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Laura Fay is the vice president & managing director of offers research and advisory for TSIA. Laura is a technology industry veteran with over 30 years of experience driving business growth in the technology industry via leadership roles in product management, general management, product development, and customer success.
Prior to TSIA, Laura has lived the XaaS business transformation journey at multiple companies. She has experienced success in large well- established enterprises and a number of early stage high growth companies, including Good Technology/Blackberry, Salesforce, E*TRADE Business Solutions, Lotus Development and IBM.
Laura holds a Bachelor’s degree in Computer Science (Hons.) from Trinity College Dublin, Ireland, and an MBA from Santa Clara University, California.
Laura is a regular contributor to the TSIA blog on the topics of XaaS product management, the product management handshake, and trends in SaaS pricing.
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Product Management Role Descriptions
This document provides a high-level overview of the technology industry product management job roles.
Product Led Growth: Myths and Realities
Discover the difference between product led growth strategy myths and truths in this interactive session.
Is Product-Led Growth Applicable to Your Business?
This report addresses the myths and realities of a product-led growth strategy.
Product-Led Growth: Case Examples
This document outlines over 20 illustrated practice examples where the product engagement plays a leading role in the business growth strategy.
Product Practices Driving Adoption: Research Findings
This document reports key research findings on the topic of product management practices that drive adoption.
Partners Prefer Platforms: How B2B Tech Is Leveraging Platforms for Accelerated
For product, partner and platform strategy leaders that are rethinking their platform strategy to drive partner engagement with their XaaS business . . .
The Product Management - Customer Success Handshake
Research tells us that the handshake between the team that creates value (Product management) and the one that helps customers realize the value . . .
Bridging the Value and Outcomes Gap: The Role of Embedded Design
Companies often engage in value and outcome-based selling and invest in customer success to drive customer outcomes when the core products are not . . .
The 2021 State of XaaS Product Management
Learn how product management is leading the way in XaaS transformation and see what the research tells us about growing scalable XaaS offers.
Willingness to Pay
How solution attributes, value drivers, and next best alternatives translate into willingness to pay a particular price point for a solution.
Engineering Customer Outcomes
This paper examines the gap between the hype of outcome engineering and current reality, and how to overcome it.
The Critical Practices for Migrating Customers to XaaS
This paper provides insight into seven critical practices that are actually moving the needle toward XaaS migration success.