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AMA: Atlassian Head of Core Product Marketing & GTM, ITSM Solutions, Daniel Kuperman on Analyst Relationships

December 20 @ 10:00AM PST

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Atlassian Head of Core Product Marketing & GTM, ITSM Solutions, Daniel Kuperman on Analyst Relationships

Top Questions

Can you share your tips on making a great analyst briefing deck?

I'm about to make my companies first analyst briefing deck. I've made them in the past but want to make a really kick ass one this time around.

Daniel Kuperman

Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • December 21

While briefing decks may vary, I believe there are a few key elements that you should consider to make it a 'kick-ass' deck: - company overview - solution overview - competitive landscape - customer proof points - demo - Q&A First, you start with an overview of your company. You don’t ne......Read More

1948 Views

1 request

What's your best practice for making sure competitive, personas, and market research info is always up-to-date, moving from product marketing to sales materials?

Daniel Kuperman

Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • December 21

You have to establish a cadence of updates for different assets, which will vary based on how they are used and your market dynamics. Personas don't change often, so revisting them every 6 months might be enough, but if you are on a competitive market it may require a quarterly or more frequent u......Read More

3086 Views

2 requests

What analyst activities actually help reinforce your brand differentiation vs are expensive and produce little ROI?

Daniel Kuperman

Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • December 20

Spending more money with analysts won't guarantee a good placement in a Quadrant or Wave. I've seen companies mistakenly spend money on: - Buying more seats or licenses than they actually need; - Signing up for datasets or services they won't use frequently; - Spending too much money on market......Read More

680 Views

1 request

What role should a customer advisory board have in influencing your product roadmap, and why?

Product marketing owns the customer advisory board but product management owns the roadmap.

Daniel Kuperman

Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • December 21

A customer advisory board should be an imyportant source of validation of product vision and roadmap, but not the only one. The best customer advisory boards have a good representation of key customers that can help you better understand market dynamics, buyer personas, and market conditions. Thi......Read More

442 Views

1 request

What can we do if there's no Wave or MQ for our category?

Daniel Kuperman

Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • December 21

As I mentioned in the other answer, even if your market does not have a comparative report such as a Wave, Quadrant, Marketscape, etc. it doesn't mean you should not engage with an analyst firm. These reports typically come out for markets at a certain maturity stage and by engaging with analysts......Read More

705 Views

1 request

How do you measure and communicate progress for your analyst relations program, when it can sometimes take a couple years to see results?

Daniel Kuperman

Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • December 21

First, establish the goals for your analyst relations program. Think beyond the placement of your company in a 'Magic Quadrant' or 'Wave' type of report, and identify additional KPI's, such as: - number of mentions in analyst reports - increased number of customer inquiries - increase in analy......Read More

1814 Views

2 requests

I'm a product marketing team of 1 - what would you recommend as easy, every-day tools/actions that will help me understand our customers that little bit better?

Daniel Kuperman

Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • December 21

First, start with what you already have at your disposal, which will likely include: - written customer case studies or success stories - requests that customers have made in the past about product features - support requests that came into customer support The other easy action you can tak......Read More

2076 Views

2 requests

How should we think about sites like G2 and TrustRadius when setting goals for our analyst relations program?

Daniel Kuperman

Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • December 21

Review site such as G2 and TrustRadius are slightly different from the traditional analyst relations program as these companies don't require the same types of engagements. While you need to keep analysts engaged with briefings and inquiries on a quarterly basis, these review sites require custom......Read More

551 Views

1 request

What are proactive things that you can do to minimize the damage when you know an analyst report is coming out that will make your product look bad compared to the competition?

Daniel Kuperman

Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • December 21

The key in this situation is to be uppfront with your internal teams and provide them with the right messaging to steer conversations with customers and prospects. The negative placement can happen in a number of scenarios. Maybe a competitor released a game-changing capability that no one el......Read More

521 Views

1 request

What are your recommendations for influencing analysts if there is no MQ in your category?

Daniel Kuperman

Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • December 21

The MQ, or "Magic Quadrant" report is what Gartner calls their comparative report for specific markets. Each major analyst firm has their own comparative report (Wave, Marketscape, etc.). The existence of this type of report indicates the maturity of the market and number of vendors addressing it......Read More

904 Views

1 request