For B2B SaaS companies, growth requires moving beyond intuition-based pricing. This paper presents an integrated case study with Docusign, showcasing a multi-stage conjoint research program that tackled distinct strategic challenges: launching a new product line, managing cannibalization with license types, creating tiered service offerings, and channel expansion. Attendees will gain a practical framework for using advanced choice modeling to drive customer-centric monetization and translate complex research into measurable revenue growth and clear go-to-market guidance.
