@kush in many ways we are still figuring this out and I expect most companies have to keep figuring this out as they grow and the market evolves.
My biggest lesson = keep it simple… Simpler than you think is simple. Leave money on the table; it’s okay not to optimize at this stage.
I’d suggest you pick ONE channel (e.g. cold emails / content + inbound / partnerships) because it’ll take 6+ months for it to start working well. Pick the channel that’s already kind of working or based on the type of buyer* you have.
- If your buyers will take cold calls and their phone numbers are available then you can do cold outbound… if your buyers read a lot of online content and you feel like you can differentiate then do that. Generally I think the more scalable channels (marketing-led or product-led) are the ones of the future (vs. sales-led) but it also depends on your product complexity and the need for customization/personalization in the sales process.
RE: Pricing – we experimented quite a lot in the early days. We changed prices every 6 months. Generally this went upwards (it’s a little harder to go the other way I think.)
If you are running a sales-led process then you can provide custom quotes. If you are doing self-serve then you’ll probably need to publish. We find that even if we provide custom quotes, buyers do want to have a sense of the possible cost early, so you’ll probably still need some simple framework for pricing even if you don’t publish it.
Does that answer your questions sufficiently? Let me know if you’d like me to expand or if you have more specific questions