Chase Wilson
Fmr Head of Product Marketing, Jira Work Management, Atlassian
Content
Chase Wilson
Atlassian Fmr Head of Product Marketing, Jira Work Management • May 26
Most product marketers I've worked with are tuned in to new feature releases or creating effective comms for upcoming product improvements. For a product launch, however, it's almost always given the highest priority automatically. Most of the work is done to make sure the product itself is posit......Read More
4110 Views
Chase Wilson
Atlassian Fmr Head of Product Marketing, Jira Work Management • May 26
I hear this pain quite a bit. Many people would likely propose working hard to have a "seat at the table". To me this isn't quite enough. A seat at the table will give you insight into launches, but not necessarily any real sway towards changing decisions. I believe product marketers need to e......Read More
1238 Views
Chase Wilson
Atlassian Fmr Head of Product Marketing, Jira Work Management • May 26
Launch frameworks vary wildly depending on some fundamental questions: * Is your company well-known or resource-rich? * Are you B2C or B2B? * Do you have a Freemium offering? * How long do you expect the sales cycle to be? Once you establish answers to these questions you can more effective......Read More
945 Views
Chase Wilson
Atlassian Fmr Head of Product Marketing, Jira Work Management • May 26
This has depended fairly dramatically depending on the size of the product launch, how ready the product is for prime-time, and the scale of the company! For example, for my Jira Work Management launch we needed to make sure that: * Purchasing and provisioning pathways were live * Support / sa......Read More
879 Views
Chase Wilson
Atlassian Fmr Head of Product Marketing, Jira Work Management • May 26
I was lucky enough to manage a sales team at my previous role and hopefully can provide some insight here that were informed by that experience. But, it may be a bit controversial! I'd say that most sales enablement campaigns deliver: * Competitor battlecards * Product feature talking points ......Read More
868 Views
Chase Wilson
Atlassian Fmr Head of Product Marketing, Jira Work Management • May 26
Great question! For the Jira Work Management launch I was actually the first team hire. This was really important for the dynamic of our team and we eshewed the common "triad" for a "quad". That is to say that I helped design the product and no large decisions were made without my input, whether ......Read More
795 Views
Chase Wilson
Atlassian Fmr Head of Product Marketing, Jira Work Management • May 26
I hate to answer with "it depends", but it does! Atlassian has ~25 cross-functional teams that I worked with as the launch came closer. Some of those teams required 4 months of lead time to make sure everything was done on time! Others came in during the last few weeks. I found that it was import......Read More
683 Views
Chase Wilson
Atlassian Fmr Head of Product Marketing, Jira Work Management • May 26
I've seen this vary from top-of-funnel metrics down to MRR depending on the goal of the product. Aspects that I believe impact the KPI you ultimately choose are: * What does this product mean for your company? * Is it awareness of your company in the market? * Is immediate revenue impo......Read More
666 Views
Credentials & Highlights
Fmr Head of Product Marketing, Jira Work Management at Atlassian
Product Marketing AMA Contributor
Lives In San Francisco, California
Knows About Product Launches, Release Marketing, Establishing Product Marketing, Influencing the ......more