The Long ViewPricing & Packaging as a Growth System
Most companies treat pricing like a moment: a debate that resurfaces when growth slows or a competitor forces the issue. The better operators treat it as a system, not a periodic fix. Drawing on experience at Opower, Benefitfocus, and Toast, this playbook lays out the sequencing, governance, packaging discipline, usage-based leverage, and infrastructure required to turn pricing and packaging into a compounding growth engine for Vertical SaaS.
Thank you to Ashley Murphy, Former VP Pricing & Market Strategy, Toast, for her contributions to this piece.
Early on, it's tempting to believe there's a correct answer hiding somewhere—a price point that neatly balances adoption, revenue and margin. Find it, lock it in and move on.
That's not how real markets behave.
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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