AMA: Atlassian Product Marketing, Marina Ben-Zvi on Enterprise Product Marketing
May 14 @ 10:00AM PT
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Atlassian Product Marketing Leader • May 14
The surface answer is: longer sales cycles, bigger buying committees, more complexity. That’s all true. But I think the more useful answer is that enterprise PMM is not j...
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Atlassian Product Marketing Leader • May 14
This is one of the more frustrating parts of enterprise PMM. Companies often handle it in one of two bad ways: they either measure almost nothing and operate on instinct,...
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Atlassian Product Marketing Leader • May 14
In enterprise sales motions, the biggest loss and delay reason is often inaction. That means PMM’s greatest value is helping customers make a decision across the buying j...
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How do you influence the Revenue Org ?
Say, we work in a multi-product company.
One may have a stellar product but if the Revenue /Sales org is not dedicating resources, mindshare, and incentives to your product, it can be hard to grow an enterprise product.
What are your suggestions for such situations?
Atlassian Product Marketing Leader • May 14
I’ll start by stating the obvious: influence with sales is earned over time, not given. You earn it by being genuinely useful, repeatedly and visibly, in moments that mat...
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Atlassian Product Marketing Leader • May 14
The biggest mistake companies make when moving upmarket is assuming enterprise is just the next segment up. Companies will say, “We’re doing well in mid-market, let’s go ...
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Atlassian Product Marketing Leader • May 14
The biggest pitfall is creating a separate story for every stakeholder. That usually creates fragmentation. The business leader hears one thing, the CFO hears another, IT...
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