About Madison Logic
Madison Logic is the global leader in account-based marketing (ABM). Our business-to-business (B2B) marketing technology platform, Activate ABM™, unifies display advertising and lead generation with comprehensive attribution metrics to show real return on investment.
As the only comprehensive global ABM platform built for B2B marketers, Activate ABM™ leverages unmatched proprietary data, reach, and scale to identify, engage, and convert prospective accounts. With Madison Logic, B2B marketers can easily gain insights into their target accounts to personalize their message, optimize their programs, and inform their sales and marketing strategy.
We had a problem
Our roadmap was built from multiple documents. As a result, we were collecting the data from different sources. That made maintaining and communicating the multiple versions of the roadmap problematic. As priorities changed, it became more time consuming and quite difficult to manage. We also used to maintain the roadmap versions in Excel. As soon as it was shared it was almost instantly out of date.
Communication to management is extremely important. The tedious versioning and updating meant that the management team often saw more of the operational side of product than they needed. (They don’t see half-baked releases and things that are not quite thought through for mass audiences.)
Feature management was done with Jira, a tool built for developers. This took the product team out of a product environment into a development environment. This was a problem for both the developers and the product team.
Aha! as a solution
We now have real time access to our roadmap. Today we know exactly what is being worked on now and what our priorities are for the entire business. We no longer have to communicate around versions of our product documents for our roadmap. Since everything is online, what’s there is the most up to date.
Aha! Notebooks allow us to communicate quickly and easily to management. Notebooks have helped us save a great deal of time when we show the executive team our progress and priorities.
The workflow we have now keeps the product team in Aha! Which is our tool of choice. The JIRA integration is also great — the product team can push items into JIRA when we are ready without having to switch tools.
Life is good
The team is more productive not having to refer to multiple documents now that we use one tool to visualize our roadmap. We also save time putting presentations together for management. Product can now stay focused on our products and use our own tools how we want, without having to deal with the dev team’s tools.