How to implement and succeed at consumption-based pricing
Implementing and managing consumption based pricing requires the whole business to come together – from leadership to the board to key internal teams like Finance, Product, Engineering, Sales and Customer Success. Whether you’re handling this manually and struggling with a system built in house, or are looking to launch a new product with UBP, you need to have the right infrastructure and systems in place, with access to the right usage and commercial data.
Pricing is not a set-it-and-forget-it task or a box you can check off. This is especially true for usage-based strategies, which require businesses to make pricing an ongoing, active motion.
This chapter will walk you through the journey of UBP implementation, from selecting your pricing metric to building (or transitioning to) the right infrastructure to mitigation strategies for common challenges.
Selecting the best pricing metric
According to a 2021 survey from Coatue Partners, the hardest part of deploying usage-based pricing is finding the right metric. When including elements of UBP in your pricing model, it’s crucial to attach pricing to a usage metric that aligns with how customers glean value from the service and what success looks like to them. All of this ensures spend is connected with positive business outcomes, rather than a cost item to be managed downward. Fees also need to be simple to understand and not impossible to predict. If not, how their spend would scale becomes opaque, and that creates adoption (or additional commitment) friction.
To provide an example, let’s say you offer a backend-as-a-service to mobile games. If you price based on the number of players they attract, this overlaps well with their own metrics for success - it’s ‘good’ spend that is easy to understand, and forecasting is simple.
The tech stack you need to implement and manage UBP
The good news is that a majority of companies already have the tech stack needed for UBP implementation mostly in place and don’t have to make extensive changes. But UBP does require an additional component.
When you deploy UBP you need usage and spend data to be available throughout the business. This is a crucial enabler for multiple use cases: For billing to prepare invoices and recognize revenue in the right way, for sales agility in pricing negotiations, and more. We’ll go into more details on building out your UBP infrastructure in the next chapter: “Who is involved in making a UBP successful?"
Best practices for integrating the missing component
There are some best practices to keep in mind for integrating a new platform with existing systems. To fill the gap discussed above, you will crucially need:
- Bi-directional integrations to your existing finance and CRM systems
- An easy UI for Ops users, so they can set up and manage changes without overly relying on Engineering
- Capability to easily manage pricing in a way that matches the flexibility and complexity of your own pricing and packaging
- Alerting and events systems, to allow for automation
You can find more information in our article "5 Tips to Evaluate Usage-Based Pricing Vendors for Integrations"
Implications for operations and GTM
Since UBP’s application to B2B software is newer, it’s important to consider the implications of the pricing model for operational and Go-To-Market (GTM) capabilities. Here are four major areas affected by UBP:
Customer experience
With UBP, pricing is part of the product itself: customers need to understand their consumption and how that will translate to their spending. This requires transparency and trust, and a once-per-month invoice won’t cut it.
Instead, customers will want information on demand – for example, a running total and a forecast for their monthly bill, right within the product.
Sales and Customer Success performance
Customer-facing team members need usage data for inbound billing enquiries, but also to drive revenue growth. They should be able to respond to usage signals and be proactive about encouraging further adoption, upselling or securing commitments. When these teams are more informed, they can have more higher-quality, value-adding conversations.
Billing operations
Accurate invoicing can be a challenge with UBP, especially if Sales often does customized pricing for a significant portion of the customer base. This is because you need to bring usage data together with pricing terms to calculate the amount that goes on a bill. Many organizations have spreadsheet-based systems for billing or clunky tools built in house, which are time-consuming, prone to errors, risky for audits, difficult to change and not scalable. This process should be automated, which will help Finance, Sales, and Customer Success.
Reporting & KPIs
UBP has demanding requirements for reporting, oriented on the customer and their usage. Teams need to have ways to get visibility into spending, usage, costs of service, unit economics and who the outliers are (i.e. those with particularly good or bad gross margin performance). The pricing model also requires finance to track slightly different metrics, like NRR. Forecasting becomes trickier, so teams need accurate data and the right tools in place in order to accurately forecast revenue.
While these are certainly significant implications to consider, all of them come back to one core issue: Data.
All businesses with a UBP strategy need the foundational capability of data infrastructure. Having an effective way to meter usage data, apply pricing and utilize spend data across all operations in near real time is crucial; without it, UBP businesses can’t compete at the highest level and could actually hurt their relationships with customers due to inaccurate bills, exhausted finance teams and broken customer trust.
