One of the biggest challenges I experienced was trustworthy, point‑in‑time cohorting and orchestration - in a multi‑month repackaging + price increase, almost every incident traced back to not being able to reliably identify, freeze, and track who should be touched at each step (eligibility → notification → migration → etc). A few example issues that we encountered: - We couldn’t programmatically surface which accounts had early‑day “handshake” promises (evergreen pricing/grandfathering). Out of caution, we excluded broad swaths of customers—even though only a small % actually had exceptions. - We didn't have a reliable, standardized way to ensure that all customers getting repriced had been notified on time with respect to each country's regulations. - Customers initially selected for repricing needed late-stage exemptions (e.g. had started renewal discussions with sales team, their usage patterns had changed, etc). We lacked a clean way to “unwind” those selections—even after notifications were sent. - Selection → execution drift: by the time the actual migrations came, account states had changed. Without point‑in‑time snapshots, cohorts silently mutated and the wrong customers were touched.

@Rob Litterst Outside billing platform, but it's tricky, since these migrations rely on input from multiple systems that aren't usually hooked together. You need usage/adoption data, structured contracts (if you have them), billing data (current plan, etc), customer demographics attributes, etc, and you need to make changes to the billing platform, internal customer database, create notifications/messages, and more. So if I had a magic wand, we would've had all of the necessary data at our fingertips without error-prone sql queries in a thin orchestration system that sat outside of/on top of existing billing, crm, internal, etc. systems.

Agreed! I really enjoyed the insight from Ulrik as well as the perspectives and knowledge from others on the call - super helpful, ty ty!

@Rob Litterst Thanks!

😀