SWOT
Atlassian logo

Atlassian

To unleash the potential of every team by helping teams everywhere work better together and achieve more



Stay Updated on Atlassian

Get free quarterly updates when this SWOT analysis is refreshed.

Atlassian logo
Align the strategy

Atlassian SWOT Analysis

|

To unleash the potential of every team by helping teams everywhere work better together and achieve more

Strengths

  • ECOSYSTEM: Integrated products covering full dev lifecycle
  • ACQUISITION: Efficient low-touch sales model driving growth
  • MARKETPLACE: 5,000+ app ecosystem extends core platform
  • PRICING: Value-based tiering enables broad adoption moats
  • CLOUD: Successful ongoing migration of server customers

Weaknesses

  • ENTERPRISE: Less penetration in largest organizations
  • AI: Behind competitors in AI-powered capabilities
  • COMPLEXITY: Products can be overwhelming to new users
  • SILOS: Product integration not seamless across portfolio
  • CHURN: Higher potential in server-to-cloud transition

Opportunities

  • EXPANSION: IT service management growth potential
  • INTELLIGENCE: AI-powered workflow automation everywhere
  • PLATFORM: Land-and-expand into non-technical teams
  • WORKOS: Capitalize on hybrid work transformation needs
  • MONETIZATION: Higher value enterprise pricing tiers

Threats

  • COMPETITION: Microsoft & Salesforce expanding portfolios
  • ECONOMY: IT spending cuts in economic uncertainty
  • ATTRITION: Server customers lost during cloud migration
  • INNOVATION: Falling behind in AI-powered automation race
  • CONSOLIDATION: Customers reducing vendor footprint

Key Priorities

  • CLOUD-FIRST: Accelerate cloud migration with AI incentives
  • INTELLIGENCE: Integrate AI across entire product portfolio
  • PLATFORM: Create seamless cross-product experience
  • ECOSYSTEM: Expand partner network into enterprises
Atlassian logo
Align the plan

Atlassian OKR Plan

|

To unleash the potential of every team by helping teams everywhere work better together and achieve more

CLOUD ACCELERATION

Drive faster cloud adoption across customer base

  • MIGRATION: Convert additional 15% of remaining server customers to cloud with enhanced migration toolkit
  • PARITY: Achieve 100% feature parity between Server/DC and Cloud for top 50 customer-requested capabilities
  • PERFORMANCE: Improve cloud platform reliability to 99.99% uptime across all regions with zero data loss
  • INCENTIVES: Launch enterprise cloud migration program with 50% increased adoption rate vs. previous quarter
AI EVERYWHERE

Embed intelligent capabilities across entire platform

  • ASSISTANT: Launch Atlassian Intelligence in all core products with 40% weekly active usage in first 90 days
  • AUTOMATION: Deliver 10 new AI-powered workflow automation templates with measurable efficiency impact
  • INSIGHTS: Deploy team performance analytics dashboard using predictive AI with 30% adoption rate
  • DEVELOPER: Release AI-powered code assistance capabilities in Bitbucket with 25% developer adoption
SEAMLESS PLATFORM

Unify product experience into cohesive workflow

  • NAVIGATION: Launch unified navigation and search experience across all products with 65% user satisfaction
  • INTEGRATION: Reduce cross-product workflow friction by 40% based on user journey analytics and feedback
  • ONBOARDING: Improve new user activation by 30% through guided multi-product experience optimization
  • DATA: Implement unified data model for cross-product intelligence with 85% entity mapping completeness
ENTERPRISE GROWTH

Accelerate adoption in largest organizations

  • BUNDLE: Launch enterprise-grade cross-product bundle with 100+ seat deployments in 75 new organizations
  • ENTERPRISE: Increase penetration in Fortune 500 by 15% with specialized enterprise success program
  • PARTNERS: Expand solution partner program with 35% more enterprise-certified implementation partners
  • GOVERNANCE: Deploy enhanced security & compliance features achieving FedRAMP High certification
METRICS
  • Cloud ARR: $2.1B
  • Net Revenue Retention: 125%
  • AI Feature Adoption: 50%
VALUES
  • Open company, no bullshit
  • Build with heart and balance
  • Don't #@!% the customer
  • Play, as a team
  • Be the change you seek
Atlassian logo
Align the learnings

Atlassian Retrospective

|

To unleash the potential of every team by helping teams everywhere work better together and achieve more

What Went Well

  • CLOUD: Cloud revenue grew 32% YoY to $455M in Q2'24
  • MIGRATION: 30% of server customers migrated to cloud
  • MARKETPLACE: App marketplace revenue grew 26% YoY
  • RETENTION: Net revenue retention stable at 115%+
  • JIRA: Jira Service Management grew 40%+ YoY

