Event category: Breakouts


November 17, 2022

11:05 AM - 11:40 AM EDT

Room 210 2022-11-17 35 MINS

Pivoting From Recruitment to Retention: Employer Branding in a Down Economy

It's been a tough few months for tech employees, with a new round of layoffs hitting LinkedIn almost every week. While the instinct might be to lay low, this is exactly when brands need to double down — on their employees, job candidates, and customers. Shalina Patel, Senior Employer Brand Manager at Ada will share the importance of maintaining an authentic employer brand in times of crisis, and how it can drive business growth.


Senior Employer Brand Manager


02:15 PM - 02:45 PM EDT

Room 210 2022-11-17 30 MINS

Where Do We Start? Prioritizing Your People Ops Roadmap

What gets prioritized when it comes to building your People & Culture function? Often things like culture, events, recruiting, and values. And those are GREAT. But what is missing? Often, the things that we skip over (or do too late) have the biggest impact on our organizations. Things like a defined organizational structure, a clear compensation philosophy, a deep commitment to DEI, and the tracking and sharing of People metrics. In this talk, VP of People at Loopio, Alexis MacDonald will share her lessons learned growing the Loopio team from 80 to 280 employees. She'll dive into the "less sexy, less talked about" People & Culture topics that drive impact.


VP People


November 16, 2022

01:45 PM - 02:20 PM EDT

Room 213/215 2022-11-16 35 MINS

An Inside Look at Canada’s Best Managed SaaS Company with $500 million in Revenue, Valued At Over $5B USD

At a time when many tech companies are either stalling their employment expansion plans or cutting jobs, this company has hired 500 people already, was recently recognized in the Globe and Mail’s 2022 Report of Canada’s Top Growing Companies for the fourth consecutive year, and has a valuation topping US$5-billion. This makes it one of Canada’s most valuable privately held or publicly traded technology companies.

Join Sean Silcoff, Tech Reporter for the Globe and Mail as he talks to Mike Wessinger, Co-Founder and Executive Chair at Pointclickcare. They’ll discuss: How Pointclickcare operates, how to run a healthy software business, their recent acquisitions and more.



Business Reporter

Globe & Mail


Co-Founder & CEO

Pointclick Care

November 17, 2022

02:55 PM - 03:30 PM EDT

Room 213/215 2022-11-17 35 MINS

The Things They Don’t Tell You When Buying & Selling Your SaaS

Hear from two CEOs + Founders who have recently exited and one Founder & CEO that bought a Saas. These Founder/CEOs will reflect on the process in the rear-view mirror. Let them help you build and broaden your frame of reference by sharing their own tales from the trenches.

You’ll hear, what goes into selling and buying a company, how and why founders decided to do it, what they wish they had known, their key learnings and what they would change, if you join another team, what it’s like to go from being in charge to being an employee? The emotional side of selling and what it’s like to walk away from something you put so much time and energy into building and what each founder learned from that experience of selling the company, how it helped them grow, and what you can learn looking at your own company’s journey.



Vice President, Investment Banking

IJW & Co.


Co-Founder & CEO








02:55 PM - 03:30 PM EDT

Room 214 2022-11-17 35 MINS

The Product Led Sales Playbook

Dooly ranked No. 6 in the fastest-growing products list in 2022, ahead of other paragons of the PLG movement - ClickUp, Figma, Miro, Gong and Airtable. And Dooly's net revenue retention sits at an impressive 162%. How? Product Lead Sales (PLS).

More companies today are choosing to go Product-Led than ever before, but there’s a dirty little secret: The best PLG companies ALL have sales teams. And those top PLG companies have been practitioners of Product-Led Sales for a few years now, but education on the topic remains scarce. Until now.

Join, Co-Founder and CEO of Dooly, Kris Hartvigsen as he sits down with Sandy Mangat, Head of Marketing at Pocus to spill the tea on all things PLS.


CEO & Co-Founder



Head of Marketing


02:55 PM - 03:30 PM EDT

Room 210 2022-11-17 35 MINS

Lessons Learned from First Time Founders

Dear first-time founder, starting and scaling a SaaS business is a true test of a person’s grit. Entrepreneurship is lonely. It's a difficult road full of ups and downs. Right away you are always asked to deal with what is most difficult.

A founder’s journey is a unique one. It can be stressful, an emotional rollercoaster – but also incredibly rewarding and fulfilling. In this session, we’ve gathered a handful of first-time founders to share what they’ve learned and are learning on their journey as they grow and scale their businesses.



Executive Director

League of Innovators


Co-founder & CEO



Founder and CEO of HypeDocs

Founder and CEO of MIDO Tech


Co-Founder & CEO



National Director & CEO

Student Support

11:50 AM - 12:25 PM EDT

Room 213/215 2022-11-17 35 MINS

Workshop: Define & Differentiate Your SaaS Product Messaging & Positioning

In 2023, your budget is going to be tight. Every dollar you spend on marketing needs to work hard, so every ad, email, and landing page needs to convert window shoppers into new customers. Your product positioning and messaging is incredibly important. And copy is the sneaky SaaS marketer's tool that is so often overlooked, but when done well, it will turn words into dollars for your startup. In this practical session, we'll dig into three easy ways you can improve your product messaging and positioning and how they flow into your messaging and customer facing copy. We'll also tear up four volunteers landing page copy in real-time to demonstrate how to apply what you've learned.


Founder and CEO


02:15 PM - 02:45 PM EDT

Room 214 2022-11-17 30 MINS

Bootstrapping from 0-5 Million ARR. How to get Scrappy, Profitable, and Build a Scalable SaaS

Pierce Ujjainwalla is a career marketer and entrepreneur who has learned from the most well-respected marketing stakeholders in the game. In 2015, he founded Knak, the codeless email and landing page creation platform for enterprise marketers. Throughout the years the company has reached various milestones and recently raised a $25M Series A. In this session Pierce talks about his lessons learned from bootstrapping to $5M and beyond. This session is for those who are currently raising or holding to raise so they can learn what they can do to grow/bootstrap their SaaS while the market is tough.


Co-Founder & CEO


02:15 PM - 02:45 PM EDT

Room 213/215 2022-11-17 30 MINS

Building Your Demand Gen Engine for Repeatable, Scalable SaaS Growth

Could your current approach to demand generation be prioritizing the wrong areas and limiting marketing’s contribution to pipeline? Having the right demand engine in place can take you from missing revenue targets to exceeding them. In this session, Shiv Narayanan, will walk you through his proven playbook to scale demand for your SaaS business. You’ll learn, why so many SaaS companies struggle to build a demand engine, a strategic way to increase marketing sophistication and 6 critical steps in a data-driven approach.



How to SaaS