into competitor tactics to customer surveys, it’s a journey of learning and understanding industry norms and disrupters.3. Design: This is where you build your pricing packages with precision, ensuring clarity and safeguarding margins, guided by a solid, data-driven approach.4. Operationalization: Moving from concept to execution—this phase requires tight collaboration across departments to ensure consistency and avoid customer confusion.Securing Stakeholder Buy-InWe face the reality of winning over stakeholders, from the executive level to the operational groups....","thumbnail_url":"https://img.transistorcdn.com/xba0rfCldfNgoolPwQoydRLsAmxsrCC3S0E67BcQXho/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS85NGNj/YzBhOWQzOGYxOWE0/NGY0YWQ1MDc4MmQ3/YzJjYy5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}