Linear growth playbook

Publish an APAC page within three weeks: three APAC customer stories (the Singapore team knows the accounts), a plain FAQ on where data is stored today and what is planned, APAC-hours support and onboarding, a contact form routed to Singapore, and the next local meetup or dinner. Link it from the enterprise and security pages and use it in every APAC sequence.

Local proof and a straight answer on data location remove the two objections an APAC evaluation raises first, and they let the new AEs sell from the website instead of around it.

[ ] Three APAC customer stories (one Australian)
[ ] Data-location FAQ: today, controls, roadmap
[ ] APAC-hours support and onboarding
[ ] Contact form routed to Singapore
[ ] Next APAC dinner or meetup
[ ] Links from enterprise and security pages
[ ] APAC job posts updated to 40,000 companies

• No APAC data region yet

  Say so plainly and explain the controls and the roadmap; buyers prefer a straight answer.

• Customers slow to approve stories

  Start with short quotes and logos, then full stories.

• HiringAn APAC team being hired in Singapore and Australia: Account Executive, Enterprise and Account Executive, Growth (Singapore, posted October 6, 2026: Linear is "now expanding across Asia Pacific" and "layering a product-led sales motion on top of our existing self-serve business"; office based 2-3 days a week for "our growing sales presence in the region"), Customer Success Manager, APAC for "Linear's largest customers in APAC", Solutions Engineer, APAC, and Product Support Specialists in Singapore and Australia (all posted October 21).Source
• Your websiteWhat an APAC buyer finds on linear.app (checked October 22, 2026): the security page says "Choose to store your data in the European Union or the United States"; the 2024 EU hosting changelog calls it "the foundation for us to support hosting data in other regions in the future"; one of 43 customer stories (Cars24, India) is from Asia-Pacific; job posts list co-working offices in San Francisco, New York and London only.Source
• HiringThe Singapore Account Executive posts still say Linear is used by "more than 25,000 companies" and that the team is "distributed across North America and Europe", while the site and newer posts (CSM, Field Marketing) say "more than 40,000 companies" and a team across North America, Europe and Australia.Source
• HiringField Marketing Manager (posted October 21, 2026): "Field marketing at Linear is just getting started"; the first hire will "Own the executive dinner calendar across cities", "equip sellers with invitation sequences", evaluate conferences "by audience quality, account coverage, and expected return", co-host with partners and report "attendance, meetings held, pipeline influenced". The 1,041-URL sitemap has no events page.Source

Render the headline and call to action first, load the interactive product demo after the first paint, replace the grain frame with a lighter static layer on mobile, split the JavaScript by section, and set a mobile performance budget the Magic team checks before each launch.

A fast first view protects sign-up conversion and matches the brand promise visitors expect.

• Visual quality drops

  Keep the full effect on desktop and fast phones.

• Google PageSpeedMobile homepage test (October 22, 2026): performance 44/100 (desktop 70); main content at 17 s (target 2.5 s); 2.9 MB with 1.5 MB of JavaScript; render-blocking requests cost about 3.1 s; the largest element is a decorative "grain" frame. Real Chrome visitors fail Core Web Vitals on LCP and INP (INP 211 ms). Linear's best-known Hacker News launch was "Linear - A fast issue tracker".Source
• HiringProduct Marketing Manager (North America and London): positioning and messaging for launches, "changelogs, demos, enablement materials, email, social copy", and equipping "Sales, CX, and other customer-facing teams". Creative Producers (Europe and North America, posted October 21) will run projects for "Linear's internal creative studio, the Magic team", across brand, marketing and launches; Production Designers are also open.Source

Pick one path, 301 the other, update the sitemap and internal links, and check Search Console a few weeks later.

One URL per guide concentrates rankings on switching guides that bring high-intent visitors.

• Broken bookmarks

  Redirects keep them working.

• Your websiteSitemap: 344 integration pages, 254 changelog entries, 138 docs, 64 blog posts, 43 customer stories. The enablement guides are published twice, under /enablement/guide/ and /enablement/guides/ (for example "Coming from Jira"), with identical text and each page canonical to itself. There are no comparison pages such as Linear vs Jira; switching content sits in /switch and in docs (jira-to-linear, asana-to-linear, jira-terminology-translated).Source

Write three fair comparison pages (speed, AI agents, planning, integrations, migration, pricing) that link to the migration and pilot guides, with one customer per page.

Comparison searches are the highest-intent organic queries for a category leader's challenger.

