Agile Pricing: Why it Matters, Solving Usage-Based Pricing Challenges with Griff Parry

Griff Parry is the Founder and CEO of m3ter where he helps make it easy for SaaS companies to intelligently deploy and manage usage-based pricing. He's led AWS' go-to market strategy for games and gambling in EMEA, and his background includes entertainment at Sky TV and accounting at Ernst & Young. Griff was an extra in the movie "First Night" around 1993.

In this episode, Griff shares the work that they do at m3ter in helping customers deploy and manage usage-based pricing. He also discusses common pricing challenges, especially on doing a price change, emphasizing the importance of agility and transformation.

Why you have to checkout today's podcast:

• Understand the importance of having the agility to change pricing models quickly and in different situations, especially as to why pricing is not a one-and-done thing
• Discover how m3ter helps SaaS companies make it easy to deploy and manage usage-based pricing
• Find out in which circumstance usage-based pricing works best as you learn about different pricing philosophies

"Particularly in these market conditions, I would suggest that you set yourself up so that you can customize pricing by customer, or do more of that. There is a lot of money you'll be leaving on the table if you have a one-size-fits-all pricing strategy."

– Griff Parry

Topics Covered:

01:49 – How Griff got into pricing

03:05 – What m3ter aims to solve in relation to usage-based pricing

05:06 – Delivering agility to the customers (why pricing is not a one-and-done thing)

08:57 – How m3ter helps customers find the right pricing model for the right situation

11:30 – Circumstances wherein you'd want to use usage-based pricing

14:45 – Pricing is an exchange of value between you and your customers

16:09 – Bill for overage over cap vs. renegotiate next year (tips on do's and don'ts)

20:02 – Platform versus solution pricing (pricing philosophy of AWS and m3ter)

30:59 – Griff's pricing advice

33:05 – Connect with Griff

Key Takeaways:

"Pricing is complicated; it involves lots of people. You need to bring them together so that they can plan and deploy those changes." – Griff Parry

"Pricing is very definitely not one-and-done." – Griff Parry

"To work out what you want to price, you have to look at what's going on at the moment. You have to have ready access to data about what people are consuming and how they respond to pricing changes." – Griff Parry

"Pricing is an exchange of value between you and your customers. If they understand that they should pay more because they're using more or getting more value, that's fantastic; that's great for both parties." – Griff Parry

People / Resources Mentioned:

• m3ter: https://www.m3ter.com

Connect with Griff Parry:

• Email: griff@m3ter.com
• LinkedIn: https://www.linkedin.com/in/griffinparry/

Connect with Mark Stiving:

• LinkedIn: https://www.linkedin.com/in/stiving/
• Email: mailto:mark@impactpricing.com