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Adam
Case
Head of Product, IBM Carbon Design System
IBM
Adam is currently the Head of Product for IBM’s Carbon Design System, where he leads the strategy and product management of one of the industry’s most widely adopted design frameworks. With extensive experience in product management within the cybersecurity domain, he specializes in delivering solutions that address complex customer needs in the enterprise market. Throughout his career, Adam has successfully led professional services teams and managed large-scale deployment projects for Fortune 1000 customers. His product leadership spans identity and access management at IBM and enterprise security solutions at Calendly, where he has consistently driven the delivery of exceptional, customer-focused products. Known for bridging technical expertise with customer-centric innovation, Adam is passionate about building products that empower organizations to secure their digital environments while enhancing user experience.
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26 March 2026 09:45 - 10:15
Scaling PLG experiences in the Enterprise: IBM’s story
How do you implement "frictionless" growth in a world of "high-touch" sales? Transitioning a legacy enterprise giant to a Product-Led Growth (PLG) model is often described as trying to turn a cruise ship in a canal. Yet, IBM has successfully integrated PLG mechanics across its sprawling portfolio of hybrid cloud and AI solutions, proving that product-led and enterprise-grade are not mutually exclusive. This session pulls back the curtain on IBM’s transformation journey, detailing the structural and cultural shifts required to scale PLG within a massive global sales organization. We will move beyond the theory of "free trials" and dive into the gritty reality of technical debt, internal silos, and the evolution of the "Product-Led Sales" (PLS) motion.