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  • The brief
  • Start here
  • Idea portfolio
  • Effort vs impact
  • This week · 6
  • This quarter · 9
  • Big bets · 3
  • Wildcards · 3
  • How we can help
Generated Oct 23, 2026
  1. Programmable
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growth playbook · Oct 23, 2026

appfire.com (opens in a new tab)

Appfire growth playbook

Diagnosis

Appfire has one of the largest app portfolios in the Atlassian ecosystem and is hiring senior product marketers in five countries, an Americas field marketer, a launch manager, a partnerships principal, a VP for platform and innovation and a Salesforce developer: the hiring of a company moving from single apps to portfolio selling, editions and launches.

The gaps are in how the portfolio is explained: BigGantt's listing promises resource features buyers do not find, three workflow apps and two dashboard apps compete with each other, BigPicture trials struggle with setup, and Atlassian's own Focus now sits in the SPM category BigPicture Advanced enters.

This playbook fixes the listings and choosers first, then builds cross-sell, launches, trial scoring and nurture, and solution pages, with shared AI, portfolio agreements and new platforms as big bets.

Growth Score

7/10

Biggest Opportunity

Sell the portfolio, not the app: clear upgrade paths (BigGantt to BigPicture, JMWE to Advanced), choosers for overlapping apps and cross-sell to 25,000 customers.

Biggest Risk

Dependence on the Atlassian platform and Marketplace, with Atlassian's own Focus and Tempo competing in portfolio management, while low ratings on some flagship listings slow trials.

01

Start here

The three moves to make first. Each one is written up in full below.

  1. 1

    Make BigGantt the clear on-ramp to BigPicture: say exactly what each includes before the trial

    List every BigGantt listing line that names a feature only BigPicture has.

    High impact First result in 1 month
  2. 2

    "Which Appfire app do I need?" pages for the overlapping families: workflow automation and dashboards

    Write the workflow chooser table with the JMWE, JSU and Power Scripts product managers.

    High impact First result in 1 month
  3. 3

    A BigPicture first-week setup path, because reviewers say configuration is the hard part

    Pick the five setup steps where support tickets cluster.

    High impact First result in 1 quarter

02

Your idea portfolio

21 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

  • 6 ideas are marked Unexpected: plays you are unlikely to have tried.

Every idea placed by the effort it takes against the impact it could have. Quick wins sit top left; select a number to open that idea. The filters below narrow the list by status, timing, category and what Programmable can build.

Effort vs impactEach number is an idea. Select one to open it.
Impact →
Quick wins · 4Big bets · 9Fill-ins · 5Reconsider · 3
Effort →

Showing 21 of 21 ideas

This week 6

Quick wins with a clear first action.

  • 01

    BigGantt has 5,529 installs but a 3.5/5 rating, the lowest of Appfire's big listings. Its page says "Allocate resources" and "Monitor resources in the Gantt view", and the newest review is a one-star from a buyer who expected the Resource module and found only the overview and Gantt modules. BigPicture, which does include resource management and now has an Advanced edition with OKRs, budgets and RICE/WSJF ranking, sits at 3.9/5. Appfire is hiring senior product marketers to position "a complex, multi-product portfolio with overlapping personas" and to drive cross-sell to "existing Appfire customers and app users".

    High impactLow effort First result in 1 month Senior Product Marketing Mana…

    First action

    List every BigGantt listing line that names a feature only BigPicture has.

    How to measure it

    BigGantt to BigPicture trial starts

    Now
    –
    Target
    +50%
    By
    90 days

    Steps

    1. 1

      Audit the listing

      Each claim checked against the product.

      Senior Product Marketing Manager 1 day

    2. 2

      Rewrite

      BigGantt overview and highlights.

      Senior Product Marketing Manager 2 days

    3. 3

      Build the table

      BigGantt vs Standard vs Advanced on both listings.

      Senior Product Marketing Manager 2 days

    4. 4

      In-app prompt

      Upgrade hint where users look for resources.

      BigPicture Product Manager 2 weeks

    5. 5

      Answer reviews

      Clarified scope and an upgrade trial.

      Customer Success Manager 1 day

    6. 6

      Track

      Trials from BigGantt users and new review scores.

      Demand Generation Manager monthly

    First result
    1 month
    Cost
    Staff time only
    Owner
    Senior Product Marketing Manager

    Smallest test

    Fix the two resource lines on the BigGantt listing this week.

    Why it works

    Rewrite the BigGantt listing so every capability matches the product, and add a three-column table to both listings: BigGantt, BigPicture Standard, BigPicture Advanced, with resources, portfolios, goals, budgets and prioritization in rows. Add an in-app "Need resource planning? Try BigPicture" prompt where BigGantt users look for it, and answer the recent reviews with the clarified scope and an upgrade trial.

    Clear scope stops low ratings at the source, because buyers no longer feel misled, and it turns BigGantt's installs into a qualified upgrade pipeline for BigPicture and the new Advanced edition.

    Ready to use

    CopyBigGantt vs BigPicture

    Capability | BigGantt | BigPicture Standard | BigPicture Advanced
Gantt timeline | yes | yes | yes
Resource and capacity management | (state exactly) | yes | yes
Portfolio and program overview | (state exactly) | yes | yes
Risk management | no | yes | yes
Strategic goals and OKRs | no | no | yes
Budgets and spend | no | no | yes
RICE / WSJF ranking | no | no | yes
Executive portfolio reporting | no | no | yes

    Risks and how to handle them

    • Upgrade prompts annoy users

      Show it once, only where a BigPicture feature is searched.

    • Lower BigGantt sales

      Price the upgrade path so customers move up, not out.

    Evidence

    • Atlassian MarketplaceBigGantt listing: 3.5/5 from 273 reviews, 5,529 installs; it says "Allocate resources" and "Monitor resources in the Gantt view". The newest review (August 6, 2026, one star): "they advertise it as if it contains the Resource module but it is not true, it only offers the overview module and the gantt module." Another (October 2025) stopped using it because the minimum task duration is one day.Source
    • Atlassian MarketplaceBigPicture listing: 3.9/5 from 504 reviews, 10,431 installs; Standard and Advanced editions, and "you can start a free trial of either edition, and change your edition anytime". Reviews: "not a straightforward configuration, takes lots of time. The help materials are not helpful or clear" (July 2025); "BigPicture is a beast. It's complex ... but once you get things configured it is absolutely excellent" (February 2026); many praise the support team.Source
    • News coverageBigPicture Advanced (August 2026) adds strategic goals and OKRs linked to Jira work, budget and spend oversight, initiative ranking with RICE and WSJF, and executive portfolio reporting; customers can upgrade from Standard to Advanced. Appfire serves "more than 25,000 companies", including "more than 55% of the Fortune 500".Source
    • HiringSenior Product Marketing Manager, open in the US, UK, Canada, Poland and Bulgaria (posted September 23 to October 2, 2026): owns "positioning, messaging, go-to-market strategy, product launches, sales enablement, and full-funnel content"; must "Navigate a complex, multi-product portfolio with overlapping personas, use cases, and customer needs", "move beyond product-by-product marketing by connecting related products", build "comparison content" and "nurture programs", and run programs for "existing Appfire customers and app users, including cross-sell, upsell, adoption, and expansion", measured on "trial activity, product adoption, conversion, cross-sell, and revenue".Source
    • Atlassian MarketplaceAppfire's Marketplace vendor page (checked October 22, 2026) runs to ten pages of apps. Top listings: JMWE 4.8/5 (536 reviews, 16.4k installs); JSU Automation Suite 4.6/5 (298, 12.1k); Power Scripts 4.8/5 (303, 1.8k), three workflow automation apps; Rich Filters for Jira Dashboards 4.8/5 (185, 9.6k) and Dashboard Hub Pro 4.6/5 (82, 3.1k), two dashboard apps; BigPicture 3.9/5 (504, 10.4k); BigGantt 3.5/5 (273, 5.5k); Comala Document Management 4.7/5 (176, 6k); JXL 5/5 (148, 4.7k); Time to SLA 4.8/5 (242, 3.4k).Source
  • 02

    Appfire sells three workflow automation apps (JMWE with 16.4k installs, JSU with 12.1k, Power Scripts with 1.8k) and two dashboard apps (Rich Filters, Dashboard Hub Pro). The PMM role names exactly this problem: overlapping personas and use cases across the portfolio.

    High impactLow effort First result in 1 month Senior Product Marketing Mana…

    First action

    Write the workflow chooser table with the JMWE, JSU and Power Scripts product managers.

