Senior Product Leaders are measured by revenue growth and must influence cross-functional teams they do not control to succeed.
This session will walk through strategies and tactics to improve your influence by creating compelling messaging that motivates and mobilizes the organization to monetize your offering.
Join us at ProductCamp Atlanta 2026 to vote on this session and dozens of others! The attendees will choose the agenda for the day, and can be part of it!
Session Details
Type of Session: Workshop
Presented By
Russell Scherwin
Russell Scherwin is a C-level executive, strategist, and educator who has spent more than 20 years helping companies grow and helping people reach their potential. His career began in an unexpected place: professional basketball scouting, which taught him how to recognize talent, elevate performance, and build teams that outperform expectations. That theme has carried through every leadership role since.
Russell has led growth for some of the most recognizable names in technology. At IBM, he served as Chief Marketing Officer for Watson Commerce, where he transformed marketing into an integrated part of revenue operations, introduced account-based marketing, and grew the business to ~$400M. He also served as NA Sales Leader for Watson Customer Engagement, leading IBM’s largest global market to 134 percent of plan and building a high-performing team known for disciplined execution and clear go-to-market strategy. His earlier tenure included transforming IBM’s B2B Commerce business with a 177 percent CAGR, winning major competitive deals, and developing the next generation of sales leaders.
Before joining IBM, Russell spent years in product marketing, strategy consulting, and product leadership roles with firms like Sterling Commerce, Information Builders, and Arthur Andersen, giving him a uniquely cross-functional view of how companies create, position, and monetize value. He has since held executive roles in PE-backed SaaS firms, including serving as Chief Revenue Officer for FPX, where he aligned revenue teams and helped drive an exit to TA Associates. Today he runs B2B Tracks, a consulting and advisory practice where he works with founders, executive teams, and high-growth companies on sales strategy, revenue operations, and leadership development. He also speaks globally on sales excellence, leadership, and digital transformation.
As an educator in the MBA program at the University of Georgia, Russell teaches students how to lead, communicate, and create value in environments shaped by rapid technology change and the rise of AI. His courses focus on practical frameworks for influence, critical thinking, cross-functional execution, and career strategy. Students describe his teaching style as direct, supportive, and grounded in real-world experience. Above all, he is committed to helping future leaders develop the clarity, confidence, and capabilities to succeed from day one.
ProductCamp Atlanta is a collaborative, participant-organized professional unconference, focused on Product Management, Marketing and UX topics. What’s great is the variety of sessions that are offered by our attendees. You’ll have the option to select from several different sessions throughout the day. We need you to share your insights in a panel, workshop, or presentation.
