AMA: Atlassian Head of Product Marketing, Ben Rawnsley-Johnson on Building a Product Marketing Team

May 14 @ 10:00AM PST

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Atlassian Head of Product Marketing, Ben Rawnsley-Johnson on Building a Product Marketing Team

Top Questions

How can you measure the value of what a product marketer does? How can you make executives perceive this value?

Ben Rawnsley-Johnson

Atlassian Head of Product Marketing • May 14

PMM don't own outcomes the way some other teams like sales (meetings, deals) and engineering (shipped code) - but we do own the pursuit of the metrics that matter, and the alignment of teams that contribute to metrics that span teams - CAC, CLTV etc. Any marketer knows that our value is reflecte......Read More

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How do you get buy-in from multiple teams on a longterm strategic initiative when they are bogged down with daily fires. And how do you sustain their interest and commitment?

Ben Rawnsley-Johnson

Atlassian Head of Product Marketing • May 14

This one changes a lot depending on the stage of growth the company is in. In terms of the where the biggest leverage comes from, at earlier stages, these lines will blur, and supporting player/coach contributors tends to drive scalable outcomes. At scale, having clear hand-offs and defined roles......Read More

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How have you scaled and organized your product marketing team? ( by function, product line etc.) What works and what downsides have you experienced?

Ben Rawnsley-Johnson

Atlassian Head of Product Marketing • May 14

In earlier stage companies, small teams of generalists tend to drive great results with their expansive understanding that comes from being in the weeds of product alignment, customer insight, research, and campaign execution and sales enablement. As the company grows, and progresses into multi-p......Read More

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