Ben Rawnsley-Johnson
Head of Product Marketing, Atlassian
About
I believe in building things that matter. I've accelerated, invested in and scaled early-stage ventures and made a difference in executive, marketing, sales, product and corp dev roles in business ranging from pre-revenue, $100m, $3b up to +$30b A......more
Content
Ben Rawnsley-Johnson
Atlassian Head of Product Marketing • July 27
A go-to-market strategy is at its heart, an exercise in alignment. A good B2B GTM plan maximizes your exposure to growth by drawing a through-line across your market and its needs, your company, and its offerings in the most efficient way possible. It is built around 3 pillars: * Market Opport......Read More
12509 Views
Ben Rawnsley-Johnson
Atlassian Head of Product Marketing • July 27
Philosophically, I think Marketers can be very insecure, and use metrics and KPIs to demonstrate capability or establish credibility. The truth is, no one is questioning the role of marketing. And if they are, a dashboard of metrics is not the solution. In my experience, there are two categorie......Read More
9103 Views
Ben Rawnsley-Johnson
Atlassian Head of Product Marketing • July 27
Too often I see folks trying to assemble the broadest ICP possible. The logic is that by inflating my TAM/SAM/SOM to the biggest number possible, I am increasing my odds of success. Don't get me wrong, I LOVE big markets. I want markets big enough, that even if we f*ck it up, we can still be suc......Read More
6668 Views
Ben Rawnsley-Johnson
Atlassian Head of Product Marketing • July 27
GTM at an early-stage venture is hard to describe - it's probably almost never described as GTM, and is almost universally not led by a marketer. With anything prior to Product-Market-Fit, and even for a good while afterward - the act of positioning the solution, speaking with prospects and user......Read More
3536 Views
Ben Rawnsley-Johnson
Atlassian Head of Product Marketing • November 8
For new products especially, pricing and packaging should inform, and be informed by the broader GTM strategy (it's why I'm so bullish about the role PMMs play in contributing to P&P decisions). For example: * Our GTM strategy answers "Who is the market, persona?" * how do they prefer t......Read More
2058 Views
Ben Rawnsley-Johnson
Atlassian Head of Product Marketing • November 8
Companies, particularly those that take a portfolio of products or solutions to market need to establish pricing and packaging principles. These foundational values and practices of what we do, or don't do, and why? help us to move faster, eliminate anecdotal opinions, and set teams up for a pred......Read More
1886 Views
Ben Rawnsley-Johnson
Atlassian Head of Product Marketing • November 8
I say it a lot, but I believe good pricing and packaging is informed by, and informs GTM strategy. Good pricing and packaging strategy isn't just a tactical decision; it's a critical component of your overall go-to-market strategy. Here's my perspective on why the two are intertwined: 1. Align......Read More
1579 Views
Ben Rawnsley-Johnson
Atlassian Head of Product Marketing • November 8
As product marketers, our expertise goes beyond just understanding the product and its features; it extends to understanding the market, customers, and their perception of value. To become more involved in pricing and packaging decisions, flex your marketing super-powers and earn a seat at the ta......Read More
1562 Views
Ben Rawnsley-Johnson
Atlassian Head of Product Marketing • November 8
Driving upsell is all about real value. 1. Be real about your positioning, and test the underlying hypothesis for your up-sell play. Is there value? Are the features locked in enterprise editions meaningful? do they unlock speed/revenue/margin for the customer? If all of these are......Read More
1556 Views
Credentials & Highlights
Head of Product Marketing at Atlassian
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Knows About Industry Product Marketing, Market Research, Pricing and Packaging, Category Creation......more