ASSOCIATIONS TRENDS TALK
Growth-Focused Pricing Strategy
Ben Malakoff
Director and Head of Sales Operations / Expel
July 27, 2022, 11 a.m. CDT / 16:00 UTC
Association membership models and pricing strategies have shifted with changes to the value of participating in-person, remotely, or both. Pricing expert Ben Malakoff will share insights from his research and work with associations on how to navigate this changing landscape and evolve your organization to meet new demands. In this session, Ben will discuss aligning membership dues, conference registration rates, credentialing programs, sponsorships, and more to match the value these offerings provide.
Join us July 27 at 11 a.m. CDT to:
01
Assess your association’s pricing and value proposition
02
Determine how to implement adjustments to the pricing & value of your offerings
03
Learn methods for monitoring and adapting pricing for sustainable growth
Meet the speaker
Ben Malakoff
Director and Head of Sales Operations / Expel
Ben Malakoff is a pricing analyst and practitioner serving organizations of many different kinds, including professional and trade associations. His pricing work has generated hundreds of millions in value for businesses, their customers and investors.
Ben currently serves as Director and Head of Sales Operations for Expel, a cybersecurity provider based in Herndon, VA. Prior to that, Ben served as Senior Director and Head of Sales Operations for a rapidly growing Software-as-a-Service (SaaS) and Information Services provider.
Ben has served as an organization's pricing leader, overseeing periods of rapid organic and inorganic growth. He served as Director of Product Management, defining the product and market vision, driving strategy of an existing product portfolio and identifying new product opportunities to drive revenue and growth.
As Director of Sales Operations for MatrixCare, Ben contributed to a multi-year run of record sales through a combination of pricing improvements and implementing strong sales processes and productivity tools.
Previously, Ben led product management and marketing teams at Ceridian and CIGNA.
Specific Pricing Accomplishments:
Repositioned pricing of product portfolio to emphasize customer choice and market-level pricing leading to 100% YoY growth for product line.
Revised packaging and pricing to a good/better/best structure that resulted in a 70% increase in Average Contract Value; 6 in 10 sales were of highest package.
Enhanced add-on sales strategy resulting in penetration of high-dollar-value ancillary products from 6% to 60% of sales opportunities.
Drove cross-sell of acquired products into installed customer base from $0 to more than $2M in one quarter through pricing enablement.
Created pricing for eight new products that resulted in $10M of annual bookings.
Increased value by $1M in 12 months by implementing pricing related to variable-cost products.