• Seen as aggressive

  Keep the tone factual and fair.

• Your websiteSitemap: 344 integration pages, 254 changelog entries, 138 docs, 64 blog posts, 43 customer stories. The enablement guides are published twice, under /enablement/guide/ and /enablement/guides/ (for example "Coming from Jira"), with identical text and each page canonical to itself. There are no comparison pages such as Linear vs Jira; switching content sits in /switch and in docs (jira-to-linear, asana-to-linear, jira-terminology-translated).Source
• Your websiteThe /switch page makes "the case for why now is the time to move", with migration, pilot and pitch guides, a note "If you're stuck in an annual contract", and improvements averaged "from companies with 50+ employees migrating from Jira, Asana, and GitHub Issues".Source
• Competitor researchAtlassian, maker of Jira, lists Sydney as its "Global HQ"; Linear's switch content targets teams moving from Jira, Asana and GitHub Issues.See the research Source

Add a simple /events page listing upcoming dinners, meetups and conferences by city, with a request-an-invite form that goes to the account owner for approval.

A visible calendar fills seats with the right people and shows momentum in each city.

• Wrong attendees

  Approve each request.

• HiringField Marketing Manager (posted October 21, 2026): "Field marketing at Linear is just getting started"; the first hire will "Own the executive dinner calendar across cities", "equip sellers with invitation sequences", evaluate conferences "by audience quality, account coverage, and expected return", co-host with partners and report "attendance, meetings held, pipeline influenced". The 1,041-URL sitemap has no events page.Source
• HiringAn APAC team being hired in Singapore and Australia: Account Executive, Enterprise and Account Executive, Growth (Singapore, posted October 6, 2026: Linear is "now expanding across Asia Pacific" and "layering a product-led sales motion on top of our existing self-serve business"; office based 2-3 days a week for "our growing sales presence in the region"), Customer Success Manager, APAC for "Linear's largest customers in APAC", Solutions Engineer, APAC, and Product Support Specialists in Singapore and Australia (all posted October 21).Source

Turn the guides into a 30-day course sent to new Business workspaces: setup, cycles, triage, projects, agents, dashboards. Track which steps teams complete and have the CSM call teams that stall.

Guided adoption reaches more mid-market teams than one CSM can, and stalls show who needs a call.

• Email fatigue

  Stop when the team completes the step.

• HiringCustomer Success Manager, Growth (posted September 4, 2026): manages "Linear's mid-market customers", drives "onboarding and training" and strives "to expand the usage and adoption of Linear within accounts"; part of "the early team" "laying the foundation and setting up best practices".Source
• Your websiteSitemap: 344 integration pages, 254 changelog entries, 138 docs, 64 blog posts, 43 customer stories. The enablement guides are published twice, under /enablement/guide/ and /enablement/guides/ (for example "Coming from Jira"), with identical text and each page canonical to itself. There are no comparison pages such as Linear vs Jira; switching content sits in /switch and in docs (jira-to-linear, asana-to-linear, jira-terminology-translated).Source
• Your websitePricing: Free, Basic at $10 and Business at $16 per user a month billed yearly, and Enterprise; a /startups page. The homepage says "The product development system for teams and agents" and claims over 40,000 companies; the enterprise page shows "Growth in agent-completed work" and lets teams "Assign work to Claude, Codex, Cursor, and other AI coding tools".Source

Ask trial and free users for their current tool and renewal month, offer a pilot plan timed to end before renewal, and have Growth AEs reach out 90 days ahead with the pilot and migration guides.

Timing outreach to the renewal turns a vague interest into a dated decision.

• Low answer rate

  Make the question optional and short.

• Your websiteThe /switch page makes "the case for why now is the time to move", with migration, pilot and pitch guides, a note "If you're stuck in an annual contract", and improvements averaged "from companies with 50+ employees migrating from Jira, Asana, and GitHub Issues".Source
• Your websiteCars24 story: "while preparing for an IPO, renewed its multi-year Jira license. Within a few weeks, the company would treat that contract as a sunk cost and walk away from it."Source
• HiringAn APAC team being hired in Singapore and Australia: Account Executive, Enterprise and Account Executive, Growth (Singapore, posted October 6, 2026: Linear is "now expanding across Asia Pacific" and "layering a product-led sales motion on top of our existing self-serve business"; office based 2-3 days a week for "our growing sales presence in the region"), Customer Success Manager, APAC for "Linear's largest customers in APAC", Solutions Engineer, APAC, and Product Support Specialists in Singapore and Australia (all posted October 21).Source

Run two dinners a quarter in Sydney and Singapore for heads of engineering and product, with a local customer host, and give APAC AEs the invitation sequence and follow-up format.