Not So Well

  • MARGINS: Gross margins compressed by 130 basis points
  • GROWTH: Overall revenue growth slowed to 16.5% YoY
  • ENTERPRISE: Large enterprise adoption below targets
  • CONVERSION: Server-to-DC conversions below forecast
  • CHURN: Increased churn from smaller server customers

Learnings

  • HYBRID: Customers want flexibility in deployment models
  • MIGRATION: Cloud migration needs stronger incentives
  • INTEGRATION: Cross-product usage drives retention
  • PRICING: Enterprise customers respond to value pricing
  • BUNDLING: Product bundling increases expansion revenue

Action Items

  • ACCELERATE: Increase cloud migration incentives now
  • BUNDLE: Create cross-product enterprise bundles
  • ENABLE: Enhance partner enterprise sales enablement
  • INTEGRATE: Improve cross-product user experience
  • EXPAND: Increase enterprise-specific feature roadmap
Atlassian logo
Overview

Atlassian Market

  • Founded: 2002 in Sydney, Australia with $10,000 credit card loan
  • Market Share: ~80% of Fortune 500 use Atlassian products
  • Customer Base: Over 260,000 organizations across 190 countries
  • Category:
    Enterprise Software
  • Location: Sydney, Australia
  • Zip Code: 2000
  • Employees: Over 10,000 employees globally
Competitors
Microsoft logo
Microsoft
Salesforce logo
Salesforce
GitLab logo
GitLab
ServiceNow logo
ServiceNow
Monday.com logo
Monday.com
Products & Services
No products or services data available
Distribution Channels
Atlassian logo
Align the business model

Atlassian Business Model Canvas

Problem

  • Teams struggle to coordinate work efficiently
  • Knowledge silos reduce productivity & innovation
  • Development & operations teams work separately
  • Change management processes are manual & slow
  • Software delivery velocity bottlenecked by tools

Solution

  • Integrated collaboration platform for all teams
  • Connected workflow & project management tools
  • Documentation & knowledge sharing capabilities
  • DevOps toolchain for faster reliable delivery
  • Customizable workspaces for any team type

Key Metrics

  • Cloud ARR & migration rate from server users
  • Net revenue retention & expansion rates
  • Free user to paid conversion rates
  • Monthly active users across products
  • Marketplace app adoption & revenue

Unique

  • Comprehensive team-focused product suite
  • Low-touch self-service adoption model
  • Value-based pricing vs enterprise competitors
  • Developer-first culture & strong community
  • Extensible platform with 5,000+ integrations

Advantage

  • End-to-end product coverage for work lifecycle
  • Network effects from cross-product adoption
  • Powerful extensibility via APIs & marketplace
  • Highly efficient sales & marketing engine
  • Strong brand affinity in developer community

Channels

  • Direct online self-service purchases
  • Solution Partner network for enterprise
  • Developer community & events for adoption
  • Word-of-mouth driven by strong NPS
  • Free tier driving conversion to paid

Customer Segments

  • Software development teams across industries
  • IT operations & service management teams
  • Business teams (marketing, HR, finance)
  • SMB to enterprise across all sectors
  • Heavy concentration in tech industry

Costs

  • Cloud infrastructure (AWS primarily)
  • R&D investment (40%+ of revenue)
  • Sales & marketing (15-20% of revenue)
  • Customer support & success operations
  • G&A and facilities for global workforce
Atlassian logo
Overview

Atlassian Product Market Fit

1

Break down silos between teams

2

Accelerate business innovation & delivery

3

Reduce costs through automation & optimization



Before State

  • Teams working in silos with disconnected tools
  • Manual workflow documentation & approval process
  • Slow development cycles with high change failure rate
  • Incident management & resolution takes days

After State

  • Connected teams with shared visibility & planning
  • Streamlined workflows with automation at scale
  • Agile delivery with high reliability & velocity
  • Rapid incident resolution & knowledge sharing

Negative Impacts

  • Reduced productivity & duplicated work efforts
  • Business velocity slowed by internal friction
  • Poor visibility leads to resource misallocation
  • Missed deadlines & quality issues in delivery

Positive Outcomes

  • 30% higher employee engagement & satisfaction
  • 40% faster time-to-market for new capabilities
  • 50% reduction in support tickets & resolution time
  • 25% improved operational efficiency

Key Metrics

Net revenue retention
120%+
Cloud ARR growth
30%+
Free-to-paid conversion
15%+
Customer retention
95%+

Requirements

  • Integrated platform across dev, IT & business teams
  • Automation capabilities for repetitive processes
  • Transparent communication & knowledge sharing
  • Measurement & continuous improvement culture

