Laura Fay

VP & Managing Director, Offers Research and Advisory

Laura Fay is the vice president and managing director of offers research and advisory for TSIA. She also serves as TSIA’s vice president of XaaS product management research. Laura is a technology industry veteran with over 30 years' experience driving business growth in the enterprise technology industry via leadership roles in product management, general management, product development, and customer success.

Laura Fay

Laura Fay Talks About XaaS Product Management

XaaS Product Management

How TSIA Advisory Works With You

Strategic Advisory graphic

Top XaaS Product Management Advisory Engagements

  • XaaS Business Model Foundations (MBA in a Day)
  • As A Service Transformation & 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
  • KPIs Driving Product Management Behavior
  • Optimal Organizational Design for the XaaS Business

Experience Our Research

Check out the most recent XaaS product management resources.

Research Report

Introducing the Technology-as-a-Service Playbook

Technology-as-a-Service Playbook is the end-to-end guide that details the plays your company can run to establish and grow a profitable . . .


Sustainable Engagement Strategies With Product Management

Discover the sustainable engagement strategies for Product and Services teams to work together to achieve the shared goal of positive net revenue grow

Research Report

A Primer for Outcome Engineering

This research report provides a framework TSIA members can use to move the concept of outcome engineering forward in their companies.

Research Report

Customer Journey Analytics

This report offers insights and frameworks to capture the customer journey through product instrumentation.


Keynote: Building the Complete Offer

The co-author of Technology-as-a-Service Playbook: How to Grow a Profitable Subscription Business tackles the challenges related to unprofitable . . .


Keynote: What's NEXT for Product Leaders: The Path to Profitable Growth

The co-author of Technology-as-a-Service Playbook: How to Grow a Profitable Subscription Business will dive into the model for profitable . . .