Every marketing team says they want to scale. Very few build the systems that make it possible.

Melissa Coito, VP of Product Marketing at Zappi, doesn’t run one of those teams. With more than 20 product releases shipping every quarter, Melissa has architected a go-to-market system that keeps launches structured, internal teams aligned, and sales empowered.

From a tiered framework that brings order to product chaos, to internal content systems designed for trust and reuse, Melissa’s approach proves that great marketing isn’t just creative, it’s operationally excellent.

Let’s get into her playbook…

How Zappi uses a tiered system to bring order to product chaos

When everything is a priority, nothing is. That’s why Zappi doesn’t leave product launches up to gut instinct.

Melissa has helped a handful of high-growth B2B players scale their product marketing functions. And she’s learned that keeping up with an aggressive release schedule isn’t about working harder. It’s about working smarter.

She doesn’t really have a choice at Zappi. The product team is prolific, shipping at least 20 releases per quarter. To ensure marketing can keep up, Melissa rolled out a structured framework to bring clarity and alignment to cross-functional teams. It’s a tiering system that classifies every release based on two strategic dimensions:

• Does it drive differentiation or market parity?

• Is it aimed at new revenue or customer retention?

Each release is scored and assigned a tier from 1 to 4. That tier then informs how the business aligns around it. Everything from messaging to enablement, to measurement is impacted.

Here’s why that matters:

• Sales knows where to focus. Not all releases are created equal, and this model helps GTM teams know which launches deserve the most attention

• Product teams gets business context. When PMs understand which business lever a release is pulling (e.g., retention vs. net-new revenue), prioritization gets easier

• KPIs stay grounded in impact. Instead of arbitrary success metrics, each tier guides the definition of “what good looks like.”

But most importantly, it introduces a sense of calm amid the madness.

This system doesn’t just make marketing more effective, it brings discipline to the entire GTM motion. That’s especially critical when you’re trying to scale repeatably across sales, product, and customer success.

Whether you're launching two features a quarter or twenty, defining clear tiers can be the difference between alignment and anarchy.

The best part of Melissa’s mission to systematize? It’s contagious across the org. It shouldn't come as a surprise that Melissa brought the same clarity to the marketing team’s content processes.

You can’t automate chaos: Why clean content beats clever hacks

Melissa has a simple but powerful truth for any marketing team trying to scale fast: your internal content systems are only as good as the trust people have in them.

At Zappi, alignment across product, sales, and CS is critical, not just because they ship 20+ product releases per quarter, but because Melissa knows that great messaging only works if people know where to find it and believe it’s accurate.

That’s why her team invests in:

• Weekly enablement meetings to spotlight what’s happening in product

• Centralized content hubs in tools like Highspot and Notion

• Strict content upkeep processes to avoid outdated or conflicting material

But this isn’t just about having a wiki. It’s about building credibility and consistency.

And when it comes to AI? Melissa is cautiously optimistic. But only if the foundation is solid.

Zappi uses Unleash, an AI tool that scans internal systems like Slack, Notion, and help documentation to quickly answer questions. It's a massive time-saver for fielding repeat internal questions and preparing for sales conversations or RFPs.

But she’s quick to point out that AI doesn’t clean up your mess. It just amplifies what’s already there.

Melissa’s message is clear: don’t scale content that isn’t trustworthy. If your team doesn’t know where to look, or worse, doesn’t trust what they find, no AI, enablement cadence, or CMS is going to save you.

The Last Word: Systems Scale

The best marketing strategies don’t live in slides, they live in systems.

Melissa’s work at Zappi shows that scalable execution starts long before a launch date. With structured release frameworks and rigorously maintained internal content, product marketing becomes more than a support function, it becomes the engine that powers growth.

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