Our product team ships feature updates incrementally, how would you decide the scope of each of the feature changes? Do you market each of the feature updates as when they come out, or group them together? Thank you!

I would put yourself in the shoes of your customers and decide whether the feature update matters to them (or not). You can consider different channels/formats that better highlight the more significant ones and others where you keep customers informed but might be more trivial.   Sometimes, no update is fine too if there’s no material impact. People do appreciate it when companies don’t inundate them with every little update. If all the features ladder up to a broader theme, you can consider gr ...Read More

In organizations where you have a product machine that pushes new features or feature enhancements every two weeks or so, I highly recommend creating a GTM launch engine that can optimize to get the biggest bang for your buck! Having done this in several organizations, I start with partnering with our product and marketing teams (plus, GTM like Sales or CS if a B2B product) to identify the criteria for stack ranking product releases. The ranking would sort and “tier” or size release by things li ...Read More

At my last company we made a launch tiering playbook. It was a series of 6 steps: 1) First, we's look at product's roadmap to see what was on the horizon 2) From there, we'd review PRDs. Mainly, we'd use the PRD to know what was behind the scenes so that we could forecast impact so that we had an idea for meaty vs light features coming.  3) We'd use that to think about bundling and timing. Some features with like components could work well as a bundle, of which the bundle could carry more weight ...Read More

Depending on how broad your product is (does it span multiple categories, are there different aspects of the platform,e tc) and how many products your company offers - you may not have the capacity or there isn’t appetite to market each feature update. For instance, most of my last 5 roles have included multiple product portfolios, each product area contains at least 5-10 apps. I would NOT market each of these feature updates as they come out because our customers cannot digest that volume of in ...Read More

When determining if certain features should get more market focus or attention, I typically ask a couple of questions: Does this update include changes that you are legally obligated to inform your customer about (e.g. terms of service or privacy policy changes) Is this update a quality of life improvement? If so, is it enough of an improvement that customers will get excited about it? Will this update require a change in existing customer behaviour? Is so, is that change minor or major? How clo ...Read More