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Laura Fay is the vice president and managing director of products and 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 State of XaaS Product Management 2023
Join us to discover the top B2B tech industry trends of 2023 and solutions for overcoming business challenges impacting product management teams.
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XaaS Product Management Research Practice: Annual Reference 2023
This report serves as a reference to TSIA's XaaS Product Management research and select resources available by topic for the year of 2023.
Experience-Led Growth
This report looks at experience-led growth and the digital customer experience.
The State of B2B Product Management: 2023
Annual report documenting current trends impacting technology product management when designing for B2B XaaS business models.
The XaaS Growth Multiplier
This paper makes the case for understanding the XaaS model and its implications for partners and the XaaS vendor’s business growth.
Digging Economic Moats for XaaS Business Models
This report is designed to help TSIA members successfully pursue sustainable, predictable, and profitable revenue growth.
TSIA Quick Poll Results: Customer Success-Product Management Handshake
This research explores the aspects of an effective product management and customer success handshake.
Operationalizing the Flow of Work Along the XaaS Value Stream
This report defines the value stream and offers a framework to identify the most critical integrations and information flow.
Technology Upgrades and End-of-Life Management
This paper provides framing for how a technology provider can segment their existing install base for effective upgrade or upgrade execution.
The Digital Customer Experience (DCX) Maturity Model
This report addresses the four phases of maturity in TSIA's Digital Customer Experience (DCX) Maturity Model.
The Secrets to Fueling Product Adoption with In App Guidance
Discover TSIA’s recommended maturity framework for an effective in-application guidance strategy backed by industry data and case examples.
Defining and Measuring Value and Outcomes
Survey findings on the practice of defining and measuring customer business outcomes and vendors' value contribution to those outcomes.