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AMA: Atlassian Head of Lifecycle Marketing, Portfolio, Ashley Faus on Product Marketing / Demand Gen Alignment
April 24 @ 9:00AM PST
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Atlassian Head of Lifecycle Marketing, Portfolio, Ashley Faus on Product Marketing / Demand Gen Alignment
Top Questions
How have your product marketing teams traditionally worked with your demand generation / growth marketing team?
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?
Ashley Faus
Atlassian Head of Lifecycle Marketing, Portfolio • April 24
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 the product, audiences, and messaging. They should be able to articulate WHO we should be talking to, and WHAT we should be ......Read More
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Ashley Faus
Atlassian Head of Lifecycle Marketing, Portfolio • April 24
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 generalist, but she was running sales as well!). In that case, I had to divide my time by priorities for the business. This was d......Read More
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Ashley Faus
Atlassian Head of Lifecycle Marketing, Portfolio • April 24
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 an account. They create personalized landing pages, host curated events like roundtables, and go on-site for larger customers......Read More
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Ashley Faus
Atlassian Head of Lifecycle Marketing, Portfolio • April 24
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 teams SHOULD be working closely together, all the time. Both teams should be contributing to the short- and long-term success of pr......Read More
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Ashley Faus
Atlassian Head of Lifecycle Marketing, Portfolio • April 24
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 products. So, we need to know which product(s) are the priority for each quarter, half, or year. And we need to know which goals ar......Read More
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Ashley Faus
Atlassian Head of Lifecycle Marketing, Portfolio • April 24
Thanks for referencing my Playground framework! For folks who are unfamiliar, here's a short note on some key elements of the Playground: - The traditional funnel struggles to capture the full buyer's journey, since it only starts when the marketing team recognizes that someone is on a journey.......Read More
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