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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.
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.
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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.
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.
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.
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.
The Alchemy of Compelling XaaS Offers
Mastering compelling XaaS offers to drive customer value realization, revenue growth, and business scale.
This paper on XaaS monetization reviews unit economics, pricing models, pricing anchors, setting price points, impact of price transparency.
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.
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.