Peer dinners are where switching conversations start, and they give the new team warm meetings.

• Few local customer hosts

  Co-host with a partner.

• HiringField Marketing Manager (posted October 21, 2026): "Field marketing at Linear is just getting started"; the first hire will "Own the executive dinner calendar across cities", "equip sellers with invitation sequences", evaluate conferences "by audience quality, account coverage, and expected return", co-host with partners and report "attendance, meetings held, pipeline influenced". The 1,041-URL sitemap has no events page.Source
• HiringAn APAC team being hired in Singapore and Australia: Account Executive, Enterprise and Account Executive, Growth (Singapore, posted October 6, 2026: Linear is "now expanding across Asia Pacific" and "layering a product-led sales motion on top of our existing self-serve business"; office based 2-3 days a week for "our growing sales presence in the region"), Customer Success Manager, APAC for "Linear's largest customers in APAC", Solutions Engineer, APAC, and Product Support Specialists in Singapore and Australia (all posted October 21).Source
• Competitor researchAtlassian, maker of Jira, lists Sydney as its "Global HQ"; Linear's switch content targets teams moving from Jira, Asana and GitHub Issues.See the research Source

Build a product-qualified score (active seats, teams, integrations, agent use, growth rate, company size) and send the top accounts weekly to Growth AEs with context.

Product data finds the teams already getting value, so sales time goes where it converts.

• Users dislike sales outreach

  Lead with help, not a pitch.

• HiringAn APAC team being hired in Singapore and Australia: Account Executive, Enterprise and Account Executive, Growth (Singapore, posted October 6, 2026: Linear is "now expanding across Asia Pacific" and "layering a product-led sales motion on top of our existing self-serve business"; office based 2-3 days a week for "our growing sales presence in the region"), Customer Success Manager, APAC for "Linear's largest customers in APAC", Solutions Engineer, APAC, and Product Support Specialists in Singapore and Australia (all posted October 21).Source
• Your websitePricing: Free, Basic at $10 and Business at $16 per user a month billed yearly, and Enterprise; a /startups page. The homepage says "The product development system for teams and agents" and claims over 40,000 companies; the enterprise page shows "Growth in agent-completed work" and lets teams "Assign work to Claude, Codex, Cursor, and other AI coding tools".Source
• Developer data@linear/sdk has about 1.74 million weekly npm downloads; Linear lists 343 integrations; Developer Relations roles are open in Europe and North America; an Analytics Engineer (posted August 11, 2026) and a Deal Desk role are open in Operations.Source

Map each account's teams using Linear against its engineering and product org, find the next team, and run a short pilot with that team's lead and an internal champion.

Team-by-team expansion grows seats steadily and makes Linear the company standard.

• Teams prefer their own tools

  Show cross-team project views.

• HiringCustomer Success Manager, Growth (posted September 4, 2026): manages "Linear's mid-market customers", drives "onboarding and training" and strives "to expand the usage and adoption of Linear within accounts"; part of "the early team" "laying the foundation and setting up best practices".Source
• Your websitePricing: Free, Basic at $10 and Business at $16 per user a month billed yearly, and Enterprise; a /startups page. The homepage says "The product development system for teams and agents" and claims over 40,000 companies; the enterprise page shows "Growth in agent-completed work" and lets teams "Assign work to Claude, Codex, Cursor, and other AI coding tools".Source

Publish a quarterly, aggregated report: share of issues authored or completed by agents, most-used coding agents, review times, with customer examples. Use it in launches and dinners.

Original data on AI work earns attention and supports the "system for teams and agents" position.

• Customer data concerns

  Aggregate and explain the method.

• Your websitePricing: Free, Basic at $10 and Business at $16 per user a month billed yearly, and Enterprise; a /startups page. The homepage says "The product development system for teams and agents" and claims over 40,000 companies; the enterprise page shows "Growth in agent-completed work" and lets teams "Assign work to Claude, Codex, Cursor, and other AI coding tools".Source
• HiringProduct Marketing Manager (North America and London): positioning and messaging for launches, "changelogs, demos, enablement materials, email, social copy", and equipping "Sales, CX, and other customer-facing teams". Creative Producers (Europe and North America, posted October 21) will run projects for "Linear's internal creative studio, the Magic team", across brand, marketing and launches; Production Designers are also open.Source

For each major coding agent, publish a joint guide and demo, ask for a listing on the partner's site, and run a shared livestream when features ship.

