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Melissa

Fenner

Senior Director, Global GTM Strategy

DocuSign

Melissa Fenner is Senior Director of Global GTM Strategy, Planning, and Compensation at DocuSign, where she reports directly to the COO and leads cross-functional strategic programs aligned with the C-suite agenda, including sales incentive strategy. With over 15 years of experience in high-tech and SaaS industries, Melissa has a proven track record of driving impactful results and leading change initiatives across multiple functions and regions. She specializes in GTM strategy and planning, growth strategy, customer success, M&A, and operations, with a passion for leveraging data, technology, and innovation to create value for customers, partners, and stakeholders.

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28 January 2026 10:15 - 10:45

The beating heart of GTM: Driving new product success with strategy and creativity

According to Apollo, a well-defined GTM strategy drives 23% faster revenue growth and 18% higher customer retention. And we know that PMMs are the engine that powers it. This session will explore how PMMs can partner with GTM teams to define target audiences, build segmentation frameworks, and enable the field with the right messaging and pitches. We’ll focus on the full lifecycle of new product introductions, showing how PMMs combine data-driven insights with creative approaches to maximize impact across sales, product, and leadership teams. Key takeaways: - How to define ICPs and target markets that drive measurable results - Frameworks for aligning PMM initiatives with GTM strategy and execution - Techniques for enabling the field with messaging, pitches, and positioning - Ways to balance data-driven analysis with creative thinking to influence outcomes - Strategies to demonstrate PMM’s impact on revenue, retention, and overall business growth