Are your product decisions commercial enough? With Elisabeth Ling
Product is one of the biggest investments in a B2B scale-up, yet its commercial impact is often unclear. This session helps teams align product decisions with sales, finance, and the board around what really drives revenue.
About this talk
Your product and engineering organisation typically costs 15–25% of ARR of a B2B scale-up. Yet when the board asks, “What value did product actually create this quarter?”, many B2B teams struggle to answer clearly.
At scale-up stage, product is an expensive endeavour. We should be honest about that.
In this session, strategic product advisor Elisabeth Ling tackles a simple but uncomfortable reality: many product decisions in B2B are not commercial enough. Growth targets keep rising, enterprise sales cycles stay long, and yet product roadmaps often assume value will magically show up later.
That gap is dangerous.
Elisabeth will walk through why B2B scale-ups need to be far more deliberate about where they place bets, how they deploy teams, and how they define success. She’ll show how to think about the expected return of your product organisation, not just its output.
You’ll learn how to:
Set realistic ROI expectations for your product and engineering spend
Use portfolio thinking to decide where not to invest
Create alignment between product, commercial teams, and leadership without adding process or bureaucracy
Assess opportunities in a way that connects product decisions directly to revenue, deal flow, and growth timing
Elisabeth will share the opportunity assessment framework she uses with B2B scale-ups, including the questions that distinguish informed bets from expensive experiments.
This is a frank, practical conversation about making product strategy commercially viable in B2B.
No theory that falls apart in front of a board or an enterprise customer.
Just clear thinking about value creation, value capture, and the decisions that link the two.
This session is for you if:
You are accountable for £2–3M+ in annual R&D spend (or part of a team that is) and need to demonstrate ROI
You lead B2B product across multiple areas and struggle with portfolio allocation
Your growth targets are significantly ahead of what your current roadmap can realistically deliver
Enterprise sales cycles mean product impact needs to show up earlier than planned
You need stronger frameworks to have harder conversations about what to build – and what to stop building
About Elisabeth Ling
Elisabeth Ling is a Strategic Product Advisor working with B2B scale-ups and their leadership teams to connect product strategy to measurable commercial outcomes. She helps product organisations move beyond activity and output, towards clearer decision-making around value creation and value capture. Her work focuses on making Product a credible commercial partner to the business, not just a delivery function.
LinkedIn: www.linkedin.com/in/elisabethling/
Website: www.elisabethling.com
Hosted by Hustle Badger, which offers practical, comprehensive support to upskill your product team.
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