Partner with us

Get your ticket

Call to action
Your text goes here. Insert your content, thoughts, or information in this space.
Button

Back to speakers

Milena
Babayev
Global Director, Product Marketing
Mastercard
Milena Babayev is a seasoned marketing professional with over 20 years of experience in marketing and product marketing. Throughout her career, Milena has played a pivotal role in crafting successful product marketing strategies and campaigns that have driven growth and brand recognition for numerous companies. A significant portion of her career has been dedicated to working in security and fraud prevention, an area she finds particularly meaningful. Milena takes pride in helping organizations make informed decisions to protect their employees and customers from cybercriminals. Her journey began with a passion for understanding consumer behavior and translating those insights into actionable product marketing plans. She has a proven track record of launching and managing product lines, enhancing market positioning, and driving revenue growth. She is also passionate about mentoring aspiring marketers. Outside of her professional life, Milena embraces all that the Pacific Northwest has to offer. She stays active by biking, hiking, skiing, practicing Pilates, and attending sporting events (go Kraken!).
Button
23 October 2025 13:00 - 13:30
Big data & bigger wins: Win/loss at enterprise scale
Win/loss analysis is a cornerstone of revenue intelligence, but at the enterprise level, relying on anecdotal feedback from a handful of deals often fails to provide a complete picture, leading to misaligned strategies and missed opportunities. This session explores how leading organizations are moving beyond manual, small-sample analysis to a scalable, data-driven approach that leverages the full scope of their data, integrating insights from CRM, conversational intelligence, and product usage to identify patterns and trends across thousands of deals. Key Learnings: - Move from anecdotal to actionable: Systematize the collection and analysis of win/loss data across your entire sales organization to identify meaningful patterns. - Leverage a hybrid program: Discover how to effectively combine internal data analysis with an objective, third-party win/loss program to gain a comprehensive and unbiased view of your market position. - Inform strategic decisions: Connect win/loss insights directly to product roadmaps, go-to-market messaging, and competitive positioning.