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AMA: Atlassian Head of Core Product Marketing & GTM, ITSM Solutions, Daniel Kuperman on Building a Product Marketing Team

April 14 @ 10:00AM PST

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Atlassian Head of Core Product Marketing & GTM, ITSM Solutions, Daniel Kuperman on Building a Product Marketing Team

Top Questions

What's the most effective way to scale a Product Marketing team beyond the first Product Marketing Manager?

Daniel Kuperman

Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • April 14

I believe that adding more people to your team needs to follow the needs of the business. This means making sure you can break down the goals or OKRs that you, as a PMM leader, is responsible for and outlining the key initiatives that will help you achieve them. Part of this exercise is to also i......Read More

1217 Views

4 requests

How do you retain good talent, especially when Product Marketing role are in such high demand across the industry

Daniel Kuperman

Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • April 14

That's an especially important question for PMM leaders today. There are a few key components to pay attention to: - Compensation - Work - Growth First is to ensure your people are being paid fairly. This means always keeping an eye on the market rate for people on your team and whether the......Read More

1107 Views

3 requests

What systems/tools do you swear by for product launches to keep all stakeholders informed and engaged?

Daniel Kuperman

Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • April 14

I am very biased in this case because my company, Atlassian, makes tools that help with this. For example, we are heavy users of Confluence and for each product launch we have a page outlining the steps, ownership, deadlines, etc. related to each activity of the launch. This page is shared across......Read More

1121 Views

4 requests

What are the biggest advantages and challenges of remote work in a product marketing role?

Daniel Kuperman

Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • April 14

If you had asked me this at the start of the pandemic I would have told you I have no idea what I'm doing. I had always worked in an office alongside my PMM co-workers and team. Going fully remote was a big shock. But now, having learned a lot and working for a company that is remote-first and ha......Read More

1038 Views

3 requests

What are the top strategic tasks that a B2B Saas Product Marketer should focus on? Is there any specific tactics that they should have ownership of?

Daniel Kuperman

Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • April 14

In most B2B tech organizations (where I've spent most of my career) the PMM team owns the Go-To-Market. From a strategic perspective this means: - Who we should sell to and how - What should we sell and why - How we'll reach them and what we'll tell them - Knowing what works and course-correc......Read More

1882 Views

5 requests

What are your biggest challenges in enabling global sales teams, and how do you overcome them?

Daniel Kuperman

Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • April 14

Enablement tactics and tools that work for a team of 50 reps need to be adjusted when you deal with a team of 500 globally dispersed reps. Some common challenges I have seen include: * Multiple enablement/training tools and portals making it confusing for reps to know where to go * Breaks i......Read More

1797 Views

2 requests

In hiring additional Product Marketing Managers, is it more important that they have Product Marketing experience, or that they're a well-rounded marketer/communicator?

Daniel Kuperman

Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • April 14

That depends on what you are hiring for and the level of experience you need in the new hire. If I were to hire someone to run my competitive program, for example, I would look for a PMM that has done this in the past, has created a competitive program from scratch and can show me examples of the......Read More

979 Views

3 requests

What’s the best way to segregate global vs. regional product marketing?

Daniel Kuperman

Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • April 14

Although each company has their own way of building and growing their product marketing teams, one way to think about global vs local is based on customer needs and market dynamics. If the product you sell has the same buyer persona across different regions and the market dynamics are such th......Read More

1348 Views

2 requests

What's the best way to split up responsibilities in a Product Marketing team within an Enterprise company?

Should PMMs be split into products, Regions, Projects, Teams, A mixture?

Daniel Kuperman

Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • April 14

I've seen a bit of everything when it comes to the split of Product Marketing teams. At some companies it is done by product line, at others by industry, and some by customer segment. And I don't think there's a 'best' way to do it, honestly. It all depends on what makes sense for your company......Read More

1656 Views

3 requests