In this episode, Alexa Gjonca takes us inside the evolving world of monetization—sharing lessons from her time at ProfitWell, Paddle, Seismic, and now Dashlane. Alexa breaks down why great pricing strategies often fail to get implemented, emphasizing the critical role of cross-functional collaboration and deep operational awareness.
We dive into the complexities of transitioning from B2C to B2B, the hidden pitfalls of siloed pricing ownership, and why recognizing the true value of a product is foundational to growth. Alexa also reflects on her shift from consulting to operational roles, offering honest insights on navigating failure, aligning teams, and driving meaningful change across an organization.
If you’re tackling pricing and packaging challenges or curious about how to build monetization systems that actually scale, this episode is packed with takeaways you can apply today.
💡 Alexa shared one of the most profound lessons she learned during her time consulting at ProfitWell:
The biggest barrier to successful pricing transformations?
A single center of control that's unaware of the operational realities that control how a product is priced and packaged.
Companies with pricing siloed in a single function, whether that be product marketing or the executive team, struggled to implement heavily researched and market-vetted recommendations – no matter how data-backed or promising they were. Why?
A lack of cross-functional collaboration.
Limited awareness of operational realities.
Pricing strategies built in isolation from how the product actually works.
👉 Alexa’s takeaway: Pricing isn’t a one-person job. It requires shared ownership across teams to bridge strategy and execution.
If you’ve ever wondered why pricing shifts stall or fizzle out, this conversation will resonate.
🎧 Listen in as Alexa breaks down how to align pricing with reality and build the systems that support growth.
Other Takeaways
- A single center of control hinders monetization – Successful pricing strategies require cross-functional collaboration, not siloed ownership.
- Understanding the current state is critical – Without a clear grasp of existing technology, processes, and operations, even the best pricing strategies won't succeed.
- Best practices aren't one-size-fits-all – Pricing strategies must align with a company’s growth stage, market position, and product context.
- Transitioning to B2B demands new pricing models – Shifting from B2C to B2B requires rethinking pricing structures and monetization engines.
- Operational excellence drives pricing success – Effective monetization relies on aligning technology, processes, and cross-team communication—not just strategic insights.
Chapters
00:00 Journey into Monetization
02:52 Lessons from ProfitWell
05:50 The Importance of Cross-Functional Collaboration
09:03 Best Practices in Pricing and Packaging
13:02 From Consulting to Operations
19:51 Learning from Failures23:00 Lessons from Pricing Failures
25:02 Transitioning from B2C to B2B
27:48 The Role of Technology in Pricing Strategy
33:13 Communicating Across Different Audiences
41:00 Formative Moments in Career Development
