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Daniel Kuperman
Head of Core Product Marketing & GTM, ITSM Solutions, Atlassian
Content
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM Solutions
Summary
In this playbook, I will guide you through how my team and I built an analyst relations program at a company that I worked at previous to Atlassian, MindTickle — the recognized leader in sales readiness. When I joined, MindTickle was a Series A startup with no existing analyst relations program, ......Read More
Atlassian Templates Included
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • December 21
You have to establish a cadence of updates for different assets, which will vary based on how they are used and your market dynamics. Personas don't change often, so revisting them every 6 months might be enough, but if you are on a competitive market it may require a quarterly or more frequent u......Read More
3073 Views
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • February 19
Ultimately is about revenue attainment. Are sales reps being able to make their numbers? If yes, you are likely doing your job well. Now, if we look more closely at how to impact revenue attainment from a product marketing perspective we end up with the following metrics: * Win / Loss rate: thi......Read More
2652 Views
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • February 19
The best enablement decks I’ve seen address: * Who is this for? * Why is this important? * What is the impact of this? * Action items / next steps Whatever the subject, following the framework above will help identify the specifics of why someone should pay attention. It is also i......Read More
2600 Views
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • June 2
Good question. In my experience, the best way to prioritize competitive insights is to show there's a clear connection between the work and business results. This often comes in the form of improved win rate for the sales team, better messaging for the marketing team, prioritization of product fe......Read More
2296 Views
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • June 2
The key rule of thumb is to always be truthful. Don't lie about who you work for, your role with the company, and what you are looking for. For example: * When filling out an online web form to download content from a competitor's website, use your real name and business email address. * W......Read More
2223 Views
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • June 2
The biggest mistake is to focus on what the competitor does versus what the customer cares about. Don't start with what the competition is doing or not doing, start with what specific customer needs are not being met by the current players, and find better ways to serve them. Another common issu......Read More
2199 Views
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • June 2
For me the term 'market intelligence' is more broad, signifying not only what your direct competitors are doing but also where the market in general is headed. For example, in a market intelligence report, I would expect to see information about customers' priorities and needs, new technology ent......Read More
2186 Views
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • June 2
This is tricky, especially if you are a startup or strapped for cash. I have reached out to people via Linkedin asking for help to validate a specific product or feature and have also seen other companies to the same. If you have the budget, hire an outside market research firm to help with it. A......Read More
2166 Views
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • June 2
Competitive differentiation is, first of all, a positioning exercise that means finding ways to influence the customer's perception of your company and product versus existing alternatives. This means not only what your direct competitors (other vendors) are, but what other ways of getting the cu......Read More
2127 Views
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • June 2
We are always looking at the competition and assessing their moves. Having said that, we don't obsess about it. This means there's gotta be a balance between what the market is doing vs what your own plans should be. Too much outside focus and you are just copying and following someone else, but ......Read More
2122 Views
Credentials & Highlights
Head of Core Product Marketing & GTM, ITSM Solutions at Atlassian
Product Marketing AMA Contributor
Lives In Mountain View, CA
Knows About Analyst Relationships, Competitive Positioning, Competitive Sales Enablement, Product......more