How to conduct effective Performance Marketing research before launching a new product on the global market? Workflow, key metrics, risks, and scaling strategy. How to validate hypotheses, assess markets, audiences, and traffic channels — and not burn out at the start.

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.

Since there is no single formula for rebranding, this presentation will explore best practices for aligning business strategy and communication to achieve business goals. What is the role of rebranding in business strategy? When and why is rebranding necessary? What problems does rebranding solve, and what does it not address?