AMA: Atlassian Head of Product Marketing, Jira Work Management, Chase Wilson on Product Launches
May 26 @ 10:00AM PT
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Figma Director, AI & Developer Marketing | Formerly Atlassian • 4y
Most product marketers I've worked with are tuned in to new feature releases or creating effective comms for upcoming product improvements. For a product launch, however,...
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Figma Director, AI & Developer Marketing | Formerly Atlassian • 4y
This has depended fairly dramatically depending on the size of the product launch, how ready the product is for prime-time, and the scale of the company! For example, for...
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Figma Director, AI & Developer Marketing | Formerly Atlassian • 4y
Launch frameworks vary wildly depending on some fundamental questions: Is your company well-known or resource-rich? Are you B2C or B2B? Do you have a Freemium offering? ...
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Figma Director, AI & Developer Marketing | Formerly Atlassian • 4y
I've seen this vary from top-of-funnel metrics down to MRR depending on the goal of the product. Aspects that I believe impact the KPI you ultimately choose are: What do...
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Figma Director, AI & Developer Marketing | Formerly Atlassian • 4y
I hear this pain quite a bit. Many people would likely propose working hard to have a "seat at the table". To me this isn't quite enough. A seat at the table will give yo...
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Figma Director, AI & Developer Marketing | Formerly Atlassian • 4y
I hate to answer with "it depends", but it does! Atlassian has ~25 cross-functional teams that I worked with as the launch came closer. Some of those teams required 4 mon...
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How do you assess organizational readiness ahead of a product launch?
Too often product marketing is seen as a collateral producing engine. But with substantial new launches, we are sometimes the only ones integrating needs, insights, and potential operational bottlenecks across all stakeholders, internal or external. I’m curious both of how you think of org readiness and how you incorporate this dimension into your launch motion.
Figma Director, AI & Developer Marketing | Formerly Atlassian • 4y
Great question! For the Jira Work Management launch I was actually the first team hire. This was really important for the dynamic of our team and we eshewed the common "t...
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Figma Director, AI & Developer Marketing | Formerly Atlassian • 4y
I was lucky enough to manage a sales team at my previous role and hopefully can provide some insight here that were informed by that experience. But, it may be a bit cont...
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