How do companies transform complex technical offerings into compelling market solutions? In this podcast hosted by Cassio Sampaio, Temporal Technologies Head of Monetization Tomas Lorinc will be speaking on crafting strategic B2B SaaS pricing and product strategies. Tomas shares insider insights on market research, pricing innovation, and the delicate balance between product-led and sales-led growth strategies that can make or break a technology company’s success.
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Show Notes
- Product strategy is about bringing together technologies and business aspects to create a unique, differentiated product
- Total Addressable Market (TAM) research is more about the journey of understanding market potential than just generating impressive headline numbers
- Market research should combine multiple data sources: economic data, industry benchmarks, first-party surveys, and expert perspectives
- Always acknowledge potential biases in research data and avoid confirmation bias
- Product-led growth (PLG) and sales-led growth (SLG) are not mutually exclusive but can be complementary strategies
- Value metrics should represent how customers derive value and be easy to understand and predict
- Traditional value metrics like seats and monthly active users are prevalent but not always the most innovative approach
- Emerging technologies like AI are experimenting with novel pricing models (tokens, success-based pricing)
- Pricing strategies must balance transparency, customer trust, and business sustainability
- Enterprise sales require more complex pricing negotiations compared to product-led, self-service models
- Internal research capabilities are crucial, especially for technical products
- Pricing decisions require extensive cross-functional collaboration (sales, marketing, finance, legal)
- Establish clear decision-making frameworks for pricing to build organizational trust
- Understand that customers don’t always deeply analyze pricing structures; simplicity matters
- Consider how pricing can scale with your organization’s growth
- Research should be continuous and track changes in customer perspectives over time
- Pricing is not just about setting numbers, but about telling a value story
- Different market segments (SMB vs. enterprise) might require different pricing approaches
- Transparency in pricing can build customer confidence and reduce sales friction
- Successful product strategy integrates market research, pricing innovation, and a deep understanding of customer needs
About the speaker
I work in the intersection of Strategy, Data and Tech with a focus on Pricing and Monetization having started the function at DigitalOcean, Auth0 and now Temporal. In my off time I am often spending time with the family, cooking, cycling or skiing.
About the host
I am a product person with 20+ years of experience most recently with DigitalOcean, Apple, Auth0 and now running Customer Identity at Okta. I love technical products and my sweet spot is B2B SaaS / IaaS. I have done a bit of everything including running engineering teams, corporate development and marketing and lived and worked in Canada, US and Brazil.