Roadmap
Goals
Q4 2026 Objectives
- Run all of PostHog's messaging on Workflows (Champion: Harley)
- Motivation: We use Workflows for much of our own messaging, but there are still gaps. Closing them makes the product better for everyone.
- What we'll ship:
- Move the rest of PostHog's messaging onto Workflows
- Rebuild the remaining campaigns by hand first
- Bring over everything else with the importer
- Grow Workflows (Champions: Mike & Michael)
- Motivation: The product is in a solid state. Now we want more teams to start using it and to get value from it quickly.
- What we'll ship:
- Onboarding flow for Workflows (UI and MCP)
- Workflows suggested from your own product data when you start
- Deeper integration with the rest of PostHog
- Route existing marketing and messaging destinations into Workflows
- Behavioural cohorts
- Importers so teams can bring their existing campaigns
- Hands-on help for teams moving to Workflows
- Self-driving v1 in GA (Champion: Daniel)
- Motivation: Customers get good suggestions to improve each campaign and their whole set of campaigns. This is the first step towards messaging that runs itself.
- What we'll ship:
- Suggest changes to a single workflow or broadcast based on customer data
- Suggest changes across workflows and broadcasts based on customer data, e.g. make sure the same cohort doesn't get messages from several campaigns at once
- Suggest new workflows and broadcasts based on customer data
Handbook
What this team does
We build the data pipelines and workflows products, along with APIs to help users inform, alert, and nurture their customers.
Slack channel
Feature ownership
You can find out more about the features we own.
Who are we building for?
Assessing customer fit
Use this guide to determine if a prospect's use case is a good fit for workflows now, in the future, or at all.
Product Leads / Technical PMs
✅ Fully supported now
Product-focused leads or technical PMs in companies of 10-100 employees who are comfortable with data and events. They're in roles where activation, retention, upsell, and lifecycle are important, often spanning product + marketing/growth responsibilities.
They already use PostHog for product analytics and typically combine it with Zapier, Customer.io, or another tool, but are frustrated with costs of duplicating events across platforms, the time it takes to build automations, or both. They want to consolidate their stack by eliminating an automation tool.
Best fit: Technical PMs who want to consolidate tools and eliminate Zapier/Customer.io while keeping everything in PostHog.
Product Marketers
✅/⏳ Mostly supported now
Marketers actively using workflows for lifecycle marketing, user engagement, and campaign automation. They can build flows to inform, alert, and nurture customers based on product usage data.
What works today: Email workflows, SMS, webhooks, and various destinations for marketing automation
Coming soon:
- Behavioral cohort targeting - ability to branch in your flows based on whether the user has performed an event in last X days
- Broadcast triggers - ability to trigger a workflow for an entire cohort
Is this customer a fit?
- ✅ Yes, if they need email/SMS/webhook-based marketing automation
- ⏳ Set expectations if they heavily rely on ads destinations (which already has an uncertain future with Destinations), are interested in more advanced A/B marketing campaigns, or require behavioral cohort targeting immediately.
Automation Nerds
⏳ Growing support ➡️ Full support planned
Power users who want to use PostHog as a complete Zapier/n8n alternative with advanced automation capabilities. They need sophisticated workflow logic and custom code integrations, LLM prompting as workflow steps, etc.
What works today: Event-based triggers, multiple destinations, basic workflow logic
Coming later: Custom code execution and other more technical features for advanced automation scenarios
Is this customer a fit?
- ✅ Yes, if they need standard automation workflows tool triggered primarily by product events
- ⏳ Wait or set expectations if they require custom code execution or highly technical features (prioritized lower based on our ICP)