AMA: Atlassian Head of Product Marketing Craft, Ben Rawnsley-Johnson on Go-To-Market Strategy

July 26 @ 10:00AM PST

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Atlassian Head of Product Marketing Craft, Ben Rawnsley-Johnson on Go-To-Market Strategy

Top Questions

What are some cornerstone KPIs that product marketers should use for every Go-To-Market strategy?

Ben Rawnsley-Johnson

Atlassian Head of Product Marketing • July 27

Philosophically, I think Marketers can be very insecure, and use metrics and KPIs to demonstrate capability or establish credibility. The truth is, no one is questioning the role of marketing. And if they are, a dashboard of metrics is not the solution. In my experience, there are two categorie......Read More

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How do you identify ideal customer profiles and operationalize them as a part of your GTM strategy?

Ben Rawnsley-Johnson

Atlassian Head of Product Marketing • July 27

Too often I see folks trying to assemble the broadest ICP possible. The logic is that by inflating my TAM/SAM/SOM to the biggest number possible, I am increasing my odds of success. Don't get me wrong, I LOVE big markets. I want markets big enough, that even if we f*ck it up, we can still be suc......Read More

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How might GTM vary for the first product i.e. at a tech startup?

Ben Rawnsley-Johnson

Atlassian Head of Product Marketing • July 27

GTM at an early-stage venture is hard to describe - it's probably almost never described as GTM, and is almost universally not led by a marketer. With anything prior to Product-Market-Fit, and even for a good while afterward - the act of positioning the solution, speaking with prospects and user......Read More

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Go-to-market strategy can be so broad and different by company/market. How do you define it and get alignment across the team?

Ben Rawnsley-Johnson

Atlassian Head of Product Marketing • July 27

A go-to-market strategy is at its heart, an exercise in alignment. A good B2B GTM plan maximizes your exposure to growth by drawing a through-line across your market and its needs, your company, and its offerings in the most efficient way possible. It is built around 3 pillars: * Market Opport......Read More

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