Learn how price, feature bundles and upgrade paths fund growth motions, filter ideal buyers and scale revenue, so your go-to-market stays profitable and your marketing budget never starves.
%2520(1).webp)
Pricing and packaging determine whether your chosen growth motion pays its own bills. Set them too low and you cannot afford ads, reps or servers; set them too high for the value you deliver and prospects evaporate. This chapter offers three quick considerations: charge enough to fund growth, place features in the right bundle, and provide a clear upgrade path. Use them as a sanity-check before you launch or whenever your plan feels cash-starved.
Outbound salaries, inbound ad clicks, product-led server loads—whichever motion you picked in Chapter 2 carries a base cost. Price must cover that cost and still leave margin for reinvestment.
Andreessen Horowitz tells founders to raise prices; most undercharge by default. Review competitors, then push higher. Revisit price after every major release, when you add roughly one hundred customers, or at least twice a year. The extra headroom widens budgets for marketing experiments and better support.
Monthly keeps cash flowing but invites churn. Annual locks budget early and can smooth seasonality. Blend the two: list both options, place the yearly plan first, and show the saving in euros to nudge uptake.
A bundle should attract the right buyers and repel the wrong ones. Thinkific discourages low-commitment creators by charging a flat fee, while Teachable’s seven-and-a-half-percent starter transaction fee nudges serious educators to move up a tier. Decide which features or limits convince your ideal profile to upgrade and which keep resource-draining segments at bay.
One entry plan that proves value, one core plan where most revenue lives, and one premium tier for high-touch customers. The fewer grey areas between tiers, the fewer negotiation delays and support tickets you will field.
If two tiers solve the same pain with similar limits, prospects grind to a halt while comparing tables. Separate tiers by outcome, not by marginal extras.
Seat numbers, usage credits or revenue thresholds work well because customers see the link to their own growth. If progress stalls, they can downgrade without drama, preserving goodwill and future expansion potential.
Present the next level only when it becomes relevant. An in-product banner or quarterly success review beats a busy pricing matrix. Simplicity raises conversion and lowers support burden.
Move usage, settings and billing details automatically. The less effort required, the faster customers climb the ladder and the sooner you recoup acquisition cost.
A sustainable go-to-market relies on price that funds your chosen motion, bundles that attract the right customers, and an upgrade path that scales revenue in step with client success. Treat these three checkpoints as living levers: revisit price regularly, adjust bundles when buyer needs change, and refine upgrades as data rolls in. With pricing and packaging now easy to buy and profitable to sell, you are ready to tackle messaging in Chapter 4.
Use what you already have. But if you're starting from scratch or want recommendations, these are the tools I use with clients and personally rely on. Consider this a bonus: helpful if you need it, completely optional if you don't.
Topic
Playbook
Learn a practical framework to map pains, write value propositions and match proof to every awareness stage, so your ads click, pages persuade and sales run smoother. Apply it to any B2B go-to-market.
Build a go to market plan that aligns your offer, motion and channel, so you stop guessing and start growing with purpose. Map goals, owners and next steps for the next quarter.
See playbookUse what you already have. But if you're starting from scratch or want recommendations, these are the tools I use with clients and personally rely on. Consider this a bonus: helpful if you need it, completely optional if you don't.
.svg%20(1).png){kind=logo}
Google Sheets is a cloud-based spreadsheet tool for data analysis, collaboration, and automation. It's free, works in your browser, and integrates with the entire Google Workspace ecosystem.
Turns LinkedIn into your CRM interface, find and enrich contacts, then push leads and messages to HubSpot, Salesforce or Pipedrive without copy pasting.
Tactical playbooks for every stage of this engine. The playbooks are practical guides for tactical stuff. They complement the (paid) growth framework and help you with the tactics.
Pick a prospecting method and tidy data. Warm domains, protect deliverability, build short email and LinkedIn sequences, and route positive replies to the right owner with tasks in the CRM.
See playbook
Post consistently on LinkedIn with a routine that grows authority, attracts buyers and turns visibility into pipeline. Turn posts into warm leads without spam or gimmicks.
See playbook
The books that shaped how I think about growth. Read summaries here, then buy what resonates. Learn from the best thinkers in B2B.
Dave Gerhardt
A guide to purposeful visibility. Choose topics, set a cadence and turn posts, talks and interviews into warm conversations.
Keith J. Cunningham
A practical summary of how businesses really grow. Clear levers, simple maths and actions you can take this quarter.
Key concepts and frameworks explained clearly. Quick reference when you need to understand a term, refresh your knowledge, or share with your team.
Topic
Playbook
Map the buyer journey from attention to action, crafting messages that guide prospects through each stage to conversion.
Topic
Playbook
Qualify leads systematically by assessing budget, authority, need, and timing to focus sales effort on high-potential opportunities.
Most B2B marketers are either Random Ricks (trying everything) or Specialist Steves (obsessed with one channel). Generalists run tactics without strategy. Specialists hit channel ceilings. But there's a better way.
Tries everything at once. Posts on LinkedIn, runs ads, tweaks the website, chases referrals. Nothing compounds because nothing's consistent. Growth feels chaotic.
Obsessed with one tactic. 'We just need better ads' or 'SEO will fix everything.' Ignores the rest of the system. One strong engine can't carry a broken machine.
Finds the bottleneck. Fixes that first. Then moves to the next weakest link. Builds a system that's predictable, measurable and doesn't need 80-hour weeks.
Learn how she diagnoses bottlenecks, orchestrates the four engines, and drives predictable growth. Choose if you want to read or watch:
Get practical frameworks delivered daily. Seven short emails explain how Sarah diagnoses bottlenecks, orchestrates the four engines, and builds systems that compound.
Free 45-minute video module from the full course. Watch how to diagnose your growth bottleneck and see exactly what the course platform looks like.
Learn how price, feature bundles and upgrade paths fund growth motions, filter ideal buyers and scale revenue, so your go-to-market stays profitable and your marketing budget never starves.