    How to measure it

    Chooser-to-trial conversion

    Now
    –
    Target
    25%
    By
    90 days

    Steps

    1. 1

      Agree positioning

      One line per app.

      Senior Product Marketing Manager 1 week

    2. 2

      Write tables

      Workflow and dashboards.

      Senior Product Marketing Manager 3 days

    3. 3

      Build quiz

      Three questions.

      Digital Marketing Manager 1 week

    4. 4

      Link listings

      From each Marketplace page.

      Senior Product Marketing Manager 1 day

    5. 5

      Brief partners

      Same chooser.

      Senior Field Marketing Manager 1 day

    6. 6

      Measure

      Trials and refunds per app.

      Demand Generation Manager monthly

    First result
    1 month
    Cost
    Staff time only
    Owner
    Senior Product Marketing Manager

    Smallest test

    Publish the workflow table as a single page.

    Why it works

    Publish a chooser page per family on appfire.com and link it from each Marketplace listing: a short quiz (no-code or scripting, Cloud or Data Center, team size), a comparison table, and a recommendation with a trial link. Train support and partners to use the same chooser.

    Buyers who understand the difference pick faster and pick right, and Appfire stops competing with itself in Marketplace search.

    Risks and how to handle them

    • Product teams disagree

      Decide positioning at portfolio level with the CMO.

    Evidence

    • Atlassian MarketplaceAppfire's Marketplace vendor page (checked October 22, 2026) runs to ten pages of apps. Top listings: JMWE 4.8/5 (536 reviews, 16.4k installs); JSU Automation Suite 4.6/5 (298, 12.1k); Power Scripts 4.8/5 (303, 1.8k), three workflow automation apps; Rich Filters for Jira Dashboards 4.8/5 (185, 9.6k) and Dashboard Hub Pro 4.6/5 (82, 3.1k), two dashboard apps; BigPicture 3.9/5 (504, 10.4k); BigGantt 3.5/5 (273, 5.5k); Comala Document Management 4.7/5 (176, 6k); JXL 5/5 (148, 4.7k); Time to SLA 4.8/5 (242, 3.4k).Source
    • HiringSenior Product Marketing Manager, open in the US, UK, Canada, Poland and Bulgaria (posted September 23 to October 2, 2026): owns "positioning, messaging, go-to-market strategy, product launches, sales enablement, and full-funnel content"; must "Navigate a complex, multi-product portfolio with overlapping personas, use cases, and customer needs", "move beyond product-by-product marketing by connecting related products", build "comparison content" and "nurture programs", and run programs for "existing Appfire customers and app users, including cross-sell, upsell, adoption, and expansion", measured on "trial activity, product adoption, conversion, cross-sell, and revenue".Source
    • Your websiteappfire.com: "Try for free" buttons send visitors to Marketplace listings (Time to SLA, Dashboard Hub Pro, JMWE, JXL); a customer-stories library (for example "How Cisco made Jira dashboards work for every stakeholder"); about 82 customer logos; a newsroom with a fifth Inc. Power Partner award, a fourth Inc. 5000 listing and a Deloitte Fast 500 listing.Source
  • 03

    BigPicture reviews repeat one theme: it is powerful "once you get things configured", but configuration "takes lots of time" and help materials are "not helpful or clear". Reviewers praise support, which means many trials only succeed with a person.

    High impactLow effort First result in 1 quarter Customer Success Manager

    First action

    Pick the five setup steps where support tickets cluster.

    How to measure it

    Trial-to-paid conversion

    Now
    –
    Target
    +20%
    By
    2 quarters

    Steps

    1. 1

      Find the steps

      Support ticket themes.

      Customer Success Manager 1 week

    2. 2

      Build templates

      Three starting setups.

      BigPicture Product Manager 1 month

    3. 3

      Record videos

      One per step.

      Senior Product Marketing Manager 2 weeks

    4. 4

      Offer setup call

      Day two of trial.

      Customer Success Manager 1 week

    5. 5

      Nurture emails

      Tied to the checklist.

      Demand Generation Manager 2 weeks

    6. 6

      Measure

      Completion and conversion.

      Demand Generation Manager monthly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Customer Success Manager

    Smallest test

    Offer a setup call to the next 50 BigPicture trials.

    Why it works

    Build a guided first week inside the trial: three setup templates (PMO portfolio, SAFe program, resource planning), a checklist, short videos per step, and a booked 30-minute setup call offered on day two. Review which steps trial users abandon.

    A faster first win raises trial conversion and ratings, and it scales what support does today one ticket at a time.

    Risks and how to handle them

    • Call capacity

      Offer calls to larger instances first.

    Evidence

    • Atlassian MarketplaceBigPicture listing: 3.9/5 from 504 reviews, 10,431 installs; Standard and Advanced editions, and "you can start a free trial of either edition, and change your edition anytime". Reviews: "not a straightforward configuration, takes lots of time. The help materials are not helpful or clear" (July 2025); "BigPicture is a beast. It's complex ... but once you get things configured it is absolutely excellent" (February 2026); many praise the support team.Source
    • News coverageBigPicture Advanced (August 2026) adds strategic goals and OKRs linked to Jira work, budget and spend oversight, initiative ranking with RICE and WSJF, and executive portfolio reporting; customers can upgrade from Standard to Advanced. Appfire serves "more than 25,000 companies", including "more than 55% of the Fortune 500".Source
    • HiringSenior Product Marketing Manager, open in the US, UK, Canada, Poland and Bulgaria (posted September 23 to October 2, 2026): owns "positioning, messaging, go-to-market strategy, product launches, sales enablement, and full-funnel content"; must "Navigate a complex, multi-product portfolio with overlapping personas, use cases, and customer needs", "move beyond product-by-product marketing by connecting related products", build "comparison content" and "nurture programs", and run programs for "existing Appfire customers and app users, including cross-sell, upsell, adoption, and expansion", measured on "trial activity, product adoption, conversion, cross-sell, and revenue".Source
  • 04

    Real visitors get a fast site (Core Web Vitals pass, LCP 1.9 s). But on October 22 appfire.com answered a standard HTTP client with a security checkpoint page and status 429 for the homepage, sitemap and robots.txt, on checks about 25 minutes apart. If the same rule catches crawlers, product pages, the blog and customer stories drop out of search and AI answers.

    High impactLow effort First result in 1 week Digital Marketing Manager

    First action

    Check Search Console crawl stats and errors for the last 30 days.

    How to measure it

    Crawl errors on marketing pages

    Now
    –
    Target
    0
    By
    30 days

    Steps

    1. 1

      Check crawl stats

      Search Console and Bing.

      Digital Marketing Manager 1 hour

    2. 2

      Review rules

      Challenge triggers.

      Digital Marketing Manager 1 day

    3. 3

      Allow verified bots

      Search and AI crawlers.

      Digital Marketing Manager 1 hour

    4. 4

      Test

      Fetch key pages from outside.

      Digital Marketing Manager 1 hour

    5. 5

      Monitor

      Weekly crawl report.

      Digital Marketing Manager weekly

    6. 6

      Check assistants

      Do they quote appfire.com?

      Senior Product Marketing Manager monthly

    First result
    1 week
    Cost
    $0
    Owner
    Digital Marketing Manager

    Smallest test

    Fetch the sitemap from an outside tool today.

    Why it works

    Review the firewall rules: allow verified search and AI crawlers and a reasonable rate for plain HTTP clients on public marketing pages, keep the challenge for abusive traffic, and confirm in Search Console and with each assistant that pages are fetched and indexed.

    The PMMs' comparison content and launches only pay off if crawlers can read them.

    Risks and how to handle them

    • More scraping

      Rate-limit rather than block, and keep challenges on forms.

    Evidence

    • Site checkOn October 22, 2026, appfire.com answered a standard HTTP client with a "Vercel Security Checkpoint" page and status 429 for the homepage, /sitemap.xml, /robots.txt and /newsroom, on checks about 25 minutes apart.Source
    • Chrome UX ReportReal Chrome visitors to appfire.com pass Core Web Vitals: LCP 1.9 s, INP 88 ms and CLS 0.02 at the 75th percentile, with LCP 28% faster than before.Source
    • HiringSenior Product Marketing Manager, open in the US, UK, Canada, Poland and Bulgaria (posted September 23 to October 2, 2026): owns "positioning, messaging, go-to-market strategy, product launches, sales enablement, and full-funnel content"; must "Navigate a complex, multi-product portfolio with overlapping personas, use cases, and customer needs", "move beyond product-by-product marketing by connecting related products", build "comparison content" and "nurture programs", and run programs for "existing Appfire customers and app users, including cross-sell, upsell, adoption, and expansion", measured on "trial activity, product adoption, conversion, cross-sell, and revenue".Source
  • 05

    Atlassian now sells Focus for strategic portfolio management ("Plan, prioritize, and fund strategic initiatives"), and Tempo and Planview position as SPM too, just as BigPicture Advanced enters the category. Appfire's new partnerships principal is asked to track partner roadmaps for "opportunities and risks". Buyers will ask how these fit together.

