Pricing is following the work u2014 toward hybrid subscriptions layered with credits, consumption and transaction or outcome fees. G2u2019s July report shows buyer preference for outcome-based pricing more than doubling in a year.
Marketers must explain the new unit, forecast its cost and tie it to output buyers can defend.
Pricing change is a marketing problem before it is a billing problem. Buyers cannot defend a unit they cannot forecast, so vendors moving to consumption or outcome pricing need cost calculators, worked examples by usage level and a plain explanation of what triggers a charge. Content should tie the unit to output u2014 the work completed, not the mechanism behind it u2014 and give the internal champion language finance will accept. Sales teams should expect pricing itself to be a competitive battleground: a rival with a clearer, more predictable unit can beat a better product. Announce changes with math attached, or buyers will assume the math is bad for them.