Oct 10, 2022
8 tips for product marketers working on a feature sunset
Product Marketing, Feature Sunset
As a product marketer, you may find yourself in the position of having to sunset a feature. While it's not an ideal situation, there are ways to make the best of it.
Follow these 8 tips, and you can successfully manage a feature sunset.
1. Defining the Sunset Timeline
The first step in successfully managing a feature sunset is to Define the Sunset Timeline.
You'll need to decide when the feature will be removed and communicate this to all relevant parties.
This will help everyone involved in the process to be on the same page and understand what needs to be done.
When working on a feature sunset, it's essential to have a clear timeline for removing the feature.
This will help you communicate the changes to stakeholders and ensure everyone is on the same page.
Try to give yourself a few months' notice so that you can adequately plan for the change.
2. Working with the Product Team
Once you've defined the timeline for the feature sunset, you'll need to work with the product team to determine what changes need to be made to the product.
You'll also need to create a plan for how the sunset will be executed.
Working closely with the product team is essential for a successful feature sunset.
They'll be able to help you understand the technical aspects of the change and determine what needs to be done to ensure it's executed properly.
3. Developing Messaging and Positioning
So, you've worked with the product team to understand the technical aspects of the change, and now you'll need to develop messaging and positioning for the sunset.
This will help you communicate the change to stakeholders and customers.
When developing messaging, it's essential to be clear and concise.
You should also focus on the benefits of the change and how it will improve the product.
Positioning is also important when sunsetting a feature.
You'll need to position the change in a way that makes sense for your product and customers.
4. Communicating the Change
After you've worked with the product team to plan for the sunset and developed a messaging plan, it's time to start communicating the change to all relevant parties.
This includes stakeholders, users, and anyone else affected by the change.
It's important to be clear and concise when communicating the change.
You should also provide a timeline for removing the feature and what users can expect.
Make sure to answer any questions that people may have about the sunset.
“Sunsetting a feature is about closing a chapter thoughtfully, ensuring customers transition smoothly while reinforcing the product’s evolving value.” - Yair Kivaiko
5. Creating FAQs and Educational Materials
You've communicated the change to all relevant parties, so now it's time to start creating FAQs and educational materials.
This will help users understand the changes and what they can expect.
It's important to be clear and concise when creating these materials.
It would be best if you also focused on the change's benefits and how it will improve the product.
6. Managing Customer Feedback
One of the most important aspects of a sunset is getting as much feedback as possible from the users, analyzing it, and understanding their pain points and the good feedback that comes from the sunset.
This includes listening to feedback through sitting in with the CS reps or listening to call recordings using tools like Gong, responding to concerns, and making changes where necessary.
Being open to feedback and willing to make changes where needed is essential.
It would help if you also focused on the change's positive aspects and how it will improve the product.
7. Analyzing the Results of the Sunset
After the sunset has been executed, it's time to analyze the results.
This includes looking at customer feedback, user data, and other analytical metrics.
It's important to see how the change has affected the product and your users.
Are they adopting another feature?
Are they using the product more or less?
Are they canceling subscriptions?
You should also examine what went well and what could be improved in the process and workflow used.
8. Learning from the Sunset
After you've analyzed the results of the sunset, it's time to start learning from the experience.
This includes taking what you've learned and applying it to future changes.
It's important to constantly learn and evolve as a product marketer.
Make a presentation summarizing the entire process and sharing it with your peers. Look at what was done right and what can be improved, and make sure to revisit it next time you sunset a feature.
Conclusion
Sunsetting a feature is never an easy task, but by following a workflow, planning ahead, and communicating with the stakeholders, you can make the process go more smoothly.
You can successfully manage a feature sunset by working closely with the product team, developing messaging and positioning, and communicating clearly with all relevant parties.
And by taking what you've learned from the experience, you can apply it to future changes.
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