Onfido, a provider of state-of-the-art identity verification SaaS, already had a UBP strategy in place – but their legacy platform was struggling to handle 2.5X the events it was designed for. Reconciling data to answer customer questions was also painful every time.
m3ter helped Onfido prevent tens of thousands of dollars of revenue leakage each month. Want to know how?
Implications for Sales-led vs. Product-led sales channels
Businesses with both Sales-Led Growth (SLG) strategies and Product-Led growth (PLG) strategies can adopt UBP, but there are differences in how it’s implemented and the complexity that arises.
Purely SLG businesses have one particular advantage over PLG businesses (most of which still have SLG as well) when making a switch to UBP: They have less transparent pricing on the website and can more easily run pricing experiments with different customers, even running two pricing plans simultaneously as they transition to UBP. SLG companies will often be able to offer volume discounts to provide incentives to grow with a single provider.
However, there is a reason why many PLG businesses choose to couple usage elements with a freemium or self-service offering: UBP is the ultimate tactic for frictionless revenue growth, as it helps customers graduate through tiers or graduate to sales-led. Infrastructure providers like ClickHouse, AWS and others are good examples of this – many customers start self-serve and will want to talk to sales to get discounts as they scale. A best practice to enable this is to keep the same metric throughout channels and tiers to ensure a consistent customer experience and lower friction path.
Challenges & mitigation strategies
When implementing UBP, there are challenges commonly faced by businesses that require careful consideration. Below are some examples of these as well as mitigation strategies:
Predictability
This can be a challenge for both sides. Customers who place high value on predictability may be uncomfortable with the uncertainty of consumption-based pricing. Others may be fine with it, but could get angry if they end up with a surprise in their monthly bill due to a spike in usage or poor forecasting.
For the vendor, there can be revenue unpredictability and cash flow challenges. Because it’s dependent on variable usage, UBP has less predictable revenues than traditional pricing models. It could also create challenges for working capital, as it’s more likely to use payments in arrears rather than in advance.
Mitigation:For the customer – Deploy hybrid models to combine subscriptions with allowances and overage rates like Zapier. Consider ignoring infrequent usage spikes like Datadog. Provide the option to trade commitments for discounted variable rates to limit runaway costs, like AWS.
For the vendor – To an extent, both revenue unpredictability and cash flow challenges can be mitigated by trading commitments for discounts, but the built-in uncertainty can create obstacles for investment decisions or providing investor guidance.
Unclean data
UBP requires businesses to incorporate two types of data:
- Usage data, based in your platform; and
- Commercial data, e.g. accounts, products, plans, deals and pricing from your CRM or CPQ system.
The challenge is calculating the bill for every customer by bringing together their usage data with their pricing and having near real-time running totals that are accurate to the hour or even more frequently, rather than calculating invoices just once per month.
Mitigation:Manual UBP is a non-starter, especially as you scale. While you could try to build an involved custom solution, this is a drain on development resources and a slow, expensive and risky process. You’ll need a solution that sits between the customer, the finance stack and the platform and pricing systems, taking the heavy lifting off your Finance team and making BillingOps automated, efficient and scalable.
Sales compensation
Sales comp is one of the trickiest topics to tackle when moving toward UBP. Some of the biggest friction occurs when businesses charge by consumption but still incentivize Sales to maximize upfront committed spend.
Mitigation:This is an ongoing conversation in the industry with many points of view to consider (OpenView’s take has some great nuance.) The (unfortunately) ambiguous answer is that it’s not black and white, and every business with a current or future UBP model needs to have these conversations. (Sales comp would be a great topic for your pricing committee to work on.)
Weathering a downturn
As mentioned previously, UBP models are more susceptible to shrinking accounts than other pricing models, so although logo churn may be lower, decreased usage (and therefore revenue) can be a concern during a recession.
Mitigation:It may depend on how long the downturn is expected to last, but start by making a strategic decision about priorities during the period. If minimizing logo churn is most important, there are many ways to use UBP for this goal. If you are less worried about logos and more concerned about customers decreasing usage, focus on efforts to drive product adoption, keep customers happy and continue investing in the product to add value.
