SWOT Analysis Mobile Logo

Atlassian Sales

To accelerate revenue growth by delivering exceptional value through innovative collaboration products to become the preeminent platform powering 1 million teams globally

|

To accelerate revenue growth by delivering exceptional value through innovative collaboration products to become the preeminent platform powering 1 million teams globally

Strengths

  • PRODUCT: Strong product portfolio with flagship Jira and Confluence
  • CLOUD: Successful cloud migration, 95% of new customers on cloud
  • ECOSYSTEM: Thriving marketplace with 5,000+ integrations
  • BRAND: Strong brand recognition in dev/IT collaboration space
  • RETENTION: High customer retention rate exceeding 95% annually

Weaknesses

  • ENTERPRISE: Slow enterprise sales cycle vs competition
  • AWARENESS: Limited awareness outside core dev/IT segments
  • INTEGRATION: Product integration challenges across portfolio
  • PRICING: Complex pricing structure confusing for new customers
  • GTM: Insufficient enterprise-focused go-to-market resources

Opportunities

  • AI: Integration of AI across product suite for workflow automation
  • EXPANSION: Cross-sell opportunity into IT, HR and business teams
  • REMOTE: Accelerated remote work adoption driving collaboration
  • SECURITY: Growing demand for secure enterprise collaboration
  • PARTNERS: Expanded channel partner program for market reach

Threats

  • COMPETITION: Microsoft, Salesforce expanding in collaboration
  • MARKET: Economic uncertainty impacting IT spending budgets
  • CHURN: Cloud transition pricing issues risking customer churn
  • TALENT: Intensifying competition for product/engineering talent
  • PRICING: Pricing pressure from free/lower-cost alternatives

Key Priorities

  • CLOUD: Accelerate enterprise cloud migration with clearer value
  • AI: Integrate AI capabilities across product suite
  • GTM: Strengthen enterprise go-to-market and sales motions
  • EXPANSION: Expand beyond dev teams to broader business use cases
|

To accelerate revenue growth by delivering exceptional value through innovative collaboration products to become the preeminent platform powering 1 million teams globally

CLOUD DOMINATION

Make cloud migration irresistible for every customer

  • MIGRATION: Increase enterprise cloud migration rate to 75% with improved onboarding experience and enablement
  • INCENTIVES: Launch new cloud migration financial incentives program with 40% customer adoption rate
  • TRAINING: 100% of sales team certified on cloud migration value selling with 90% effectiveness score
  • VALUE: Create and deploy 5 industry-specific cloud ROI calculators driving 25% increase in enterprise deals
AI EXCELLENCE

Lead the market with AI-powered collaboration tools

  • WORKFLOW: Launch AI-powered workflow automation beta for top 50 customers with 80% adoption
  • PLATFORM: Release unified AI platform powering features across 100% of product portfolio
  • TALENT: Hire 25 AI specialists and train 100 engineers on advanced AI implementation
  • VALUE: Create AI value messaging framework with 30% increase in AI feature mentions in deals
SALES MASTERY

Transform go-to-market to dominate enterprise segment

  • STRUCTURE: Implement specialized enterprise sales team structure with 20 strategic account managers
  • PROCESS: Roll out solution selling methodology with 90% adoption and 25% higher win rates
  • ENABLEMENT: Launch advanced sales enablement program with 95% completion and certification
  • METRICS: Deploy new sales productivity dashboard tracking 15 key metrics with weekly reviews
BEYOND DEV

Expand collaboration footprint across all business teams

  • USE CASES: Develop and launch 10 non-technical team use cases with dedicated marketing campaigns
  • PARTNERS: Establish 5 strategic consulting partnerships focused on business team expansion
  • CHAMPIONS: Create business team champion program with 200 active participants driving adoption
  • CONTENT: Produce business-focused content strategy generating 50,000 qualified non-technical leads
METRICS
  • ARR: $3.5B, 35% YoY growth
  • CLOUD REVENUE: 75% of total revenue, 55% YoY growth
  • NET EXPANSION RATE: 125%
VALUES
  • Open company, no bullshit
  • Build with heart and balance
  • Don't #@!% the customer
  • Play, as a team
  • Be the change you seek
Align the learnings

Atlassian Sales Retrospective

|

To accelerate revenue growth by delivering exceptional value through innovative collaboration products to become the preeminent platform powering 1 million teams globally

What Went Well

  • CLOUD: Cloud migration exceeding targets with 60%+ customers migrated
  • REVENUE: Cloud revenue grew 50% YoY, driving overall 30% revenue growth
  • EXPANSION: Net expansion rate remained strong at 120% for seventh quarter
  • PRODUCTS: Point releases of Jira and Confluence received positive reviews
  • MARKETPLACE: Marketplace revenue up 35% contributing to overall growth

Not So Well

  • ENTERPRISE: Large enterprise deals closed below target, 15% miss
  • COSTS: Cloud infrastructure costs exceeded projections by 22%
  • CHURN: Slight increase in SMB customer churn during cloud transitions
  • MARKETING: New customer acquisition campaigns underperformed by 18%
  • PRODUCTIVITY: Sales productivity metrics declined 12% vs previous quarter

Learnings

  • VALUE: Enterprise customers need clearer cloud migration value messaging
  • TIMING: Long-term contracts slow cloud migration requiring new incentives
  • SEGMENTS: Product-led growth strongest in mid-market vs enterprise segment
  • ADOPTION: Feature adoption correlates directly with renewal likelihood
  • ONBOARDING: Initial 90-day experience critical to long-term customer value

Action Items

  • GTM: Restructure enterprise sales approach with solution-focused selling
  • TRAINING: Implement comprehensive cloud migration sales enablement
  • INCENTIVES: Create new financial incentives for cloud migration
  • MARKETING: Launch targeted campaign for enterprise collaboration needs
  • METRICS: Implement improved sales productivity tracking and coaching
|

To accelerate revenue growth by delivering exceptional value through innovative collaboration products to become the preeminent platform powering 1 million teams globally

Strengths

  • DATA: Vast user workflow data ideal for AI model training
  • INNOVATION: Early AI investments like Jira Predict and Team IQ
  • TALENT: Strong AI engineering talent from acquisitions
  • PLATFORM: Open platform architecture enabling AI integration
  • BUDGET: Strong financial position to invest in AI capabilities

Weaknesses

  • COHESION: Fragmented AI approach across product portfolio
  • TALENT: Insufficient specialized AI product management talent
  • GTM: Unclear AI value messaging in sales and marketing
  • SPEED: Slower AI feature release cadence vs competitors
  • INTEGRATION: Limited native AI across full product suite

Opportunities

  • WORKFLOW: AI-powered workflow automation and predictive insights
  • INTEGRATION: AI-driven integration between products and tools
  • ANALYTICS: Enhanced business intelligence through AI analytics
  • EXPERIENCE: Improved user experience through personalization
  • EFFICIENCY: Internal efficiency gains through AI adoption

Threats

  • COMPETITION: Microsoft's Copilot and Salesforce Einstein advances
  • COMMODITIZATION: AI features becoming standard expectations
  • TALENT: Intense competition for specialized AI talent
  • REGULATION: Evolving AI regulations impacting development
  • EXPECTATIONS: Rising customer expectations for AI capabilities

Key Priorities

  • WORKFLOW: Develop unified AI-powered workflow automation
  • INTEGRATION: Enhance cross-product integration through AI
  • TALENT: Significantly expand AI product and engineering team
  • GTM: Create clear AI value proposition for sales and marketing