What are the best approaches to crafting a Go-to-market strategy when you are trying to unbundle a product feature and position individually?

Unbundling requires articulating the specific value of a feature -and why it's different and special. Asking yourself questions like, how does this ladder up to the brand? How does this align to our corporate and company narrative? How does this feature solve a specific user challenge? What magic does this feature create for the user? If you can ask and answer those questions, it will help you to unbundle a feature and position it on its own. Showing the unique customer value that a feature deli ...Read More

Great question! A lot of times, Product Marketers are trying to figure out how to bundle or talk about multiple products and features together to tell a bigger story. But there are definitely times when it's more impactful to focus on just one product or feature. Here are a few ways to do that: If a specific product or feature really resonates with a particular subgroup of your customers, think about segmenting messaging for them that highlights the specific feature as the main value prop. If th ...Read More

What a cool question! And project for you to undertake! I think the good news is that if your market research, audience focus, and messaging framework were as robust as you’d hope, you don’t need to think too hard about refactoring core positioning. So I would refocus your effort into three (sizeable) categories, ordered by time needed to execute: 1) Pricing/packaging: If you’re moving one of your products to self-service there’s significant infrastructure that will likely need to be considered ...Read More

When you unbundle a product feature and take it to market as its own offering, the GTM strategy has to account for three big shifts: Repositioning the value from “part of something bigger” to “a standalone must-have,” Creating a new market frame for the buyer, and Avoiding cannibalization/confusion with the parent product. Here’s a structured framework I’d use, with specific actions at each stage: Strategic positioning Does it serve a unique set of jobs-to-be-done? Does it serve a distinct set o ...Read More