SaaStr 398: How To Price To Maximise For Upsell and Expansion, Why and When To Engage with Partner Programs & How To Correctly Segment Customer Profiles Most Efficiently with Rob Gonzalez, Founder & CMO @ Salsify

Rob Gonzalez is the Co-Founder & CMO @ Salsify, empowering brand manufacturers to deliver the product experiences consumers demand at every point in their buying journey. To date, Salsify has raised over $250M in funding from the likes of Venrock, Underscore, Warburg Pincus, Matrix Partners & Greenspring to name a few. As for Rob, prior to founding Salsify, he was the first-ever product manager at Cambridge Semantics and before that was a Senior Product Manager @ Endeca helping grow the company to it's $Bn exit.

In Today's Episode We Discuss:

• How Rob made his way into the world of SaaS as a product manager and how that led to his founding Salsify over 8 years ago?
• How does Rob think about the bundled vs unbundled thesis within SaaS? When is it right for SaaS companies to turn down potential customers? How can they do that the right way? What is the right way to think about customer segmentation? How should startups decide which customer segment to focus on?
• How should startups think about implementing partnerships? When is the right time? What is the right way to onboard them? How can they be trained in implementation efficiently? What does great change management look like to Rob? What does Rob believe are the biggest misconceptions around change management?
• How does Rob think through pricing today in a way that encourages land and expand? What can you do to make the land as frictionless as possible? What does it take to expand effectively? How does Rob think about usage vs seat-based pricing in SaaS? How should sales and marketing work together on pricing?

Rob's 60 Second SaaStr:

1. Most challenging element of Rob's role with Salsify?
2. What would Rob most like to change in the world of SaaS today?
3. What does Rob know now that he wishes he had known at the beginning?

Read the full transcript on our blog: https://www.saastr.com/saastr-podcast-398-with-salsify-co-founder-cmo-rob-gonzalez/

If you would like to find out more about the show and the guests presented, you can follow us on Twitter here:

Jason Lemkin

Harry Stebbings

SaaStr

Rob Gonzalez