Mktg SIG: Optimizing Software Pricing
In this session, you will learn industry best practices on how to price and package your enterprise software products and services to help you increase your unit sales, gross margin and gross profit.
Maria Carmen Rodriguez (bio), Founder, President and CEO at Rodz Consulting Group
Optimizing Software Pricing
Enterprise software revenues have taken a beating over the past two years. Whereas even small, pre-IPO software vendors were once commanding premium price levels during the "high-tech boom" period, today even the "Big Gorillas" like Oracle and Sun are struggling to sell product at significantly reduced prices. Along with the correction in the stock market came a correction in the revenue and price curves of enterprise software and services. Enterprise software products no longer sell at eight-digit prices; the lucky few that are selling are more in the six-digit range.
Today, the survivors and brave new entrants in the enterprise software industry are turning to strategic pricing and packaging of their products and services as a way to stay in the game. No longer is pricing a back-of-the-envelope exercise. Pricing has come forth as a strategic corporate weapon to not only win new business but also to make profit in the long run.
In this session, you will learn industry best practices on how to price and package your enterprise software products and services to help you increase your unit sales, gross margin and gross profit. You'll learn:
- Key elements of the pricing function
- Critical components for effectively pricing enterprise software products
- Various pricing methods used to come up with a price
- Understand various discounting approaches
- How to counteract competitive pricing tactics
- How to better account for third-party royalties
- How to incorporate third-party product price lists into your own
A real-life case study will be covered in the discussion.
About the Presenter
Maria Carmen Rodriguez, Founder, President and CEO at Rodz Consulting Group
Maria Carmen Rodriguez is founder, president and CEO of The Rodz Consulting Group. Maria Carmen has over ten years of high-tech pricing, product marketing, finance and management consulting experience.
Prior to founding The Rodz Consulting Group, Maria was Pricing Director at i2 Technologies, Inc. Maria was also Senior Product Marketing Manager at RightWorks Corporation, later purchased by i2. Before joining RightWorks, Maria also spent over seven years at Hewlett-Packard in several professional roles. Her last position at HP was Worldwide Pricing Strategist for the Technology Services division. In that role, Ms. Rodriguez developed and implemented worldwide strategic pricing and costing initiatives that won her several accolades. While at Hewlett-Packard, Ms. Rodriguez also held roles in lease finance, e-services program marketing and ERP consulting in the U.S. and abroad.
Ms. Rodriguez earned an MBA from the University of Illinois, Champaign-Urbana and a Bachelor of Arts in mathematics from UC Berkeley.
Mitchell Park Community Center
3800 Middlefield Road
(between Meadow Drive and Charleston Road)
Palo Alto, CA
7:00-7:20pm announcements and introductions
7:20-8:30pm presentation and discussion
$15 at the door for non-SDForum Members
No charge for SDForum members and students with ID
No registration required