    High impactMedium effort First result in 1 month Principal

    First action

    List the questions sales hears about Atlassian Focus and Tempo.

    How to measure it

    Comparison-page trials

    Now
    –
    Target
    40 a month
    By
    2 quarters

    Steps

    1. 1

      Gather questions

      From sales and partners.

      Senior Product Marketing Manager 1 week

    2. 2

      Check facts

      Each product's current scope.

      Senior Product Marketing Manager 1 week

    3. 3

      Draft the page

      Fit, not attack.

      Senior Product Marketing Manager 1 week

    4. 4

      Partner review

      With Atlassian contacts.

      Principal, Strategic Partnerships - Atlassian Ecosystem 2 weeks

    5. 5

      Publish

      With a trial link.

      Digital Marketing Manager 1 day

    6. 6

      Enable sales

      Talk track.

      Senior Product Marketing Manager 1 week

    First result
    1 month
    Cost
    Staff time only
    Owner
    Principal, Strategic Partnerships Atlassian Ecosystem

    Smallest test

    Write the one-paragraph answer for sales this week.

    Why it works

    Publish a fair, partner-friendly page: when BigPicture Advanced is the right tool (Jira-native delivery data, resources, WSJF, Data Center), how it works with Atlassian's strategy products, and how it compares with Tempo and Planview. Review it with Atlassian through the partnership team.

    A clear answer turns a possible objection into a reason to choose BigPicture, and keeps the Atlassian relationship collaborative.

    Risks and how to handle them

    • Partner friction

      Agree the wording with Atlassian before publishing.

    Evidence

    • Competitor researchRivals' own pages: Atlassian Focus, "Plan, prioritize, and fund strategic initiatives ... Part of Strategy Collection"; Tempo, "strategic portfolio management software that keeps strategy and work connected across Jira, Azure DevOps, Linear"; Planview, "Strategic Portfolio Management & Software Delivery Solutions"; Adaptavist sells Jira scripting and automation.Source
    • News coverageBigPicture Advanced (August 2026) adds strategic goals and OKRs linked to Jira work, budget and spend oversight, initiative ranking with RICE and WSJF, and executive portfolio reporting; customers can upgrade from Standard to Advanced. Appfire serves "more than 25,000 companies", including "more than 55% of the Fortune 500".Source
    • HiringPrincipal, Strategic Partnerships - Atlassian Ecosystem (US, posted September 14; Canada, posted October 20, 2026): will "Monitor partner platform developments, product roadmaps, marketplace programs, policies, and business models to identify opportunities and risks for Appfire".Source
    • HiringSenior Product Marketing Manager, open in the US, UK, Canada, Poland and Bulgaria (posted September 23 to October 2, 2026): owns "positioning, messaging, go-to-market strategy, product launches, sales enablement, and full-funnel content"; must "Navigate a complex, multi-product portfolio with overlapping personas, use cases, and customer needs", "move beyond product-by-product marketing by connecting related products", build "comparison content" and "nurture programs", and run programs for "existing Appfire customers and app users, including cross-sell, upsell, adoption, and expansion", measured on "trial activity, product adoption, conversion, cross-sell, and revenue".Source
  • 06

    Appfire made LiveRisk and QueueZero generally available and opened JMWE Advanced early access in the same week, after BigPicture Advanced in August. The new launch manager will run "multiple concurrent launches" by tier.

    Medium impactLow effort First result in 1 month Product Launch Manager Strate…

    First action

    Pull the first two weeks of numbers for LiveRisk and QueueZero.

    How to measure it

    Launches reviewed with the scorecard

    Now
    –
    Target
    100%
    By
    2 quarters

    Steps

    1. 1

      Define metrics

      Per launch tier.

      Product Launch Manager - Strategic Programs 1 week

    2. 2

      Build report

      Marketplace and Salesforce data.

      Salesforce Developer 2 weeks

    3. 3

      Baseline

      BigPicture Advanced.

      Product Launch Manager - Strategic Programs 1 week

    4. 4

      Run reviews

      30 and 90 days.

      Product Launch Manager - Strategic Programs per launch

    5. 5

      Share

      With product leadership.

      Product Launch Manager - Strategic Programs monthly

    6. 6

      Improve framework

      From results.

      Product Launch Manager - Strategic Programs quarterly

    First result
    1 month
    Cost
    Staff time only
    Owner
    Product Launch Manager Strategic Programs

    Smallest test

    Report the first 30 days for LiveRisk.

    Why it works

    Agree a scorecard used for every launch: listing views, trials, paid conversions, reviews, EAP sign-ups and pipeline at 30 and 90 days, reported in the post-launch review. Start with the three October launches.

    Comparable numbers show which launch tiers and channels work, and focus effort on the launches that earn it.

    Risks and how to handle them

    • Marketplace data gaps

      Combine with in-app and Salesforce data.

    Evidence

    • News coverageWeek of October 9, 2026: Appfire announced general availability of Appfire LiveRisk and Appfire QueueZero and an Early Access Program for JMWE Advanced.Source
    • HiringProduct Launch Manager - Strategic Programs (Spain, Bulgaria, Poland, posted September 25, 2026): orchestrates launches "from launch intake through General Availability (GA) and post-launch review" under "Appfire's Launch Execution Framework", adapting to "the tier, complexity, and business impact of each launch", across "multiple concurrent launches".Source
    • News coverageBigPicture Advanced (August 2026) adds strategic goals and OKRs linked to Jira work, budget and spend oversight, initiative ranking with RICE and WSJF, and executive portfolio reporting; customers can upgrade from Standard to Advanced. Appfire serves "more than 25,000 companies", including "more than 55% of the Fortune 500".Source

This quarter 9

The core plays for the next three months.

  • 07

    Appfire serves more than 25,000 companies, and the PMM role is measured on cross-sell and expansion with "existing Appfire customers and app users". Customers with JMWE, Rich Filters or BigPicture are the most likely buyers of a second Appfire app.

    High impactMedium effort First result in 1 quarter Senior Product Marketing Mana…

    First action

    Pull the top ten app pairs from licensing data.

    How to measure it

    Multi-app customers

    Now
    –
    Target
    +10%
    By
    3 quarters

    Steps

    1. 1

      Pair analysis

      Licensing data.

      Data Insights Analyst 2 weeks

    2. 2

      Pick plays

      Five pairs.

      Senior Product Marketing Manager 1 week

    3. 3

      Write messages

      In-app and email.

      Senior Product Marketing Manager 2 weeks

    4. 4

      Brief partners

      Same plays.

      Senior Field Marketing Manager 1 week

    5. 5

      Launch

      Single-app customers.

      Demand Generation Manager 1 month

    6. 6

      Measure

      Attach rate.

      Data Insights Analyst monthly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Senior Product Marketing Manager

    Smallest test

    Email one pair play to 500 customers.

    Why it works

    Find the most common app pairs among paying customers, then send each single-app customer one relevant suggestion (in-app notice, email and partner brief), for example Rich Filters to JMWE customers building dashboards. Measure attach rate.

    Second-app sales cost a fraction of new logos and make customers stickier.

    Risks and how to handle them

    • Too many messages

      One suggestion per customer per quarter.

    Evidence

    • News coverageBigPicture Advanced (August 2026) adds strategic goals and OKRs linked to Jira work, budget and spend oversight, initiative ranking with RICE and WSJF, and executive portfolio reporting; customers can upgrade from Standard to Advanced. Appfire serves "more than 25,000 companies", including "more than 55% of the Fortune 500".Source
    • HiringSenior Product Marketing Manager, open in the US, UK, Canada, Poland and Bulgaria (posted September 23 to October 2, 2026): owns "positioning, messaging, go-to-market strategy, product launches, sales enablement, and full-funnel content"; must "Navigate a complex, multi-product portfolio with overlapping personas, use cases, and customer needs", "move beyond product-by-product marketing by connecting related products", build "comparison content" and "nurture programs", and run programs for "existing Appfire customers and app users, including cross-sell, upsell, adoption, and expansion", measured on "trial activity, product adoption, conversion, cross-sell, and revenue".Source
    • Atlassian MarketplaceAppfire's Marketplace vendor page (checked October 22, 2026) runs to ten pages of apps. Top listings: JMWE 4.8/5 (536 reviews, 16.4k installs); JSU Automation Suite 4.6/5 (298, 12.1k); Power Scripts 4.8/5 (303, 1.8k), three workflow automation apps; Rich Filters for Jira Dashboards 4.8/5 (185, 9.6k) and Dashboard Hub Pro 4.6/5 (82, 3.1k), two dashboard apps; BigPicture 3.9/5 (504, 10.4k); BigGantt 3.5/5 (273, 5.5k); Comala Document Management 4.7/5 (176, 6k); JXL 5/5 (148, 4.7k); Time to SLA 4.8/5 (242, 3.4k).Source
  • 08

    The new Americas field marketer will run partner events, roadshows, joint webinars and ACE community events. BigPicture Advanced targets large organisations' PMOs and portfolio leaders, who meet in person.