Why Atlassian

  • Unified platform deployment with expert guidance
  • Cross-team workflows & integrations configured
  • User training & enablement for adoption boost
  • Ongoing optimization & team transformation

Atlassian Competitive Advantage

  • Built for team collaboration from the ground up
  • No-code/low-code customization for any team
  • Marketplace ecosystem extends platform value
  • Fast ROI with self-service implementation

Proof Points

  • 850,000+ teams scale with Atlassian products
  • 99% of Fortune 100 companies use Atlassian
  • Average 3X ROI across customer base
  • Products rated 4.5/5 stars on G2 reviews
Atlassian logo
Overview

Atlassian Market Positioning

What You Do

  • Build collaboration software for teams

Target Market

  • Software, IT, business teams across all industries

Differentiation

  • Self-service low-touch sales model
  • High-value vs. competitors
  • Integrated work platform
  • Strong product ecosystem

Revenue Streams

  • Subscription (Cloud, DC)
  • Marketplace apps
  • Training & certification
  • Support services
Atlassian logo
Overview

Atlassian Operations and Technology

Company Operations
  • Organizational Structure: Functional with distributed teams globally
  • Supply Chain: Cloud infrastructure leveraging AWS
  • Tech Patents: 100+ patents in collaboration software
  • Website: https://www.atlassian.com
Top Clients
Atlassian logo
Competitive forces

Atlassian Porter's Five Forces

Threat of New Entry

MEDIUM: While barriers are high due to network effects and integrations, new entrants with disruptive AI approaches could gain traction

Supplier Power

MEDIUM: AWS dependency for cloud infrastructure, though multiple cloud options exist; reliance on top engineering talent in competitive market

Buyer Power

MEDIUM: While switching costs are high once embedded, customers have many collaboration options and can negotiate enterprise deals

Threat of Substitution

MEDIUM-HIGH: New AI-powered collaboration tools emerging that could reduce need for separate project tracking and documentation

Competitive Rivalry

HIGH: Microsoft, Salesforce, ServiceNow, and GitLab all competing for team collaboration with substantial resources and growing AI investments

Atlassian logo
Drive AI transformation

Atlassian AI Strategy SWOT Analysis

To unleash the potential of every team by helping teams everywhere work better together and achieve more

Strengths

  • DATA: Massive dataset from millions of active users
  • WORKFLOWS: Deep understanding of team collaboration flows
  • INVESTMENT: $250M+ committed to AI capabilities
  • TALENT: Strong engineering team with deep ML expertise
  • ACQUISITION: Strategic AI acquisitions like Percept.AI

Weaknesses

  • ADOPTION: Slow initial rollout of AI capabilities
  • INTEGRATION: AI features not unified across products
  • DIFFERENTIATION: AI offering similar to competitors
  • RESOURCES: Less AI investment than larger competitors
  • STRATEGY: Reactive rather than proactive AI approach

Opportunities

  • PRODUCTIVITY: 30%+ efficiency gains with AI assistants
  • INSIGHTS: Project success prediction using team data
  • MONETIZATION: Premium AI tiers for additional revenue
  • RETENTION: Reduce churn with personalized insights
  • AUTOMATION: Simplify complex workflows with AI agents

Threats

  • DISRUPTION: Potential for AI to reshape collaboration
  • COMPETITION: Microsoft/GitHub integrating Copilot deeply
  • INVESTMENT: Competitors outspending on AI capabilities
  • COMMODITIZATION: AI features becoming table stakes
  • PRIVACY: Data usage concerns limiting AI capabilities

Key Priorities

  • INTEGRATION: Build unified AI across entire platform
  • DIFFERENTIATION: Create team-specific AI capabilities
  • ACCELERATION: Fast-track AI feature delivery timeline
  • PARTNERSHIP: Strategic LLM partnerships for efficiency
Atlassian logo

Atlassian Financial Performance

Profit: $455.8 million (FY2023)
Market Cap: ~$45 billion
Stock Symbol: TEAM
Annual Report: View Report
Debt: $1 billion in convertible notes
ROI Impact: 50%+ gross margins and strong free cash flow

Atlassian Stock Chart

Loading chart data...
Data source: Alpha Vantage
View on Google Finance
DISCLAIMER

This report is provided solely for informational purposes by SWOTAnalysis.com, a division of Alignment LLC. It is based on publicly available information from reliable sources, but accuracy or completeness is not guaranteed. This is not financial, investment, legal, or tax advice. Alignment LLC disclaims liability for any losses resulting from reliance on this information. Unauthorized copying or distribution is prohibited.

© 2025 SWOTAnalysis.com. All rights reserved.