Case Study: UST Global achieves unified product and marketing roadmaps with Aha!

How we manage complex portfolios in Aha!

UST Global, a digital technology services company, shifted to a product-driven operating model and faced the challenge of assessing and organizing a fragmented portfolio of more than 30 products plus scattered marketing plans. Products had been developed or acquired without consistent roadmaps, and strategic marketing work lived in spreadsheets and slides, making it hard to evaluate opportunities or show how day-to-day activities supported company goals.

By adopting Aha! as a single platform, the team cataloged each product with business-model templates, built goal-linked roadmaps, and aligned backlogs to a top-down delivery plan while integrating with Jira and Azure. Marketing joined the same account to capture positioning, campaigns, and metrics (MQLs/SQLs), resulting in visual, consistent, always-updated roadmaps, improved executive visibility, and streamlined cross-team collaboration and reporting.

UST Global

Matt Zarem

Head of Product, Digital Transformation