    High impactMedium effort First result in 1 quarter Senior Field Marketing Manager

    First action

    Pick two partners and two cities.

    How to measure it

    Roadshow-sourced pipeline

    Now
    –
    Target
    $2M
    By
    2 quarters

    Steps

    1. 1

      Pick partners

      Two to start.

      Senior Field Marketing Manager 2 weeks

    2. 2

      Design workshop

      Hands-on planning.

      Senior Product Marketing Manager 2 weeks

    3. 3

      Book venues

      Two cities.

      Senior Field Marketing Manager 1 month

    4. 4

      Promote

      Partner and Appfire lists.

      Demand Generation Manager 1 month

    5. 5

      Run

      Six sessions.

      Senior Field Marketing Manager 1 quarter

    6. 6

      Follow up

      Sales within 48 hours.

      Account Executive per event

    First result
    1 quarter
    Cost
    Event budget
    Owner
    Senior Field Marketing Manager

    Smallest test

    Run one session with one partner.

    Why it works

    Run six half-day sessions with Solution Partners in major cities: a portfolio planning workshop on the attendee's own goals, a BigPicture Advanced demo and a partner-led implementation offer. Follow with a joint webinar for those who missed it.

    PMO buyers trust peers and partners, and workshops create pipeline sales can follow up.

    Risks and how to handle them

    • Low attendance

      Co-host with ACE chapters.

    Evidence

    • HiringSenior Field Marketing Manager, Americas (US and Canada, posted October 8, 2026): regional programs across "North America and LATAM", "Partner events and sponsorships, Community events, Roadshows", "Joint webinars with partners", "Support local ACE events", "Facilitate the development of reference stories with clients and partners", measured on "pipeline influence, sourced revenue".Source
    • News coverageBigPicture Advanced (August 2026) adds strategic goals and OKRs linked to Jira work, budget and spend oversight, initiative ranking with RICE and WSJF, and executive portfolio reporting; customers can upgrade from Standard to Advanced. Appfire serves "more than 25,000 companies", including "more than 55% of the Fortune 500".Source
    • Atlassian MarketplaceBigPicture listing: 3.9/5 from 504 reviews, 10,431 installs; Standard and Advanced editions, and "you can start a free trial of either edition, and change your edition anytime". Reviews: "not a straightforward configuration, takes lots of time. The help materials are not helpful or clear" (July 2025); "BigPicture is a beast. It's complex ... but once you get things configured it is absolutely excellent" (February 2026); many praise the support team.Source
  • 09

    The field role is asked to develop reference stories with clients and partners, and Appfire's customer story library is a key asset (for example Cisco and Rich Filters). Events are the best moment to find happy customers.

    Medium impactLow effort First result in 1 quarter Senior Field Marketing Manager

    First action

    Ask the last event's attendees for two story candidates.

    How to measure it

    New reference stories

    Now
    –
    Target
    12 a quarter
    By
    2 quarters

    Steps

    1. 1

      Add the step

      Event plan template.

      Senior Field Marketing Manager 1 day

    2. 2

      Collect candidates

      Per event.

      Senior Field Marketing Manager per event

    3. 3

      Interview

      30 minutes.

      Senior Product Marketing Manager ongoing

    4. 4

      Publish

      Story library.

      Senior Product Marketing Manager ongoing

    5. 5

      Tag

      App, industry, region.

      Digital Marketing Manager ongoing

    6. 6

      Share

      Partners and sales.

      Senior Field Marketing Manager monthly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Senior Field Marketing Manager

    Smallest test

    Publish one story from a recent event.

    Why it works

    Add a "story pipeline" step to every event and partner plan: identify two candidates, get approval, and publish a short story with one number within 60 days. Tag stories by app, industry and region.

    Fresh, regional proof helps sales and partners in every deal.

    Risks and how to handle them

    • Approval delays

      Offer anonymized versions.

    Evidence

    • HiringSenior Field Marketing Manager, Americas (US and Canada, posted October 8, 2026): regional programs across "North America and LATAM", "Partner events and sponsorships, Community events, Roadshows", "Joint webinars with partners", "Support local ACE events", "Facilitate the development of reference stories with clients and partners", measured on "pipeline influence, sourced revenue".Source
    • Your websiteappfire.com: "Try for free" buttons send visitors to Marketplace listings (Time to SLA, Dashboard Hub Pro, JMWE, JXL); a customer-stories library (for example "How Cisco made Jira dashboards work for every stakeholder"); about 82 customer logos; a newsroom with a fifth Inc. Power Partner award, a fourth Inc. 5000 listing and a Deloitte Fast 500 listing.Source
  • 10

    JMWE is Appfire's most installed and one of its best-rated apps (4.8/5, 536 reviews), and JMWE Advanced is in early access. BigPicture already shows the pattern of editions with a trial of either and switching anytime.

    High impactMedium effort First result in 2 quarters Senior Product Marketing Mana…

    First action

    Invite the 100 largest JMWE customers into the EAP.

    How to measure it

    JMWE customers upgrading

    Now
    –
    Target
    10%
    By
    3 quarters

    Steps

    1. 1

      Recruit EAP

      Largest instances.

      Customer Success Manager 1 month

    2. 2

      Edition table

      What Advanced adds.

      Senior Product Marketing Manager 2 weeks

    3. 3

      Collect results

      During EAP.

      Senior Product Marketing Manager 1 quarter

    4. 4

      Plan GA

      Tiered launch.

      Product Launch Manager - Strategic Programs 1 month

    5. 5

      Upgrade trial

      In-app.

      JMWE Product Manager 1 quarter

    6. 6

      Measure

      Upgrades and churn.

      Data Insights Analyst monthly

    First result
    2 quarters
    Cost
    Staff time only
    Owner
    Senior Product Marketing Manager

    Smallest test

    Interview five EAP users.

    Why it works

    Recruit EAP users from the biggest JMWE instances, publish what Advanced adds in one table, collect results and quotes during the EAP, and plan the general availability with an in-app upgrade trial for existing customers.

    An edition upgrade on a loved, widely installed app is one of the cheapest revenue lines in the portfolio.

    Risks and how to handle them

    • Customers resent paywalled features

      Keep existing features in the standard edition.

    Evidence

    • News coverageWeek of October 9, 2026: Appfire announced general availability of Appfire LiveRisk and Appfire QueueZero and an Early Access Program for JMWE Advanced.Source
    • Atlassian MarketplaceAppfire's Marketplace vendor page (checked October 22, 2026) runs to ten pages of apps. Top listings: JMWE 4.8/5 (536 reviews, 16.4k installs); JSU Automation Suite 4.6/5 (298, 12.1k); Power Scripts 4.8/5 (303, 1.8k), three workflow automation apps; Rich Filters for Jira Dashboards 4.8/5 (185, 9.6k) and Dashboard Hub Pro 4.6/5 (82, 3.1k), two dashboard apps; BigPicture 3.9/5 (504, 10.4k); BigGantt 3.5/5 (273, 5.5k); Comala Document Management 4.7/5 (176, 6k); JXL 5/5 (148, 4.7k); Time to SLA 4.8/5 (242, 3.4k).Source
    • Atlassian MarketplaceBigPicture listing: 3.9/5 from 504 reviews, 10,431 installs; Standard and Advanced editions, and "you can start a free trial of either edition, and change your edition anytime". Reviews: "not a straightforward configuration, takes lots of time. The help materials are not helpful or clear" (July 2025); "BigPicture is a beast. It's complex ... but once you get things configured it is absolutely excellent" (February 2026); many praise the support team.Source
    • HiringSenior Product Marketing Manager, open in the US, UK, Canada, Poland and Bulgaria (posted September 23 to October 2, 2026): owns "positioning, messaging, go-to-market strategy, product launches, sales enablement, and full-funnel content"; must "Navigate a complex, multi-product portfolio with overlapping personas, use cases, and customer needs", "move beyond product-by-product marketing by connecting related products", build "comparison content" and "nurture programs", and run programs for "existing Appfire customers and app users, including cross-sell, upsell, adoption, and expansion", measured on "trial activity, product adoption, conversion, cross-sell, and revenue".Source
  • 11

    Appfire's YouTube channel has 481 videos but only about 863 subscribers. That much content with that little following suggests videos are found one at a time and rarely lead to the next.

