Back to Your Feed

How do you treat minor releases and enhancements in your GTM process?

5 Answers
Amanda Groves
Amanda Groves
Crossbeam Senior Director Product MarketingJanuary 23

These are typically small launches with functionality that maintains market position, parity, and performance. Communication channels should include but are not limited to: internal - slack announcement with positioning brief, external - cs/sales outreach template, targeted email announcement, newsletter, help docs update. 

For small piel updates, you can think of these as your soft/quiet launches that don’t require broad messaging/awareness. (Pixel changes). Communicaiton channels should include but are not limited to: internal - slack announcement with positioning brief, cs outreach comm if relevant, help doc update.

707 Views
Candice Sparks
Candice Sparks
Attentive Director of Product MarketingNovember 22

I use a framework that is based on launch tiers! Minor releases would normally fall under a tier 3 or tier 4 launch and could be defined as:

Tier 1 - Evolves the companies narrative in the marketplace

Tier 2 - Gets us to feature parity or enables us to compete in the marketplace and win new customers

Tier 3 - An improvement or enhancement to an existing feature

Tier 4 - An update to the UI, superuser flag, etc. No visible impact to the customer

For tier 3/4 (minor) releases I usually include it in our monthly newsletter, release notes, internal product enablement and a UI announcement (when applicable).

Also, with minor releases there's also an opportunity to bundle a bunch of smaller releases into a greater theme and release it in a larger way! For example, if you have a bunch of small releases in regards to your reporting, you could release these together externally for a bigger splash.

390 Views
Lauren Craigie
Lauren Craigie
Cortex Head of Product MarketingDecember 13

You could consider a weekly or monthly product update email, public running change log, or in-app notifications (or docked changelog) for your current customers.

407 Views
Jeff Rezabek
Jeff Rezabek
IRONSCALES Director of Product MarketingFebruary 2

I've partnered with PM to assign a launch level to a release based on a grade (is it new/innovative, is it going to match the market, impact to customers, impact to the market, etc.). If something doesn't fall into the launch level threshold, it's an opportunity to release it, collect data, and see if it makes sense to package the feature announcement with future releases to help tell a bigger story.

331 Views
Robert Campbell
Robert Campbell
B2B GTM Marketing Leader | Fintech, Payments, SaaS | Marketing ConsultantFebruary 9

Creating a process to address minor releases and enhancements is often as important as your major product launch, especially if you're in a multi-matrixed business with lots of product teams releasing constantly. The two core elements to consider boils down to: 1) customer messaging and 2) sales enablement.  

Customer Messaging: Product Marketing 101: Identify the customer problem the feature solves and message it with this as the core of the sentence. Borrowing from my PMO days, the Agile user story format makes this incredibly simple - "as a I need so I can ." Starting from there, build compelling messaging that addresses generally the context and tie back to the tone set forth in your brand style guide. This should be three sentences max, and ideally shorter. 

Sales Enablement: One of the biggest challenges of iterative development to the sales enablement function is not pulling Sales off of selling to train constantly. Build a readout of these minor enhancements based on your customer messaging and build it into existing monthly trainings, or even make it purely a "digest" format out to the sales teams. If this brings the offering to parity (or parity plus) with a competitor, highlight it as such! Minor enhancements may be a deal-maker to some prospects particularly if it's not found broadly in the market. 

As always, gather feedback from Sales and Product and in your regular syncs with them call out areas where the feedback has driven change in the content or process. This will show your stakeholders you listen and follow through.

Top Product Marketing Mentors
Christy Roach
Christy Roach
AssemblyAI VP of Marketing
Sarah Din
Sarah Din
Quickbase VP of Product Marketing
Mary Sheehan
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Vishal Naik
Vishal Naik
Google Product Marketing Lead
Jenna Crane
Jenna Crane
Klaviyo Head of Product Marketing
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Director of Product Marketing, Mode
Grant Shirk
Grant Shirk
Cisco Head of Product Marketing, Cisco Campus Network Experiences
Abdul Rastagar
Abdul Rastagar
GTM Leader | Marketing Author | Career Coach
Jameelah Calhoun
Jameelah Calhoun
Eventbrite VP, Global Head of Product Marketing
Jiong Liu
Jiong Liu
Wiz Senior Director of Product Marketing