Atlassian

Atlassian Overview
Website: atlassian.com
Employees: 4170
Headquarters: San Francisco, CA
Founded: 2002
About
Atlassian Corporation Plc is an Australian enterprise software company that develops products for software developers, project managers, and content management.
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Top Team Awards 2022
Insights from the Atlassian Product Marketing Team
Daniel Kuperman
Daniel Kuperman
Head of Product Marketing, ITSM, AtlassianApril 8
If you had asked me this at the start of the pandemic I would have told you I have no idea what I'm doing. I had always worked in an office alongside my PMM co-workers and team. Going fully remote was a big shock. But now, having learned a lot and working for a company that is remote-first and having myself a distributed team (I have people in Seattle, San Francisco, Boston, Sidney...) I believe I can give you some tips and things to avoid. The biggest challenge, of course, is not being present in the same location as your team and as the other teams you interact with (product, sales, su...
Daniel Kuperman
Daniel Kuperman
Head of Product Marketing, ITSM, AtlassianApril 8
I've seen a bit of everything when it comes to the split of Product Marketing teams. At some companies it is done by product line, at others by industry, and some by customer segment. And I don't think there's a 'best' way to do it, honestly. It all depends on what makes sense for your company. I do think you can ask the following questions to get enough data to make good judgement call on this: 1. Do you have one or more products? And if more than one product, do each have their own distinct buyer and user personas? 2. Is your product(s) horizontal, cutting across all industries the s...
Daniel Kuperman
Daniel Kuperman
Head of Product Marketing, ITSM, AtlassianApril 8
Although each company has their own way of building and growing their product marketing teams, one way to think about global vs local is based on customer needs and market dynamics.  If the product you sell has the same buyer persona across different regions and the market dynamics are such that the competition is basically the same everywhere, your 'global' PMM team is able to effectively message, position, and market world-wide. If, however, the moment you cross geographic zones the buyer persona or the buying group changes slightly, some competitors become more active in different reg...
Daniel Kuperman
Daniel Kuperman
Head of Product Marketing, ITSM, AtlassianApril 8
That's an especially important question for PMM leaders today. There are a few key components to pay attention to: - Compensation - Work - Growth First is to ensure your people are being paid fairly. This means always keeping an eye on the market rate for people on your team and whether they are below, above, or in the middle range for the base pay. At larger companies, your HR team will be able to provide that, but at smaller companies and startups, you'll have to do some research using third-party sites like Glassdoor, Salary.com, Payscale.com, and others. If you spot someone on you...
Daniel Kuperman
Daniel Kuperman
Head of Product Marketing, ITSM, AtlassianApril 8
I am very biased in this case because my company, Atlassian, makes tools that help with this. For example, we are heavy users of Confluence and for each product launch we have a page outlining the steps, ownership, deadlines, etc. related to each activity of the launch. This page is shared across teams and anyone can see it and understand what's going on.  In this Confluence page we can also embed specific Jira tickets that the product team is using to manage their deliverables for the launch, which is helpful since we on the PMM team don't have to go searching for Jira tickets since the...
Daniel Kuperman
Daniel Kuperman
Head of Product Marketing, ITSM, AtlassianApril 8
In most B2B tech organizations (where I've spent most of my career) the PMM team owns the Go-To-Market. From a strategic perspective this means: - Who we should sell to and how - What should we sell and why - How we'll reach them and what we'll tell them - Knowing what works and course-correcting The challenge is that each of these elements is broken down into specific tactics, such as: - Who we should sell to and how: creating buyer personas, doing market segmentation, identifying sales channels - What should we sell and why: product-market fit, product launches, product positioni...
Daniel Kuperman
Daniel Kuperman
Head of Product Marketing, ITSM, AtlassianApril 8
That depends on what you are hiring for and the level of experience you need in the new hire. If I were to hire someone to run my competitive program, for example, I would look for a PMM that has done this in the past, has created a competitive program from scratch and can show me examples of the battle cards they've created and the impact they have generated.  If, on the other hand, I need someone to support an existing program and I have someone more senior that is overseeing the program from a strategic perspective I can look more for someone with a different set of experiences but th...
Daniel Kuperman
Daniel Kuperman
Head of Product Marketing, ITSM, AtlassianApril 8
I believe that adding more people to your team needs to follow the needs of the business. This means making sure you can break down the goals or OKRs that you, as a PMM leader, is responsible for and outlining the key initiatives that will help you achieve them. Part of this exercise is to also identify what you can and what you cannot do with the current team. For example, you may list out things such as "create competitor battle cards, conduct win/loss analysis, write 3 new whitepapers, implement a new campaign strategy". Great, you have all of these key initiatives that you have connecte...
Akshay Kerkar
Akshay Kerkar
Head of Marketing, Cloud Enterprise & Platform, AtlassianAugust 4
Few things to consider: 1] Your customer comms plan - when are you letting your customers know? Are you giving them a head's up? Are you letting them know why pricing is changing - e.g. new functionality that's drvcing additional value 2] Your internal enablement plan - for all teams that will be impacted - Sales, Ops, the folks who handle quoting, etc. 3] Arming your sales team - to explain pricing, handle objections, etc.  4] Do you have a grace period for existing customers? E.g. new pricing won't come into effect until x months after launch Any pricing change will cause confusion...
Akshay Kerkar
Akshay Kerkar
Head of Marketing, Cloud Enterprise & Platform, AtlassianAugust 4
Figuring out the willingness-to-pay (WTP) by conducting research for your product with your target market/buyers is an effective approach. I've mentioned more details in a previous response. There are lots of good articles on WTP research (including HBR). Also checkout the Profitwell/PriceIntelligently blog for some good articles on pricing. 
Atlassian Product Marketing Leaders
Sandy Tang
Sandy Tang
Product Marketing, Enterprise Cloud
Daniel Kuperman
Daniel Kuperman
Head of Product Marketing, ITSM
Akshay Kerkar
Akshay Kerkar
Head of Marketing, Cloud Enterprise & Platform
Matt Hodges
Matt Hodges
Head of Product Marketing Craft