Price and package it

Pick a first price, then change it later without losing the customers you have.

4 steps, 16 questions underneath, read for leading a gtm team

1. 1
   Pricing and packaging

   What to charge, what to charge for, how to package it, and how to change it later without losing people.

   Should I price in rupees for India and dollars for everyone else? 4 → Buyers always ask for a discount. How much do I give, and how do I stop it eating my ARR? 5 → A reseller wants to carry us. How do I build a price book for partners without my own sales team undercutting them? 6 → Should I sign multi-year deals, and what payment terms should I be pushing for? 4 →
2. 2
   Who you sell to

   Picking a customer worth chasing, and knowing early when a deal is not one.

   How do I get the team to actually use the ICP instead of nodding at a slide and then doing what they want? 4 → Should we sell to Indian SMBs, Indian enterprises, or skip India and go straight at US buyers? 5 → We are a marketplace with buyers on one side and sellers on the other. Which side is the ICP? 4 → We are winning in one segment. When is it right to add a second ICP, and how do I know we are not just bored? 4 →
3. 3
   Expansion, upsell and churn

   Growing revenue inside accounts you already have, and stopping the leaks.

   How do I move net revenue retention from around 100 percent to 120 percent? 5 → Who should own expansion: sales, customer success, or a dedicated team? 5 → How do I build a renewal and expansion process that runs without me in every deal? 5 → Our churn got noticeably worse this year. How do I run the fix as a leader? 5 →
4. 4
   Forecasting and GTM metrics

   Pipeline coverage, stage conversion, CAC payback, magic number, and calling a number you can defend to a board.

   How do I call a quarterly number I can actually defend to my CEO and my board? 4 → What should I actually put in front of the board every quarter, and in what shape? 4 → We miss the forecast almost every quarter. How do I actually fix accuracy? 4 → How do I use CAC payback and magic number to decide whether to hire more reps? 4 →