Operational Monetization

About the Authors

Abde and Alvaro bring a wealth of experience in monetization and pricing strategy. Abde, a Partner at Simon-Kucher and former leader of Atlassian’s monetization and growth teams, played a pivotal role in launching key initiatives such as per-user pricing, tiered product offerings, and cloud migration. His experience has given him deep insights into successful strategy execution and the challenges along the way. Alvaro, co-founder and CEO of Orb, draws on his tenure as an engineering leader at Asana, where he helped drive transformative pricing changes. His work at Orb simplifies pricing and packaging strategies for companies like Perplexity and Vercel, offering unique perspectives on the operationalization of innovative billing models.

Why Great Strategies Fail: Ineffective Execution

According to Harvard Business School Professor Robert Kaplan’s book The Balanced Scorecard: Translating…