Daniel Kuperman

Daniel Kuperman

Head of Product Marketing, ITSM, Atlassian

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Daniel Kuperman
Daniel Kuperman
Head of Product Marketing, ITSM
If you had asked me this at the start of the pandemic I would have told you I have no idea what I'm doing. I had always worked in an office alongside my PMM co-workers and team. Going fully remote was a big shock. But now, having learned a lot and working for a company that is remote-first and ha...more
Daniel Kuperman
Daniel Kuperman
Head of Product Marketing, ITSM
I've seen a bit of everything when it comes to the split of Product Marketing teams. At some companies it is done by product line, at others by industry, and some by customer segment. And I don't think there's a 'best' way to do it, honestly. It all depends on what makes sense for your company...more
Daniel Kuperman
Daniel Kuperman
Head of Product Marketing, ITSM
Although each company has their own way of building and growing their product marketing teams, one way to think about global vs local is based on customer needs and market dynamics.  If the product you sell has the same buyer persona across different regions and the market dynamics are such th...more
Daniel Kuperman
Daniel Kuperman
Head of Product Marketing, ITSM
That's an especially important question for PMM leaders today. There are a few key components to pay attention to: - Compensation - Work - Growth First is to ensure your people are being paid fairly. This means always keeping an eye on the market rate for people on your team and whether the...more
Daniel Kuperman
Daniel Kuperman
Head of Product Marketing, ITSM
I am very biased in this case because my company, Atlassian, makes tools that help with this. For example, we are heavy users of Confluence and for each product launch we have a page outlining the steps, ownership, deadlines, etc. related to each activity of the launch. This page is shared across...more
Daniel Kuperman
Daniel Kuperman
Head of Product Marketing, ITSM
In most B2B tech organizations (where I've spent most of my career) the PMM team owns the Go-To-Market. From a strategic perspective this means: - Who we should sell to and how - What should we sell and why - How we'll reach them and what we'll tell them - Knowing what works and course-correc...more
Daniel Kuperman
Daniel Kuperman
Head of Product Marketing, ITSM
That depends on what you are hiring for and the level of experience you need in the new hire. If I were to hire someone to run my competitive program, for example, I would look for a PMM that has done this in the past, has created a competitive program from scratch and can show me examples of the...more
Daniel Kuperman
Daniel Kuperman
Head of Product Marketing, ITSM
I believe that adding more people to your team needs to follow the needs of the business. This means making sure you can break down the goals or OKRs that you, as a PMM leader, is responsible for and outlining the key initiatives that will help you achieve them. Part of this exercise is to also i...more
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Video: PMM Interviews with Atlassian's Head of Product Marketing, Jira Align, Daniel Kuperman
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Daniel Kuperman
Head of Product Marketing, ITSM
Credentials & Highlights
Head of Product Marketing, ITSM at Atlassian
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In Sao Paulo, Brazil
Knows About Sales Content, Partner Product Marketing, Sales Enablement, Analyst Relationships, B2...more