Your product's features — what you sell, in your buyer's words

A marketing feature is not a screen, a module or a menu entry. It is one job your buyer gets done, named the way they would name it.

Autopilot works out what your product can actually do — from your website, your connected systems and, where available, your code — and then translates that into customer jobs. Several capabilities usually add up to one job: a 1:1 list of what the software contains would just be a rename of the software.

What a good feature looks like

The name is a noun phrase, like a row in a pricing table: Follow-up, Ad campaigns, Overnight work. Not a sentence, not a promise — if it persuades, it belongs in a claim.

The description says what the product does, in one plain sentence, in the third person. It also says who acts: most jobs are done by Autopilot, and you step in where you want to.

“Retunes running ad campaigns against real performance without being asked, and keeps one screen where you can change or stop a campaign.”

That sentence carries both halves — it runs, and you keep the wheel.

Every feature names the problem it answers. A feature without a problem is architecture: real, but not something anyone buys.

What you decide

Each proposed feature waits for one of four decisions:

• Approve — it becomes citable substance for claims, landing pages and audience work. This is the list your marketing argues from.
• Park — real, but no current offering leads with it. It stays on record, stops selling, and comes back when you have an offering for it.
• Reject — not a marketing feature at all. It is never proposed again.
• Edit — your wording wins over Autopilot’s, always.

Approving is the step that matters most. Until a feature is approved, it is a proposal; after it, it is something your ads may promise.

Sets: what actually gets sold

Single features are raw material. What a buyer recognises is a set — one promise with a lead and the jobs it covers. Autopilot proposes the structure once enough features are decided; one decision then applies to the whole set.

A set belongs to exactly one offering. A job that ships in two offerings stays on its own rather than being pulled into a set that only half fits.

Problems without a feature

Your problem catalogue can contain entries that no feature answers. That is worth looking at rather than cleaning up: each one is either a real gap in what you sell — useful to know — or a leftover from a proposal that did not make it. The features view lists them for you.

Categories

Every feature carries one category — core, integrations, governance, content, analytics or infrastructure. It sits beside the offering, not underneath: a feature can ship in two offerings and still be one kind of thing. Categories are what group a pricing table.