Atlassian

Objective

Run its own marketing on its own product. Atlassian's marketing teams use Rovo to spot priority accounts, prepare ABM campaigns, and produce content, as public dogfooding of the technology Atlassian sells.

The deployment

Atlassian uses Rovo, its genAI agent layer, internally in marketing. The account-based marketing team built a Customer 360 Agent that aggregates CRM data (renewal dates, key contacts, product usage, opportunities) to identify high-potential accounts and prepare targeted campaigns. Other agents, fed by Confluence pages and internal metrics, draft blog posts, campaign copy, and social content. The use is documented by Atlassian marketers themselves. The evidence of scale comes from Rovo's adoption, with millions of monthly active users claimed by Atlassian.

Results Proof D

The internal marketing use is documented by Atlassian marketers in an official blog, but without a conversion or ROI metric. The evidence of scale rests on Rovo's adoption (millions of monthly active users) communicated in the shareholder letter. Internal, self-reported, honestly graded.

1. 1
   Account data aggregation AI

   The Customer 360 Agent consolidates renewal dates, contacts, product usage, and opportunities from the CRM.

2. 2
   Prioritization and white space AI and marketing

   The agent identifies high-potential accounts and the areas to cover for campaigns.

3. 3
   Content production AI

   Content agents draft blog, copy, and social from Confluence.

4. 4
   Human validation Marketing

   Marketers review, adjust, and launch the campaigns.