When selling dev tools you typically have 3 "buyer" levels:
- wants to experience your value prop
- ideally wants to play/test/use the free tool
- doesn't buy tools but strongly influences buying decisions
- wants to use it right now, not talk to his boss to get a credit card, not talk to sales
- wants to improve teams productivity
- collaboration, developer experience, and happiness are important
- buys tools at a team-level budget
- doesn't want to go through a lengthy sales process but swipes the card and gets the team on this week
- wants to improve the security and compliance of the entire eng org
- security, control, governance
- buys tools for the entire organization/enterprise
- expects a longer sales process with a lot of moving parts and needs to discuss and negotiate
How does Postman solve it?:
- packages their plans in a way that aligns with those buyers
- different plans have features needed for Dev/Team lead/Org lead
- CTAs are exactly what each buyer wants: Use > Buy > Talk
They even go the extra mile. Something I didn't see too often.
They understand their customer's reality and identified one more level between Org and Team.
Basically a department-level unit that probably has multiple teams but is not at the organization/enterprise level.
I really like what they did hear. Solid.