Postclick, parent company of the popular landing page platform Instapage, has arrived at a pivotal moment for its company and product portfolio. The company is scaling a new, AI-powered enterprise offering, Postclick (which shares the company’s name), while shifting its focus away from its original landing page product.
It is an enormous effort to reprioritize a new product while continuing to sustain a legacy product that remains your bread and butter. It can be risky, too. The product organization at Postclick has used Productboard throughout the transition, and with the support of Productboard’s services organization has refined their use of the system over time to gain more and more value.
Today, Productboard helps the product organization at Postclick confidently decide what to create next as they build on the MVP for their new offering, and evangelize their product roadmap across the organization.
Martín Lasarga De Maria, Group Product Manager at Postclick, recently joined us to discuss how the company’s transformation is going and how Productboard has supported their efforts.
“Productboard changed the culture inside our company and the relationship people have with the product teams. Before Productboard, our teams had to respond more reactively to the needs of the day. Productboard has added structure to our workflows, so we have more time to review data and user insights before making important decisions.”
At the time Productboard was first introduced, product prioritization decisions weren’t based on a data-driven framework, so it wasn’t always clear if the right features were being worked on. That was hard enough on its own, but also made it difficult to earn buy-in from stakeholders. Inevitably the product organization has to prioritize many incoming requests in order of their business impact. With Productboard, they have data and customer feedback on hand to support their decisions, which makes organizational alignment far easier.
“As a product team, we must focus on the requests that deliver the most value to our customers, which isn’t always intuitive for all parties. We needed to be more data-driven so people would understand why we executed projects in a certain order. Productboard’s professional services helped us set up a framework to make it easy for PMs to evangelize our rationale to the rest of the company.”
Before Productboard, there was also no roadmap colleagues could self-serve to see where the product was headed. Without visibility into product direction, no one knew where the product would be in the next 3 to 6 months so colleagues couldn’t accurately communicate or manage expectations with customers about when features would be released.
“Productboard has added transparency for our stakeholders, so they can understand the strategic rationale behind our priorities. Today, our teams are working toward the same goals to build what matters most.”
Today every product manager at Postclick is managing their roadmap in Productboard, which has become the single source of truth to learn how all these product areas are progressing. And when features are ready for delivery, they can be pushed straight into Jira. Designers and developers have immediate access to user insights in Productboard and love the ability to define stories and incorporate effort into prioritization decisions there.
“There’s a huge difference between what takes place in Jira and what takes place in Productboard. In Productboard we’re planning up to a year in advance, in Jira we’re planning the next 3 sprints.”
In addition to Productboard’s roadmaps, Postclick has benefited from the Product Portal, an interactive interface they use to share ideas under consideration and collect votes and feedback. Using the Portal has increased engagement inside the company as customer success and support use it to vote for ideas on behalf of customers, while providing relevant feedback along the way.
The product organization can then use features like Productboard’s user impact scores to see which features would best address user needs, based on real feedback they’ve received. Feedback arrives from the Product Portal, but also from other feedback sources like Slack and email.
“Everything in Productboard needs to be associated with an objective. It helps us to focus… to build things that matter.”
As an outcome-driven organization, the team at Postclick relies heavily on objectives in Productboard, using them to structure the prioritization process. The Prioritization matrix lets them zero in on each objective and prioritize the features within it, according to their value and effort. It helps them ensure they’re building what matters while grounding prioritization in reality.
Postclick has a bright future. With Productboard they’re even better equipped to take advantage of the opportunity that lies before them, offering a whole new way for companies to optimize ad spend and boost conversions.
Today they enjoy transparency across the organization with better communication across teams. They’re confident in what they’re working on and the teams are focused on the right features to build next. Colleagues across the organization feel heard, and that has even improved the quality of feedback they’ve been willing to share with the product organization, so the cycle repeats.
We look forward to see where Martín and his organization take Postclick next!