ESTABLISH A BASELINE 14 E昀昀ec琀椀ve planning requires that we know the star琀椀ng point and the trends that led to that point. There are two things to consider 1. Things that impact pricing, such as • Discoun琀椀ng • Customer scale • Usage • Package mix • Segments targeted 2. Things that pricing impacts, such as • Pipeline metrics – Opportuni琀椀es – Conversion ra琀椀os – Velocity • Average Contract Value (ACV) • Net Revenue Reten琀椀on – Customer Reten琀椀on – Growth in Package/Shrinkage in Package – Upsell/Downsell – Crossell • Usage Ibbaka’s Pricing Planning Guide & Checklist for 2024 November 2023