AMA: Atlassian Director of Integrated Product Marketing, Ashley Faus on Product Launches
May 24 @ 10:00AM PT
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Atlassian Head of Lifecycle Marketing, Portfolio • 2y
I recommend a tiering system for product vs. feature launches. The tiers include criteria about the impact of the feature that's launching (or series of capabilities, in ...
23295 Views
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Atlassian Head of Lifecycle Marketing, Portfolio • 2y
This depends on where you are in the launch cycle. I'm coming from a Software-as-a-Service (SaaS) context, which generally includes the following phases for launches: alp...
2090 Views
1 request
Atlassian Head of Lifecycle Marketing, Portfolio • 2y
Two fundamental issues with this blame game:1) A product or feature launch and a revenue target are two different things, with different time horizons!2) Marketing should...
2073 Views
1 request
Atlassian Head of Lifecycle Marketing, Portfolio • 2y
Honestly... you compensate them. It could be a spiff to incentivize short-term priority for this product, but long-term, you have to build it into the bonus structure and...
1824 Views
1 request
Atlassian Head of Lifecycle Marketing, Portfolio • 2y
I'm approaching this question with a Software-as-a-Service lens, so this depends a lot on the type of product, launch stage (ie: alpha, beta, or Generally Available), and...
2061 Views
1 request
Atlassian Head of Lifecycle Marketing, Portfolio • 2y
We use Confluence, Jira Work Management, and Jira Software to track our launches. Free templates:https://www.atlassian.com/software/jira/templates/go-to-markethttps://www...
1836 Views
1 request
How do you make decisions around channels to use for new product launches?
What are some of the key questions you want to answer when evaluating channels for a product launch and how do you go about finding these answers?
Atlassian Head of Lifecycle Marketing, Portfolio • 2y
The biggest key is where does your audience spend time, consume content, and engage?We use a mix of in-product notifications, emails, social media, blogs, events, and pre...
2514 Views
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Atlassian Head of Lifecycle Marketing, Portfolio • 2y
The biggest mistakes are two sides of the same coin: over-saturating or under-saturating the market with the message at launch.Under-saturating is pretty obvious: you don...
1933 Views
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Atlassian Head of Lifecycle Marketing, Portfolio • 2y
Sales/partner/channel enablement is the biggest differentiator for enterprise-focused vs. startups or SMBs during the launch.I'm coming from a software-as-a-service (SaaS...
2640 Views
1 request
What are uncommon reasons a product launch would fail or underperform?
There are common reasons like sub-optimal messaging or pricing, but what overlooked areas in the product launch process, if not addressed, can lead to failure, and how can product marketers de-risk those situations?
Atlassian Head of Lifecycle Marketing, Portfolio • 2y
I'm coming from a software-as-a-service (SaaS) lens, but the sign-up flow + onboarding experience can make or break a launch.You can have the best messaging, the best fea...
1939 Views
1 request
If your product team works in two-week sprints, how do you balance and prioritize each launch? In other words is a "release" always a "launch" and how do you differentiate and treat each?
Product team releases something worthwhile (to a degree) every two weeks. A new feature is released in an MVP stage (not always in beta) and frequently iterated on. How does a small team manage the constant updates to existing products to ensure clients are informed (so the updates get used/don't take anyone by surprise) but aren't constantly being bombarded by marketing messages.
Atlassian Head of Lifecycle Marketing, Portfolio • 2y
For larger product marketing teams, there's a whole function around "release marketing", which aims to showcase the added value consistently. Activities might include a "...
1866 Views
1 request