Profile
Ben Rawnsley-Johnson

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
Ben Rawnsley-Johnson
Atlassian Head of Product MarketingJuly 26
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
13507 Views
Ben Rawnsley-Johnson
Ben Rawnsley-Johnson
Atlassian Head of Product MarketingJuly 26
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
10150 Views
Ben Rawnsley-Johnson
Ben Rawnsley-Johnson
Atlassian Head of Product MarketingJuly 26
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
6975 Views
Ben Rawnsley-Johnson
Ben Rawnsley-Johnson
Atlassian Head of Product MarketingJuly 26
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
3703 Views
Ben Rawnsley-Johnson
Ben Rawnsley-Johnson
Atlassian Head of Product MarketingNovember 7
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
2171 Views
Ben Rawnsley-Johnson
Ben Rawnsley-Johnson
Atlassian Head of Product MarketingNovember 7
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
1985 Views
Ben Rawnsley-Johnson
Ben Rawnsley-Johnson
Atlassian Head of Product MarketingNovember 7
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
1600 Views
Ben Rawnsley-Johnson
Ben Rawnsley-Johnson
Atlassian Head of Product MarketingNovember 7
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
1577 Views
Ben Rawnsley-Johnson
Ben Rawnsley-Johnson
Atlassian Head of Product MarketingNovember 7
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
1571 Views
Ben Rawnsley-Johnson
Ben Rawnsley-Johnson
Atlassian Head of Product MarketingMay 14
This one changes a lot depending on the stage of growth the company is in. In terms of the where the biggest leverage comes from, at earlier stages, these lines will blur, and supporting player/coach contributors tends to drive scalable outcomes. At scale, having clear hand-offs and defined roles...Read More
1324 Views
Credentials & Highlights
Head of Product Marketing at Atlassian
Top Product Marketing Mentor List
Knows About Industry Product Marketing, Pricing and Packaging, Market Research, Category Creation...more