AMA: Atlassian Head of Product Marketing, Platform & Pricing, Shana Iles on Product Launches

September 9 @ 10:00AM PT

View AMA Answers

Ask me anything

AMA Page

How do you define product readiness for launch?

Shana Iles•

Atlassian Head of Cross-Portfolio Product Marketing | Formerly Optimizely • 8mo

This really depends on the type of product, the audience, and what level of fidelity or polish is expected as you launch a new product or feature.Your company's product a...

8989 Views

3 requests

For GTM launches that are dependent on sales pitching too partners, Are PMMs supposed to project manage each GTM launch as a campaign in itself or should our responsibility stop once we finish sales enablement for sales to start pitching and tracking commercial execution ??

Shana Iles•

Atlassian Head of Cross-Portfolio Product Marketing | Formerly Optimizely • 8mo

This is a great question to think about depending on the stage of maturity of your company and the stage of maturity of your product offering. In a scaled and mature prod...

2658 Views

2 requests

What collateral do you include for each launch?

Shana Iles•

Atlassian Head of Cross-Portfolio Product Marketing | Formerly Optimizely • 8mo

I hate to give an "it depends" answer, but it does - depending on your product and primary GTM motion (high or low-touch).All product launches start with messaging and a ...

1797 Views

3 requests

How and at which GTM stage do you go about collaborating with finance/billing teams to set up new feature SKUs and pricing?

Shana Iles•

Atlassian Head of Cross-Portfolio Product Marketing | Formerly Optimizely • 8mo

For pricing and packaging, the earlier you can plan for this, the better. Ideally, PMM has a seat at the table for pricing strategy, since it is critical to the GTM strat...

3760 Views

2 requests

How to educate the company of the importance of a structured product launch?

As a worker for a new ventures team in a Wellness Tech unicorn, I have to juggle the necessity to be fast and testing with a good and structured approach and pitch. Sometimes the sales team goes over my head and starts selling without proper alignment.

Shana Iles•

Atlassian Head of Cross-Portfolio Product Marketing | Formerly Optimizely • 8mo

If your sales team is pitching ahead of a product being launched, there's a very good chance they'll create a not ideal customer experience by overselling. However, it's ...

7099 Views

1 request

How do you manage launches for "me too" features that are table stakes in your competitive set? Do you take a different approach for these vs features that are truly differentiated?

Shana Iles•

Atlassian Head of Cross-Portfolio Product Marketing | Formerly Optimizely • 8mo

I'm sure I'm not the first to reference Intercom's tiered launch framework by the brilliant Matt Hodges on Sharebird, and I definitely won't be the last. :)This is a comm...

8599 Views

1 request

Can you speak to how to go through a successful product launch with no budget. Using existing tools to grab your current and new audience base specifically with features that are meant to grab a new type of user.

Shana Iles•

Atlassian Head of Cross-Portfolio Product Marketing | Formerly Optimizely • 8mo

This is something that requires some creativity, but it's definitely possible - and a great constraint!Any time I think about a launch, I try to think about 3 channels:Ea...

12483 Views

2 requests