Today, we are speaking to Tony King, the Senior Vice President of Pricing, Packaging, and Commercialization Strategy at Xero. Prior to joining Xero, Tony led the pricing and packaging strategies at several other organizations including OneTrust, Nextiva, and ServiceNow.

Some of the topics we cover include:

• Pricing strategy - considering how you charge & what you charge
• Quantitative research
• Pricing for smaller businesses
• The psychology and perception of pricing software
• Understanding customer value
• Real-world applications of strategy

Tony's book recommendation: Monetizing Innovation: How Smart Companies Design the Product Around the Price by Madhavan Ramanujam and Georg Tacke