Teaching note for product W45955.

Scott McLaden was a senior product manager at Trustark, a business-to-business software-as-a-service company based in San Francisco. He was promoted directly from a level-three to a level-five role, where he initially thrived, but after a managerial change in the first half of financial year 2024–25, his performance declined sharply, leading his new manager to threaten him in October with either a formal performance improvement plan or a demotion. .....more

This industry note explores how software-as-a-service (SaaS) companies use analytics to drive account expansion. As customer acquisition costs rise, firms like Zoom Video Communications Inc. and Atlassian have turned to data-driven playbooks that track behavioural, contextual, and organizational signals to identify expansion-ready accounts. The note outlines scoring models, cross-functional workflows, and contrasting go-to-market strategies, highlighting .....more

Teaching note for product W46097.

Teaching note for product W44797.

By December 2024, a key product manager at Gestrava Technology Corporation, a leading US-based technology company, had developed a reputation for delivering high-impact results on complex initiatives, often going beyond his core responsibilities. The company’s performance management process included a stacked ranking system, which required managers to distribute employee ratings across predetermined bands. The highest rating of “5—Exceptional” was .....more

Teaching note for product W45049.

A recent marketing graduate working at a market research firm faced an ethical dilemma when her unbiased survey questions were altered to favour a client’s image. During a presentation, she discovered the revisions and was told by her supervisor that client satisfaction outweighed objectivity. Torn between professional integrity and organizational expectations, she must decide whether to conform or advocate for ethical research practices. This case .....more