    Medium impactLow effort First result in 1 quarter Senior Product Marketing Mana…

    First action

    Audit the top 50 videos by views and group them.

    How to measure it

    YouTube subscribers

    Now
    –
    Target
    5,000
    By
    2 quarters

    Steps

    1. 1

      Audit

      Views and age.

      Senior Product Marketing Manager 1 week

    2. 2

      Playlists

      Jobs to be done.

      Senior Product Marketing Manager 1 week

    3. 3

      Retire

      Outdated videos.

      Senior Product Marketing Manager 1 week

    4. 4

      End screens

      Trial links.

      Senior Product Marketing Manager 1 week

    5. 5

      Shorts series

      Weekly.

      Senior Product Marketing Manager weekly

    6. 6

      Measure

      Subscribers and trials.

      Demand Generation Manager monthly

    First result
    1 quarter
    Cost
    Production time
    Owner
    Senior Product Marketing Manager

    Smallest test

    Build the first three playlists.

    Why it works

    Group videos into playlists by job to be done (automate a workflow, build a dashboard, plan a portfolio, track SLAs), add end screens to the matching trial, retire outdated videos, and launch a weekly two-minute "fix it in Jira" short.

    Organized, problem-led video turns a large back catalogue into a channel that grows.

    Risks and how to handle them

    • Old links break

      Unlist rather than delete popular videos.

    Evidence

    • YouTubeThe @appfire YouTube channel has about 863 subscribers, 481 videos and 587,000 total views.Source
    • Atlassian MarketplaceAppfire's Marketplace vendor page (checked October 22, 2026) runs to ten pages of apps. Top listings: JMWE 4.8/5 (536 reviews, 16.4k installs); JSU Automation Suite 4.6/5 (298, 12.1k); Power Scripts 4.8/5 (303, 1.8k), three workflow automation apps; Rich Filters for Jira Dashboards 4.8/5 (185, 9.6k) and Dashboard Hub Pro 4.6/5 (82, 3.1k), two dashboard apps; BigPicture 3.9/5 (504, 10.4k); BigGantt 3.5/5 (273, 5.5k); Comala Document Management 4.7/5 (176, 6k); JXL 5/5 (148, 4.7k); Time to SLA 4.8/5 (242, 3.4k).Source
    • HiringSenior Product Marketing Manager, open in the US, UK, Canada, Poland and Bulgaria (posted September 23 to October 2, 2026): owns "positioning, messaging, go-to-market strategy, product launches, sales enablement, and full-funnel content"; must "Navigate a complex, multi-product portfolio with overlapping personas, use cases, and customer needs", "move beyond product-by-product marketing by connecting related products", build "comparison content" and "nurture programs", and run programs for "existing Appfire customers and app users, including cross-sell, upsell, adoption, and expansion", measured on "trial activity, product adoption, conversion, cross-sell, and revenue".Source
  • 12

    The PMM role is measured on "trial activity" and "product usage signals", and Appfire is hiring a Salesforce developer to integrate the GTM stack. Marketplace trials start without a conversation, so sales needs to know which ones are large and active.

    High impactMedium effort First result in 1 quarter Salesforce Developer

    First action

    Define the scoring fields with sales operations.

    How to measure it

    High-score trial conversion

    Now
    –
    Target
    +25%
    By
    2 quarters

    Steps

    1. 1

      Define score

      Size, activity, apps.

      Revenue Operations Manager 2 weeks

    2. 2

      Integrate data

      Marketplace and in-app.

      Salesforce Developer 1 month

    3. 3

      Build routing

      Top band to sales.

      Salesforce Developer 2 weeks

    4. 4

      Write plays

      Call scripts.

      Senior Product Marketing Manager 1 week

    5. 5

      Pilot

      BigPicture trials.

      Account Executive 1 month

    6. 6

      Review

      Conversion by band.

      Revenue Operations Manager monthly

    First result
    1 quarter
    Cost
    Engineering time
    Owner
    Salesforce Developer

    Smallest test

    Score BigPicture trials by hand for two weeks.

    Why it works

    Bring Marketplace trial and license data plus in-app activity into Salesforce, score trials by instance size, apps installed and setup progress, and route the top band to sales or partners within a day.

    The right call at the right moment lifts conversion on large instances without bothering small ones.

    Risks and how to handle them

    • Data privacy

      Use only data allowed by the Marketplace terms.

    Evidence

    • HiringSalesforce Developer (Poland, posted October 20, 2026) for the "global Revenue organization", integrating Salesforce with other systems "across our GTM technology stack". Every Appfire post: "800+ employees, working remotely across 28 countries"; flagship products "JXL, Comala Document Management, 7Pace Time Tracker, Jira Misc Workflow Extensions, and BigPicture".Source
    • HiringSenior Product Marketing Manager, open in the US, UK, Canada, Poland and Bulgaria (posted September 23 to October 2, 2026): owns "positioning, messaging, go-to-market strategy, product launches, sales enablement, and full-funnel content"; must "Navigate a complex, multi-product portfolio with overlapping personas, use cases, and customer needs", "move beyond product-by-product marketing by connecting related products", build "comparison content" and "nurture programs", and run programs for "existing Appfire customers and app users, including cross-sell, upsell, adoption, and expansion", measured on "trial activity, product adoption, conversion, cross-sell, and revenue".Source
    • Atlassian MarketplaceBigPicture listing: 3.9/5 from 504 reviews, 10,431 installs; Standard and Advanced editions, and "you can start a free trial of either edition, and change your edition anytime". Reviews: "not a straightforward configuration, takes lots of time. The help materials are not helpful or clear" (July 2025); "BigPicture is a beast. It's complex ... but once you get things configured it is absolutely excellent" (February 2026); many praise the support team.Source
  • 13

    Appfire's site sends "Try for free" clicks to Marketplace listings, and the PMM role owns nurture programs. Trials of complex apps (BigPicture, JMWE, Comala) need help at specific steps.

    Medium impactMedium effort First result in 1 quarter Demand Generation Manager

    First action

    Write the BigPicture nurture first.

    How to measure it

    Trial conversion

    Now
    –
    Target
    +15%
    By
    2 quarters

    Steps

    1. 1

      Map milestones

      Per app.

      Senior Product Marketing Manager 2 weeks

    2. 2

      Write emails

      Five per app.

      Demand Generation Manager 1 month

    3. 3

      Connect data

      Trial events.

      Salesforce Developer 2 weeks

    4. 4

      Launch

      Top five apps.

      Demand Generation Manager 1 month

    5. 5

      Test

      Subject lines and timing.

      Demand Generation Manager ongoing

    6. 6

      Measure

      Conversion by app.

      Demand Generation Manager monthly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Demand Generation Manager

    Smallest test

    Send a three-email sequence to BigPicture trials.

    Why it works

    Write a 14-day nurture per top app keyed to setup milestones, with templates, a video and a help offer, and a final email with the edition comparison and a partner option.

    Structured nurture raises conversion across thousands of trials without more sales headcount.

    Risks and how to handle them

    • Marketplace contact limits

      Use only permitted contacts and in-app messages.

    Builds on

    Evidence

    • Your websiteappfire.com: "Try for free" buttons send visitors to Marketplace listings (Time to SLA, Dashboard Hub Pro, JMWE, JXL); a customer-stories library (for example "How Cisco made Jira dashboards work for every stakeholder"); about 82 customer logos; a newsroom with a fifth Inc. Power Partner award, a fourth Inc. 5000 listing and a Deloitte Fast 500 listing.Source
    • HiringSenior Product Marketing Manager, open in the US, UK, Canada, Poland and Bulgaria (posted September 23 to October 2, 2026): owns "positioning, messaging, go-to-market strategy, product launches, sales enablement, and full-funnel content"; must "Navigate a complex, multi-product portfolio with overlapping personas, use cases, and customer needs", "move beyond product-by-product marketing by connecting related products", build "comparison content" and "nurture programs", and run programs for "existing Appfire customers and app users, including cross-sell, upsell, adoption, and expansion", measured on "trial activity, product adoption, conversion, cross-sell, and revenue".Source
    • Atlassian MarketplaceBigPicture listing: 3.9/5 from 504 reviews, 10,431 installs; Standard and Advanced editions, and "you can start a free trial of either edition, and change your edition anytime". Reviews: "not a straightforward configuration, takes lots of time. The help materials are not helpful or clear" (July 2025); "BigPicture is a beast. It's complex ... but once you get things configured it is absolutely excellent" (February 2026); many praise the support team.Source
  • 14

    The PMM role asks to connect related products to "broader customer problems, workflows, and solution narratives". Appfire has apps for PMOs (BigPicture, JXL), service desks (Time to SLA, Canned Responses, QueueZero), compliance (Comala) and admins (CMJ, Project Configurator).

