Marcos Rivera

I actually help them figure out either on a maturity curve or complexity curve what these customers really want.

Then we design and craft an experience for each group.

So that means onboarding, implementation, of course, features, services, all those things.

And then we price that.

Once we get that granular, the pricing problem gets a lot easier after that.

So what do we do?

How do we get with the number?

We actually then take the ROI calcs for that specific experience.

We look at data we get from their customers in terms of what they find important and less important, and we apply factors there.

We also look at their historical data and see what kind of pushback they've done on their current price points.

or where there may be massively discounting.

And we triangulate all that with the competitive Intel that we also do.

We'll do like secret shopper and go out there and find like different price points out there in the marketplace.

And we'll use that to come up with a price envelope.

That's the secret here.

And then based on that envelope, Nathan,

It's just a range with all those inputs.

And say all these inputs point to $40 to $80 per user, for example, right?

And if you look at that range, if you're trying to maximize profit, you go on the higher end.

If you're trying to gain market share and get a lot of growth, you go on the lower end.