Introduction
GitKraken specializes in developer tools that streamline Git version control processes, making collaboration and productivity more efficient for software teams. They focus on simplifying Git workflows and enhancing the user experience with visual interfaces and integrated features.
GitKraken’s tooling enhances the functionality of Atlassian products like Jira and Bitbucket by providing real-time Git activity insights directly within Jira. It facilitates smoother transitions between development tasks and project tracking and improves collaboration by reducing the need for manual updates.
GitKraken met Fun Inc through a local Atlassian Community event where Chris (Senior Partnerships Manager @ GitKraken) met Suze, our co-founder and Community Leader of the Atlassian Events Chapter in Austin.
The Goal
The goal of the collaboration between GitKraken and Fun Inc was engagement with partners at Atlassian’s European Team 24 event, expanding their partner network with at least 11 new companies while reconnecting with partners they already knew.
Fun Inc was responsible for establishing the first contact, facilitating meetings, and making sure every conversation had its relevant follow-up plan in place.
As part of Fun Inc’s customer strategy and workflow, both sides were engaged in pre-event planning and brainstorming sessions to define transparent processes and goals. GitKraken shared genuine feedback about their positive experience through this initial process, appreciating the support in aligning messages and ensuring engaging conversations with partners.
The Challenge
The most challenging aspect for both sides was the evolving nature of the Atlassian Solution and Marketplace Partners, who are becoming overwhelmed by the demand and, thus, much more selective in their partnership choices. There is a more significant need for value-based propositions and solution-driven approaches than the basic sales and marketing decks.
At Fun Inc, we know that understanding the changing landscape is vital for maintaining relevance and competitiveness in the market.
Implementation - How Fun Inc Made it Happen
Fun Inc implemented a strategic approach to address GitKraken's needs by fostering a collaborative environment emphasizing pre-event planning and transparent communication. They facilitated initial introductions and meetings with potential partners, ensuring that every conversation was meaningful and had a relevant follow-up plan.
In these moments, Fun Inc was working in a sales qualification modus:
This partner is honest and not interested. We keep them engaged but not hunt them down.
This partner is interested and wants to hear more on points A, B, D, and F only.
This proactive engagement allowed GitKraken to align their messaging effectively, enhancing the quality of all partner interactions.
The Outcome
This tailored approach enabled GitKraken to expand their partner network significantly, reconnect with existing partners, and ultimately drive awareness and sales activation. Fun Inc's commitment to understanding the changing landscape and their flexibility in adapting strategies were key factors in helping GitKraken achieve greater success moving forward.
The Impact
Fun Inc's strategic approach facilitated meaningful conversations, ensuring GitKraken's messaging resonated effectively. Additionally, Chris Miller's positive experience underscores the value of collaboration in fostering creativity and innovation, ultimately driving awareness and sales activation for GitKraken.
Lessons Learned
As positive as this success story sounds, there is always an opportunity to learn a lesson or validate one. The plan is always amazing and successful on paper, but real life and real relationships often require additional flexibility and adaptability.
The growing importance of networking
Without establishing connections with marketplace and solution partners, a company would eventually hit a wall in its growth and revenue. Organic can make it far, but we believe successful partnerships are a key feature for expanding growth and credibility.
Feedback will always move you forward
An efficient and transparent connection between the consultant and the client requires honest and constructive feedback, even when pointing out flaws or issues or the need to be two steps behind.
Community is an important door
Big ecosystems brag about their communities, but still, for some app vendors and solution partners, they are unexplored land. Activating community events, online community discussions, or feedback sessions with community champions can enhance partner engagement and validate the marketplace partner's value.
Lessons Validated
Relationships. Adaptability. Collaboration. The same essential lessons we validate over and over, and we would probably continue to emphasize their importance.
Being understanding and adaptive to market changes while staying in touch with partners and users ensures your business is on the right track, building solutions relevant to its customers.
What We Achieved Together
📢 11 Partners engaged
🔗 13 Partners connected
💡 8 New partners (not in Scope) introduced
Thank you to GitKraken for allowing us to support their project. It was a great collaboration, where we again proved that allowing flexibility in your project would drive greater results with less stress. And the best of it all, made work FUN.
Beautiful and organic unfolding of relationships! Kudos to all involved.