Atlassian fmr Head of Growth on Growth Products (Part 2)

When I started at Atlassian, my number one question was “how are we going to grow?” The CEO drilled us on the “land and expand” model for growth products. In other words, you need to land within a business team in an organization that requires a specific service. For example, a marketing team needs a source code tracking solution and you focus on driving success with that team.

If you can make one team successful, then this will enable you to expand into other segments of an organization. Because we’re in the business of collaboration software, it’s easy for other teams to find out about the success of your first team. For example, starting out with software development for engineering can quickly be adopted by the product team. Furthermore, this can integrate further into the marketing team and other functions.

This is very easy to say – but it’s quite hard to execute. For example, your revenue is going to equal your customer base times the value of your customer’s footprint. Trying to acquire a large number of users through marketing or to deploy a sales force to increase your footprint is very expensive. Usually, you have to pick one or the other.

When Atlassian first started, the founders created an amazing piece of software (JIRA). The problem is that they didn’t have the resources for a sales team. As a result, they priced JIRA as cheap as possible to effectively make the product “sell itself.” In order to be profitable, they recognized that they needed a global customer base to increase volume.

In other words, customers need to take the product from you rather than have you give it to them. This is very difficult to achieve, but when you do, this is how growth products are able to land and expand most effectively.


Looking for Part 1? Click here to view.

Looking for Part 3? Click here to view.

About the speaker
Shaun Clowes MuleSoft, SVP Product Member

Shaun Clowes is the Chief Product Officer at Metromile, a $200 post Series-D startup that is transforming the car insurance market through user-centered design and data science. Prior to Metromile, Shaun spent 6 years at Atlassian, initially leading product for JIRA Agile (now Jira Software). In addition, Shaun built the growth team to include designers, developers, data scientists and product managers. Shaun's team was one of the first to scale Growth techniques to the B2B and Enterprise software space, bringing a data-driven and rapid iteration approach to optimizing acquisition and retention of users.

Provide your rating for this post
If you liked this post, please use the buttons to the left to share it with a friend or post it on social media. Thank you!

Leave a Reply

Read more

Growing Pains: The Challenges of Scaling a Business

Diane Pierson discusses why startups have issues scaling and why she thinks this has confused both established businesses and startups.

Word of Mouth for Growth Products

Word of mouth drives adoption for growth products with authenticity and acquires new users with minimal cost to sustain success.

Expanding The Footprint of Virtual Products

Adam Sheppard is a leading expert in virtual technology – leading one of the most successful VR/AR agencies with cutting-edge products across industries. Daily use for virtual products continues to increase in our personal and professional lives. As Adam outlines, near-term enhancements to VR/AR capabilities will provide enriched content on several platforms – and “sci-fi” innovations are not too far behind.

/ Register for Free

Don’t be left behind in your career. Join a growing community of over 500K Product professionals committed to building great products. Register for FREE today and get access to :

  • All eBooks
  • All Infographics
  • Product Award resources
  • Search for other members

Coming soon for members only: personalized content, engagement, and networking.