There are multiple things to consider when communicating your B2B SaaS product. Feature prioritization is one of them.

Step one is mapping out your software taxonomy. This involves grouping capabilities, deciding which features belong where and presenting how they work together.

Step two is deciding which features to prioritize based on the type of communication asset, starting with your website.

Think about the website navbar, which might include the software’s modules and their related features. Each feature might have or not a separate product page.

Here’s a practical example.

Let’s say we have an HR platform with 4 major modules:

• recruitment
• onboarding
• performance management
• payroll

Each module has over 20 features.

And while each feature may have its own landing page, it’s definitely a bad idea to pack the navbar with 80 concepts.

In this context, feature prioritization means deciding which of the many features per module to include in the navbar. And although it may seem like a trivial task, this decision determines whether website visitors keep exploring or bounce after the first click.

Some pros might see it as a UX or info architecture exercise but it’s really not. Feature prioritization is about curating which capabilities become public ‘anchors’ of your product.

Out of countless mapped features, you select the ones that get primary, high-visibility placement. That’s a business decision. One that shapes first impressions, guides exploration, and impacts conversion.

There are different criteria that can influence your decision to prioritize certain features. For example, you might want to highlight some aspects of your product.

Or, you might notice (click maps) that visitors are more interested in feature D than feature A or B. As a result, you may reconsider or test your feature prioritization further.

But from what I’ve noticed, B2B SaaS teams tend to overlook this step by …

• mirroring the dashboard structure in the navbar
• including features based on their order on the dashboard
• prioritizing what they care about rather than what prospects want to see
• defaulting to “show everything” for fear of leaving something out
• skipping user behavior analytics altogether

After all, when you think in terms of “findability” and “discoverability,” you might assume it’s just about making sure everything is visible somewhere … When in fact, feature prioritization is such an important strategic GTM decision.

It shapes what prospects see first and determines whether people will keep exploring.

To recap:

Taxonomy is your software’s exhaustive, structural map. It defines where & how every capability fits together.

Feature prioritization: out of 30+ equally relevant features, you must curate which ones become primary anchors in your comms assets (navbar, product tours, demos, sales decks) because you can’t show everything at once.

This is the curation of what gets surfaced. An act of product communication design.