Seven years. 300+ partners. Zero salespeople.

Atlassian grew without a traditional sales force, which made its partners, the Atlassian Experts, one of its most important routes to market. They needed a way to market Atlassian well, at scale.

I launched Atlassian’s first global partner marketing program: the MDF program, Campaign-in-a-Box nurture campaigns, event kits partners could run themselves, and the training that put it to work. I also helped select the platform that delivered it all to 300+ partners. Later came intent-based ABM that routed in-market buyers to partners, and Atlassian’s webinar program across its business units, including a Trello webinar with more than 14,000 registrants.

The partner specialist I placed was later hired by Atlassian to keep running the program, and Atlassian brought me back to train its own team on the strategy.