In this episode of The Revenue Cafe Podcast, host Gary Amaral is joined by Alvaro Soto, Director of Product Management and Growth at Procore, to share his insights on how UX teams can take the lead in willingness to buy research within an organization. He emphasizes the importance of breaking down the fear around revenue measurement and highlights the significance of product-led growth (PLG) in understanding customer value and conversion. Alvaro also discusses the limitations of external firms' research and the need for internal teams to actively engage in conducting research to determine if products are not only delivering value but also converting customers into paying customers. He presents practical tactics for product teams to partner with UX and effectively evaluate customer willingness to buy.HIGHLIGHT QUOTESShifting the Focus: Building Products Customers Are Willing to Pay For."Building something customers need is better or greater than focusing on building something customers are willing to pay for. I'm not... saying that many product teams or UX teams will say that that is a fact, that there's just concern about delivering value and that the money will come in some other way. But I think that's something that we also need to debunk, right? Like, I think building value is not enough. Building products that customers are willing to pay for is what we're here to do." - Alvaro SotoEmpowering Product Teams for Effective Willingness to Buy Research."I hope that with this presentation, what I convinced teams is that, hey, if you already have a UX team, that's great. If you just have your product managers and your designers, they can be equipped to asking the right questions and to conduct the type of research that you need to start understanding if the products you're building are not just driving, delivering value to those customers, but that they're actually going to convert those customers into paying customers, which is ultimately what we want." - Alvaro SotoFostering Intuition and Collaboration through Huddles. “We sit in open huddle channels all day long, so product and marketing will sit in the team kind of huddle and be able to collaborate and again, just like hear the snippets of what's happening... Huddles, I think, are an awesome way to do that.” - Jenny Orser You can find out more about Alvaro in the link below: LinkedIn: https://www.linkedin.com/in/varosoto/

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