I cannot speak to how the Slack team built their land and expand strategy but I can speak to how I understand and think about the strategy at Atlassian. We have two methods of land and expand. 1) Product expansion - a user, let's say a product manager, lands in one product, Jira, and finds a ...more
How much emphasis is put on creating messaging/driving adoption for a new product with existing clients versus focusing on using that product to drive new business?
Great question! The goal of the new products team at Atlassian is to both expand our existing users and customers into new products and solutions and to reach new or adjacent audiences outside of Atlassian's customer base. Depending on the product and strategy, the product marketers on my team ma...more
What is your process for collecting user feedback? Do you use ever use NPS or any other survey style?
(copying this question from a previous answer) At Atlassian, we use many methods for understanding customers both qualitatively and quantitatively. The most standardized, larger-scale tool we use across all of our cloud products is our Happiness Tracking Survey known as HaTS (developed by Googl...more
What tools do you use to survey your customers and how do you extract qualitative vs quantitative insights from it?
At Atlassian, we use many methods for understanding customers both qualitatively and quantitatively. The most standardized, larger-scale tool we use across all of our cloud products is our Happiness Tracking Survey known as HaTS (developed by Google). Our research teams sends out weekly emails ...more
At Atlassian, we've found that in-app feature announcements work really well as you have the ability to reach the user when they are in the context of your product vs perhaps checking email and thinking about something else. Here are some tips to make your in-product announcements more effective:...more
In most B2B settings PMMs spend a LOT of time enabling Sales. Where does all that time get repurposed in self-serve PMM? What are some of the big categories of work where you over-invest in self-serve vs. traditional B2B PMM?
In my eyes, much of the time you spend and core fundamentals and responsibilities are the same. As a PMM for self-serve and sales-led motions, you need to be an expert on the product, customer, and market. Doing this well involves time with customers (and non-customers!), analyzing data, partneri...more
How do you best structure and leverage beta releases to assist the product team (with iteration, feedback) and Product Marketing (positioning, messaging, enablement, onboarding)?
My team at Atlassian has a framework for how we launch new products that I would love to share. But before I dive into more detail I'll give you a few tl;dr tips for beta programs. * Create hypotheses that you want to test before your beta begins: Decide what you're trying to answer about y...more
How do you define product marketing differently in a product-led growth company vs. a traditional company with a normal sales and marketing funnel?
(This answer is copied from a previous question) I believe it's important to start out with how product marketing is the same across a self-serve/product-led motion and a sales-led motion. In my opinion, the core pillars of the product marketing responsibilities remain: * Target audience and b...more
I believe it may be important to start out with how product marketing is the same across a self-serve/product-led motion and a sales-led motion. In my opinion, the core product marketing responsibilities remain the same: * Target audience and buyer definition * Positioning and messaging * Pri...more
Within a product led organization, product marketing may not have a seat at the table during the product roadmap development process. In this situation, how to make sure the voice of our consumer is heard.
An age-old question: how do you get product marketing a seat at the table? Product marketing has a vital role in product and roadmap development even within a product-led organization. There are many reasons why product marketing deserves a seat at the table. Here are a few: * Product narrative...more