PostHog · Go-to-market · Mid · 45 to 60 minutes

Should enterprise pricing stay behind sales?

PostHog is a developer focused product analytics platform used by teams to understand and improve their products. Answer this product management case and get it graded line by line against a weighted rubric.

pricing strategy
go to market
experimentation
analytical judgment
stakeholder management

The situation

You are the PM responsible for growth in a product led business at PostHog. Most customers discover the product online, sign up on their own, and evaluate it without talking to anyone. Today, lower tier plans have clear public pricing, but the enterprise offer requires a buyer to contact sales for a quote. Assume most new users come through self serve channels, and some larger prospects later need procurement, security review, or custom terms. The CEO and commercial lead want a recommendation before the next planning cycle. They are hearing mixed signals. Some technical buyers appear to want faster evaluation and ask for pricing earlier, while sales argues that enterprise deals are too varied to price publicly and that qualification protects revenue. Marketing also sees the pricing page as a major conversion point and wonders if the current setup creates avoidable friction. Your job is to recommend whether PostHog should keep enterprise pricing gated behind sales, make some or all pricing public, or use a hybrid approach. The hard part is balancing buyer speed, revenue capture, sales efficiency, and the needs of larger customers who still expect human support.

What to produce

Write a 1 to 2 page strategy memo.

Your answer must

Frame the decision as a go to market problem and identify at least two buyer segments with different needs.
Compare at least three options for pricing visibility and sales motion, including the current contact sales approach.
Make a recommendation and explain the trade offs for conversion, revenue, and sales team efficiency.
Propose a one quarter test plan with primary success metrics, guardrails, and a clear decision rule.
Explain how buyers who need procurement help, security review, or custom terms would be served under your proposed model.

Constraints

Do not assume a major product or packaging rebuild in the next quarter, focus on changes to pricing presentation, sign up flow, and sales handoff.
You have limited direct data on prospects who leave before talking to sales.
Any approach must still work for larger customers who need a sales assisted path.

Format

Use short sections for context, options, recommendation, experiment plan, and risks. A small comparison table is welcome.

How PostHog actually played it

PostHog describes replacing contact-sales enterprise pricing with public prices and what the team learned, including a move toward self-serve for enterprise plans. It argues that hidden pricing creates friction for developer buyers. Useful for anyone choosing a pricing and sales motion for a product-led company.

Hidden pricing slows evaluation for technical buyers
Transparent enterprise pricing can still support a sales assisted path
Test pricing transparency as a growth lever, not only a brand stance

Built from Why we ditched 'talk to sales' for transparent pricing by Simon Fisher.