In November 2023, JISR was about to kill their Performance Management module.
By February 2024, it had 20% adoption.
What changed? JISR's product marketing team took control of every customer touchpoint, built three systematic playbooks, and turned their biggest weakness—release velocity—into their competitive advantage.
This is how a scrappy PMM team transformed 5-7 monthly feature releases from communication chaos into predictable revenue growth.
JISR's engineering team ships relentlessly across six different HR products. Before 2024, this pace created chaos:
"Customers were caught by surprise that a new feature had launched. They'd go somewhere and something else existed," recalls Harshita Kumbhar, Head of Product Marketing.
Random emails from different teams. No coordination. No awareness strategy. Products dying not from lack of value, but lack of visibility.
The complexity was staggering:
JISR's product marketing team made a radical move: they revoked every product manager's access to customer communications..
"We had to be the bad guy for a bit. But now nothing goes to customers without PMM approval." — Harshita Kumbhar
Instead of spray-and-pray messaging, JISR developed three distinct playbooks:
Strategy: Study top traffic pages, run campaigns only where users actually go
Hero Campaign: The JISR 2.0 Rebrand
Results:
Strategy: Deploy contextual walkthroughs at exact friction points
Example: Payroll Optimization
Contextual walkthrough that simplified complex payroll calculations
When payroll admins struggled with monthly pay runs, JISR created step-by-step guides triggered at precise friction points.
Results: 12% uplift in payroll re-runs vs previous quarter (% of targeted accounts), driven by reactivated payroll customers
Example: Accounting Integration
As JISR's approach matured, they recognized that some workflows needed more than step-by-step guides. Their accounting integration—a 6-7 step process connecting to various ERPs—became a testing ground for richer support.
The Solution: Combine video education, contextual help, and a direct "Schedule a meeting" path for users who need human assistance.
Note: Accounting Integration Walkthrough: Launched recently, metrics TBD.
The Learning: Not every feature needs the same treatment. Match support depth to complexity.
Strategy: Paywalls as parallel journeys, not blockers
The Genius Move: Using finance-specific language to naturally filter leads
"We write messaging that only finance can comprehend. Terms like 'accounting integrations' naturally filter out unqualified leads." — Uditi Johar, Product Marketing Manager
The Contextual Cross-Sell: When finance admins process reimbursements, they see targeted campaigns for expense management. Not disruptive, but opportunistic.
"We're not saying don't do reimbursements. We're saying we also have travel booking to make this easier." — Harshita Kumbhar
Results:
JISR noticed 83% of users dropping off mid-flow in travel bookings. Through a combination of:
They discovered: pricing was the issue.
Targeted offers to users who had dropped off, delivered through hotspots and product tours.
Result: 83% growth in Travel bookings in one quarter
JISR doesn't just send messages - they orchestrate journeys:
"A direct gateway to customers without having to go through CS or product teams" — Soumya, Senior Product Marketing Manager
"Half the time, they just weren't aware a feature existed. It wasn't an adoption problem, it was an awareness problem." — Harshita Kumbhar
Centralizing all customer communications under Product Marketing eliminated contradictory messages and created consistency.
Running campaigns on high-traffic pages, targeting by product ownership, and using language as a qualifier.
The transformation is complete:
"The complaint from customers is never 'I didn't know you launched this' anymore. It's 'help me use it better.'" — Soumya
"We can easily close the first 30-40 customers through paywall leads." — Harshita Kumbhar
With their foundation established, JISR is pushing for even more sophisticated orchestration:
JISR's success came from three critical decisions:
The result? They didn't just implement a tool - they built a revenue-generating system that turns product releases into predictable growth.
JISR is Saudi Arabia's leading cloud-based HR platform, serving 3,000+ organizations and 350,000+ employees across the region. Their suite includes Payroll, Performance Management, Travel & Expense, and comprehensive HR management tools.
Candu enables product teams to create native in-app experiences without engineering resources. From onboarding flows to paywalls, Candu helps SaaS companies drive adoption, expansion, and retention through contextual user experiences.
For more information on implementing similar strategies in your product, visit candu.ai
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