Bridge User-Buyer Tension: Interviews, Journey Maps, KPIs
Hosted by Brennan Collins
What you'll learn
Map user journeys to buyer economics
See how to connect customer workflows to executive KPIs - even when users and buyers have seemingly competing incentives
Run interviews that surface insights, not opinions
Practical customer interviewing techniques that reveal pains, moments of truth, and measurable outcomes
Map a customer journey from a single conversation
Turn quotes and tasks into a visual journey map with leverage points tied to KPIs
Draft an exec-ready, hypothesis-driven roadmap
Combine the customer journey with the Product Metrics Ladder to define bets, KPIs, and a user story map development plan
Why this topic matters
PMs get stuck trying to translate what users say into what execs will approve. “User vs buyer” often isn’t true conflict - it’s just unmapped.
In this session, we walk two real case studies and use interviewing, journey mapping, and incentive/KPI alignment to create a roadmap leaders support. You’ll leave with templates and a framework to apply this week.
You'll learn from
Brennan Collins
Former VP Product; trained 300+ PMs; $50M+ product revenue
Brennan Collins is a former VP of Product and AIPMM-certified coach. He’s built 0→1 and enterprise products, driving $50M+ in revenue across B2B SaaS, healthcare, financial services, and AI. He has trained 300+ PMs through The Influential PM to escape order-taker mode by strategically connecting features to things business leaders care about.
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