IOFM had strong member satisfaction, but a product built for individual users. Growth required a transformation into an enterprise model. Grace and Becca will walk through leading that shift, sharing lessons that any membership-based organization can apply.

They'll discuss:

• How independent research led to a new membership and pricing model
• How they defined and leveraged existing brand strengths to make the transition feel cohesive
• What moving upmarket revealed about the sales and post-sales structure needed to support it
• How the new model is coming to life in a website redesign this year

Attendees will leave with lessons on aligning product, sales, content, and marketing during a pricing transformation.