Partner audiences are full of teams moving to agent workflows, exactly Linear's new position.

• Partners favour their own tools

  Lead with shared customers.

• Your websitePricing: Free, Basic at $10 and Business at $16 per user a month billed yearly, and Enterprise; a /startups page. The homepage says "The product development system for teams and agents" and claims over 40,000 companies; the enterprise page shows "Growth in agent-completed work" and lets teams "Assign work to Claude, Codex, Cursor, and other AI coding tools".Source
• Developer data@linear/sdk has about 1.74 million weekly npm downloads; Linear lists 343 integrations; Developer Relations roles are open in Europe and North America; an Analytics Engineer (posted August 11, 2026) and a Deal Desk role are open in Operations.Source

Send a short weekly digest of the top two changes with a 30-second clip, post the clips on social and YouTube, and link each to its docs.

Regular, visible progress keeps users engaged and gives sales a reason to reach out.

• Too much email

  Let users choose frequency.

• HiringProduct Marketing Manager (North America and London): positioning and messaging for launches, "changelogs, demos, enablement materials, email, social copy", and equipping "Sales, CX, and other customer-facing teams". Creative Producers (Europe and North America, posted October 21) will run projects for "Linear's internal creative studio, the Magic team", across brand, marketing and launches; Production Designers are also open.Source
• Your websiteSitemap: 344 integration pages, 254 changelog entries, 138 docs, 64 blog posts, 43 customer stories. The enablement guides are published twice, under /enablement/guide/ and /enablement/guides/ (for example "Coming from Jira"), with identical text and each page canonical to itself. There are no comparison pages such as Linear vs Jira; switching content sits in /switch and in docs (jira-to-linear, asana-to-linear, jira-terminology-translated).Source
• Your websiteLinear Method (/method, 12 pages on principles such as "write issues, not user stories") and a 10-part /quality series; the iOS app rates 4.83 from 2,264 ratings; YouTube has 15,300 subscribers and 82 videos. The homepage test lists accessibility issues: buttons without accessible names, low contrast, heading order, unnamed links and small touch targets.Source

Run a builder showcase: invite teams to submit tools built on the API, feature the best monthly, and turn top ones into templates or integrations.

Showcases attract developers, create content and seed new integrations.

• Low quality submissions

  Curate.

• Developer data@linear/sdk has about 1.74 million weekly npm downloads; Linear lists 343 integrations; Developer Relations roles are open in Europe and North America; an Analytics Engineer (posted August 11, 2026) and a Deal Desk role are open in Operations.Source

Have the Creative Producer run a monthly story pipeline with CSMs: two stories per month, at least one mid-market and one outside the US, each with a measured result.

Relevant proof shortens evaluations in the segments Linear is now selling to.

• Approvals slow

  Line up extra candidates.

• HiringProduct Marketing Manager (North America and London): positioning and messaging for launches, "changelogs, demos, enablement materials, email, social copy", and equipping "Sales, CX, and other customer-facing teams". Creative Producers (Europe and North America, posted October 21) will run projects for "Linear's internal creative studio, the Magic team", across brand, marketing and launches; Production Designers are also open.Source
• Your websiteWhat an APAC buyer finds on linear.app (checked October 22, 2026): the security page says "Choose to store your data in the European Union or the United States"; the 2024 EU hosting changelog calls it "the foundation for us to support hosting data in other regions in the future"; one of 43 customer stories (Cars24, India) is from Asia-Pacific; job posts list co-working offices in San Francisco, New York and London only.Source
• HiringCustomer Success Manager, Growth (posted September 4, 2026): manages "Linear's mid-market customers", drives "onboarding and training" and strives "to expand the usage and adoption of Linear within accounts"; part of "the early team" "laying the foundation and setting up best practices".Source

Size the APAC enterprise pipeline that needs local data, then launch a region (Australia or Singapore) for new workspaces, with security documentation for local reviews.

Local hosting removes a deal-blocker for regulated APAC buyers just as the sales team arrives.

• Cost ahead of demand

  Wait for enough blocked deals.

