The Long ViewFollow the Workflow: Pricing at ServiceNow
In the third and final interview of our Follow the Workflow case study, Dave Yuan and Avanish Sahai sit down with Alex Saghatelian, former Global Vice President of Monetization Strategy at ServiceNow, to talk about the big questions of pricing strategy.
Pricing is both an art and a science, weaving together many elements to drive growth and business success. There is no right answer or one size-fits-all approach, as every pricing exercise is highly situational—especially since it is so impactful. A firm has to carefully strike an integrated balance between things like market share capture, profit, and churn. This is particularly true of an FTW strategy, because multi-product strategies require an understanding of bundling economics.
Alex Saghatelian shared some strategic frameworks you can use, and perhaps most importantly, the questions you should ask:
We hope you enjoy this interview with Alex.
At Tidemark, we try to open-source our thinking as much as possible to help founders win; however, as investors, we can’t give everything away in public. If you’re an operator or founder, you can request access to the rest of this piece below.
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