SWOT
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Atlassian Marketing

To unleash the potential of every team through innovative collaboration tools by creating compelling experiences that make Atlassian the undisputed choice.

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Align the strategy

Atlassian Marketing SWOT Analysis

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To unleash the potential of every team through innovative collaboration tools by creating compelling experiences that make Atlassian the undisputed choice.

Strengths

  • CLOUD: Strong cloud migration momentum with 60% revenue growth
  • BRAND: Exceptional brand recognition in dev and IT communities
  • ECOSYSTEM: Robust app marketplace with 5,000+ integrations
  • PRODUCT: Deeply integrated workflow solutions across portfolio
  • RETENTION: Industry-leading net revenue retention above 130%

Weaknesses

  • ENTERPRISE: Limited penetration in large enterprise accounts
  • GTM: Self-serve model struggles with complex enterprise sales
  • AWARENESS: Low brand recognition outside technical audiences
  • MESSAGING: Product-led narrative lacks business value clarity
  • ANALYTICS: Insufficient marketing attribution and ROI tracking

Opportunities

  • AI: Embed AI capabilities across product suite to drive upgrades
  • SEGMENTS: Expand messaging to target business leaders/CxOs
  • VERTICALS: Develop industry-specific solutions and marketing
  • PLATFORM: Position as complete work management ecosystem
  • PARTNERSHIPS: Leverage strategic alliances for market expansion

Threats

  • COMPETITION: Microsoft Teams/GitHub expanding into our space
  • FRAGMENTATION: Best-of-breed tools challenging suite approach
  • ECONOMY: IT budget constraints limiting expansion potential
  • COMPLEXITY: Cloud transition creating customer friction points
  • INNOVATION: AI disrupting traditional collaboration workflows

Key Priorities

  • CLOUD: Accelerate cloud migration with targeted campaigns
  • ENTERPRISE: Develop enterprise-focused value proposition
  • AI: Integrate AI capabilities across marketing touchpoints
  • SEGMENTS: Expand messaging beyond technical audiences
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Align the plan

Atlassian Marketing OKR Plan

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To unleash the potential of every team through innovative collaboration tools by creating compelling experiences that make Atlassian the undisputed choice.

CLOUD FIRST

Accelerate cloud migration across customer base

  • CAMPAIGNS: Launch 4 targeted cloud migration campaigns reaching 85% of server customers by end of Q2
  • CONTENT: Create 12 cloud migration success stories showcasing 150%+ ROI for different customer segments
  • EVENTS: Host 6 regional cloud migration workshops with 500+ attendees and 40% conversion rate
  • PIPELINE: Generate $75M in cloud migration pipeline opportunities with 35% close rate
ENTERPRISE GROWTH

Expand enterprise presence with business value focus

  • MESSAGING: Develop and launch business-value framework with 75% adoption across marketing materials
  • ENABLEMENT: Train 100% of enterprise marketing team on new value selling approach with 90% certification
  • EXECUTIVES: Secure 8 C-level customer advocates for enterprise testimonials and speaking engagements
  • PROGRAM: Launch enterprise customer marketing program with 45+ participants and 85% satisfaction score
AI LEADERSHIP

Position Atlassian as AI collaboration leader

  • AWARENESS: Launch Atlassian Intelligence campaign reaching 5M prospects with 25% engagement rate
  • ADOPTION: Drive 35% adoption of AI features among current customers through targeted enablement
  • CONTENT: Produce AI value showcase series generating 250K views and 15K marketing qualified leads
  • THOUGHT LEADERSHIP: Publish AI collaboration research with 20+ media placements and 35K downloads
AUDIENCE EXPANSION

