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Has anyone had experience, or aware of case studies of building a "new product" as a growth channel for an existing business? Specifically in the context of SaaS
Interested in any frameworks/thinking on how best to evaluate building a new 'companion' product to expand/reach new audiences. And the pro/cons of integrating it as part of suite vs. marketing it wholly separate
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Anuj Adhiya
I believe what you're referring to is (or could be) "Engineering as Marketing" - which is to build tools/products as a way to attract new customers.
@justinmares wrote about this in the "Traction" book he co-authored with @yegg.
More on this here: http://platformthinkinglabs.com/engineering-as-marketing-how-startups-transform-marketing/
Sumo by @noahkagan follows this playbook as well with all of their tools.