Immuta, a data security platform provider, wanted to prepare for rapid growth by scaling their product management processes and aligning stakeholders. The company adopted Productboard to centralize customer feedback and streamline product planning. With Productboard, Immutaâs product managers are able to align features with core company objectives and build a more customer-centric approach. They also drive more successful collaboration between product and engineering teams, and provide Immutaâs leadership team with data-driven insights for better prioritization and business decisions. With Productboard, Immuta achieved scalability, clearer communication, and better customer insights, contributing to faster growth and higher revenue.
There is no one-size-fits-all approach to data security. Every organization, of every size, faces unique risks and regulatory requirements, and their customersâ trust hangs on their ability to protect data. In order to grow the company, Immuta needed to identify the unmet needs of their target market and avoid the trap of building bespoke solutions for individual customers. Â
Itâs easier said than done when the business itself is quickly and constantly expanding. Immuta is a data security platform that specializes in providing data access control, privacy, and compliance solutions. Fast-paced, high-volume growth was fueling higher revenue, but internally, foundational product processes were strained as more companies adopted the platform and market demand evolved.Â
âEverything was working pretty effectively in a small org, but we needed to make changes as we got bigger and started planning to launch multiple products,â said Catherine Carney, Senior Product Operations Manager at Immuta. âInstead of having two or three product managers, we planned to have 10 or 20, and our processes needed to scale.â
The Immuta team needed a centralized, transparent way to gather feature requests and product ideas, prioritize them, and integrate them into a dynamic product roadmap. They found the tool and tactics they needed with Productboard, revolutionizing the way they capture, coordinate, and communicate iterative feedback at every stage of the product lifecycle.  Â
Challenge: Planning for Business Growth
Immuta relied heavily on in-person discussions and Slack channels to communicate customer needs. This became impractical for scaling, especially with the prospect of adding more product managers and multiple products to the portfolio.Â
Without consistent processes and a shared hub for information, Immutaâs product function risked:
- Slower time-to-market and delayed product development cycles.
- Incomplete, inaccurate insights that broke the thread between market demand and product deliverables.
- Unclear product roadmaps that were difficult to socialize, interpret, and update.
Immutaâs engineering team was also growing, and product leadership was no longer directly involved with all the engineering planning and decisions. For feature prioritization and planning, teams used spreadsheets that quickly became out-of-date. Product and engineering managers needed a better way to answer the questions:
- âWhat is the team working on?â
- âWhen will it be done?â
- âAre we on track?â
Solution: Synching Product with Go-To-Market for Actionable Feedback
Productboard streamlined Immuta customersâ feedback by centralizing, organizing, prioritizing, and fostering collaboration around user insights. It allowed Immuta to invest in a more customer-centric approach, in order to create products and features that better meet user needs and preferences.
Productboard enabled:
- Centralized feedback collection. Immuta now easily gathers feedback from various sources, including customer support, sales and marketing. This centralized approach ensures that all feedback is captured in one place, reducing the chances of valuable insights being lost or overlooked. This has also made it easier to on-board new product managers.
- Collaboration and visibility. Cross-functional collaboration allows product managers, designers, engineers, and other stakeholders to access and contribute feedback, adding transparency and ensuring that everyone is on the same page when it comes to user needs and pain points. Stakeholders who log insights receive notifications when their insights are linked to features, so they know their ideas arenât disappearing into a black hole. Productboard also sends notifications when feature status changes.
- Data-driven decision making. Product managers can prioritize user feedback based on factors such as the number of requests, alignment with business goals, and strategic importance. By aggregating and visualizing user feedback, Productboard helps product teams make data-driven decisions. It provides insights into the most requested features, identifies pain points, and uncovers trends.
Increasing engagement: customer insights logged by quarter