Bridging the Gap Between Product, GTM, and the Bottom Line

As UX Research matures, the biggest threat to our impact isn't automation—it’s isolation. For too long, research has been confined to the "Product Development" bubble, while the most critical business levers - Sales, Marketing, and Customer Success—operate on a parallel track. This session moves beyond the tactical execution of studies to explore a strategic approach to connecting dots across the entire organization to drive measurable business impact.

I’ll share how our research team stepped outside the product org to partner with Go-To-Market (GTM) teams. We’ll look at practical ways to align research outcomes with revenue KPIs, such as deal velocity and renewal outcomes, by translating user insights into the language of value propositions and market positioning. Attendees will walk away with a techniques to identify key non-product stakeholders and a toolkit for "closing the loop" between field conversations and product strategy. This is a guide for senior practitioners ready to transition from having impact in one sole area to having an company wide impact who builds the connections and bridges that no algorithm can replicate.