A Pricing Migration Enabled ChartMogul To Retain `Good Match` Prospects


ChartMogul misplaced numerous legacy clients when migrating them to a brand new pricing mannequin, nevertheless, the extremely engaged `good match` clients enabled ChartMogul’s continued development.

Early pricing experiments

ChartMogul’s pricing mannequin was customer-based on the firm’s inception. The worth you paid for utilizing CharMogul was depending on the variety of clients your online business served. 

Even within the early years of ChartMogul, we encountered a number of challenges with customer-based pricing:

  • We steadily couldn’t shut offers with out discounting. 
  • We encountered numerous friction with the entry-level pricing. 
  • Paying clients that have been rising into increased pricing tiers would attain out repeatedly to ask for reductions. 

In the end, we ended up with many shoppers having reductions and all kinds of particular person agreements and numerous plans. There was a elementary lack of a worth to worth alignment. 

ChartMogul's pricing page in 2017
ChartMogul’s pricing web page in 2017

Choice to maneuver away from customer-based pricing

In the summertime of 2018, we carried out in depth analysis into various pricing fashions. The analysis concluded with a transparent suggestion: revenue-based pricing would end in a greater worth to worth alignment. 

The choice emigrate from customer-based pricing to revenue-based pricing was only a first step.

We determined that after the discharge of revenue-based pricing to new clients, we’d additionally migrate all legacy clients to the brand new pricing. To know the influence of the brand new pricing on our present recurring income, we mapped the entire buyer base to MRR bands. We did this by creating ranges in $10K MRR increments similar to $10-20K MRR, $20-30K MRR, and so forth. This confirmed us the shopper depend in every band and what the whole quantity paid can be.

ChartMogul's pricing page in 2022
ChartMogul’s pricing web page in 2022

Earlier than migrating our first buyer

Whereas making ready for the pricing migration, we decided that the account administration workforce would take the lead on the mission since we anticipated that re-selling and extra onboarding can be essential to migrate a few of these accounts efficiently.  

We divided our buyer base into teams, segmented by worth and plan. Later, we ready customizable messaging templates that mirrored our firm values like integrity and empathy.

An iterative, empathetic pricing migration course of

The migration course of began out with the oldest legacy plans and the bottom paying accounts in them. We labored by means of migrations in batches and set a quarterly aim for the account administration workforce. 

The batching helped us to tweak our messaging as we went alongside. 

We discovered that exhibiting robust empathy in our communication and permitting the shopper to be heard actually helped to get the buy-in. In lots of instances, we have been asking for lots of additional cash so we aimed to all the time establish alternatives to ship extra worth and develop the utilization of ChartMogul. 

Some discussions took a number of weeks of forwards and backwards and sometimes concerned the product and engineering groups. 

What stunned us most was that many shoppers accepted the brand new pricing with little to no resistance.

Challenges encountered

Various clients had robust emotional responses. Getting them to conform to the brand new pricing was a journey that required endurance from each side which at occasions resulted in a number of weeks of forwards and backwards. When a dialog wasn’t going anyplace, myself or our CEO would become involved to assist work in the direction of a win-win resolution. Some founders and executives responded higher when speaking to somebody they perceived as an equal. 

In some instances, the value will increase have been excessive the place a buyer would transfer from paying one thing like $300 to paying $2500. We determined to be versatile when working with all these high-value accounts. We developed a system we known as gradual pricing alignment. As a substitute of asking a buyer to pay the complete quantity instantly, we’d roll out the rise in increments over a extra prolonged time period. 

Letting go of bad-fit clients

We decided through the pricing migration that some clients have been merely not the fitting match. Trying nearer at these accounts, we discovered that we had been making an attempt to maintain some clients joyful for years at nice expense to our enterprise. These accounts have been leftovers from the early time of ChartMogul, when our positioning wasn’t that clear but, which attracted all sorts of clients.

Some had change into dangerous match clients over time. The hole between what ChartMogul may do for them and what they wished to make use of our product for had grown considerably since signing up. When a buyer had such a restricted utilization profile and little interest in increasing it, there was usually no pathway to get the buy-in to our new pricing.  

44.7% account retention is just not the tip of the world

To know the results of the migration, let’s dive into one buyer section and take a look at ChartMogu’s Professional Plan clients that migrated to the brand new Scale or Quantity Plans.

In that buyer section, we misplaced 178 accounts. From 322 subscribers in September 2018, we went to 144 in February 2020. Account retention was 44.7%. 

Chart: Migrating from Pro Plan to Scale or Volume Plans - Subscribers
Chart: Migrating from Professional Plan to Scale or Quantity Plans – Subscribers

At first look, this was an enormous loss for the enterprise. 

Nonetheless, MRR in that very same section tells a special story. We went from $57,640 to $85,838 and attained virtually 148.9% MRR retention.

Chart: Migrating from Pro Plan to Scale or Volume Plans - MRR
Chart: Migrating from Professional Plan to Scale or Quantity Plans – MRR

Furthermore, these accounts expanded additional since we accomplished the pricing migration in Q1/2020. 

Our takeaways from the pricing migration

All in all, the mission took 1.5 years to finish. We contemplate the pricing migration a giant success for a number of causes. 

The remaining clients have been primarily extremely engaged, good-fit customers that took full benefit of the platform. This made it simpler for our success workforce to handle these clients. We noticed our assist quantity relative to our buyer quantity lower.  

The pricing migration additionally helped our positioning. We discovered that B2B SaaS was our candy spot which impacted our product roadmap and advertising technique.

We gained a greater understanding of our pricing energy. Worth-based pricing diminished friction for our gross sales workforce to transform results in paying subscribers and our account managers to retain clients.

My favourite a part of the pricing migration was all of the participating conversations we had with our clients. These helped us construct higher, value-based relationships with them. Our workforce discovered a ton about the place our clients are realizing essentially the most worth. We gained a greater understanding of our clients’ future wants which can empower our firm to arrange for the long run to develop alongside their altering wants.

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