Case Study 1
Co-marketing, Lead Nurturing & Expanding Partner Network
Client
- Atlassian is a global software company specializing in collaboration and productivity tools.
- More than 300,000 customers worldwide and operations spanning 14 countries.
Challenges
- Co-marketing campaigns were slowed down due to operational bottlenecks.
- Lead nurturing and lead tracking for channel partners were inconsistent and hard to scale.
- Expanding the partner network and strengthening strategic alliances required more hands-on support than the internal team could handle.
Solution
Marketing Concierge™ provided a dedicated team of consultants to work alongside Atlassian’s existing team. Our partner marketing specialists operated in-region and in-language, embedding directly into day-to-day partner interactions rather than sitting on the sidelines as traditional agency support.
ABOUT THE CLIENT
Challenges
Atlassian’s partner ecosystem and its co-marketing playbook were both fundamentally sound. However, what limited results was digital execution capability at the partner level as many partners simply didn’t have the internal resources to turn strategy into a running campaign.
This showed up most clearly among smaller partners, who leaned heavily on pre-built, customizable campaign assets rather than building anything from the ground up. Across Atlassian’s ecosystem, partners needed direct support with:
- Structuring the partner relationship itself
- Designing and governing co-marketing programs
- Translating global strategy into efficient local execution
- Securing and applying co-op funding
- Running cross-channel campaigns collaboratively
Marketing Concierge™ helped Atlassian close the execution gap by combining hands-on consulting, platform training sessions, and campaign support into one ongoing engagement rather than a one-time service.
WHAT WE IMPLEMENTED
Solutions
1. Partner Onboarding & Enablement
Our consultants assessed each partner’s marketing maturity individually and built an enablement plan around their specific gaps, covering go-to-market structure, campaign cadence, and resourcing needs.
We gave partners direct consulting on how to structure their co-marketing relationship and align local execution with Atlassian’s broader sales and marketing goals. Regular check-ins and activation follow-up kept plans moving instead of stalling after the initial rollout.
2. Platform Walkthroughs & Live Demonstrations
Marketing Concierge™ guided partners through live, hands-on sessions on the existing PRM platform, covering deal registration, fund requests, and shared pipeline visibility.
Separate demonstrations walked partners through the TCMA system, launching co-branded campaigns, accessing ready-made assets, and reading campaign performance data. Our consultants ran these sessions on a recurring basis and in multiple languages, so partners onboarding later still had access to current training rather than a single early session.
3. Co-Marketing Strategy & Consulting
Marketing Concierge™ shaped and refined campaign concepts with partners, providing direct input on design and governance to keep every regional campaign aligned with brand and compliance standards.
Our consultants built marketing plans collaboratively with each partner, accounting for local market realities, available funding, and specific lead-generation targets. Ongoing consulting on lead generation and nurturing helped partners turn campaign activity into revenue they could actually track and attribute.
WHAT WE ACHIEVED
Results
Overall, Atlassian reported 10x return on investment with $100K deployed into the program generating +$1M in tracked revenue.
At the same time, our consultants helped internal teams achieve higher partner engagement and campaign adoption and maintain effective co-marketing execution across multiple local markets in North America, APAC, EMEA, and Asia.me service.
Our Client Says It Better
“Working with Marketing Concierge™, we have achieved great results over the last year and a half. In that time, their global team of consultants has run hundreds of marketing activities with dozens of partners and achieved nearly $3M in closed deals from the leads generated.
We have surveyed the Partners they work with and found that the majority are very pleased with the services and expertise their individual consultants offer.”
— Senior Channel Marketing Manager, Atlassian
Got a partner program you want to scale without overwhelming your internal team or adding costly headcount?
Marketing Concierge™ covers your channel marketing and sales enablement needs, so your team can focus on strategy while execution keeps moving.