Productboard AI logo no background

Productboard AI is now generally available!

Learn more (formerly RingDNA) (formerly RingDNA)
Company Founded



North America



“Productboard helps us balance market demands with a focus on areas of opportunity and strategic initiatives.”

Jeff Shelton VP of Product (formerly RingDNA) (formerly RingDNA)

Most people know as the sales enablement and engagement platform with the best-in-breed Salesforce dialing solution. When Jeff Shelton,’s VP of Product, joined the company two years ago, the intelligent dialer was their flagship product. The company has since rolled out a suite of products on a full-fledged platform that solves problems across sales engagement and enablement, ranging from call tracking to real-time sales call coaching.

Since’s Series B, they have rapidly scaled up their product and engineering team to meet the complexity and scale of the products. “We cover a lot of ground,” Shelton said, “we needed structure as we scaled up our products.” To keep track of all of the company’s solutions and continue to scale to meet customer needs, Shelton brought in Productboard. 

Championing the Voice of the Customer

Shelton chose Productboard for its ease of integration with the other solutions the company was already using. Before that, his team relied heavily on Jira but it wasn’t a one size fits all solution. Now, Shelton explained, “Productboard lets our development teams focus on agile scrum while the product teams have a platform to quantify user demand, market needs, and create dynamic rubrics to drive prioritization. . I was able to see a clear path to migrate from Jira as a singular tool, keeping the engineering team focused, while providing a supplemental platform where we could communicate with engineers but also add additional layers of customer value and feedback.”

“Productboard gave us a dedicated space where we could refine our products based on a product and customer-centric perspective.”

Jeff Shelton
VP of Product

“Productboard lets us understand user requests, build out a roadmap based on objectives, share reports to the business, and help customers understand what we’re building and why.”

Feedback Made Easy

One of the best things about Productboard for Shelton and his team has been the ability to gather ideas and feedback. The team embedded Portal in the internal administration of their core product, where they now capture feedback from different stakeholders. The ease of gathering feedback from customers has made a particularly stark difference. “Before, I was deep in email trying to reference that thing a customer asked for,” Shelton said.

Additionally, Shelton and his team quickly took advantage of its Insights feature to consolidate customer feedback. The product team now has a central place to gather feedback from Slack, Gainsight, inbound emails, Productboard’s Portal, the sales team, and more. “Productboard lets me stand up multiple listening posts to funnel  information into a central place so I can distribute it to my team and the overall business,” said Shelton. 

They also input all closed/won deals to see what features are driving them and track every lost deal so they can make adjustments and get in front of any trends. “Productboard helped me create a framework for the business and do it in a much more customer centric way,” Shelton explained. Shelton segments feedback across each product manager and each product line so he can easily see their backlog. “My team has a clear sense of ownership of the scope that they’re managing and how that ties into the larger strategy,” he said.

“Productboard helps us balance market demands with focus on areas of opportunity and strategic initiatives.”

Jeff Shelton
VP of Product

Feedback Response and Prioritization

Shelton has set up listening posts to scan for important feedback. “I have a wide net to make sure I can catch things and discern importance,” he said. “I have explicit feedback from the Portal on a given feature and internal emails and listening posts so I can read between the lines.”

“I didn’t realize how valuable the centralized inbox would be in terms of distributing requests and correlating those requests to features. It really gives us the ability to correlate at a higher rate, and see the centers of impact.”

Jeff Shelton
VP of Product

The product team utilizes a user impact score to correlate demand across different verticals and segments based on a number of drivers across the business. They’ve created prioritization scores as an aggregate as well as for each individual product. Overall, this has streamlined their process tremendously as the company continues to scale and serve their customers.

Another benefit the team has seen since bringing on Productboard is their ability to respond to feedback and trends quickly. For example, as their customers rapidly shifted to working from home during the COVID-19 pandemic, RingDNA was able to quickly provide solutions to help them grow and flourish during this challenging time. “We dedicated design and development cycles to  short-term product ideation and execution. We threw features into productboard that we could build on a short cycle and appended it to clear objectives to track at a business level,” Shelton explained. “It let us make more science out of art.”

Productboard Across the Company

Outside of the product team, Productboard is gaining traction across the company. The marketing department uses it to track new launches. The support team uses it to track inbound requests to resulting features. And the sales team leverages Productboard’s roadmap views to share with customers.   

As continues to scale their offerings, Productboard has been invaluable as a multipurpose tool. From gathering feedback and refining their products in one place to prioritizing and responding to feedback and trends quickly, Shelton and his team rely on insights from Productboard to support every product decision. (formerly RingDNA)


Previous Next Previous Next

Ready to make products people want?

Try it For Free