Back to Your Feed
Atlassian

Atlassian

Atlassian Overview
Website: atlassian.com
Employees: 8813
Headquarters: Sydney, NSW
Founded: 2002

🏆

Top Team Awards2022
Product Marketing
About
Atlassian's team collaboration software like Jira, Confluence and Trello help teams organize, discuss, and complete shared work.

Insights from the Atlassian undefined Team

Claire Drumond
Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suiteJanuary 25
I think the most effective model here is the hub and spoke, (while remembering the wheel is the most important). * PMM is the center of the wheel, setting the strategic direction along with their product counterparts. * PMM should be aligning on business goals, developing competitive and ......Read More
1667 Views
Claire Drumond
Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suiteJanuary 25
I have a new hack for this: it's called Loom. I swear I'm not trying to promote this product, but marketers gonna market ;) Seriously though, Loom has been a game changer for us to keep tight feedback loops, stakeholders informed, and identifying when there needs to be a deeper dive on an area ......Read More
1635 Views
Claire Drumond
Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suiteJanuary 25
I yell at them! Just kidding. Design is a visual representation of your positioning & messaging. If there's a disagreement, I find it often comes from a different understanding of either your positioning, your audience, or how you want to show up against competitors. To solve a disagreement with......Read More
1530 Views
Claire Drumond
Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suiteJanuary 25
Customer feedback and journey mapping. There's always data available, it just may not always be the data your stakeholders want. In those scenarios, I always default to customer feedback. 1. Customer feedback: I find that reviewing messaging & positioning, new webpages, you name it, ......Read More
1508 Views
Claire Drumond
Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suiteJanuary 25
Building a strong relationship with product requires level-setting on your goals first and foremost. Just like any relationship, you need to take the time to really understand each others strengths and look for ways to compliment each other. In my best relationships with Product, our mantra is O......Read More
1553 Views
Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsDecember 6
Some of the core docs I've used include: * Executive summary: clearly and concisely articulates the why, what, how of your GTM plan. It is the doc you share with other execs at the company and it should only take them 2 minutes to fully comprehend it. * Assumptions and Risks: you can't ......Read More
1756 Views
Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsDecember 6
First, you've got to find out who will be impacted by it. Sales, support, operations, marketing... all of these teams need to come together for a successful GTM execution. There are so many moving parts, that having clearly articulated goals for the GTM and getting alignment across teams is what ......Read More
1653 Views
Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsDecember 6
For category creation, your GTM plan - in my experience - needs to be a multi-year affair. You may need to start with market education, analysts influence, etc even before you launch a product. Also, after launching the product you will need to keep ongoing market education to help get the new ca......Read More
1826 Views
Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsDecember 6
It all depends on the impact, in terms of revenue, that the feature will have overall. For smaller features that are important but will not result in a big increase in sales, you don't need a full scale GTM plan with press releases, analyst briefings, etc. A product-level GTM will typically be mo......Read More
1783 Views
Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsDecember 6
Communicate -> Plan -> Communicate -> Execute -> Communicate... No kidding, the 'communicate' step is the most important of them all! I have seen too many GTM plans flail and struggle to be executed due to poor communication and not involving the right stakeholders early enough. So let's take......Read More
1689 Views