Matt Price, SVP of Product Portfolio at Zendesk, explains Zendesk's build-versus-buy framework when developing new platform features.
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“Our machine, latest machine learning product, AnswerBot. We built ourselves you know, and you know, we have data scientists on staff, and because a lot of the work on that is how does it integrate, integrate very, very smoothly into the other products that you've got.”
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Price: Largest SaaS customers are outliers needing dedicated service layers
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Price: Zendesk acquired first 10,000 customers with zero salespeople
“Zendesk got its first 10,000 customers without any salespeople, and what they figured out was a way to actually take something that was Kind of simple that everybody needed, which was customer service, but cost hundreds of thousands of dollars and loads of con…”
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Price: Zendesk avoids costly consulting to drive enterprise software growth
“And that's what we try and do today with, even as we move more up market, we try and make our software such you don't need to spend hundreds of thousands of dollars on consulting, but you know, you can deploy it very quickly. And that's where a lot of the ente…”
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Price: Bundling unwanted free features makes customers feel they are overpaying
“Sometimes putting things in as free can actually add complexity to the customer if they're not going to want to use it and also makes them feel that there may be over overpaying because they're getting things that they actually don't want to use.”
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Price: Long-tail features with narrow utility enable premium SaaS pricing
“Typically where a long tail exists, then there's an opportunity to actually add the premium price to those into those features because they have very specific utility to a small number of customers.”
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Price: Deep cohort analysis of 100 customers beats top-down metrics
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Matt PriceJun 7, 2018▶ 14:531048 How Zendesk Figures Out Pricing and Product Strategy
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