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"Unpack Pricing" with Scott Woody »
Gitlab's playbook for running PLG and Enterprise motions with Justin Farris

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Content provided by Turpentine, Scott Woody and Scott Woody. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Turpentine, Scott Woody and Scott Woody or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.

In this episode of Unpack Pricing, Scott Woody, co-founder and CEO of Metronome, talks with Justin Farris, VP of Product and Monetization at GitLab, a DevSecOps platform.

They discuss how GitLab successfully unified product-led growth, pricing strategy, and core systems under a single leader. Justin (ex-Zillow) shares why treating pricing as a product feature—not just a revenue lever—has been critical to GitLab's success, how they maintain one transparent price book across both self-service and enterprise customers, and why their buyer-based tiering model drives alignment between product and go-to-market teams. Justin also discusses how GitLab balances PLG and enterprise sales motions, how they avoid the "Cheesecake Factory menu" problem when creating add-ons, and his perspective on emerging AI pricing models that go beyond simple consumption-based approaches.

FULL TRANSCRIPT AVAILABLE HERE:

https://metronome.com/podcast/unpack-pricing/gitlabs-playbook-for-running-plg-and-enterprise-motions-with-justin-farris

–

Follow:

Scott

https://x.com/l3amm

https://www.linkedin.com/in/scott-woody-21677121/

Justin

https://www.linkedin.com/in/justinrfarris/

–

Check out:

Gitlab: https://about.gitlab.com/

Metronome: https://metronome.com/

–

Timestamps (Updated):

(00:00) Preview and Intro

(01:17) Justin's background at Zillow, journey to GitLab and current role

(03:28) Discussion on PLG vs. sales-led motions at Dropbox and GitLab

(06:02) Making PLG and sales partnership work - organizational structure

(09:03) Aligning growth and go-to-market teams through shared metrics

(11:02) Connecting product metrics to revenue impact and growth

(13:39) Advice for companies looking to unify PLG and sales motions

(14:39) Executive alignment: avoiding over-rotation to enterprise

(17:02) GitLab's buyer-based pricing model and transparent price book

(20:34) Pricing as core to product experience, not just a revenue lever

(23:02) Packaging strategy: good-better-best vs. add-on approaches

(26:22) Managing complexity: when to simplify product and pricing

(29:35) Feeding packaging research back to product strategy

(31:36) Testing new pricing models with limited availability products

(34:48) Product leaders as GMs: understanding commercial implications

(38:43) Everyone has opinions on pricing - finding alignment in organizations

(39:49) AI pricing trends: from co-pilots to new commercial models

(44:30) Buyer-based AI pricing and value-based models

(49:14) Learning from startups' pricing innovations

(50:27) Wrap

…   continue reading

6 episodes

#Tech #Business #Turpentine, Scott Woody #Scott Woody
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Gitlab's playbook for running PLG and Enterprise motions with Justin Farris

"Unpack Pricing" with Scott Woody

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MP3•Episode home
Manage episode 474917479 series 3616185
Content provided by Turpentine, Scott Woody and Scott Woody. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Turpentine, Scott Woody and Scott Woody or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.

In this episode of Unpack Pricing, Scott Woody, co-founder and CEO of Metronome, talks with Justin Farris, VP of Product and Monetization at GitLab, a DevSecOps platform.

They discuss how GitLab successfully unified product-led growth, pricing strategy, and core systems under a single leader. Justin (ex-Zillow) shares why treating pricing as a product feature—not just a revenue lever—has been critical to GitLab's success, how they maintain one transparent price book across both self-service and enterprise customers, and why their buyer-based tiering model drives alignment between product and go-to-market teams. Justin also discusses how GitLab balances PLG and enterprise sales motions, how they avoid the "Cheesecake Factory menu" problem when creating add-ons, and his perspective on emerging AI pricing models that go beyond simple consumption-based approaches.

