How to Get Away with a Killer SaaS Product Strategy
You're supposed to be building for your customers. But without a solid case to back you up, even the best SaaS product strategy won't survive the boardroom. What if the customer evidence you needed was already at your fingertips?
You don't always need more user interviews or a larger research budget to make a compelling argument. The insights are already at your fingertips: in your CRM, sales transcripts, support tickets, in-app, analytics, review sites, and forums. The problem isn't access. It's knowing where to look, what it means, and how to present it in a way that actually lands with the highest-paid person in the room (aka HiPPO).
Joelle Irvine, Growth, Product & AI Advisor, will show you how to uncover the customer signals hiding in your existing data, build a narrative that earns leadership buy-in, and apply those insights to the product decisions that matter most.
Takeaways:
Find & collect data: Know exactly which first- and third-party sources to tap for meaningful qualitative and quantitative customer insights.
Tell the story: Learn how to visualize and frame customer data to gain buy-in from leadership and decision-makers.
Make better decisions: Apply customer insights directly to your most important product outputs, from ICPs and user stories to roadmap prioritization and GTM strategies.
Agenda
6:00 - 6:45 PM Doors open, refreshments, pizza & networking
6:45 - 7:00 PM Announcements & housekeeping
7:00 - 8:00 PM+ Talk followed by Q&A
*If it's a nice evening, sometimes some of us go out for a nibble/drink afterwards 😊
Who this is for
This talk is for those working in SaaS, B2B, product managers, product marketers, founders, and anyone who influences product direction and wants to make decisions grounded in real customer evidence. There’s something for everyone, beginners all the way to experts - come share your use cases with us!
About Joelle Irvine
With 15+ years of experience, Joelle is a Growth, Product and AI Advisor, partnering with leaders of global B2B SaaS and Tech companies to develop go-to-market strategies and AI solutions that drive profitable revenue and business expansion. She is the Lead AI Instructor at Growclass and has coached 25+ founders on scaling their businesses responsibly with AI. Previously, Joelle led Growth and Marketing at Moz, the SEO software company and at Spafax, a global WPP agency, supporting top brands including Air Canada and Mercedes-Benz.
As a community advocate, Joelle co-leads Montreal Girl Geeks (holla!) and The AI Collective Montreal and is a ten-time Women in Tech SEO Mentor. She actively shares insights as an international speaker and Pragmatic Ambassador. Beyond the professional, she is learning to play the drums and loves obscure pop culture references. Connect with her on LinkedIn.
About Our Host: Coveo
Coveo is a Canadian SaaS company headquartered in Montreal. Their AI-Relevance Platform utilizes AI, machine learning, and semantic search to offer personalized results, product recommendations, and generative AI answers. It is designed to enhance digital experiences across enterprise websites, e-commerce platforms, customer service tools, and workplaces.
About Montreal Girl Geeks
Montreal Girl Geeks is a grassroots community that has been empowering women in technology since 2010. We host free monthly events featuring quality speakers, networking opportunities, and professional development. Our mission is to create an inclusive space where women in tech can learn, connect, and grow together.
Please note that photos and videos will be taken at the event, and they will be fabulous :)
—----------------
FAQs
What if I realize I can't come after I've already registered?
Please cancel your spot through Luma as soon as you know you can't make it. Our events are free, so they often reach capacity quickly. Giving your spot up sooner rather than later gives the maximum chance that someone else can attend and enjoy the talk.
Will there be food/drink?
Sometimes we're lucky, and our hosts provide refreshments, though this isn't always possible. In this case, Coveo have graciously offered pizza and drinks during the networking portion.
When you say "women" in tech, what do you mean?
We create and hold this space for anyone who identifies as a woman (cis or trans) and gender-diverse people, including identities like nonbinary, Two-Spirit, gender fluid, genderqueer, agender, and others.
When you say women in "tech," what do you mean?
We cover STEAM topics, usually with a fun spin and always with an amazing speaker.
I'm hiring/throwing an event/launching a thing, how do I connect with the MTLGG community?
During our announcements and housekeeping, we reserve time for community announcements. Feel free to share your update with the group during that time.
What if we'd like to host one of your talks in our space?
How lovely! Please send us a note to [email protected], and we'd be happy to see how we can partner with you!
What if I want to suggest a talk or become a speaker?
Come talk to us at the event, send us a note in the post-event survey or drop us a line at [email protected]
Hey, so... I'm a man: can I attend this talk?
Yes! We welcome allies and appreciate those who support us while respecting that this is a space created for women, by women 💖