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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.

Research Report

Swallowing Half the Fish

A look at traditional software companies now migrating from perpetual licensing to subscription pricing for their on-premise software offers.

White Papers

Migrating Customers to XaaS

Framing for how technology providers can segment their existing install base for the great migration to XaaS offers.

Data View

Innovative Environments

This Datapoint looks at how innovation is measured and asks the question: Do you consider your business a learning organization?

Data View

Changing Value Propositions

This report looks at how value propositions are expected to change due to COVID-19.

Research Report

TSIA XaaS Product Management Benchmarking

This report explains the critical role the TSIA XaaS Product Management Benchmark process can play in driving organizational transformation.

Research Report

Strategic Planning for Post-Pandemic Advantage

A look at the long-term viability of post-pandemic pricing and customer engagement actions.

Research Report

XaaS Lifecycle Management

Insights on the technology industry's lifecycle management processes and effectively supporting and fueling the recurring revenue business model.


Products Offers Pricing in a Post COVID 19 World

This TSIA webinar will reveal the impact of COVID-19 on the product industry and outline strategies for future success.

Data View

2020 XaaS Product and Analytics Study - Key Findings

This document reports some of the key findings from the 2020 XaaS Product and Analytics study. 

Research Report

Slides | Portfolio Strategies for the Digital Age

Get data on changing markets, recent opportunistic offer practices, and portfolio investment and lifecycle management practices and explore.


XaaS Product Management | Portfolio Strategies for the Digital Age

Technology companies are already on a path to digitize their business. That’s super critical, however will their actions be enough to avoid . . .


Portfolio Strategies for the Digital Age

As the world evolves to new norms in a post pandemic world, it's time for tech companies to revaluate their actions.