• Your websiteWhat an APAC buyer finds on linear.app (checked October 22, 2026): the security page says "Choose to store your data in the European Union or the United States"; the 2024 EU hosting changelog calls it "the foundation for us to support hosting data in other regions in the future"; one of 43 customer stories (Cars24, India) is from Asia-Pacific; job posts list co-working offices in San Francisco, New York and London only.Source
• HiringAn APAC team being hired in Singapore and Australia: Account Executive, Enterprise and Account Executive, Growth (Singapore, posted October 6, 2026: Linear is "now expanding across Asia Pacific" and "layering a product-led sales motion on top of our existing self-serve business"; office based 2-3 days a week for "our growing sales presence in the region"), Customer Success Manager, APAC for "Linear's largest customers in APAC", Solutions Engineer, APAC, and Product Support Specialists in Singapore and Australia (all posted October 21).Source

Turn the Method into a short course (videos, exercises in a sample workspace), give a certificate, and invite graduates to local meetups.

Education creates fans before purchase and makes Linear the default for new teams.

• Course feels like marketing

  Keep it practical.

• Your websiteLinear Method (/method, 12 pages on principles such as "write issues, not user stories") and a 10-part /quality series; the iOS app rates 4.83 from 2,264 ratings; YouTube has 15,300 subscribers and 82 videos. The homepage test lists accessibility issues: buttons without accessible names, low contrast, heading order, unnamed links and small touch targets.Source
• HiringField Marketing Manager (posted October 21, 2026): "Field marketing at Linear is just getting started"; the first hire will "Own the executive dinner calendar across cities", "equip sellers with invitation sequences", evaluate conferences "by audience quality, account coverage, and expected return", co-host with partners and report "attendance, meetings held, pipeline influenced". The 1,041-URL sitemap has no events page.Source

Launch a gallery of Loops and agent templates contributed by customers, with one-click install into a workspace and credit to the author.

A template gallery is a growth loop: each shared template is an ad for the product.

• Unsafe templates

  Review before publishing.

• Your websitePricing: Free, Basic at $10 and Business at $16 per user a month billed yearly, and Enterprise; a /startups page. The homepage says "The product development system for teams and agents" and claims over 40,000 companies; the enterprise page shows "Growth in agent-completed work" and lets teams "Assign work to Claude, Codex, Cursor, and other AI coding tools".Source
• Developer data@linear/sdk has about 1.74 million weekly npm downloads; Linear lists 343 integrations; Developer Relations roles are open in Europe and North America; an Analytics Engineer (posted August 11, 2026) and a Deal Desk role are open in Operations.Source

Update the shared boilerplate in every post, add the APAC presence, and review it each quarter.

Consistent numbers look credible to the candidates and buyers of a new region.

• None

  Simple text change.

• HiringThe Singapore Account Executive posts still say Linear is used by "more than 25,000 companies" and that the team is "distributed across North America and Europe", while the site and newer posts (CSM, Field Marketing) say "more than 40,000 companies" and a team across North America, Europe and Australia.Source
• HiringAn APAC team being hired in Singapore and Australia: Account Executive, Enterprise and Account Executive, Growth (Singapore, posted October 6, 2026: Linear is "now expanding across Asia Pacific" and "layering a product-led sales motion on top of our existing self-serve business"; office based 2-3 days a week for "our growing sales presence in the region"), Customer Success Manager, APAC for "Linear's largest customers in APAC", Solutions Engineer, APAC, and Product Support Specialists in Singapore and Australia (all posted October 21).Source

Fix the five issues, add accessibility checks to the launch checklist, and publish an accessibility statement.

Accessible pages convert more visitors and pass enterprise procurement checks.

• Design changes

  Keep the look and fix semantics.

• Your websiteLinear Method (/method, 12 pages on principles such as "write issues, not user stories") and a 10-part /quality series; the iOS app rates 4.83 from 2,264 ratings; YouTube has 15,300 subscribers and 82 videos. The homepage test lists accessibility issues: buttons without accessible names, low contrast, heading order, unnamed links and small touch targets.Source
• Google PageSpeedMobile homepage test (October 22, 2026): performance 44/100 (desktop 70); main content at 17 s (target 2.5 s); 2.9 MB with 1.5 MB of JavaScript; render-blocking requests cost about 3.1 s; the largest element is a decorative "grain" frame. Real Chrome visitors fail Core Web Vitals on LCP and INP (INP 211 ms). Linear's best-known Hacker News launch was "Linear - A fast issue tracker".Source