Challenges and priorities for tech companies along the pricing journey

Published on January 19, 2023

Pricing at all stages of company growth is hard, and emerging technology companies are no exception. Tech companies face several distinguishable challenges when it comes to efficiently monetizing their products and services. In an effort to understand how CEOs and management are approaching this topic, we teamed up with Bessemer Venture Partners, interviewed over 30 growth-stage portfolio technology companies, and combined those insights with our experience over hundreds of projects with tech companies. Here is a summary of our findings.

Tech companies often take a ‘kick the can down the road’ approach to pricing. With the majority of founders coming from a product-led or technology-led background, there’s often an unconscious bias toward focusing resources on delightful customer experiences, and pricing becomes an afterthought. Meanwhile, even in the best of times, growth-stage businesses can be described as organized chaos. When revenue begins to scale,…

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