Broaden appeal beyond technical audience

  • PERSONAS: Develop marketing strategy for 3 new business personas with full journey maps and content
  • VERTICALS: Launch marketing campaigns for 4 key industries with 30% higher engagement than baseline
  • PARTNERSHIPS: Establish 6 strategic co-marketing partnerships reaching 1M+ non-technical prospects
  • MEDIA: Secure 15+ business publication placements highlighting operational value beyond IT
METRICS
  • CLOUD ARR GROWTH: 35% YoY for FY2025
  • NET REVENUE RETENTION: 135% for cloud products
  • ENTERPRISE DEAL VOLUME: 400 deals >$100K ARR
VALUES
  • Open company, no bullshit
  • Build with heart and balance
  • Don't #@!% the customer
  • Play, as a team
  • Be the change you seek
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Align the learnings

Atlassian Marketing Retrospective

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To unleash the potential of every team through innovative collaboration tools by creating compelling experiences that make Atlassian the undisputed choice.

What Went Well

  • CLOUD: Cloud revenue exceeded expectations at $925M, up 28% YoY
  • MIGRATION: Server-to-cloud migration rate increased to 65% from 45%
  • EXPANSION: Net expansion rate remained strong at 133% across cloud
  • PRODUCT: Atlas added 650+ new features driving engagement metrics up
  • RETENTION: Customer churn decreased by 2.5 percentage points to 6.8%

Not So Well

  • ENTERPRISE: Large enterprise deals below forecast by 15% for quarter
  • VELOCITY: Sales cycle lengthened by 22% for deals over $250K ARR
  • COMPETITION: Lost 12% more competitive deals vs previous quarter
  • PRICING: Free-to-paid conversion rates declined 8% year-over-year
  • GROWTH: New logo acquisition missed targets by 18% in quarter

Learnings

  • MESSAGING: Technical focus isn't resonating with business buyers
  • SEGMENTS: Mid-market showing highest ROI for marketing investment
  • CHANNELS: Partner-sourced leads convert 35% better than direct
  • CONTENT: Case studies driving 3x engagement vs product content
  • JOURNEY: 68% of buyers researching us never engage with sales

Action Items

  • NARRATIVE: Develop business-value focused messaging framework
  • ENABLEMENT: Create enterprise sales toolkit with ROI calculators
  • CAMPAIGNS: Launch targeted mid-market expansion program by Q3
  • PARTNERS: Expand partner marketing program with co-selling motion
  • ANALYTICS: Implement enhanced funnel tracking with attribution
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Drive AI transformation

Atlassian Marketing AI Strategy SWOT Analysis

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To unleash the potential of every team through innovative collaboration tools by creating compelling experiences that make Atlassian the undisputed choice.

Strengths

  • DATA: Vast product usage data to train AI models effectively
  • ACQUISITION: Strategic AI acquisitions like Percept.AI
  • INNOVATION: Early AI integrations via Atlassian Intelligence
  • TALENT: Growing AI expertise through strategic hiring
  • VISION: Clear AI roadmap integrated into product strategy

Weaknesses

  • ADOPTION: Low customer awareness of AI capabilities
  • INTEGRATION: Incomplete AI integration across product line
  • MESSAGING: Unclear AI value narrative for different segments
  • SKILLS: Marketing team lacks AI expertise for campaigns
  • MEASUREMENT: No clear metrics for AI feature ROI

Opportunities

  • PERSONALIZATION: AI-driven personalized marketing at scale
  • AUTOMATION: Streamline campaign operations with AI tools
  • INSIGHTS: Leverage AI for deeper customer intent analysis
  • CONTENT: Generate customized content for different personas
  • PREDICTION: AI-powered lead scoring and conversion modeling

Threats

  • COMPETITORS: Microsoft leading in AI collaboration features
  • SPEED: Rapid AI innovation pace challenging to match
  • EXPECTATIONS: Rising customer expectations for AI features
  • EXPERTISE: War for AI talent limiting team capabilities
  • ETHICS: AI usage concerns affecting customer adoption

Key Priorities

  • AWARENESS: Launch dedicated AI value proposition campaign
  • ENABLEMENT: Upskill marketing team on AI capabilities
  • AUTOMATION: Implement AI tools in marketing operations
  • DIFFERENTIATION: Develop unique AI-driven customer narrative