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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.
This paper introduces the LAER framework and offers a insight into its maturity, its challenges, and how product management intervention is essential.
The State of XaaS Product Management 2022
Discover top challenges facing product management in 2022, and learn strategies to put your business on track for a sustainable growth trajectory.
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The Pillars of Pricing Power: XaaS Monetization Series
This paper defines pricing power and why it is important in XaaS businesses. Includes building blocks and results and plays to improve it.
Price Design: XaaS Monetization Series
This paper on XaaS monetization reviews unit economics, pricing models, pricing anchors, setting price points, impact of price transparency.
Creating Tangible Value That Customers Are Willing to Pay For
Report to create tangible value, value creation, and willingness to pay.
TSIA XaaS Product Management Benchmarking
This report explains the critical role the TSIA XaaS Product Management Benchmark process can play in driving organizational transformation.
7 Pricing Pitfalls and How to Avoid Them
This report chronicles a number pricing mistakes and pricing pitfalls to avoid.
DocuSign’s Customer Success and Product Management Handshake: A Case Study
DocuSign's product and customer success handshake case study.
Organizing and Incentivizing for Product Led Growth
This paper offers frameworks and examples to support the organization and related incentive decisions made when establishing a product first strategy.
Platform Technologies and Business Models: Survey Findings & Insights
The report outlines the industry practices identified in the 2021 Technology Platform Survey.
XaaS Product Management Research: 2021 Annual Reference
This report provides a summary of the XaaS Product Management research key topics in the calendar year 2021.
How Data Insight Precision Ignites Delight or Disaster
In this virtual summit, you’ll learn how realtime data insights can be the difference between delight and disaster.
The Technology & Services Industry Association (TSIA) is dedicated to helping technology and services organizations large and small grow and advance in the technology industry. Find out how you can achieve success, too. Call us at (858) 674-5491 or we can call you.