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Insights from the Atlassian Product Marketing Team

Daniel Kuperman
Head of Product Marketing, ITSM, Atlassian
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 ha...more
Daniel Kuperman
Head of Product Marketing, ITSM, Atlassian
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...more
Daniel Kuperman
Head of Product Marketing, ITSM, Atlassian
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 th...more
Daniel Kuperman
Head of Product Marketing, ITSM, Atlassian
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 the...more
Daniel Kuperman
Head of Product Marketing, ITSM, Atlassian
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...more
Daniel Kuperman
Head of Product Marketing, ITSM, Atlassian
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-correc...more
Daniel Kuperman
Head of Product Marketing, ITSM, Atlassian
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...more
Daniel Kuperman
Head of Product Marketing, ITSM, Atlassian
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 i...more
Akshay Kerkar
Head of Marketing, Cloud Enterprise & Platform, Atlassian
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 ...more
Akshay Kerkar
Head of Marketing, Cloud Enterprise & Platform, Atlassian
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/PriceInte...more
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