Get ready to embark on an exciting journey that uncovers the power of structured thinking and data-driven excellence in product development!

In this session with Anirudh Kuthiala, we’ll use practical strategies to infuse principles into your product development and enhancement cycles and create a culture that connects each idea to a bigger, more epic picture.

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Trying to compare your product to a competitor is not always a feature-by-feature comparison. In fact, that could get you in hot water if it’s inaccurate. You must also analyze their services, sales, and other areas that are critical for the software implementation to be successful.

In this session with Amy Beaudoin, Product Marketing Director at Visier, you will learn:

• Ways to compete beyond talking about features
• How to demonstrate weaknesses in your competitor through a third party
• Points to give your sellers to win the deal

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The way that people buy software now is either:

• through a salesperson or
• relying on the product to provide value.

The truth is, you probably want to land somewhere in the middle where the product has strong adoption, but you have someone guiding and teaching you along the way.

Much like content creators have brought new sales channels to brands, independent consultants who specialize in multiple MarTech platforms can provide a unique perspective as to what platform or solution is best for you.

In this session with Mike MacFarlane, founder of 3MG, Mike McFarlane Marketing Group, you will learn:

• How to choose a buying partner when it comes to MarTech
• How to choose the best MarTech solution for YOU
• When is the right time to choose a buying partner

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Do you want to sleep well at night knowing your product roadmap is focused on the right things?

This Hot Take will show you how to leverage two proven methodologies (Jobs to be Done plus Reforge Adoption Funnel/Framework) to qualitatively and quantitatively assess product market fit.

In this session with Ryan Donovan, CPTO at Grin, you will learn:

• What is the Jobs to be Done Methodology
• What is the Reforge Adoption Funnel/Framework
• How can you use the two together to have the most customer-focused roadmap possible

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Are you tired of making the choice between the blue pill (sales-led strategy) and the red pill (product-led strategy)?

Well, we have good news for you–you don’t have to choose just one.

In this session with João Romão, Principal Product Manager at OutSystems.com, we will explore the benefits of both approaches and how integrating them can create a hybrid strategy that takes your business to new heights.

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WTP research is usually conducted by the business at best, or at worst by an external research firm without any context or continuity to see the research implemented.

UX research teams are well positioned to help the business determine if customers are willing to pay for that feature or product you want to build.

In this session with Alvaro Soto, Director of Product Management, Growth at Procore, you will learn:

• Why WTP research is scary for many UX and product teams
• How to make WTP part of your continuous discovery practice
• How to involve all stakeholders in your product development for better outcomes.

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It’s easy to get caught in a trap of thinking that being customer-centric primarily lies on your Customer teams.

However, while different in their day-to-day activities, these two teams live in the middle of your front-line Customer teams and the people building your product.

In this session with Genny Orser, VP of Marketing at Mappedin, you will learn:

1. Strategies for increasing organic communication and planning between Product and Marketing.
2. How to build empathy and understanding of potential and current customer challenges.
3. How to drive consistent alignment on the product you’re delivering and how you’re delivering it.

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Many marketing teams have evolved their strategy for the digital world with high-tempo campaign testing, product led-growth, and so on.

Yet, these same modern marketing teams approach creative in an outdated way, leaving campaign performance and revenue on the table.

It’s time for a better way to get creative. Learn how with Thomas Shields, Director of Product Marketing at Superside.

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