FULL TRANSCRIPT AVAILABLE HERE:

https://metronome.com/podcast/unpack-pricing/gitlabs-playbook-for-running-plg-and-enterprise-motions-with-justin-farris

–

Follow:

Scott

https://x.com/l3amm

https://www.linkedin.com/in/scott-woody-21677121/

Justin

https://www.linkedin.com/in/justinrfarris/

–

Check out:

Gitlab: https://about.gitlab.com/

Metronome: https://metronome.com/

–

Timestamps (Updated):

(00:00) Preview and Intro

(01:17) Justin's background at Zillow, journey to GitLab and current role

(03:28) Discussion on PLG vs. sales-led motions at Dropbox and GitLab

(06:02) Making PLG and sales partnership work - organizational structure

(09:03) Aligning growth and go-to-market teams through shared metrics

(11:02) Connecting product metrics to revenue impact and growth

(13:39) Advice for companies looking to unify PLG and sales motions

(14:39) Executive alignment: avoiding over-rotation to enterprise

(17:02) GitLab's buyer-based pricing model and transparent price book

(20:34) Pricing as core to product experience, not just a revenue lever

(23:02) Packaging strategy: good-better-best vs. add-on approaches

(26:22) Managing complexity: when to simplify product and pricing

(29:35) Feeding packaging research back to product strategy

(31:36) Testing new pricing models with limited availability products

(34:48) Product leaders as GMs: understanding commercial implications

(38:43) Everyone has opinions on pricing - finding alignment in organizations

(39:49) AI pricing trends: from co-pilots to new commercial models

(44:30) Buyer-based AI pricing and value-based models

(49:14) Learning from startups' pricing innovations

(50:27) Wrap

…   continue reading

6 episodes

#Tech #Business #Turpentine, Scott Woody #Scott Woody

All episodes

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"Unpack Pricing" with Scott Woody
"Unpack Pricing" with Scott Woody podcast artwork

1
Gitlab's playbook for running PLG and Enterprise motions with Justin Farris 51:29

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In this episode of Unpack Pricing, Scott Woody, co-founder and CEO of Metronome, talks with Justin Farris, VP of Product and Monetization at GitLab, a DevSecOps platform. They discuss how GitLab successfully unified product-led growth, pricing strategy, and core systems under a single leader. Justin (ex-Zillow) shares why treating pricing as a product feature—not just a revenue lever—has been critical to GitLab's success, how they maintain one transparent price book across both self-service and enterprise customers, and why their buyer-based tiering model drives alignment between product and go-to-market teams. Justin also discusses how GitLab balances PLG and enterprise sales motions, how they avoid the "Cheesecake Factory menu" problem when creating add-ons, and his perspective on emerging AI pricing models that go beyond simple consumption-based approaches. FULL TRANSCRIPT AVAILABLE HERE: https://metronome.com/podcast/unpack-pricing/gitlabs-playbook-for-running-plg-and-enterprise-motions-with-justin-farris – Follow: Scott https://x.com/l3amm https://www.linkedin.com/in/scott-woody-21677121/ Justin https://www.linkedin.com/in/justinrfarris/ – Check out: Gitlab: https://about.gitlab.com/ Metronome: https://metronome.com/ – Timestamps (Updated): (00:00) Preview and Intro (01:17) Justin's background at Zillow, journey to GitLab and current role (03:28) Discussion on PLG vs. sales-led motions at Dropbox and GitLab (06:02) Making PLG and sales partnership work - organizational structure (09:03) Aligning growth and go-to-market teams through shared metrics (11:02) Connecting product metrics to revenue impact and growth (13:39) Advice for companies looking to unify PLG and sales motions (14:39) Executive alignment: avoiding over-rotation to enterprise (17:02) GitLab's buyer-based pricing model and transparent price book (20:34) Pricing as core to product experience, not just a revenue lever (23:02) Packaging strategy: good-better-best vs. add-on approaches (26:22) Managing complexity: when to simplify product and pricing (29:35) Feeding packaging research back to product strategy (31:36) Testing new pricing models with limited availability products (34:48) Product leaders as GMs: understanding commercial implications (38:43) Everyone has opinions on pricing - finding alignment in organizations (39:49) AI pricing trends: from co-pilots to new commercial models (44:30) Buyer-based AI pricing and value-based models (49:14) Learning from startups' pricing innovations (50:27) Wrap…
 
