Case study · AvidXchange

Repositioning a $2B payments platform

Role · VP, Product MarketingSector · B2B SaaS · Fintech · AP Automation

$67M

Headline outcome

in pricing upside identified across the portfolio

The Challenge

Where we started

—Publicly-traded AP automation leader with a sprawling multi-product portfolio serving the middle market — marketing was feature- and module-led, with inconsistent positioning across buyer segments and verticals.
—Decentralized Pricing; no governance, leaving meaningful revenue on the table at renewal and expansion.
—Siloed GTM teams. No governance. No continuity from value proposition to messaging, pricing, and offers.
—Voice-of-Customer (VoC) inputs were ad-hoc and disconnected from product, marketing, and sales planning.

The Approach

—Re-architected positioning from feature lists to outcome-based narratives mapped to ICPs. Created sales enablement (battlecards, value frameworks, ROI tools) tied to the new positioning.
—Stood up a structured pricing analysis and packaging review with finance and product to expose realizable upside.
—Built a repeatable launch operating model compressing time-to-market and aligned product, marketing, and sales.
—Reimagined VoC - first programs, steering GTM outcomes with W/L analysis, customer insights & advisory.

The Outcome

$67M
in pricing upside identified across the portfolio
100%
increase in product launch velocity
VoC
program became drove GTM planning steering product design, roadmap, pricing, and EA enrollment.
Unified
positioning across 10+ products and buyer segments with first-ever integrated marketing motion

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