Profile
Ashley Faus

Ashley Faus

Head of Lifecycle Marketing, Portfolio, Atlassian

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Ashley Faus
Ashley Faus
Atlassian Head of Lifecycle Marketing, PortfolioMay 25
I recommend a tiering system for product vs. feature launches. The tiers include criteria about the impact of the feature that's launching (or series of capabilities, in the case of a full product launch), and the activities associated with each tier. For example: Tier 1: Impact: All custome...Read More
14126 Views
Ashley Faus
Ashley Faus
Atlassian Head of Lifecycle Marketing, PortfolioMay 25
Sales/partner/channel enablement is the biggest differentiator for enterprise-focused vs. startups or SMBs during the launch. I'm coming from a software-as-a-service (SaaS) lens, which means that I have the option to include a variety of self-serve tactics that make it more scalable for smalle...Read More
2161 Views
Ashley Faus
Ashley Faus
Atlassian Head of Lifecycle Marketing, PortfolioMay 25
The biggest key is where does your audience spend time, consume content, and engage? We use a mix of in-product notifications, emails, social media, blogs, events, and press to notify our audience about new features and products. But, we adapt the format, message, and frequency, based on th...Read More
2044 Views
Ashley Faus
Ashley Faus
Atlassian Head of Lifecycle Marketing, PortfolioMay 25
Two fundamental issues with this blame game: 1) A product or feature launch and a revenue target are two different things, with different time horizons! 2) Marketing should have a seat at the table when the revenue forecasts are created. They shouldn't be "receiving" "prescribed" revenue targ...Read More
1892 Views
Ashley Faus
Ashley Faus
Atlassian Head of Lifecycle Marketing, PortfolioMay 25
I'm approaching this question with a Software-as-a-Service lens, so this depends a lot on the type of product, launch stage (ie: alpha, beta, or Generally Available), and the level of the launch (ie: full product launch vs. feature launch or momentum "launch). In general, we want to see an upt...Read More
1864 Views
Ashley Faus
Ashley Faus
Atlassian Head of Lifecycle Marketing, PortfolioMay 25
The biggest mistakes are two sides of the same coin: over-saturating or under-saturating the market with the message at launch. Under-saturating is pretty obvious: you don't spread the message far enough and often enough. Some teams think that a tweet or two and a single newsletter promotion w...Read More
1795 Views
Ashley Faus
Ashley Faus
Atlassian Head of Lifecycle Marketing, PortfolioMay 25
This depends on where you are in the launch cycle. I'm coming from a Software-as-a-Service (SaaS) context, which generally includes the following phases for launches: alpha, beta, progressive roll-out, and Generally Available (GA). During the alpha phase, we look at metrics like requests to pa...Read More
1785 Views
Ashley Faus
Ashley Faus
Atlassian Head of Lifecycle Marketing, PortfolioMay 25
I'm coming from a software-as-a-service (SaaS) lens, but the sign-up flow + onboarding experience can make or break a launch. You can have the best messaging, the best features, and the best price... but if it's hard to sign up for and use the product? FAIL. Sign-up flows that force you to ...Read More
1775 Views
Ashley Faus
Ashley Faus
Atlassian Head of Lifecycle Marketing, PortfolioMay 25
We use Confluence, Jira Work Management, and Jira Software to track our launches. Free templates: https://www.atlassian.com/software/jira/templates/go-to-market https://www.atlassian.com/software/confluence/templates/product-launch We create the high-level plan of activities in Confluen...Read More
1767 Views
Ashley Faus
Ashley Faus
Atlassian Head of Lifecycle Marketing, PortfolioMay 25
Honestly... you compensate them. It could be a spiff to incentivize short-term priority for this product, but long-term, you have to build it into the bonus structure and overall comp targets. If they're already succeeding selling your existing product, it's going to be a challenge to ask them...Read More
1747 Views
Credentials & Highlights
Head of Lifecycle Marketing, Portfolio at Atlassian
Top Product Marketing Mentor List
Top 10 Product Marketing Contributor
Knows About Developer Product Marketing, Self-Serve Product Marketing, Product Launches, Go-To-Ma...more