Day 1

Todd Olson || CEO & co-founder, Pendo
Todd Olson
CEO & co-founder

Rethinking Product Delivery in the Age of Product Led

Our digital products are fast becoming a hub of customer experience as sales activities, marketing messages, support, education and training begin to converge inside our applications. While this is arguably a good trend—the ability to self-service help, education and purchasing empowers users—it also presents new challenges for product teams, requiring an entirely new strategy for delivering products. In this session, learn how product teams are evolving from shipping code to driving adoption of products, factoring customer feedback at every stage of product development, and creating “product ops” to organize and rally entire companies around the product. 

 Join Pendo CEO and co-founder Todd Olson for a presentation and discussion around this key theme from his book, “The Product-Led Organization: Drive Growth by Putting Product at the Center of Your Customer Experience.”



Todd Olson is co-founder and CEO of Pendo, which provides software that makes software better. A three-time entrepreneur, Olson teamed up with fellow product leaders and technologists from Red Hat, Cisco and Google to launch Pendo in October 2013. The Raleigh, N.C.-based company has since raised $356 million in venture capital, landed more than 2000 customers and now employs 800 people across seven offices around the globe. In 2021, Pendo landed on the Forbes Cloud 100 and Inc. Best Workplaces lists for the fourth year in a row.

Shiri Arad Ivtsan || Director of Product Management, WhiteSource
Shiri Arad Ivtsan
Director of Product Management

The Business Side of Our Products: How sales-product relationship improved our offering

Collaboration and relationship with the sales team help our product improve. In order to work effectively with Sales, it's important to understand the differences in our incentives and KPIs. Sales teams need ammo to close the sale, and our part in enabling sales is increasing the team's product knowledge and providing them with competitive analysis, preparing them for the hard questions prospects ask.

In this talk, I will present two highly impactful resources we added to the sales enablement toolbox. We will examine the implementation process and effective utilization of competitive & Win-loss analysis for Product managers:

- Learn how better understanding our losses helps us increase revenue (hint: it's not always the product)

- Learn how to collect valuable information on the competition, and make the information more accessible to internal stakeholders


Limor Segev // Linat Wager  || VP Product // Product, Pecan
Limor Segev // Linat Wager
VP Product // Product

 It takes a village... to achieve true impact

We want to demonstrate how as a product manager you can create true commitment and positive interaction within the entire company that powers real impact. 

We present an e2e process from creating a shared narrative to jointly defining the goals. 

The process enables us to have a broad assembly of ideas from different groups and backgrounds. 

Although this intense collaboration process requires extra effort from the product teams, the fruits are clarity and simplification of the entire decision-making process which powers smooth execution. 

We are extending Marty Cagan's notion of 'product-teams' from Product<>Engineering<>Design to the entire company. 

We have led this kind of process successfully in small startups as well as large enterprises.  

Omer Gartzman || Group Product Manager, Gong
Omer Gartzman
Group Product Manager

How to make an impact using your customers' data?

Building products based on customer data requires new skills.
It requires a different approach in discovery, data analysis, mockups, development, and launch.

We will learn together some of those new skills, how to put the focus on the customers' business needs, iterate with your customers using their own data, build your team with the right skillset and how to find the "must-haves" for your next product.

Ilana Rosner || Manager, Ads Product management, eBay
Ilana Rosner
Ads Product management
Impact through empathy
We all know we need to pay close attention to our customers pains to build a great product... But today, more than ever, we live in an era of explosive growth and tremendous global competition. A great product is simply not enough to drive significant and sustained business results. We, as product managers, need to pay attention to a wide array of interfaces inside & outside of the company, to deeply understand their pains and their needs, and act to address them. Doing this will unlock new levels of cooperation, creativity & trust and deliver results beyond any expectations. In this session, I will share how, in eBay, a systematic method of practicing empathy, enabled us to take on new markets, grow our business, delight our customers, and experience personal growth. By the end of the session you will glimpse a connection between product management and The Wizard of OZ, and how to leverage our shared insights to start your own path of practicing Empathy.
Baruch Deutsch || Veteran Product Manager, Consultant, Mentor, Writer
Baruch Deutsch
Veteran Product Manager

Five questions that get everyone on the same page

It’s great when your product team and stakeholders get the big picture. When everyone agrees who the customer is, what their key needs are, and how your product can (or will) address them better than others. Sounds like the PM promised land, right? The good news is there’s a tried-and-proven process, based on 5 simple questions, that will help you get there. 

Idan Fargeon || Lead Product Manager, Alibaba Israel
Idan Fargeon
Lead Product Manager
Alibaba Israel

About the lecture:

How we impact the lives of Chinese users from Israel 

Alibaba Israel was founded 3 years ago as a research lab, today we are working on products that are used by Chinese consumers on a daily basis. Our story begins by establishing Israel’s product function shifting to think about actual user needs rather than technologies and establishing a vision. It tells about the practice and experience we gained on how to deliver products to a different culture when language is a barrier. Finally, it dives into learning how important it is to get to know your market and customers when you cannot rely on intuition, form collaborations, and build trust. I will share examples that highlight the learnings and adaptations we had to do when working with the Chinese market, and reflect how any PM can adapt these to his/her day-to-day.

Stav Aldaag || VP Product Management, Frontegee
Stav Aldaag
VP Product Management

"High-touch" to "Low-touch"

Your product is excellent, customers love it. Now is the right time to scale! But you can’t. Your product is supported by too many employees: from salespersons to customer success managers, customer service, technical support, business analysts, and more. New customers lead to more recruitment, more training, endless meetings, and cross-function collaborations. There is a way to avoid this, and it requires a balance between "high-touch" and "low-touch" approaches to the product. 