    High impactMedium effort First result in 2 quarters Senior Product Marketing Mana…

    First action

    Draft the PMO solution page.

    How to measure it

    Solution-page multi-app deals

    Now
    –
    Target
    30 a quarter
    By
    2 quarters

    Steps

    1. 1

      Pick problems

      Four solutions.

      Senior Product Marketing Manager 1 week

    2. 2

      Map apps

      Per solution.

      Senior Product Marketing Manager 1 week

    3. 3

      Write pages

      With stories.

      Senior Product Marketing Manager 1 month

    4. 4

      Build

      appfire.com.

      Digital Marketing Manager 2 weeks

    5. 5

      Enable sales

      Solution plays.

      Senior Product Marketing Manager 2 weeks

    6. 6

      Measure

      Deals and size.

      Demand Generation Manager monthly

    First result
    2 quarters
    Cost
    Staff time only
    Owner
    Senior Product Marketing Manager

    Smallest test

    Publish the PMO page.

    Why it works

    Build four solution pages (PMO, service management, compliance and documentation, Jira administration) with the problem, the recommended app set, a customer story and a bundle trial or consult.

    Buyers search for problems, not app names, and a bundle raises deal size.

    Risks and how to handle them

    • Too broad

      Keep each page to three or four apps.

    Evidence

    • HiringSenior Product Marketing Manager, open in the US, UK, Canada, Poland and Bulgaria (posted September 23 to October 2, 2026): owns "positioning, messaging, go-to-market strategy, product launches, sales enablement, and full-funnel content"; must "Navigate a complex, multi-product portfolio with overlapping personas, use cases, and customer needs", "move beyond product-by-product marketing by connecting related products", build "comparison content" and "nurture programs", and run programs for "existing Appfire customers and app users, including cross-sell, upsell, adoption, and expansion", measured on "trial activity, product adoption, conversion, cross-sell, and revenue".Source
    • Atlassian MarketplaceAppfire's Marketplace vendor page (checked October 22, 2026) runs to ten pages of apps. Top listings: JMWE 4.8/5 (536 reviews, 16.4k installs); JSU Automation Suite 4.6/5 (298, 12.1k); Power Scripts 4.8/5 (303, 1.8k), three workflow automation apps; Rich Filters for Jira Dashboards 4.8/5 (185, 9.6k) and Dashboard Hub Pro 4.6/5 (82, 3.1k), two dashboard apps; BigPicture 3.9/5 (504, 10.4k); BigGantt 3.5/5 (273, 5.5k); Comala Document Management 4.7/5 (176, 6k); JXL 5/5 (148, 4.7k); Time to SLA 4.8/5 (242, 3.4k).Source
    • News coverageWeek of October 9, 2026: Appfire announced general availability of Appfire LiveRisk and Appfire QueueZero and an Early Access Program for JMWE Advanced.Source
    • Your websiteappfire.com: "Try for free" buttons send visitors to Marketplace listings (Time to SLA, Dashboard Hub Pro, JMWE, JXL); a customer-stories library (for example "How Cisco made Jira dashboards work for every stakeholder"); about 82 customer logos; a newsroom with a fifth Inc. Power Partner award, a fourth Inc. 5000 listing and a Deloitte Fast 500 listing.Source
  • 15

    Comala (4.7/5, 6k installs) promises "automated document control" with "audit readiness", and Marketplace now has a regulated sectors section. Life sciences, finance and public sector teams on Confluence need exactly this.

    Medium impactMedium effort First result in 1 quarter Senior Product Marketing Mana…

    First action

    Pick the first regulation and draft the checklist.

    How to measure it

    Regulated-industry trials

    Now
    –
    Target
    +40%
    By
    2 quarters

    Steps

    1. 1

      Pick regulations

      Three.

      Senior Product Marketing Manager 1 week

    2. 2

      Write content

      Checklists and guides.

      Senior Product Marketing Manager 1 month

    3. 3

      Validation pack

      Documentation.

      Comala Product Manager 1 month

    4. 4

      Find stories

      Two customers.

      Senior Field Marketing Manager 1 month

    5. 5

      Partner webinars

      Compliance partners.

      Senior Field Marketing Manager 1 quarter

    6. 6

      Measure

      Trials and deals.

      Demand Generation Manager monthly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Senior Product Marketing Manager

    Smallest test

    Publish one audit checklist.

    Why it works

    Create audit-readiness content per regulation (GxP, ISO 9001, SOX), a validation pack, and two customer stories, and run targeted campaigns and partner webinars with compliance-focused Solution Partners.

    Regulated buyers pay more and churn less once a tool is part of their audit trail.

    Risks and how to handle them

    • Compliance claims

      Legal review of every statement.

    Evidence

    • Atlassian MarketplaceAppfire's Marketplace vendor page (checked October 22, 2026) runs to ten pages of apps. Top listings: JMWE 4.8/5 (536 reviews, 16.4k installs); JSU Automation Suite 4.6/5 (298, 12.1k); Power Scripts 4.8/5 (303, 1.8k), three workflow automation apps; Rich Filters for Jira Dashboards 4.8/5 (185, 9.6k) and Dashboard Hub Pro 4.6/5 (82, 3.1k), two dashboard apps; BigPicture 3.9/5 (504, 10.4k); BigGantt 3.5/5 (273, 5.5k); Comala Document Management 4.7/5 (176, 6k); JXL 5/5 (148, 4.7k); Time to SLA 4.8/5 (242, 3.4k).Source
    • HiringSenior Field Marketing Manager, Americas (US and Canada, posted October 8, 2026): regional programs across "North America and LATAM", "Partner events and sponsorships, Community events, Roadshows", "Joint webinars with partners", "Support local ACE events", "Facilitate the development of reference stories with clients and partners", measured on "pipeline influence, sourced revenue".Source
    • HiringSenior Product Marketing Manager, open in the US, UK, Canada, Poland and Bulgaria (posted September 23 to October 2, 2026): owns "positioning, messaging, go-to-market strategy, product launches, sales enablement, and full-funnel content"; must "Navigate a complex, multi-product portfolio with overlapping personas, use cases, and customer needs", "move beyond product-by-product marketing by connecting related products", build "comparison content" and "nurture programs", and run programs for "existing Appfire customers and app users, including cross-sell, upsell, adoption, and expansion", measured on "trial activity, product adoption, conversion, cross-sell, and revenue".Source

Big bets 3

Larger plays that can change the trajectory.

  • 16

    The new VP will build "AI-enabled services" on the Appfire Platform for every product, and Appfire already embeds AI features app by app. Buyers see separate features, not a platform.

    High impactHigh effort First result in 3 quarters Vice President

    First action

    Pick the two services with the broadest reuse.

    How to measure it

    Top apps with shared AI

    Now
    –
    Target
    10
    By
    3 quarters

    Steps

    1. 1

      Pick services

      Broadest reuse.

      Vice President, Product Management, Platform & Innovation 1 month

    2. 2

      Build platform

      Shared services.

      Platform Engineering 2 quarters

    3. 3

      Integrate

      Top apps.

      Product Managers 1 quarter

    4. 4

      Security review

      Data handling.

      Security 1 month

    5. 5

      Launch

      One story.

      Product Launch Manager - Strategic Programs 1 month

    6. 6

      Measure

      Adoption.

      Vice President, Product Management, Platform & Innovation quarterly

    First result
    3 quarters
    Cost
    Engineering time
    Owner
    Vice President, Product Management, Platform & Innovation

    Smallest test

    Prototype configuration help in BigPicture.

    Why it works

    Ship two shared AI services first (natural-language configuration help and plain-language reports), roll them into the top apps, and launch them together as one story with the same name and controls, using the launch framework.

    One clear AI story lifts every app and gives sales a reason to talk to existing customers.

    Risks and how to handle them

    • Customer data concerns

      Publish data handling in the trust center.

