"Unpack Pricing" with Scott Woody Gitlab's playbook for running PLG and Enterprise motions with Justin Farris
Apr 3, 2025
Justin Farris, VP of Product and Monetization at GitLab, shares insights from his journey at Zillow to his role in a leading DevSecOps platform. He discusses how GitLab harmonizes product-led growth with enterprise sales through a transparent pricing model. Farris emphasizes treating pricing as a product feature, why aligning product initiatives with revenue metrics is vital, and the importance of a centralized approach to balance customer needs across diverse market segments. He also reveals strategies to avoid overwhelming add-on choices, and his view on innovative AI pricing models.
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Aligned Metrics
- Align growth team metrics with sales/revenue goals.
- This fosters collaboration by focusing everyone on shared business outcomes, not just product metrics.
Executive Alignment
- Get executive alignment on strategy, not just tactics like "PLG" or "Sales-led."
- Focus on shared objectives like "first orders" to enable flexible approaches.
Transparent Pricing
- GitLab uses a single, transparent price book for all customers.
- They tailor deals with volume discounts and promotions, rather than separate price books.