When I worked at Atlassian, we acquire Trello for $400M in cash but it never filled the vacuum Jira left open. It’s great for engineers but not for marketers, salespeople, or other knowledge workers. Asana figured out how to occupy that gap and now they’re going public because of it. Reason enough to tear apart how they did.
Growing a SaaS startup with no money and people is really hard, especially when incumbents sit nice and tight. In 2006, Princeton graduate Aaron faced exactly that challenge and overcame
Every B2B company needs a sales team, right? Wrong! Companies like Atlassian, Slack, Basecamp, and other show that there’s another way: Land & Expand.