How to connect product goals to company goals - Elena Luneva (Maven, Nextdoor, Braintrust)

Why do great product ideas fail to gain traction? According to Elena Luna, it’s rarely about the strategy and more often about the storytelling. In this episode of The Product Experience, Elena Luneva, a seasoned CPO, GM, and Maven instructor, joins Randy Silver live from INDUSTRY 2025 to explore how product leaders can better communicate the why behind their product decisions. 

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What we learned from Elena
— Speaking 'User' isn’t enough – Executives care about business impact, not just engagement metrics.
— Translate features to financials – Frame product initiatives in terms of ARPU, opex savings, or revenue impact.
— Use storytelling with data – Combine real user insights with projections to make your case.
— Seasonality matters – Product testing should account for time-of-year and market behaviour.
— Align go-to-market early – Synchronising product and sales is key to driving measurable outcomes.
— Ask better questions – Start with: What is it? Why does it matter? How much will it cost? When will we get it?

Chapters 
2:45 – The Ceiling for Great PMs
4:09 – Speaking Executive
5:22 – Case Study: Nextdoor Maps
9:52 – Translating Engagement to Revenue
10:49 – Embedding Finance into Product Thinking
12:43 – Pivoting During COVID
14:36 – Business Fluency at All Levels
16:00 – Building Context Across Teams
18:26 – The Four Questions
20:06 – Thinking in Horizons
22:43 – Shifting Accountability
26:23 – CPMO vs. CPTO
27:43 – Common Mistakes
29:42 – Seasonality & Cannibalisation
32:29 – Practical First Steps
34:21 – Credits & Outro

Featured Links
Develop CPO-Level Skills course by Elena Luna - https://maven.com/elena-luneva/business-impact
Elena Luna on LinkedIn - https://www.linkedin.com/in/elenaluneva/
INDUSTRY: The Product Conference - https://www.industryconference.com/
Maven: Courses for modern professionals - https://maven.com/