Kyle Poyar at OpenView has proposed a new set of SaaS metrics to better measure Product Led Growth and diverse revenue streams. What are these new metrics? What do they mean for pricing design? Is Value to Customer (V2C) the missing metric?

Value-based pricing is much more than way to set prices, or even as a tool to justify prices in the sales conversation.

Pricing and value communication is central to good price management. When and how price is introduced into the customer conversation has a big impact on price acceptance. The customer journey map provides a guide to how to plan these conversations. Layering pricing and value into the customer journey is a best practice.

In most companies value and pricing are disconnected. Even worse, value promises and value delivery are not well documented. The result is lower sales, more discounting and churn. The Ibbaka Value Pricing Dashboard connects pricing to value across the customer journey. It gathers the data you need to effectively evolve pricing.

One of the key barriers to adopting value-based approaches, including value-based pricing is a lack of customer understanding. The best way to organize your research into customer value is a customer journey map. This tool is underutilized in pricing discovery. Here we show how to build a customer journey map that will inform your pricing.

Ibbaka is sharing a comprehensive set of value-based pricing decision guides and tools that you can use in your product and services management, marketing and sales and customer success work. Build your business on the value you deliver to your customers (V2C or Value to Customer). Let us know what pricing decisions you need to make and what tools will be of most value to you.

Customer success has emerged as the foundational discipline in the subscription economy. Delivering on its promise requires significant investments, and management teams sometimes struggle to understand and justify these investments. On the other hand, customers can balk at being asked to pay to achieve what has been promised to them. Here is a guide to how you should think through pricing customer success.

Pricing is often seen as a branch of the dismal science, a coldly analytical attempt to extract the maximum price from buyers. Good pricing practice is completely different from this stereotype. It factors in empathy and emotion and is deeply concerned about the value delivered to the customer (V2C).

What should should you be doing in 2019 to build and activate pricing as a driver of business growth? A combination of new capabilities, market research and decisive action is needed. The outcome can be greatly improved performance.

The Vancouver Value Innovation and Pricing Meetup will have its first meeting on Thursday January 17, from 6:00 PM, at VentureLabs. The theme is Value and Pricing Along the Customer Journey. Please join us for a vigorous discussion.

Your customer touches you many times across the company journey. Are you creating value at each touch? Are you communicating your differentiated value? Pricing power comes from differentiated value, but this only matters if you communicate that value.