AMA: Atlassian Head of Lifecycle Marketing, Portfolio, Ashley Faus on Product Marketing / Demand Gen Alignment
April 24 @ 9:00AM PT
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Atlassian Head of Lifecycle Marketing, Portfolio • 2y
This varies widely by company, org structure, and maturity.When I worked for smaller start-ups, we only had 2 dedicated marketers: me (generalist) and my VP (also a gener...
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Atlassian Head of Lifecycle Marketing, Portfolio • 2y
We have a dedicated ABM team, but they partner with the Product Marketing team when they need specific proof-points related to a persona, vertical, or pain-point within a...
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Atlassian Head of Lifecycle Marketing, Portfolio • 2y
Depending on the size of the launch, we have multiple teams involved, not just Product Marketing and Demand-Gen. I'll also note that Product Marketing and Demand-Gen team...
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How has your product marketing team traditionally worked with demand generation / growth marketing?
At our company, demand gen is a much bigger function than product marketing so they drive all of the campaigns with our input, but I came from an organization where we lead the campaign strategy a bit more since we had more numbers. Anyone have a good solid process they use with their demand gen team?
Atlassian Head of Lifecycle Marketing, Portfolio • 2y
This answer differs, depending on the size and structure of the organization.However, there's some common themes, including:- Product Marketing should be the experts in t...
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Atlassian Head of Lifecycle Marketing, Portfolio • 2y
The biggest key is alignment on priorities and goals. We can't run a campaign for every single feature update or asset, particularly if we have a large portfolio of produ...
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Atlassian Head of Lifecycle Marketing, Portfolio • 2y
For folks who are unfamiliar, here's a short note on some key elements of the Content Playground framework:- The traditional funnel struggles to capture the full buyer's ...
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