Tiers & Goals Worksheet

Defining your announcement tier and goals

This is a simple framework to help guide you in deciding what level of marketing activity and resources to put into the announcement of a specific feature or product, based on the potential impact to the business.

❓ Why this is important:

We can't 'shout' about every feature to the same level - our customers will start to ignore us and potential high-impact features will get lost in the noise and lose their impact;
We only have so much time and resources, so we need to prioritize the announcements that are going to have the most business impact;
Assessing launches against this framework means we have a fair and consistent approach to prioritizing announcements.

Define an announcement tier

Announcements should be prioritized according to their potential impact on our revenue and business goals. Work with the launch stakeholders to answer the below questions.

1. Score the feature/release on each of these questions:

Questions	No - Somewhat - Yes (3)	GTM Objective
Will this help us grow revenue by attracting new business or unblocking deals?	2	New MRR (Net new revenue)
Will this help us increase revenue from existing customers, through upsell or cross-sell?	3	Expansion revenue
Will this increase stickiness/activation and therefore reduce churn?	2	Churn reduction
Will it help increase adoption of [products/platform]?	3	Adoption/ Usage
Is it innovation or a differentiator ?	1	Brand awareness
Roughly what % of customers is it relevant to? < under 25% / 25-50% / over 50% >	2

2. The table below will show the tier

Tier	Score	Examples of previous launches in this tier
Tier 1	15+	[launch name]
Tier 2	11-14	[launch name]
Tier 3	7-10	[launch name]
Tier 4	1-6	[launch name]

Your announcement scores 13 and is therefore Tier 2

3. Define the goals for your announcement

Based on your responses above, choose and tick one primary and, if needed, one secondary goal for the announcement - what should this announcement achieve?