AMA: Atlassian Head of Core Product Marketing & GTM, ITSM Solutions, Daniel Kuperman on Analyst Relationships
December 20 @ 10:00AM PT
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👋 Daniel Kuperman
Hi all, my name is Daniel Kuperman. 👋
💼 Job: Head of Product Marketing at Jellyfish, ex-Atlassian, Snowflake, Mindtickle.
📍 Location: Mountain View, CA
🍦 Favorite ice cream flavor: Rocky Road
Jellyfish VP of Product Marketing • 3y
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 enga...
1194 Views
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Jellyfish VP of Product Marketing • 3y
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, Ma...
1839 Views
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Jellyfish VP of Product Marketing • 3y
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 mad...
3410 Views
2 requests
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.
Jellyfish VP of Product Marketing • 3y
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 ...
890 Views
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Jellyfish VP of Product Marketing • 3y
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 revi...
4797 Views
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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.
Jellyfish VP of Product Marketing • 3y
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 - comp...
2813 Views
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Jellyfish VP of Product Marketing • 3y
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 add...
2747 Views
2 requests
Jellyfish VP of Product Marketing • 3y
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 engagement...
1389 Views
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Jellyfish VP of Product Marketing • 3y
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 ...
1208 Views
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Jellyfish VP of Product Marketing • 3y
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 t...
2189 Views
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