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"Unpack Pricing" with Scott Woody
"Unpack Pricing" with Scott Woody podcast artwork

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How Writer is winning enterprise AI deals with Matan-Paul Shetrit 46:00

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In this episode of Unpack Pricing, Scott Woody, co-founder and CEO of Metronome, talks with Matan-Paul Shetrit, Director of Product at Writer, a full-stack generative AI platform for enterprises. They explore the evolving landscape of AI pricing, where rapid model advancements and enterprise adoption create pricing challenges. Matan (ex-Brex, Square, Stripe) shares why per-token pricing falls short for enterprises, how Writer is shifting to a hybrid model, and the importance of predictability for adoption. Matan also shares how AI transformation mirrors the cloud migration journey, how to navigate the tension between product and GTM teams, and why tackling high-value but "mundane" workflows is key to multi-year renewals. FULL TRANSCRIPT AVAILABLE HERE: metronome.com/podcast/unpack-pricing/how-writer-is-winning-enterprise-ai-deals-with-matan-paul-shetrit – FOLLOW: Scott https://x.com/l3amm https://www.linkedin.com/in/scott-woody-21677121/ Matan https://www.linkedin.com/in/matan-paul-shetrit-aab12016/ – Check out: Writer: https://writer.com/ Metronome: https://metronome.com/ – TIMESTAMPS: (00:00) Intro (01:21) Matan's career journey from government to Writer (04:16) How product managers should view pricing (07:24) Pricing limitations in competitive markets (09:00) Balancing usage growth vs. commercialization (10:18) Moving from token-based to platform pricing (14:03) Why token-based pricing doesn't work for large organizations (16:55) How Writer's pricing model provides predictability (21:01) Using entitlements vs. feature gating (23:30) Managing product in rapidly changing AI landscape (26:01) Why Writer trains their own models for enterprise (28:21) Making enterprise IT champions rather than detractors (31:45) Platform value beyond foundational models (32:23) Real appetite for AI in large companies (34:37) Finding high-value mundane workflows (36:50) Process for proving value to enterprise customers (39:00) The Importance of renewals vs. initial deals (41:01) Why self-serve PLG doesn't work for Global 2000 (44:05) Learning from established enterprises vs. disrupting (45:20) Wrap…
 
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"Unpack Pricing" with Scott Woody
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Why billing is a core product experience at Twilio & Atlassian | Vina McAllister 49:13

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In this episode of Unpack Pricing, Scott Woody, co-founder and CEO of Metronome talks with Vina McAllister, Vice President, Product Management - Commerce & Monetization at Twilio. Vina and Scott discuss how billing and commerce platforms need to be viewed as core customer experiences rather than just finance functions, drawing on Vina's experience at Twilio and Atlassian. They explore why successful billing product managers must understand the full business ecosystem - from sales and finance to customer behavior - to create seamless experiences that drive growth. FULL TRANSCRIPT AVAILABLE HERE: http://metronome.com/podcast/unpack-pricing/why-billing-is-a-core-product-experience-at-twilio-and-atlassian – FOLLOW: Scott https://x.com/l3amm https://www.linkedin.com/in/scott-woody-21677121/ Vina https://www.linkedin.com/in/vmmcallister/ – CHECK OUT: Twilio: https://www.twilio.com/ Metronome: https://metronome.com/ – TIMESTAMPS: (00:00) Preview and Intro (03:19) Atlassian's customer self-service (04:45) The necessity of prioritizing customer needs (06:00) A product manager’s role across domains (08:40) Event-based pricing and billing challenges (13:20) Unifying & simplifying multi-product experiences (15:50) On having clear strategies to integrate acquisitions (19:00) Advocating for commerce and billing as core business function (22:55) The argument that billing is not just a financial tool (26:05) Viewing billing teams as product teams (33:35) Navigating cross-functional challenges with empathy (38:05) How to become a successful billing PM (40:30) Empowering billing teams from order taking to problem solving (45:15) Importance of outcome-based pricing (47:40) Billing's evolution towards customer experience (48:33) Wrap…
 
