When Dipity founder Morgan Von Druitt joined Atlassian as Senior Product Marketing Manager in May 2022, the company had just announced end-of-life for its server and on-prem products and faced an activation problem at unprecedented scale. Despite the product incentives, 95% of the global install base was unaware of the cloud advantage or the urgency to migrate. The job was not to run migration ads. It was to architect a global activation system that moved 290K enterprise clients from unaware to committed without compounding churn risk.

Within 6 months, we collapsed the unaware segment from 95% to 37%, activated roughly 250,000 users into migration paths, drove a 58% digital transformation awareness lift, and contributed an estimated $400M to Atlassian's first-ever $1B cloud revenue quarter. The engine behind it: 16-persona behavioral segmentation, on-site personalization as an activation channel, a change-management layer with toolkits and office hours, and an internal Activation Playbook that made the program replicable across geographies starting with an Australia-first pilot.

Here is how we did it — and the playbook other enterprise SaaS companies can adapt for high-stakes product transitions.

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