GTM Year in Review Study is ready and available here!

Steven Forth & Karen Chiang
Founders & Managing Partners at Ibbaka

Pricing Diagnostics and Rapid Response

During the last Master Class, Karen and Steven lead an insightful (and timely) discussion on “Using Pricing to Optimize NDR”. In this session, Karen and Steven will deep dive into completing an effective pricing diagnostic and low-hanging fruit to rapidly triage for immediate impact. It isn’t uncommon that pricing often is set early in the inception of a business and, for a variety of reasons, hasn’t evolved as the business scaled. We couldn’t be more thrilled to have the Ibbaka team lead this discussion and will be drawing upon decades of first-hand experience across hundreds of SaaS scale-up clients, business models, vertical markets, and more. This is an area where even small improvements can have a massive impact. A few topics that’ll be covered in this session:

  • Is your pricing a frozen accident?
  • The 5 most common pricing tells & how to fix them
  • An agile process for pricing design
  • Getting your data together early
  • Why models are the key to effective pricing
Steven Forth & Karen Chiang

By way of background, Steven and Karen co-founded Ibbaka (website), a software platform and consultancy firm that helps B2B SaaS grow ARR (Annual Recurring Revenue) and MRR (Monthly Recurring Revenue), improve Net Revenue Retention (NRR or NDR) and expand aggregate customer lifetime value (LTV). Ibbaka is an authority on all things performance acceleration through the application of pricing & packaging best practices. I encourage you to check out their extensive library resources, including blogs, podcast episodes, reports/playbooks, surveys, and tools/templates that can be found here. Also, please see Steven and Karen’s biographies below - nothing short of impressive!

Steven Forth, Co-Founder & Managing Partner at Ibbaka

Steven is an experienced SaaS executive, having started, scaled, and exited several successful companies. As an active angel investor, he understands the perspectives of both operators and investors and can bridge the gap between them. At Ibbaka, he guides strategy and works with key clients on value, packaging, and pricing. Ibbaka provides a SaaS platform, Valio, supported by a consulting service that helps companies to optimize pricing. Steven regularly speaks on innovation and design and using value and price as guides in building growing organizations. In addition, he manages the 230,000-plus member design thinking group on LinkedIn. When not helping companies execute pricing, he is gardening, cycling, or kayaking in and around Vancouver, BC.

Karen Chiang, Co-Founder & Managing Partner at Ibbaka

Karen drives the need to recognize economic value drivers and account for the importance of both emotional and community value (such as ESG) in pricing, packaging, and market segmentation. In addition, she is interested in how companies combine sales, product, or service-led growth models. With extensive experience growing technology product and service businesses at all scale levels, Karen promotes a value-based approach to drive differentiation and price. She is proud to work with customers, partners, and her teammates to make Ibbaka the firm to depend on for customer value management and price optimization. She is humbled working alongside Ibbaka’s expert value, pricing, and data strategists and tacticians and is awed by Ibbaka’s product team. Karen leads workshops on pricing and investment across North America and has contributed several important innovations to pricing best practices. As an angel investor and entrepreneur, she is happy to apply her pricing insights to due diligence projects and helps executives understand the link between value, price, growth, and company valuation.

Customer Success