Author

Maria Ilina

Maria Ilina

A strategic Product Manager with 15+ years of experience in B2B SaaS, with a focus on CX, CRM, and connected services. Successfully launched products in EMEA, tripled ARPU, and defined high-impact GTM strategies for new markets. She has deep experience localizing value propositions and collaborating with cross-cultural teams across different markets. Skilled at turning complex solutions into clear customer value. Thrive in fast-paced, international tech environments where customer and human-centricity drive the development. SAFe certified.

Articles by Maria

Should product managers be responsible for a product revenue KPI?

Should product managers be responsible for a product revenue KPI?

Revenue is often treated as the ultimate measure of success, but should it ever be a product manager’s KPI? In some organisations, revenue has been used as the single yardstick for product performance. The results can be explosive: growth on the balance sheet, but turbulence in the team.

How revisiting your ICP twice a year can save your B2B product

How revisiting your ICP twice a year can save your B2B product

In this article, product manager Maria Ilina shares how redefining our Ideal Customer Profile five times helped them double product revenue year over year.