How to Batch & Tier Product Updates
A Strategic Approach to Impactful Releases
Product and Product Marketers are highly strategic…if they can find time outside of just shepherding features out the door. Sure, this is a core part of the role. However, it's easy to get buried in the process and miss out on time for deeper research, planning, and strategy.
In B2B SaaS specifically, there is typically a rotating door of product development, with releases often nearly every week. This is where the ability to strategically batch and tier product releases can give teams an edge.
Batching and tiering releases allow teams to strategically group and weight features so that you are maximizing the impact of the release and continuing to push the product narrative. On a personal level, this also gives you a framework to prioritize launches and trim down extra work by grouping related product updates.
Understanding Batching and Tiering
Batching and tiering are two elements critical to impactful product releases:
Batching involves grouping similar features or updates into a single release, maximizing efficiency and impact.
Tiering prioritizes these releases based on their potential impact and alignment with customer needs and market trends.
The Role of Batching
Batching releases isn't just logistical; it's a strategic approach to consolidating efforts, streamlining messaging, and creating a more impactful release.
For example, if six minor features that might not be a big deal are released, there could be a more significant product story around a push to optimize the UI and make some quality-of-life improvements for the user.
Think of the difference as:
"You only need to click once to access X now…" x 6
Versus:
"We've made updates to X, Y, and Z to streamline workflow…"
By grouping features together in release batches, you can reduce the complexity of navigating multiple similar releases. Each release is significant enough to capture customer interest and align the team's efforts toward a clear and focused goal.
The Role of Tiering
Tiering is a prioritization strategy that helps determine the weight and impact of product releases. It involves evaluating each feature's potential impact and adjusting the release's effort and scope accordingly.
The feature significance is typically designated by three tiers:
Tier 1:Â High-Impact Releases
Large, differentiating features that add net new functionality to the product. These are less frequent; companies often only have 1-2 a year.
Characteristics:Â These releases are the most significant and are often the centerpiece of a company's product strategy.
Scope: Significant changes like new features, major enhancements, or substantial UI overhauls.
Impact: High impact on the user experience or system functionality.
Complexity: Requires extensive testing, documentation, and user training.
Example: A new module in a tool or a major version upgrade.
Tier 2:Â Value-Added Updates
Medium features that bring clear additional value for customers. These are typically net new features or larger expansions of existing features.
Characteristics:Â These updates build upon the core functionalities of the product, adding layers of value.
Scope: Medium updates such as feature additions, enhancements, or performance improvements.
Impact: Noticeable but not transformative changes to user experience or system functionality.
Complexity: Needs some testing and may require user notification or minimal training.
Example: Adding new functionalities to existing features.
Tier 3: Optimization & Maintenance
These are minor releases, typically improvements to existing features, technical debt, or bug fixes. Tier 3 releases are usually the most common type of release.
Characteristics:Â Focused on the ongoing health and efficiency of the product.
Scope: Minor updates primarily for UI/UX improvements, bug fixes, security patches, or small enhancements.
Impact: Limited impact, often focused on maintenance rather than new capabilities.
Complexity: Minimal testing is required, and there is usually no need for extensive user communication.
Example: A UI update offering "Dark Mode" or new sorting or filtering options on an existing feature.
Tip: These are often the best for batching.
The Benefits of Batching and Tiering
Implementing batching and tiering gives you a framework to align around and offloads ambiguity. This ensures there is:
Release Optimization:Â Allows teams to be strategic with the efforts behind releases so that energy spent planning and executing a release is equivalent to the impact.
Consistent Value Delivery:Â A regular cadence of curated releases helps keep value at the center without over messaging customers or missing opportunities with sporadic schedules.
Strategic Focus:Â Aligns product development and announcements with broader business objectives, ensuring each release contributes to long-term goals and product narrative.
This strategic approach of batching and tiering product releases ensures that each update enhances the product, furthers the narrative, and aligns closely with customer needs, fostering long-term engagement and driving sustainable growth.