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Daniel Kuperman

Daniel Kuperman

Head of Core Product Marketing & GTM, ITSM Solutions, Atlassian
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Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsDecember 21
You have to establish a cadence of updates for different assets, which will vary based on how they are used and your market dynamics. Personas don't change often, so revisting them every 6 months might be enough, but if you are on a competitive market it may require a quarterly or more frequent u......Read More
1909 Views
Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsFebruary 19
Ultimately is about revenue attainment. Are sales reps being able to make their numbers? If yes, you are likely doing your job well. Now, if we look more closely at how to impact revenue attainment from a product marketing perspective we end up with the following metrics: * Win / Loss rate: thi......Read More
1681 Views
Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsFebruary 19
The best enablement decks I’ve seen address: * Who is this for? * Why is this important? * What is the impact of this? * Action items / next steps Whatever the subject, following the framework above will help identify the specifics of why someone should pay attention. It is also i......Read More
1659 Views
Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsDecember 21
First, start with what you already have at your disposal, which will likely include: - written customer case studies or success stories - requests that customers have made in the past about product features - support requests that came into customer support The other easy action you can tak......Read More
1618 Views
Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsDecember 21
While briefing decks may vary, I believe there are a few key elements that you should consider to make it a 'kick-ass' deck: - company overview - solution overview - competitive landscape - customer proof points - demo - Q&A First, you start with an overview of your company. You don’t ne......Read More
1617 Views
Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsDecember 21
First, establish the goals for your analyst relations program. Think beyond the placement of your company in a 'Magic Quadrant' or 'Wave' type of report, and identify additional KPI's, such as: - number of mentions in analyst reports - increased number of customer inquiries - increase in analy......Read More
1557 Views
Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsFebruary 19
In my view, a demo should talk directly to the persona you are dealing with. This means you need to tailor the flow to address that persona’s key challenges, needs, and the situation they live in. I am not a big fan of super-scripted demos. Every salesperson or sales engineer will have their own......Read More
1412 Views
Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsFebruary 19
This is done in conjunction with your sales enablement team, if you have one. Ideally you will look at the key priorities for sales enablement which you gathered directly from the sales team either via surveys (if you have a big team) or informally during a feedback session (great for smaller org......Read More
1391 Views
Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsJuly 17
Thanks, Diana.  I see Messaging as a broader element and which can be broken down into: - Corporate / Brand messaging - Segment messaging - Solution or Product Messaging As for Pitch and Story, I agree that your pitch may include your story however I typically see the "pitch" as your typ......Read More
1367 Views
Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsFebruary 19
When your messaging needs to be reworked there are typically multiple signs pointing this way. Not only your reps may not be getting traction, but your competitive losses start climbing, fewer qualified leads enter the funnel, and when talking with customers you start hearing more “you were cheap......Read More
1310 Views
Credentials & Highlights
Head of Core Product Marketing & GTM, ITSM Solutions at Atlassian
Top Product Marketing Mentor List
Lives In Mountain View, CA
Knows About Analyst Relationships, Competitive Positioning, Competitive Sales Enablement, Product......more