Andrew Davies, CMO at Paddle, on the latest learnings on monetization and pricing. A topic that is still underserved because almost no one has good, conclusive data about it. Paddle does, and Andrew is sharing a lot of actionable advice on:
- Willingness to pay
- Changing monetization often
- How to not incentivize anyone the wrong way
One of my favorite episodes to date!
Timestamps:
06:20 Insights from the latest pricing report, analyzing outliers that “make it”
09:00 Having access to one of the biggest data stacks about monetization and how Paddle structured itself as a PLG business step-by-step
12:45 How to figure out how much you should charge for your product?
19:45 How to figure out “willingness to pay”. Cuddling with Chaos
24:00 Between Acquisition, Retention, and Monetization… Few companies are getting pricing right. Those that change it often have an 82% better ARPU
30:40 How do you get sales on board to play along to be okay with changing monetization
36:00 “We make sure there is no incentive for anyone in the company to get a customer on the phone over self-serving, including sales”
40:55 Getting payment methods, currency, and regional acceptance right.
44:30 We are moving away from the “VC funded or dead” dream.
50:15 What does it feel like to be really “successful” and not to spiral “getting there”
54:00 Having no clue what you are doing is an opportunity, not a weakness to cover
58:45 Trends: Customers want everything faster and cheaper.