Gitlab's playbook for running PLG and Enterprise motions with Justin Farris

In this episode of Unpack Pricing, Scott Woody, co-founder and CEO of Metronome, talks with Justin Farris, VP of Product and Monetization at GitLab, a DevSecOps platform. They discuss how GitLab successfully unified product-led growth, pricing strategy, and core systems under a single leader. Justin (ex-Zillow) shares why treating pricing as a product feature—not just a revenue lever—has been critical to GitLab's success, how they maintain one transparent price book across both self-service and enterprise customers, and why their buyer-based tiering model drives alignment between product and go-to-market teams. Justin also discusses how GitLab balances PLG and enterprise sales motions, how they avoid the "Cheesecake Factory menu" problem when creating add-ons, and his perspective on emerging AI pricing models that go beyond simple consumption-based approaches. FULL TRANSCRIPT AVAILABLE HERE: https://metronome.com/podcast/unpack-pricing/gitlabs-playbook-for-running-plg-and-enterprise-motions-with-justin-farris  – Follow: Scott https://x.com/l3amm  https://www.linkedin.com/in/scott-woody-21677121/ Justin https://www.linkedin.com/in/justinrfarris/ – Check out: Gitlab: https://about.gitlab.com/ Metronome: https://metronome.com/ – Timestamps (Updated): (00:00) Preview and Intro (01:17) Justin's background at Zillow, journey to GitLab and current role (03:28) Discussion on PLG vs. sales-led motions at Dropbox and GitLab (06:02) Making PLG and sales partnership work - organizational structure (09:03) Aligning growth and go-to-market teams through shared metrics (11:02) Connecting product metrics to revenue impact and growth (13:39) Advice for companies looking to unify PLG and sales motions (14:39) Executive alignment: avoiding over-rotation to enterprise (17:02) GitLab's buyer-based pricing model and transparent price book (20:34) Pricing as core to product experience, not just a revenue lever (23:02) Packaging strategy: good-better-best vs. add-on approaches (26:22) Managing complexity: when to simplify product and pricing (29:35) Feeding packaging research back to product strategy (31:36) Testing new pricing models with limited availability products (34:48) Product leaders as GMs: understanding commercial implications (38:43) Everyone has opinions on pricing - finding alignment in organizations (39:49) AI pricing trends: from co-pilots to new commercial models (44:30) Buyer-based AI pricing and value-based models (49:14) Learning from startups' pricing innovations (50:27) Wrap