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Laura Fay

VP & Managing Director, Offers Research and Advisory

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.

Top XaaS Product Management Advisory Engagements

  • XaaS Business Model Foundations (MBA in a Day)
  • As-A-Service Transformation and Alignment
  • Economic Engines for Profitable XaaS
  • Changing Value Propositions for XaaS
  • Segmentation Strategies for Optimal Offer-Market Fit
  • XaaS Offer Portfolio Design for Scalable Growth
  • Impactful XaaS Pricing Solutions
  • Engineering the Customer Journey in Product
  • Effective Product Management – Customer Success Handshakes
  • Incentivizing Product Management's XaaS Behavior

Laura Fay Talks About XaaS Product Management

XaaS Product Management

Research and Webinars

Check out the most recent XaaS Product Management resources.


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.

Recommended Practice

Willingness to Pay

How solution attributes, value drivers, and next best alternatives translate into willingness to pay a particular price point for a solution.

Research Report

Engineering Customer Outcomes

This paper examines the gap between the hype of outcome engineering and current reality, and how to overcome it.

Research Report

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.

Research Report

The State of XaaS Product Management: 2021

Annual report documenting major trends and disruptions in XaaS product management and highlighting the research plan for 2021.

Research Report

Examples of Outcome-Based Offers

This paper provides real-world examples of outcome-based offers.


Increasing Revenue Improving Product Experiences with Customer Behavior Analysis

Join us to learn how to increase revenue and improve product experiences with customer behavior analysis.

Data View

XaaS Product Management Research and Advisory: 2020 Annual Reference

Summary of the XaaS Product Management research practice's key topics in the calendar year 2020.

Research Report

The Alchemy of Compelling XaaS Offers

Mastering compelling XaaS offers to drive customer value realization, revenue growth, and business scale.

Research Report

Price Design

This paper on XaaS monetization reviews unit economics, pricing models, pricing anchors, setting price points, impact of price transparency.

Research Report

Organizing for Compelling XaaS Portfolio Design

How to organize for XaaS offer development and portfolio design.


Innovations in Value Creation

In this webinar, leaders from Dell and Cytivia share the what, why, and how of their innovation and the results they achieved.