Cloudflare · Product Pricing Strategist, Director · August 2025

Redefined Pricing and Packaging Strategy for Cloudflare's SASE Portfolio

Cloudflare's SASE offering was priced and packaged around an earlier market segment story that no longer matched who was actually buying it. The customer profile, deal sizes, and channel model had all shifted, but the pricing structure hadn't caught up, which limited how well the product could compete and scale through partners. I designed a new pricing and packaging strategy from the ground up. This included tiered bundles alongside à la carte options so customers and partners could buy the way they needed to, a unified unit of measure across the portfolio to simplify comparison and quoting, and a discounting model built specifically to support growth through the channel. The strategy was built to reflect Cloudflare's underlying cost and infrastructure advantage rather than just mirror competitor pricing. The new model became a business now generating hundreds of millions of dollars, with the segment posting double-digit growth within Cloudflare's broader portfolio. Partner-sourced revenue grew to become the majority share of category revenue, validating the channel-first design of the strategy. Gartner named pricing a strength for Cloudflare in both the 2026 Magic Quadrant for SASE Platforms and the 2026 Magic Quadrant for Security Service Edge, specifically citing the bundle and à la carte model I built.