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AlwaysSometimesUnlikely
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DefinitionNo visible impact on customers (performance, bug fixes)

Doesn't require customer setup / awareness		No visible impact to customers (performance, bug fixes)

Requires customer setup / awareness		Impacts: some or all customers / prospects

No premium pricing		Impacts: some customers / prospects

Completely new functionality		Impacts: all customers, prospects

Competitive advantage

New use case / category
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Examples
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Category #12345
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Category NameMaintenance / infraMinor UpdateFunctionality improvementNew capabilityGamechanger
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Customer Setup Required?
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Prep time needed2 weeks2-4 weeks4-6 weeks8-12 weeks
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Critical InformationOwner
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Product brief (inc. pricing)Product
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New Content
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Customer Community PostMarketing
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Help CenterCustomer Success
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Best Practices / FAQs / Known IssuesProduct
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Inapp GuidesProduct
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Email - customersCustomer Success
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ScreenshotsMarketing
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Video demo Marketing
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Customer testimonials (from beta version, if applicable)
Product
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Training webinar/ demo (SE/ product led)Marketing
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Website - bannerMarketing
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Landing pageMarketing
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Press releaseMarketing
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Blog postsMarketing
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Social postsMarketing
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Newsletter highlightMarketing
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Sizzle reel videoMarketing
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Content - update:
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Help Center - adjacent featuresCustomer Support
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Intro deckMarketing
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Internal Selling decksMarketing
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Sales sheetMarketing
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CI playbook / battlecardsMarketing
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Website - existing pagesMarketing
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Update CS presentation decks for customersCustomer Success
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Processes / internal:
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Map and define up/cross-sell playsSales
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CS TrainingCustomer Success
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Email - prospects / cadencesSales Enablement
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Sales TrainingSales Enablement
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Sales Launch (target, incentives, promotion?)Sales
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Trials / demo environement experienceSales Eng
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Tracking (in Salesforce) setupSales Ops
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Thought Leadership:
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WhitepaperMarketing
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Webinar - prospectsMarketing
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Customer FeedbackCustomer Success
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