Claire Drumond
Sr. Director, Head of Product Marketing, Jira and Jira suite, Atlassian
Content
Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite • August 16
Customer proof. The real question you're asking is how do you get consensus around a lot of opinions. Getting messaging approved can feel like being stuck in a wave pool. It's because messaging uniquely forces uncomfortable reflections like what do we stand for and why will anyone care? You can......Read More
9561 Views
Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite • August 16
My PMM team is built like a funnel. Our focus is to land new customers, which we only count when those customers start to pay. Therefore, the job of my PMM team ranges from raising awareness of our brand to getting new customers to upgrade to our paid editions. I have three groups focused on the......Read More
3643 Views
Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite • August 16
You have a very tall order ahead of you! These two motions aren't nuanced differences -- they are completely different playbooks. Most of my AMA questions are about comparing the two, so I'll summarize the key differences here: The buyer * Often a self-serve buyer is a team lead/director lev......Read More
3171 Views
Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite • August 16
"If targeting entreprise customers requires ABM and a heavy sales movement, is it still possible to do PLG?" It's possible, but it's hard. PLG requires a company commitment to how you build products. A PLG product is focused on user experience for the end-user first and foremost. In a Sales-led......Read More
2132 Views
Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite • August 16
A lot of questions about self-serve PMM vs enterprise PMM activities, so I'll summarize here! A self-serve PMM's day looks very different from an enterprise PMM. Some might even call you a cross between a growth marketer and a product marketer. Here are three of the biggest differences: * Metr......Read More
2059 Views
Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite • January 25
I think the most effective model here is the hub and spoke, (while remembering the wheel is the most important). * PMM is the center of the wheel, setting the strategic direction along with their product counterparts. * PMM should be aligning on business goals, developing competitive and ......Read More
1748 Views
Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite • January 25
I have a new hack for this: it's called Loom. I swear I'm not trying to promote this product, but marketers gonna market ;) Seriously though, Loom has been a game changer for us to keep tight feedback loops, stakeholders informed, and identifying when there needs to be a deeper dive on an area ......Read More
1745 Views
Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite • January 25
Building a strong relationship with product requires level-setting on your goals first and foremost. Just like any relationship, you need to take the time to really understand each others strengths and look for ways to compliment each other. In my best relationships with Product, our mantra is O......Read More
1567 Views
Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite • January 25
I yell at them! Just kidding. Design is a visual representation of your positioning & messaging. If there's a disagreement, I find it often comes from a different understanding of either your positioning, your audience, or how you want to show up against competitors. To solve a disagreement with......Read More
1538 Views
Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite • January 25
Customer feedback and journey mapping. There's always data available, it just may not always be the data your stakeholders want. In those scenarios, I always default to customer feedback. 1. Customer feedback: I find that reviewing messaging & positioning, new webpages, you name it, ......Read More
1517 Views
Credentials & Highlights
Sr. Director, Head of Product Marketing, Jira and Jira suite at Atlassian
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Knows About SMB Product Marketing, Growth Product Marketing, Self-Serve Product Marketing, Brand ......more