AMA: Atlassian Former Head of Demand Generation, Tatiana Morozova on Stakeholder Management

To manage pipeline forecasting differences between sales and demand generation, I'd focus on building a system where sales, demand gen, RevOps, and MarOps work together, combining sales' insights with campaign data for one solid forecast and identifying any root causes. Below are the typical steps that I go through: Create joint processes, like unified dashboards, to quickly spot and troubleshoot discrepancies. Ensure a common understanding of key metrics - lead volume, conversion rates, etc. - ...Read More

When two senior executives disagree and I’m stuck in the middle, IMO alignment begins with stepping back to pinpoint the root of the disconnect - not picking a side. My goal is to shift friction into buy-in. Here’s how I’d approach it: First, I’d meet each exec separately to dig into their perspective. Spending time here - asking what’s driving their POV and where they see the strategy fitting - clarifies the friction point, whether it’s priorities, data, or assumptions. Next, I’d bring them tog ...Read More

Demand generation often serves as a bridge between sales and product, but the way I collaborate with each team can vary significantly. Here’s my high-level approach: Understand business goals and metrics: Focus on understanding the goals and metrics each team owns. Sales typically tracks revenue-related KPIs like pipeline and bookings, while the product team focuses on adoption metrics - such as activation and retention - and usage, including breadth and depth. In self-serve model, product might ...Read More

IMO there are a few key ingredients to influence others: Credibility - show that you've done your homework and back it up with relevant experience and data. Trust - toughest to earn, easiest to lose. It grows when you deliver consistently and respect their priorities, not just yours. Patience - building the right relationships takes time and consistency. You’re playing a long game. The approach to drive influence will vary based on the company's operating principles, size, and the scope of your ...Read More

Let me unpack this question. #1 Team structure and size There’s no one-size-fits-all approach here. How you structure a demand gen team depends on a few key factors: Business maturity and goals: Are you in startup mode or scaling a mature operation? Company growth rate: YoY growth and pace shape resource needs. Current team and marketing org: What’s the skill set, experience level, and output of your existing team? How do they fit into the broader marketing structure? The key is to align the tea ...Read More