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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 Actions
  • Engineering Customer Outcomes

Research and Webinars

Check out the most recent XaaS Product Management resources.


Panel | Eight Great Attributes of Compelling XaaS Offers

In the paper The Alchemy of Compelling XaaS Offers, TSIA documents specific attributes that make XaaS offers so attractive to customers and to the . . .


From Products to Platforms - Navigating the Journey

TSIA member companies frequently ask – “How can I transform into a platform business model?” As the industry rapidly evolves from standalone product . . .

Research Report

7 Pricing Pitfalls and How to Avoid Them

This report chronicles a number pricing mistakes and pricing pitfalls to avoid.


Developing LAER Aware Product Roadmaps

Learn how to align and leverage LAER Aware product roadmaps to maximize organizational success and growth.

Research Report

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.

Research Report

Is Product-Led Growth Applicable to Your Business?

This report addresses the myths and realities of a product-led growth strategy.

Research Report

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.

Data View

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 . . .