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"Unpack Pricing" with Scott Woody
"Unpack Pricing" with Scott Woody podcast artwork

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Inside Snowflake’s pricing strategy with Sam Lee 50:21

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In this episode of Unpack Pricing, Sam Lee, VP of Pricing Strategy and Product Operations at Hubspot and former Snowflake pricing leader shares his deep expertise in building and scaling pricing teams. He joins host Scott Woody to explore why pricing “is a sledgehammer, not a scalpel” in business strategy. Sam discusses why pricing is inherently challenging as a multidisciplinary domain, shares insights from Snowflake's successful consumption-based pricing strategy, and explores how AI is reshaping traditional pricing models. He also offers insights into the future of AI-driven business models, suggesting a shift where data exchange between companies and customers could fundamentally alter commercial relationships in software. – FULL TRANSCRIPT AVAILABLE HERE: https://metronome.com/podcast/unpack-pricing/inside-snowflakes-pricing-strategy-with-sam-lee – Follow: Scott https://x.com/l3amm https://www.linkedin.com/in/scott-woody-21677121/ Sam https://www.linkedin.com/in/samwise/ -- Check out: Value Monetization in the Age of AI, Sam Lee https://medium.com/value-monetization-in-the-age-of-ai/value-monetization-in-the-age-of-ai-5cafce30332e Metronome: https://metronome.com/ -- RECOMMENDED PODCAST: Check out Modern Relationships , where Erik Torenberg interviews tech power couples and leading thinkers to explore how ambitious people actually make partnerships work. Founders Fund's Delian Asparouhov and researcher Nadia Asparouhova kick off the series with an unfiltered conversation about their relationship evolution. Apple: https://podcasts.apple.com/us/podcast/id1786227593 Spotify: https://open.spotify.com/show/5hJzs0gDg6lRT6r10mdpVg YouTube: https://www.youtube.com/@ModernRelationshipsPod -- Timestamps: (00:00) Intro (01:07) Why is pricing so hard? (01:14) Sam's three reasons why pricing is difficult (05:57) Top-down vs. bottom-up pricing initiatives (07:50) Essential skills for effective pricing leaders (10:02) Product expertise & pricing outcomes: The Snowflake Copilot example (11:49) The price-value-product experience feedback loop (14:19) Pricing managers as product managers for the monetization system (17:22) Criteria for choosing value metrics: Alignment with customer perception & cost scaling (19:50) Advantages & disadvantages of a pure usage philosophy (26:39) Operationalizing pricing changes in a usage model (28:03) Handling greenfield vs. brownfield customers (35:09) The rarity of successful outcome-based pricing (41:19) Advice for transitioning to usage pricing (43:05) Skillsets needed for usage-based pricing (46:20) The weird future of pricing (59:32) Wrap…
 
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"Unpack Pricing" with Scott Woody
"Unpack Pricing" with Scott Woody podcast artwork

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The future of monetizing open source with Spencer Kimball, CEO of Cockroach Labs 1:02:40

