Since its debut on the TechCrunch Disrupt stage in September 2016, demand for a service like productboard, which gives companies a holistic view of product development and encourages input from across an organization, has only gotten more acute, according to company chief executive Hubert Palan.

Now, with an $8 million commitment from Kleiner Perkins Caufield & Byers, with participation from Index Ventures, Credo Ventures, Reflex Capital and Rockaway Capital, alongside a host of angel investors, the company is looking to expand its sales and marketing and product development efforts to bring the benefits of its toolkit to more companies.

In the two years since TechCrunch last saw productboard, the company’s user base has grown significantly, from 100 customers in 2016 to more than 1,200 companies today, spanning a broad range of industries.

For Palan, the company’s growing user base (which now includes medical device companies, academic publishers and news organizations in addition to traditional digital product developers) is proof of a new demand in the market for more inputs around product design and development.

“Every company is now a digital company,” Palan said. “So every company needs to worry about digital product design.”

The company’s toolkit still includes features that allow it to hoover up information from customer support tickets, emails, input from sales teams and user research, to organize and prioritize features that need to be built.

But now, the company’s services allow anyone in an organization (with the proper access) to provide feedback and track the process of product development.

“Product Excellence is no longer optional,” said Palan in a statement. “These days competitors arise in a matter of months, not years. Customer loyalty is declining and users will happily switch to a competing solution that offers a better product experience. It’s more critical than ever to get the right products to market faster.”

As part of the financing, Kleiner Perkins’ new general partner, Ilya Fushman, will join the company’s board of directors. Fushman, who was integral in locking down productboard’s seed financing when he was at Index Ventures, has a long product history from his time at Dropbox, and is a welcome addition to the company’s board, Palan said.

While Fushman’s imprimatur is one sign of the company’s viability, the investment from strategic angel investors like Intercom co-founders Eoghan McCabe and Des Traynor; Clark Valberg, the co-founder of InVision; and Larry Gadea, the founder of Envoy, is still another.

“Product management is a core function in every technology organization, but few dedicated tools exist for it,” said Fushman, in a statement. 

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