Here’s a great example of a product launch paired with new positioning. Earlier this year, Rattle’s homepage described their platform as a “Revenue Workflow Engine.” Fast forward to September ⏩ and they just launched RevOps 2.0. A major product launch with new features like Atlas, Deal Rooms, and Digest. But in addition to a major product launch, they now call their platform RevOps 2.0 and position it as “Process Automation for Modern RevOps Leaders.” Across their site, you can see a clearer focus on RevOps leaders as their primary ICP. From their launch landing page: “It’s RevOps’ time to shine. RevOps has transformed from a basic sales function to a team-unifying force of nature. Rattle’s here to elevate the role to even greater heights.” Although I think the product video on their landing page is too long (~30 mins), I really like how they break it down into three sections: • 1 for each new feature • Each section starts by focusing on the problem • Then their new solution • Followed by a customer story Check out RevOps 2.0
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