What drives the decision to have product change communications on a monthly cadence vs when the changes go live? Or a hybrid? e.g. "January roundup" vs "Faster search is here 🎉"

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3 Answers

Launch Channels Launch Strategy

Camille Ricketts

XYZ Venture Capital Partner & Head of Marketing • 6y

I think it depends on your audience, product, and goals. What do you want your audience to really understand about the product you're shipping? Do you want them to perceive that you are constantly shipping new things? Is part of your competitive advantage that you're building product faster than other companies in your space? Is this something your audience even wants, or would they prefer more considered/perfected big launches that meaningfully change their experience with it? We like to stick ...Read More

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Priya Patel

Stripe Head of Marketing, SaaS Products (Revenue Finance Automation) • 5y

I've worked at companies with different philosophies on this. The main benefit of a monthly or other regular cadence is predictability - i.e., everyone in your organization is aware of launch timelines and can plan accordingly. Customers always know when to expect product comms. But a con is that releases can get lost when they're bundled together and when updates become very regular or templated, they can become less interesting to a customer. On the flip side, sometimes it's not ideal to wait ...Read More

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Esther Yoon

Veeam Software SVP, Product Marketing • 4y

I like to have the flexibility to do both. But, if you see it as this or that, the latter ("Faster search is here") is designed to be a delightful surprise, the former (monthly cadence) is more of a type of predictable FYI. These decisions should be driven by lots of different aspects such as your org's overall email / customer comms strategy, feature implementation needs (will the large enterprise admin need 2 months to deploy this feature across their global org?), velocity of features/release ...Read More

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