Daniel Kuperman

AMA: Atlassian Head of Core Product Marketing & GTM, ITSM Solutions, Daniel Kuperman on Go-To-Market Strategy

December 6 @ 9:00AM PST
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Atlassian Head of Core Product Marketing & GTM, ITSM Solutions, Daniel Kuperman on Go-To-Market Strategy
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Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsDecember 6
There are plenty of blogs and reports out there that can give you a full list of assets by funnel stage. Typically, you want to think about it in terms of helping the customer get educated about your product, gain more insights on the problems you help them solve, and then show them examples and ......Read More
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Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsDecember 6
Communicate -> Plan -> Communicate -> Execute -> Communicate... No kidding, the 'communicate' step is the most important of them all! I have seen too many GTM plans flail and struggle to be executed due to poor communication and not involving the right stakeholders early enough. So let's take......Read More
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Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsDecember 6

When you see increasing traction (e.g. signups, usage, activations) convert into actual revenue (MRR, ARR, Bookings) in a consistent manner, every quarter.

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Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsDecember 6
There are three elements that I typically use in such conversations: * customer proof; * competitor analysis; * analyst insights; * revenue potential. If you bring evidence of what customers want, how competitive the feature is, and additional market insights (e.g. analysts) as unbiase......Read More
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Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsDecember 6
First, you've got to find out who will be impacted by it. Sales, support, operations, marketing... all of these teams need to come together for a successful GTM execution. There are so many moving parts, that having clearly articulated goals for the GTM and getting alignment across teams is what ......Read More
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Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsDecember 6
Some of the core docs I've used include: * Executive summary: clearly and concisely articulates the why, what, how of your GTM plan. It is the doc you share with other execs at the company and it should only take them 2 minutes to fully comprehend it. * Assumptions and Risks: you can't ......Read More
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Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsDecember 6
For category creation, your GTM plan - in my experience - needs to be a multi-year affair. You may need to start with market education, analysts influence, etc even before you launch a product. Also, after launching the product you will need to keep ongoing market education to help get the new ca......Read More
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Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsDecember 6
It all depends on the impact, in terms of revenue, that the feature will have overall. For smaller features that are important but will not result in a big increase in sales, you don't need a full scale GTM plan with press releases, analyst briefings, etc. A product-level GTM will typically be mo......Read More
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