Today, many TMT companies are exploring new solutions to create better offerings.
Our client, a leading edtech company, was preparing to launch a next generation product with AI functionality. But as the work progressed, it was clear it needed a strong go-to-market (GTM) strategy that included compelling packaging and pricing for the new offering. The challenge was that the company has historically had a product-led growth strategy and a seats-based pricing model. That model no longer fit the value it wanted to offer with its new product.
The company turned to us to build a GTM strategy that would drive adoption, reflect the new product’s value, and set it up for long-term success.
We started by reaching out to our client’s customers and prospects to understand what they valued the most.
We followed three key steps: conducting interviews with key decision makers, assessing willingness to pay, and designing a new pricing and packaging model.
By engaging with the edtech company’s key stakeholders, we learned what they valued most and what existing processes or costs could be replaced. Then, we conducted a large-scale study to test which pricing model and packaging structure would best support the product. The final design was based on customer value rather than legacy norms that would have limited the new product’s impact.
Our new GTM strategy delivered a ~20% annual revenue uplift.
The edtech company saw an immediate revenue boost based on our recommendations. More importantly, the client now has a scalable framework to price, package, and monetize future AI offerings.
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