    Evidence

    • HiringVice President, Product Management, Platform & Innovation (posted September 8, 2026): leads "the Appfire Platform, the Innovation portfolio, and Appfire's technical product relationship with Atlassian"; shared "AI-enabled services" across the portfolio; an Innovation team "identifying, validating, incubating, and launching net-new product opportunities"; anticipates "platform, API, Forge, and Marketplace changes".Source
    • HiringProduct Launch Manager - Strategic Programs (Spain, Bulgaria, Poland, posted September 25, 2026): orchestrates launches "from launch intake through General Availability (GA) and post-launch review" under "Appfire's Launch Execution Framework", adapting to "the tier, complexity, and business impact of each launch", across "multiple concurrent launches".Source
    • Atlassian MarketplaceBigPicture listing: 3.9/5 from 504 reviews, 10,431 installs; Standard and Advanced editions, and "you can start a free trial of either edition, and change your edition anytime". Reviews: "not a straightforward configuration, takes lots of time. The help materials are not helpful or clear" (July 2025); "BigPicture is a beast. It's complex ... but once you get things configured it is absolutely excellent" (February 2026); many praise the support team.Source
  • 17

    More than 55% of the Fortune 500 use Appfire, usually through separate app licenses. The PMM role is asked to sell the portfolio, not single products.

    High impactHigh effort First result in 3 quarters Chief Marketing Officer

    First action

    List customers with three or more Appfire apps.

    How to measure it

    Portfolio agreements

    Now
    –
    Target
    25
    By
    4 quarters

    Steps

    1. 1

      Find accounts

      Three or more apps.

      Data Insights Analyst 2 weeks

    2. 2

      Design offer

      Apps or credits.

      Pricing Manager 1 month

    3. 3

      Check Marketplace rules

      Licensing terms.

      Principal, Strategic Partnerships - Atlassian Ecosystem 1 month

    4. 4

      Pilot

      Ten customers.

      Enterprise Account Executive 2 quarters

    5. 5

      Success model

      Named CSM.

      Customer Success Manager 1 quarter

    6. 6

      Measure

      Revenue and churn.

      Chief Marketing Officer quarterly

    First result
    3 quarters
    Cost
    Sales time
    Owner
    Chief Marketing Officer

    Smallest test

    Offer the agreement to three customers.

    Why it works

    Offer large customers a portfolio agreement (a set of apps or a credit pool), one renewal date, a named success manager and partner implementation. Pilot with ten Fortune 500 customers that already run three or more apps.

    Portfolio deals raise revenue per customer and make Appfire harder to replace app by app.

    Risks and how to handle them

    • Marketplace licensing constraints

      Design within Atlassian's programs with the partnerships team.

    Evidence

    • News coverageBigPicture Advanced (August 2026) adds strategic goals and OKRs linked to Jira work, budget and spend oversight, initiative ranking with RICE and WSJF, and executive portfolio reporting; customers can upgrade from Standard to Advanced. Appfire serves "more than 25,000 companies", including "more than 55% of the Fortune 500".Source
    • HiringSenior Product Marketing Manager, open in the US, UK, Canada, Poland and Bulgaria (posted September 23 to October 2, 2026): owns "positioning, messaging, go-to-market strategy, product launches, sales enablement, and full-funnel content"; must "Navigate a complex, multi-product portfolio with overlapping personas, use cases, and customer needs", "move beyond product-by-product marketing by connecting related products", build "comparison content" and "nurture programs", and run programs for "existing Appfire customers and app users, including cross-sell, upsell, adoption, and expansion", measured on "trial activity, product adoption, conversion, cross-sell, and revenue".Source
    • Atlassian MarketplaceAppfire's Marketplace vendor page (checked October 22, 2026) runs to ten pages of apps. Top listings: JMWE 4.8/5 (536 reviews, 16.4k installs); JSU Automation Suite 4.6/5 (298, 12.1k); Power Scripts 4.8/5 (303, 1.8k), three workflow automation apps; Rich Filters for Jira Dashboards 4.8/5 (185, 9.6k) and Dashboard Hub Pro 4.6/5 (82, 3.1k), two dashboard apps; BigPicture 3.9/5 (504, 10.4k); BigGantt 3.5/5 (273, 5.5k); Comala Document Management 4.7/5 (176, 6k); JXL 5/5 (148, 4.7k); Time to SLA 4.8/5 (242, 3.4k).Source
  • 18

    The VP leads an Innovation team for "net-new product opportunities", and Appfire already builds for Salesforce and Microsoft as well as Atlassian. Rivals such as Tempo now sell across Jira, Azure DevOps and Linear.

    High impactHigh effort First result in 4 quarters Vice President

    First action

    Interview 20 customers who also run Azure DevOps or Salesforce.

    How to measure it

    Non-Atlassian revenue share

    Now
    –
    Target
    +5 points
    By
    4 quarters

    Steps

    1. 1

      Pick capability

      Proven demand.

      Vice President, Product Management, Platform & Innovation 1 month

    2. 2

      Interview

      Twenty customers.

      Innovation Product Manager 1 month

    3. 3

      Prototype

      Smallest version.

      Innovation Engineering 1 quarter

    4. 4

      EAP

      Early access users.

      Innovation Product Manager 1 quarter

    5. 5

      Decide

      Stage gate.

      Vice President, Product Management, Platform & Innovation 1 month

    6. 6

      Launch

      If validated.

      Product Launch Manager - Strategic Programs 1 quarter

    First result
    4 quarters
    Cost
    Innovation team costs
    Owner
    Vice President, Product Management, Platform & Innovation

    Smallest test

    Run the 20 interviews.

    Why it works

    Pick one proven capability (portfolio planning or workflow automation), validate it with 20 customers on another platform, and launch an early version through the Early Access Program.

    It reduces dependence on one marketplace and reuses proven product thinking.

    Risks and how to handle them

    • Spreading too thin

      One platform at a time with stage gates.

    Evidence

    • HiringVice President, Product Management, Platform & Innovation (posted September 8, 2026): leads "the Appfire Platform, the Innovation portfolio, and Appfire's technical product relationship with Atlassian"; shared "AI-enabled services" across the portfolio; an Innovation team "identifying, validating, incubating, and launching net-new product opportunities"; anticipates "platform, API, Forge, and Marketplace changes".Source
    • Competitor researchRivals' own pages: Atlassian Focus, "Plan, prioritize, and fund strategic initiatives ... Part of Strategy Collection"; Tempo, "strategic portfolio management software that keeps strategy and work connected across Jira, Azure DevOps, Linear"; Planview, "Strategic Portfolio Management & Software Delivery Solutions"; Adaptavist sells Jira scripting and automation.Source
    • Your websiteAppfire's innovation page invites customers into an Early Access Program for apps in development, with "a line to the product team" and influence over what gets built.Source

Wildcards 3

Unexpected experiments, each with a cheap way to test it.

  • 19

    Appfire's innovation page offers early access with "a line to the product team". Making the candidate ideas public and votable would recruit EAP users and show momentum.

    Medium impactLow effort First result in 1 quarter Vice President

    First action

    List five current ideas and publish them.

    How to measure it

    EAP sign-ups

    Now
    –
    Target
    1,000
    By
    2 quarters

    Steps

    1. 1

      List ideas

      Five to start.

      Vice President, Product Management, Platform & Innovation 1 week

    2. 2

      Build page

      Votes and sign-ups.

      Digital Marketing Manager 2 weeks

    3. 3

      Promote

      Customers and partners.

      Demand Generation Manager 1 month

    4. 4

      Review votes

      Monthly.

      Vice President, Product Management, Platform & Innovation monthly

    5. 5

      Report back

      Quarterly.

      Senior Product Marketing Manager quarterly

    6. 6

      Feed launches

      EAP to GA.

      Product Launch Manager - Strategic Programs ongoing

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Vice President, Product Management, Platform & Innovation

    Smallest test

    Publish one idea and collect votes.

    Why it works

    Publish candidate products and features with short descriptions, let signed-in customers vote and join each EAP, and report what was built every quarter.

    Voting finds demand before building and turns customers into early advocates.

    Risks and how to handle them

    • Rivals see ideas

      Publish problems, not designs.

