Packaging: Strategically Position Your Product to Drive Growth

THE ASCENT WEBINAR SERIES

Packaging: Strategically Position Your Product to Drive Growth

As your business scales – and your product offering and feature set expands – a well-defined packaging strategy can boost your go-to-market efforts, aligning customer needs with your overall product roadmap. With so many different enterprise software packaging frameworks available, how do you choose the one that’s right for your business? In this webinar, Summit’s Tim Strickland and Mavrck’s Justin Withers build on the discussion in their recent pricing strategy webinar, sharing perspectives on effective packaging and product bundling strategies informed by their experiences in sales and product marketing leadership roles at high-growth companies including ZoomInfo, Marketo and NAVEX Global.

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Webinar Highlights

When should you revisit your packaging strategy? [02:15]

Tim and Justin break down some of the key symptoms and inflection points that a business needs to consider in determining the right packaging framework and when to reevaluate its overall packaging strategy.

Packaging: flexible frameworks [04:30]

There are many different packaging models available to enterprise software companies, each with their own advantages and complexities. Tim and Justin take a look at three of the most common packaging frameworks: good/better/best, segment-based and a la carte/bundle.

Migrating customers into new packages [18:12]

As your product/feature set grows – and your packaging evolves – it’s critical to ensure your long-term customers move forward with you by clearly articulating the value of new packaging and mapping legacy features to new functionality.

Engaging with third parties [26:06]

There are many different ways a third party can bring value as you develop both your packaging and pricing strategy. Tim and Justin share key factors in ensuring successful and productive engagements.

Tim Strickland

Advisory Partner
Summit Partners

As an Advisory Partner, Tim works closely with Summit’s investment team to identify new investment opportunities and collaborate with portfolio company leaders to help shape growth strategies focused on long-term value creation.

Tim is a seasoned technology executive with deep experience leading high-performing revenue, enterprise sales, customer success and business development teams. He joins Summit from ZoomInfo (NASDAQ: ZI), a global leader in go-to-market intelligence solutions, where he served as Chief Revenue Officer and in other sales leadership roles as the company grew from $144 million to more than $1 billion in revenues. During his tenure at ZoomInfo, Tim helped build the customer growth and strategic sales organizations and led go-to-market functions through to the company’s IPO in 2020. Prior to ZoomInfo, Tim held customer success and sales leadership roles at Marketo, where he was part of the leadership team that led the publicly traded company through a take-private acquisition in 2016 and its subsequent acquisition by Adobe in 2018.

Justin Withers

Chief Product Officer
Mavrck

Justin Withers is a product and marketing executive with 15 years of experience in B2B tech, Justin was most recently at ZoomInfo where he most recently served as SVP, Product Strategy and Product Marketing and previously ran Product Management, Corporate Strategy, M&A, and Analyst Relations. Justin led key elements of ZoomInfo’s billion dollar IPO, the largest software IPO ever at the time and the first virtual IPO during the pandemic. In the last decade, Justin has held key roles in 16 acquisitions and numerous pricing and packaging projects. Prior to ZoomInfo, Justin held leadership roles in Product Marketing and Demand Generation at governance, risk, and compliance (GRC) software leader, NAVEX Global. Justin has a B.S. in Management with an emphasis in Corporate Finance from Brigham Young University’s Marriott School of Management.

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