4/8/2023 0 Comments Release priority matrix![]() We’ve created a simple framework to help us to decide what we announce, and how. ![]() Just like when your smoke alarm won’t stop beeping, and you take the batteries out to make it stop. If we treated everything equally and tried to shout about each and every thing, people would simply stop listening to us. It’s an easy way for us to keep people aware of all the extra value we’re adding to Intercom, and do so in a pretty non-interruptive way.īut we know instinctively that a major new feature like Smart Campaigns deserves more attention than something like an integration with a third-party service. We communicate all these updates and new features via our changes page. That presented us with more than 100 marketing opportunities. Last year alone we shipped more than 100 new features and improvements to Intercom. Although you no longer have to tell all the stories at once, the challenge instead is being thoughtful about the stories you do want to tell. It’s hardly surprising that the big release rarely offered a clear and logical story. At the same time, marketing was desperate to have something to talk about. ![]() Product managers were pushing, and at times competing, to get their features out in time before the next “ship” left. Whether you were announcing version 1.0, 1.1, or 2.0, your challenge was to construct a narrative that made sense and told a compelling story about a collection of new features and improvements that more often than not didn’t quite make sense all together. As a result, big investments were made in announcing big “dot releases.” Endless opportunities = new challengesīefore the days of SaaS, opportunities to make an announcement were typically limited to your product team’s release cycle. It’s a new challenge brought upon marketers by SaaS. The key word here is opportunity, because having more opportunities presents a challenge in itself. It also presents marketing opportunities, every time you ship. It touches all parts of your company, as do its benefits, and the behaviors it enables and encourages, like team morale, motivation, and momentum. Continuous shipping = endless opportunitiesĪs our VP of Engineering Darragh would say, shipping is your company’s heartbeat. It’s one of the reasons we treat everything we ship as a marketing opportunity. While they’re certainly not the only driver, product announcements have been a primary contributor to this new phase of growth for Intercom. Why? Well, we’ve seen it first-hand at Intercom with more than 12X growth in new signups since we first invested in marketing in March 2014. I’m a big believer that marketing can amplify everything your product team builds. The reality is great marketing, paired with great product, can equal more than the sum of its parts. We’ve all heard the motto, “if you build it, they will come.” While it might be true for some, it’s not true for everyone. When everything you ship presents a marketing opportunity, there’s a tendency to announce everything.
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