Executing a Successful Pricing and Packaging Strategy Project for CRM SaaS

July 16, 2025

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Introduction

For SaaS executives leading Customer Relationship Management (CRM) platforms, pricing and packaging strategy can be the difference between sustainable growth and stagnation. Despite its critical importance, many organizations approach pricing as an afterthought rather than the strategic lever it truly is. In fact, a McKinsey study found that a 1% improvement in pricing can translate to an 11.1% increase in operating profit—outperforming improvements in variable costs, volume, or fixed costs. This article outlines a comprehensive approach to executing a pricing and packaging strategy project specifically tailored for CRM SaaS offerings, designed to maximize both revenue and customer value.

Why CRM Pricing Strategy Matters More Than Ever

The CRM market continues to evolve rapidly, with Gartner predicting the global CRM market to exceed $80 billion by 2025. With increasing competition and market saturation, your pricing strategy has become a critical differentiator. As customer acquisition costs continue to rise, effective monetization of your existing user base through strategic pricing becomes even more essential.

Phase 1: Discovery and Market Assessment

Perform Competitive Analysis

Begin by thoroughly mapping your competitive landscape. Document the pricing models, package tiers, and feature distribution across your primary competitors and adjacent solutions.

Key activities:

  • Create a detailed matrix of competitor pricing structures
  • Identify pricing trends within your specific CRM segment (sales automation, marketing, service, etc.)
  • Analyze feature distribution across different pricing tiers

According to OpenView Partners' SaaS Pricing Strategy survey, 98% of the most successful SaaS companies conduct regular competitive pricing analyses, with 48% performing them quarterly.

Understand Customer Value Perception

The cornerstone of effective pricing is understanding how customers perceive and derive value from your CRM solution.

Key activities:

  • Conduct value-focused customer interviews across different segments
  • Survey existing customers about feature importance and willingness-to-pay
  • Analyze usage patterns to identify high-value features
  • Map the ROI customers achieve through your solution

"The most common pricing mistake SaaS companies make is pricing based on internal costs rather than customer-perceived value," notes pricing strategist Patrick Campbell of ProfitWell.

Phase 2: Strategy Development

Define Your Pricing Objectives

Clarify what you aim to achieve through this pricing project:

  • Increase average revenue per user (ARPU)?
  • Improve conversion rates?
  • Expand up-market or down-market?
  • Accelerate customer acquisition?
  • Reduce churn through better alignment?

Your objectives should align with broader business goals and the current stage of your CRM business.

Design Your Pricing Model

Based on your market assessment, determine which pricing model best aligns with how customers derive value:

  • Per-user pricing: Traditional model where you charge per seat
  • Tiered pricing: Feature-based packages (Basic, Professional, Enterprise)
  • Usage-based pricing: Based on contacts, storage, or API calls
  • Value-based pricing: Tied directly to customer outcomes
  • Hybrid models: Combination of the above

According to research by OpenView Partners, CRM solutions are increasingly moving to hybrid models that combine per-user fees with usage components, resulting in a 32% higher growth rate compared to pure per-user models.

Structure Your Packaging

Package design is where the rubber meets the road in your pricing strategy. For CRM specifically, consider:

  • Feature segmentation: Which features belong in which tiers?
  • Scalability considerations: How do packages grow with customer needs?
  • Expansion drivers: Which elements will drive expansion revenue?
  • Entry point optimization: What's the right starter package to maximize conversion?

A study by Price Intelligently found that well-designed packages increase willingness-to-pay by up to 24% compared to poorly differentiated tiers.

Phase 3: Testing and Validation

Conduct Pricing Research

Before implementation, validate your proposed strategy:

  • Price sensitivity testing (Van Westendorp method)
  • Feature value analysis
  • A/B testing of different pricing pages
  • Conjoint analysis to understand package preferences

For example, Salesforce regularly conducts conjoint analysis to evaluate how different features and price points affect customer purchase decisions before major pricing changes.

Run Financial Modeling

Model the financial impact of your proposed changes:

  • Revenue impact simulations
  • Customer migration analyses
  • Margin implications
  • Growth projections under different scenarios

This step is critical to gain executive buy-in and mitigate risk.

Phase 4: Implementation Planning

Develop Grandfathering and Migration Strategy

For existing customers, determine:

  • Will you grandfather existing customers at their current rates?
  • How will you migrate customers to new plans?
  • What incentives will you offer for voluntary migration?

According to a study by ProfitWell, companies that implemented thoughtful migration strategies retained 93% of customers during pricing changes, compared to 70% for those without such strategies.

Create Launch Communications

Prepare comprehensive communication plans for:

  • Sales team enablement
  • Customer communications
  • Marketing materials
  • Website updates
  • Objection handling guides

Plan for Operational Readiness

Ensure your systems can support the new pricing structure:

  • Billing system updates
  • CRM configuration changes
  • Contract template revisions
  • Sales compensation adjustments

Phase 5: Launch and Optimization

Implement a Phased Rollout

Consider a staged approach:

  • Begin with new customers
  • Test with a segment of existing customers
  • Full implementation

Establish Monitoring Mechanisms

Track key metrics to measure success:

  • Conversion rates by package
  • Average selling price
  • Customer acquisition cost
  • Net revenue retention
  • Feature adoption within tiers

Develop an Ongoing Optimization Cadence

Pricing is never "done." Establish a regular review cycle:

  • Quarterly pricing committee meetings
  • Annual comprehensive pricing reviews
  • Continuous customer feedback loops

According to Profitwell, SaaS companies that revisit their pricing strategy quarterly grow 30% faster than those that review only annually or less frequently.

Conclusion

A well-executed pricing and packaging strategy project for your CRM SaaS offering can dramatically improve your business's growth trajectory and profitability. By following a structured approach—from discovery to continuous optimization—you'll create a pricing strategy that better captures the value you deliver to customers while providing clear upgrade paths that grow with their needs.

Remember that pricing is not a one-time project but an ongoing strategic process. The most successful CRM providers view pricing as a core competency deserving of continuous attention and refinement. As the CRM landscape evolves and your product capabilities expand, your pricing strategy should evolve accordingly to maintain alignment with market expectations and customer value perception.

Get Started with Pricing Strategy Consulting

Join companies like Zoom, DocuSign, and Twilio using our systematic pricing approach to increase revenue by 12-40% year-over-year.

Thank you! Your submission has been received!
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