When it came to building up their enterprise customer base, once again Atlassian resisted the urge to pull from others' playbooks. "When Atlassian was really young, we would come across customers in the enterprise and they'd say, 'I'm comparing you to IBM Rational and IBM is sending in a whole demo team and doing a dog and pony show, I want Atlassian to do the same thing.' We chose not to invest in that directly," says Simons. "Instead, we thought it was the perfect opportunity to build a channel partnership ecosystem, because if we wanted to make a push for the enterprise, those big companies were going to need some hand holding."