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Case study · 2024
Marketing Input on Feature Planning
Why features ship with positioning that matches what they actually do.
- Role
- Product Marketing Contributor
- Timeline
- Ongoing
- Client
- OneSuite
- Year
- 2024
The challenge
Features were being scoped on engineering merit alone. By the time marketing saw them, the only honest description didn't match the headline anyone wanted to write. The fix wasn't better copy. It was being in the room earlier.
What I did
- 01Joined feature-planning conversations one cycle earlier than marketing usually did.
- 02Brought one question every time: "What's the one sentence a customer would say to recommend this?" If we couldn't write it, the feature wasn't ready to ship.
- 03Drafted launch copy alongside the spec — not after — so positioning stress-tested the scope.
- 04Flagged when a feature's name was doing more work than the feature itself.
Outcome
- Features started shipping with launch posts already drafted.
- Two features were scoped down because the recommendation sentence wasn't honest yet.
- Marketing-engineering trust improved because nobody got surprised by a launch.
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