In this talk, I will describe how I moved the company from a high-involvement product to a range of products that require minimum dependency on human interaction. 

Eran Helft || Group Product Manager, Monday
Eran Helft
Group Product Manager

A product gold mine called customer success

The customer success (CS) department is holding so many valuable inputs & information which can be a game changer for making an impact, the issue is they simply don't know they do.

 When used correctly, CS inputs (support tickets, product demos, customer calls etc.) are an amazing source to generate user context & insights that will help crafting great products & make an impact.


 In this talk, I want to share with you a variety of methods & processes to leverage CS inputs that we've implemented at and offer a few simple ways you can get started with implementing them as well.


Roi Lavan || SVP Product, marketplace, ZipRecruiter
Roi Lavan
SVP Product

No BS product management , how top Silicon Valley PMs operate

Everyone says that there is no playbook for product management, but yet all the top Silicon Valley companies are doing product in the same way. Why do all top companies work in squads? Why do all of the top PMs spend 80% of their time validating problems? Why do all top companies implement OKRs? Because it works, and it’s how you build trillion-dollar businesses. This presentation will give you insights into how they do it and how you could become an impact driven PM.

Liat Abrahami || Product Team Lead, Outbrain
Liat Abrahami
Product Team Lead
Ran Erez || Senior Product Manager, Taboola
Ran Erez
Senior Product Manager

Someone already built your MVP

When we launched the first version of our product, we discovered that users were not interested, and churned. We had a long list of hypotheses, and a mission to improve fast. We needed a hack to reach our MVP. In this session I will share the methodology we developed, which combined competitive research and user research and led us to drive 3X growth in our key metrics.


Noa Green || VP, Product, Day Two
Noa Green

Put your Metrics where your mouth is

Do fitness apps track muscle mass gained or BMI pre and post subscription? Does Dualingo know if you've really made it a week in Paris without speaking English?

Most companies' mission statement revolves around value to their customers, users, if they're really ambitious - doing good in the world.

But does that mission translate into measuring product teams and product performance?

As the product managers we need goals and metrics to drive decisions on product functionality - what to build, what NOT to build, how to prioritize - and how to evaluate our work and the impact on our company's mission.

 It's easy to make the KPI tunnel vision mistake. And you can avoid that trap by measuring the farthest reaching metric associated with value to your consumers and customers.

DayTwo develops a digital healthcare solution based on gut microbiome sequencing and health data to personalize nutrition and care for chronic disease.  

 As a company committed to helping people on a way to metabolic disease remission, we tie product performance to ultimately making our users healthier. 

In this lecture I will outline a way to avoid having KPI tunnel vision and instead distill that one clear measure of value and work your way from there.


Itai Barak || Senior Director of Product Management, Salesforce
Itai Barak
Senior Director of Product Management

How do you switch an engine in a car that is driving 100 km/h? 

Two years ago we made a decision in Salesforce to build an entirely new optimization engine for our Field Service solution. It took about 20 years to build the current engine which includes very rich functionality and solves many use cases. It was clear that reaching the same level of functionality will require a substantial investment of time and effort and so we found ourselves in a difficult conundrum - How do we swap a great and well-accepted engine with a new unfamiliar one, in minimum time and still provide added value to our customers?

Vicky Petel || Senior Product Specialist, AppsFlyer
Vicky Petel
Senior Product Specialist

There ain't no such thing as a free l(a)unch

Launching a product is a big deal. From marketing to business aspects, a successful launch is what we all aspire to have. But when did a successful launch become the goal when really, it’s merely a means to an end?
This session is all about what the product org needs to do, pre, during and post launch, in order to have a true impact on the product. Spoiler alert: Launch is not the end of the process. 

Mike Millan // Noa Torok Arlosoroff  || SVP Products // Director of Product Operations , Yotpo
Mike Millan // Noa Torok Arlosoroff
SVP Products // Director of Product Operations

 Product Ops - How to turn your Product org into a well-oiled machine 

Now is the time for Product Ops.

First, tech organizations were introduced to the sales operations function. Then, marketing developed their own operations role. Now, as the Israeli tech scene booms, rapid scaling becomes a necessity, and as Product becomes even more strategic - it’s time to also meet Product Ops. How do you create a smarter product org where your your PM. 

In this talk, we will explain what Product Ops is, which organizations can benefit from it, and how to start going about building such a function in your company.

Roy Leiser // Aluma Kushnir || Head of Analytics and PM // UX Lead , SparkBeyond
Roy Leiser // Aluma Kushnir
Head of Analytics and PM // UX Lead

"How do we know if we are BUILDING THE RIGHT THING?”

When this question is answered well - magic happens.

In SparkBeyond, we decided to take our legacy product, which demanded significant involvement of professional services, and turn it into a low-touch product. To do it right, we created a Validation Plan that helped us make sure we were BUILDING THE RIGHT THING in every step of the way.

 In this session we will sprinkle practical magic to help you do it too.

Yifat Ferber-Harel || VP Product Strategy , 3d Signals
Yifat Ferber-Harel
VP Product Strategy
3d Signals

Mastering design partners or "How production workers helped me build my saas product

We all know how critical it is to engage with your customers and users. In my session we will speak about design partners and how to leverage them for improving your business results. 

At the end of my session if you don't have such partners, you will probably want one, and if you are already paired with one, you may get some new ideas on how to better leverage your relationship