    Evidence

    • Your websiteAppfire's innovation page invites customers into an Early Access Program for apps in development, with "a line to the product team" and influence over what gets built.Source
    • HiringVice President, Product Management, Platform & Innovation (posted September 8, 2026): leads "the Appfire Platform, the Innovation portfolio, and Appfire's technical product relationship with Atlassian"; shared "AI-enabled services" across the portfolio; an Innovation team "identifying, validating, incubating, and launching net-new product opportunities"; anticipates "platform, API, Forge, and Marketplace changes".Source
    • News coverageWeek of October 9, 2026: Appfire announced general availability of Appfire LiveRisk and Appfire QueueZero and an Early Access Program for JMWE Advanced.Source
  • 20

    JMWE and JSU together have about 28,000 installs. Appfire can see, in aggregate, which automations teams build most, where workflows break and what admins automate first.

    Medium impactMedium effort First result in 2 quarters Senior Product Marketing Mana…

    First action

    Check which aggregate data may be used under the terms.

    How to measure it

    Downloads

    Now
    –
    Target
    5,000
    By
    2 quarters

    Steps

    1. 1

      Check terms

      Data use.

      Legal 1 month

    2. 2

      Analyze

      Aggregate patterns.

      Data Insights Analyst 1 month

    3. 3

      Write

      Report and templates.

      Senior Product Marketing Manager 1 month

    4. 4

      Design

      Charts.

      Creative Services 2 weeks

    5. 5

      Launch

      Community events.

      Senior Field Marketing Manager 1 month

    6. 6

      Promote

      Paid and partner.

      Demand Generation Manager 1 month

    First result
    2 quarters
    Cost
    Analyst time
    Owner
    Senior Product Marketing Manager

    Smallest test

    Publish one chart from public template use.

    Why it works

    Publish an annual report with anonymized patterns (top automations, average rules per instance, Cloud vs Data Center), recommended practices and templates. Launch it at Atlassian community events.

    Original data earns links, press and a reputation as the workflow authority in the ecosystem.

    Risks and how to handle them

    • Customer concerns

      Aggregate only and suppress small groups.

    Evidence

    • Atlassian MarketplaceAppfire's Marketplace vendor page (checked October 22, 2026) runs to ten pages of apps. Top listings: JMWE 4.8/5 (536 reviews, 16.4k installs); JSU Automation Suite 4.6/5 (298, 12.1k); Power Scripts 4.8/5 (303, 1.8k), three workflow automation apps; Rich Filters for Jira Dashboards 4.8/5 (185, 9.6k) and Dashboard Hub Pro 4.6/5 (82, 3.1k), two dashboard apps; BigPicture 3.9/5 (504, 10.4k); BigGantt 3.5/5 (273, 5.5k); Comala Document Management 4.7/5 (176, 6k); JXL 5/5 (148, 4.7k); Time to SLA 4.8/5 (242, 3.4k).Source
    • HiringSenior Field Marketing Manager, Americas (US and Canada, posted October 8, 2026): regional programs across "North America and LATAM", "Partner events and sponsorships, Community events, Roadshows", "Joint webinars with partners", "Support local ACE events", "Facilitate the development of reference stories with clients and partners", measured on "pipeline influence, sourced revenue".Source
    • Press releaseAppfire appointed Catherine Solazzo as Chief Marketing Officer (July 29, 2025), with a focus on "brand expansion, go-to-market acceleration, and deepening engagement across developer and partner communities".Source
  • 21

    The Americas field role covers LATAM, and Appfire employs people across 28 countries, including Spain. Most Jira app content is in English, so local-language sessions face little competition.

    Medium impactLow effort First result in 1 quarter Senior Field Marketing Manager

    First action

    Find a Spanish-speaking presenter and a regional partner.

    How to measure it

    LATAM-sourced pipeline

    Now
    –
    Target
    +30%
    By
    2 quarters

    Steps

    1. 1

      Find presenters

      Staff and partners.

      Senior Field Marketing Manager 2 weeks

    2. 2

      Pick topics

      Top apps.

      Senior Product Marketing Manager 1 week

    3. 3

      Promote

      Partner lists.

      Senior Field Marketing Manager 1 month

    4. 4

      Run

      Monthly.

      Senior Field Marketing Manager monthly

    5. 5

      Publish

      YouTube and pages.

      Senior Product Marketing Manager monthly

    6. 6

      Measure

      Pipeline.

      Demand Generation Manager monthly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Senior Field Marketing Manager

    Smallest test

    Run one Spanish webinar.

    Why it works

    Run monthly webinars in Spanish and Portuguese with regional Solution Partners on the top apps (JMWE, BigPicture, Time to SLA), with recordings on YouTube and local-language landing pages.

    Local-language content builds trust and pipeline in a region where rivals rarely invest.

    Risks and how to handle them

    • Small audiences at first

      Co-host with partners who own local lists.

    Evidence

    • HiringSenior Field Marketing Manager, Americas (US and Canada, posted October 8, 2026): regional programs across "North America and LATAM", "Partner events and sponsorships, Community events, Roadshows", "Joint webinars with partners", "Support local ACE events", "Facilitate the development of reference stories with clients and partners", measured on "pipeline influence, sourced revenue".Source
    • HiringSalesforce Developer (Poland, posted October 20, 2026) for the "global Revenue organization", integrating Salesforce with other systems "across our GTM technology stack". Every Appfire post: "800+ employees, working remotely across 28 countries"; flagship products "JXL, Comala Document Management, 7Pace Time Tracker, Jira Misc Workflow Extensions, and BigPicture".Source
    • YouTubeThe @appfire YouTube channel has about 863 subscribers, 481 videos and 587,000 total views.Source

03

How Programmable can help

Where an idea in this playbook is something Programmable builds or runs, it's listed here with what we'd do. Everything else is yours to run.

ProgrammableTalk

Fill the events in this plan

These ideas are events. Talk gets registrants for them and tells you who's coming and what their company does before the day.

Plan an event (opens programmable.talk in a new tab)
ProgrammableDigital

Show it, don't just describe it

These ideas need something to show: a demo, a video, an animation, graphics or a deck. Digital turns screenshots or the site into all of them, in the company's own brand.

Make a demo (opens programmable.digital in a new tab)
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See every playbook and website review

Independent research. Programmable wrote this playbook from public sources, as they stood on October 23, 2026, and cites them throughout. Appfire did not commission, review or endorse it, and Programmable is not affiliated with Appfire. Company and product names are trademarks of their owners, used only to identify them. The ideas are suggestions and opinion, not professional, legal or financial advice, and not statements about how Appfire runs its business.

Something wrong, or do you represent Appfire? Email [email protected] and we will correct it or take it down.

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

  1. Days 1 to 306 ideas

    BigGantt scope and upgrade path, app choosers, BigPicture setup path, crawler access, the Atlassian Focus fit page and a launch scorecard.

  2. Days 31 to 6012 ideas

    Cross-sell plays, PMO roadshow, reference stories, JMWE Advanced, YouTube playlists, trial scoring, nurture, solution pages and Comala for regulated industries; the public roadmap, workflow report and LATAM webinars.

  3. Days 61 to 903 ideas

    Commit to shared AI services, portfolio agreements and the next platform.

The research behind the plan

3 research areas, each summarised in a few lines. Open any of them for the full detail.

Customers

What customers say

Customers value powerful automation and portfolio features inside Jira. The most cited problem: complex configuration.

  • Responsive, patient support
  • Unclear differences between similar apps
  • In their words: “Jira admin”

Market

Competitive landscape

4 competitors compared: Atlassian Focus, Tempo, Planview and Adaptavist.

  • Gap to exploit: Clear guidance on which app fits
  • Atlassian Focus: Separate purchase from Jira delivery tools
  • Tempo: Less Jira-native depth in some areas

Hiring signals

Appfire is hiring to sell a portfolio rather than single apps.

  • Senior Product Marketing Manager: Portfolio positioning, comparison content, cross-sell. Ideas 1, 2, 7, 10, 14.
  • Senior Field Marketing Manager: Partner events, ACE, reference stories, LATAM. Ideas 8, 9, 21.
  • Product Launch Manager - Strategic Programs: Concurrent launches by tier. Idea 6.

From the team that wrote this playbook

All products
  • ProgrammableAgencyWorking AI systems in days, not quarters (opens programmable.agency in a new tab)
  • ProgrammableInfoAn agent that finds, researches and asks first (opens programmable.info in a new tab)
  • ProgrammableDigitalScreenshots in, an animated product demo out (opens programmable.digital in a new tab)
  • ProgrammableWatchKnow the day a supplier falls out of compliance (opens programmable.watch in a new tab)
  • ProgrammableTalkGet registrants for your events, and know who’s coming (opens programmable.talk in a new tab)
  • ProgrammablePageText what you need, your customer gets a page that works (opens programmable.page in a new tab)
  • ProgrammableCommunityForums with labelled AI members, never empty (opens programmable.community in a new tab)
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