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Product release velocity is, well, dizzying.

I simply can’t keep up with new launches for even my favorite products (although I do make an exception for a good MCP). I don’t think I’m the only one feeling this way.

The rise of AI coding tools compressed shipping timelines. The rest of us – marketing, sales, CS, customers – are trying to catch up.

But companies like Rippling, Notion, and Profound are bucking the trend, turning product releases into one of their most powerful growth levers.

  • Rippling saw AI revenue growth of 121% on the back of new products including an AI analyst, AI spend console, MCP, and agent identity management.

  • Notion keeps ripping with AI now counting for 60% of their business (3x year-over-year).

  • Profound grew 100x last year and transformed from AI prompt tracking into an agentic marketing platform.

Up today: inside the winning product launch playbooks behind Rippling, Notion, and Profound from the marketing leaders who built them.

Special thank you to John Hurley (marketing leader at Notion), Ben Pollack (senior director of marketing at Rippling), and Trevor Pyle (head of marketing at Profound) for sharing their insights.

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Bridget Winston1 month ago

Keep posting more on this topic please!

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Kyle PoyarAuthor1 month ago

Can do! As I was writing this I realized this might be my first post on the topic... definitely feels like a gap :-)

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Bridget Winston1 month ago

So important right now. We’ve evolved from a product release cadence that could best be described as starvation to indigestion 😂 We’re shipping so much cool stuff, but no customer can absorb all of it at once. Sometimes even our own teams struggle to keep up! Would especially love your take on this topic!

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Anton1 month ago

So the core of this more agile launch approach is:

  • Having some sort of GTM OS to have all SOPs, positioning and narratives ready so you can move fast.
  • Constant updates from product on the features
  • Unbundling technical launch from marketing launch (product launches, faster more loosely, marketing promotes when the feature is more tested and/or when the time is right.

    • While its interesting approach I think it has its downsides. Like sending emails 2-3 times a week to every customer is a lot, this drives unsubscribes and hurts deliverability. I think more targeted emails that are send based on platform behaviour could work better.

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