How Assembled turned scattered feedback into an automatically organized list of revenue opportunities

"There's money associated with each idea now. You know how many accounts are impacted, how much revenue is at stake, and whether it came from a customer or a prospect."

Assembled is a support operations platform. It helps companies manage customer experience at scale using workforce management, vendor management, and AI support agents. Customers include Duolingo, Coinbase, and DoorDash.

Freeman Cherng is Assembled's AI Customer Success Manager. He owns the company's entire AI revenue post-deployment: over $2.2M in ARR across accounts from SMB to enterprise. His role sits at the intersection of product and customer, managing accounts, tracking outcomes, and building internal processes. Capturing product feedback was one of his first priorities.

Struggling to prioritize scattered feedback

Before Assembled adopted Canny Ideas for their AI product line, feedback had no fixed home. Sales had no structured place to log requests. Support pinged the product team over Slack. Deployment managers raised urgent asks for active pilots. Everything landed somewhere different and nothing was connected.

The product team used a quarterly Notion doc to make sense of it. A PM would send a Slack message asking CS and deployment to fill in their top priorities. The PM made a call. There was no revenue data attached to any request.

"The method for deciding what to build was heavily biased toward whoever shouted the loudest. A feature affecting $10K of existing revenue could easily beat one with $500K of opportunity value, because there was no way to see the difference."

Ideas organized to match Assembled's product team

Assembled was already using Canny for their base platform. But for their AI product line, it wasn't in the picture. Their Head of Product didn't want all feedback visible externally. Ideas changed that. The internal-only structure meant she was willing to get on board.

Freeman set up Ideas to mirror how Assembled's engineering team already works. Each group maps to a product area, with one PM as the owner.

"It maps to how our engineering teams are structured."

Within each group, PMs can create subgroups, ideas, and sub-ideas to show how work is connected. Saved views let each PM filter to their own area without wading through the entire company's feedback.

The next challenge was getting sales and support to actually use it. Freeman's answer was to keep the lift as low as possible. Sales creates ideas through the Salesforce widget directly from an opportunity or account object. Support does the same through Canny's Zendesk integration. Neither team needs to log into Canny.

"All I tell sales and support is: go to the Salesforce opportunity or account object, create the idea there, and you're done."

From there, Canny Ideas auto-groups each idea to the right product area. If something lands in the wrong group, a PM can move it. No queue to manage, no manual sorting.

Prioritization with revenue behind it

Before Ideas, the product team didn't have an easy way to see a prioritized list of ideas in the backlog.

Part of the problem was how urgency worked. Deployment managers run pilots and POCs. These are active deals with prospects evaluating Assembled against competitors. When a pilot is on the line, the pressure to build something specific is loud and immediate. That urgency often won over requests from existing customers, even when the existing customer opportunity was larger.

Every idea now carries context: how many accounts have asked for it, how much ARR is at stake, when the request came in, and whether it was from an existing customer or a prospect. This gives the product team a clear, prioritized view of what actually matters.

The product team's response has been telling. The Head of Product now asks that every idea in Canny has ARR associated with it.

"The product team is genuinely interested in adopting it more fully, which I didn't necessarily expect given how entrenched the Notion/Linear workflow was."

Why the Assembled team recommends Canny Ideas

For teams managing feedback across multiple internal teams, Freeman says Ideas is a clear step forward.

• Keeps feedback internal by default, so the product team controls what becomes public
• Groups organized by product area give each PM a focused view of what their customers need
• Auto-grouping routes incoming ideas to the right place without manual triage
• Salesforce and support tool widgets mean sales and CS submit feedback without leaving their existing tools
• Every idea carries ARR, account count, and customer vs. prospect context for prioritization
• Works alongside Canny Portals. No functionality is lost in the switch.

For teams still on Canny Portals, Freeman's advice is simple.

"They should move to Ideas. There's a lot that Ideas supports that you should care about. You only gain functionality. You don't lose anything from original Canny."

Give every product decision a revenue signal. Start with Canny Ideas to keep your whole team working from the same source of truth.