How does marketing influence the product even before its launch? How can advertising hypotheses reshape UX/UI, and sales funnels become an integral part of the product? The synergy between marketing and product that helps create unicorn businesses and ensures growing ROI.

Why KPIs don’t drive business growth, but OKRs can. How to align marketing, sales, and product around shared goals. Real cases, common implementation mistakes, and practical tips for achieving results.

In this lecture, we will explore the key aspects of developing a B2B direction: from understanding the differences between B2B and B2C, validating potential, to choosing the right growth models, automating processes, and avoiding common mistakes. Based on my experience at Headway and working with international companies, I will share real case studies that will help you build and scale B2B sales more effectively. Lecture agenda: - B2B vs. B2C – key differences, monetization models, and sales approaches. - Validating B2B potential – how to understand if there is a market and demand for the product. - B2B product growth models – PLG/PLS/SLG, partnerships, and other strategies. - Tools and automation – Leadgen, email automation, AI tools for sales. - What (not) to do? – common mistakes and recommendations from real experience. - Q&A – answering questions and analyzing audience cases. Who this lecture is for: - Startup founders looking to develop their B2B direction. - Product managers working on B2B products. - Business developers and salespeople who want to improve their sales processes and strategies.