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Elisabeth

Michaud

Former Head of Product Marketing

Highspot

Liz has spent 15+ years in B2B marketing, including global PMM experience at companies like Highspot, Microsoft, and Hootsuite. At Highspot, she led the product marketing team through a portfolio shift to good, better, best packaging and brought the first AI offering in the revenue enablement space to market. At Microsoft, she launched the first joint go-to-market from Dynamics 365 and LinkedIn Sales Navigator following the LinkedIn acquisition, generating hundreds of millions in revenue. Liz is currently the founder of Great Questions Product Marketing, a consultancy that helps B2B SaaS companies build the foundations of great PMM through clear positioning, consistent messaging, repeatable launch processes, and enablement based on real customer insight. Her approach centers on asking the tough questions that help "make it make sense" for buyers, GTM teams, and the market at large. Liz holds a degree in Anthropology from Harvard University and is based in Seattle, WA.

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17 June 2025 16:00 - 16:30

Ditch Your Outdated Product Launch Playbook

Your launch playbook was built for a different era. But the ground has shifted: usage-based pricing means adoption is now a key revenue driver, Customer Success is a growth engine that needs to be brought into the fold, and AI is increasing the speed at which product teams deliver new capabilities–faster than most PMMs can keep up. If your launch approach hasn't evolved to match, you're leaving money on the table. In this session, you'll learn how to upgrade your launch playbook for this new reality, including: How to prioritize your launches with a fresh framework that accounts for both new and existing customers A new approach to enablement — rethinking who you enable, when, and how (hint: it's not just sales) How to track and deliver continuous launch success when adoption and expansion matter as much as awareness You’ll come away with practical approaches to plan and deliver your next launch with major business impact.