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In this episode of Unpack Pricing, Spencer Kimball, co-founder and CEO of Cockroach Labs joins Scott Woody, co-founder and CEO of Metronome, to discuss CockroachDB's evolution over the past 10 years and how that's impacted their business models. Spencer Kimball discusses the pivotal decisions in open-source strategy, how the company navigated competition with hyperscalers, the non-obvious transformative power of open-source, and the importance of customer focus in driving long-term success for their business. – FULL TRANSCRIPT AVAILABLE HERE: https://metronome.com/podcast/unpack-pricing/the-future-of-monetizing-open-source-with-cockroach-labs-co-founder-ceo – Follow: Scott: X: https://x.com/l3amm LI: https://www.linkedin.com/in/scott-woody-21677121/ Spencer: LI: https://www.linkedin.com/in/spencerwkimball/ – Check out: Cockroach Labs: https://www.cockroachlabs.com/ Metronome: https://metronome.com/ -- RECOMMENDED PODCAST: Check out Modern Relationships , where Erik Torenberg interviews tech power couples and leading thinkers to explore how ambitious people actually make partnerships work. Founders Fund's Delian Asparouhov and researcher Nadia Asparouhova kick off the series with an unfiltered conversation about their relationship evolution. Apple: https://podcasts.apple.com/us/podcast/id1786227593 Spotify: https://open.spotify.com/show/5hJzs0gDg6lRT6r10mdpVg YouTube: https://www.youtube.com/@ModernRelationshipsPod – Timestamps: (00:00) Intro (00:59) Spencer's background and CockroachDB's origin (06:06) The evolution of open source business models (10:05) Challenges and strategies in commercializing open source (16:29) The impact of hyperscalers on open source (18:42) CockroachDB's licensing journey (21:31) Future of open source (30:59) CockroachDB’s unified product offering (33:39) Customer reception and adjustments (35:41) Philosophical changes in tech (36:35) Cloud services and competition (40:47) Customer needs and strategic strengths (47:29) Future of cloud and AI (58:27) Staying energized as an entrepreneur (01:01:39) Wrap…
 
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"Unpack Pricing" with Scott Woody
"Unpack Pricing" with Scott Woody podcast artwork

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Lessons on PLG from Dropbox, Postman, and Kong with Jesse Miller 43:22

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In this episode of Unpack Pricing, Jesse Miller, VP of Product Growth at Kong joins host Scott Woody , CEO and co-founder of Metronome , to discuss the interplay between product-led and sales-led growth. Jesse exposes common misconceptions about product-led growth, and offers insights into the critical role of user experience, product design, and pricing in successful PLG implementations. -- FULL TRANSCRIPT AVAILABLE HERE: https://metronome.com/podcast/unpack-pricing/lessons-on-plg-from-dropbox-postman-and-kong-with-jesse-miller -- FOLLOW ON SOCIAL Scott: https://x.com/l3amm https://www.linkedin.com/in/scott-woody-21677121/ Jesse: https://x.com/jesse_miller https://www.linkedin.com/in/jessejmiller/ -- CHECK OUT Kong: https://konghq.com/ Metronome: https://metronome.com/ -- TIMESTAMPS: (00:00) Intro (00:45) Jesse Miller's Background & Focus (01:29) Defining Product-Led Growth (02:12) The Evolution of Product-Led Growth (04:06) Should Every B2B Software Company Have PLG? (05:33) PLG in the Future of B2B Software (06:16) Growth Team Structures at Dropbox & Postman (08:30) Skills to Look for in a PLG-Focused PM (10:09) Prioritizing Skill Sets for a PLG Team (12:14) Building Relationships with Other Teams (13:01) Overcoming Friction with a Sales-Led Organization (14:38) Kong's Journey (17:16) PLG as a Lead Generation Tool for Sales (23:57) Different User Personas (25:07) The Challenges of Building PLG on Top of an SLG Motion (29:53) Tactical Tips for Building PLG on Top of SLG (31:24) Every Company Can Have Some PLG (34:19) The Benefits of Easy-to-Access Trials (35:26) Pricing and Packaging (37:53) The Importance of Pricing Transparency (38:35) Techniques for Optimizing the Pricing Experience (41:19) The Most Common Misconception about PLG (42:45) Wrap…
 
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