Jennifer Cox is an identity industry leader with practitioner roots and a career spent on both sides of the buying table. She began in identity providing operational support and consulting, working directly with organizations to design and deliver workforce identity programs. She later moved into go-to-market leadership roles across three identity vendors, including sales engineering and sales enablement, where she gained firsthand insight into how identity platforms are evaluated, positioned, and purchased - including where those decisions often break down after the contract is signed. This combination of delivery experience and vendor-side perspective gives Jennifer a pragmatic, sometimes uncomfortable view of why identity initiatives succeed or fail in practice. Her work today focuses on helping organizations move beyond feature-driven buying toward outcome-based identity programs that create real accountability and sustained business value.