There’s a lot to be excited about in marketing right now. AI is opening up incredible possibilities to bring ideas to life faster, create more personalized experiences, and reach customers in new ways. As what’s possible grows, so do our ambitions.
But anyone who works in marketing knows how much goes into making great marketing happen. One campaign can involve creative, channel, and ops teams, plus product, sales, regional leads, and agencies. Then the launch date moves. Legal flags a claim. Finance shift budget. As the volume and pace of work increase, keeping everything moving together only gets harder.
Now, AI is changing how fast we can do the work. The bigger opportunity is turning that speed into greater capacity and better results across the entire marketing organization. And that makes having the right foundation to connect people, work, context, and AI more important than ever.
That’s why we’re thrilled to share that Atlassian has been named a Leader in the 2026 Gartner® Magic Quadrant™ for Marketing Work Management Platforms for the third consecutive year!
We’re incredibly proud of this recognition. We believe this represents our continued commitment to helping marketing teams navigate growing complexity, get more value from AI, and bring great marketing to market faster.
Connecting the work behind great marketing
Marketing bridges what a business builds with the customers it serves. It brings teams together around a shared purpose of creating meaningful customer connections, building demand, and driving growth.
Delivering on that purpose takes an incredible range of teams, tools, and partners. But work rarely happens neatly in one place. Plans, creative assets, approvals, campaigns, and performance data are scattered across systems. And when teams lack shared context, staying aligned can take more effort than moving the work forward.
A launch date moves, but the campaign plan doesn’t. Creative is ready, but approvals stall. Teams spend more time chasing updates than making decisions. The result is delayed launches, unnecessary rework, compromised quality, and missed opportunities to grow. Adding more AI tools alone won’t solve that.
At Atlassian, we believe marketing needs a more connected foundation. One that brings teams, strategy, knowledge, and execution together from the first idea through results. So marketers can move faster, adapt to change, and focus on what matters most: creating great work that connects with customers and drives business forward.
That’s what Teamwork Collection brings to marketing. Confluence brings together plans, ideas, and institutional knowledge. Jira turns plans into coordinated work with clear owners, dependencies, and approvals. Loom keeps communication, feedback, and decisions flowing. Rovo brings AI and agents into the flow of work. And because marketing doesn’t operate in isolation, those connections extend across Product, Sales, Legal, Finance, agencies, and the specialized tools teams already use.
One of Atlassian’s biggest advantages is the organizational context behind that work. So much of what marketers need to know already exists across the business, from product roadmaps and customer insights to past decisions and lessons learned. Rather than recreating that knowledge in another silo, we can help teams put it to work.
That’s where Teamwork Graph comes in. It connects the relationships between people, goals, work, knowledge, and decisions across Atlassian and connected third-party tools, giving people and AI a rich understanding of how the organization actually operates, not just access to individual documents. And that knowledge only compounds as teams work.
With that context, AI can do more than generate content or answer questions. It can help creative teams start with the right brief and approved messaging, identify which deliverables are affected when plans change, surface risks before they delay a launch, and bring lessons from previous campaigns into the next.
The opportunity goes beyond making individual tasks faster. It’s helping the entire marketing organization move forward with less friction, greater capacity, and better results.
See how Atlassian turns campaign ideas into business impact.
Marketing teams are constantly balancing ambitious goals, shifting priorities, and complex work that spans multiple teams. Atlassian brings that work together, giving our teams a shared foundation to plan and execute, and our leaders the visibility to make better decisions. By reducing the friction of coordinating work, we can move faster, stay focused on what matters, and create more capacity for the initiatives that drive the greatest impact.”
— Belinda Gerdt, Chief Marketing Officer, B2B, VodafoneZiggo
Putting Teamwork Collection to work at Atlassian
One of my favorite things about working at Atlassian is that we get to put our own technology to work and learn alongside our customers. Across our global marketing organization, we’re rethinking how people and AI agents work together to plan campaigns, create content, coordinate execution, and learn from results.
Here’s a taste of how our teams are changing the way we work:
- Start smarter and faster. We’re using AI to bring together audience research, product strategies, customer feedback, sales insights and past campaign results and build stronger campaign strategies, briefs, and content from the start.
- Move with greater coordination and control. We’re building agents to help turn plans into actionable work, route requests, track progress, and flag blockers, reducing the manual coordination and follow-ups that slow campaigns down.
- Learn continuously. We’re using AI to analyze campaign performance and surface lessons from retrospectives, making it easier to see what’s working and apply those insights to the next campaign.
And we’re already seeing the impact. Our teams have more capacity to experiment, bring new ideas to market, create more relevant customer experiences, and respond faster as opportunities emerge.
We’re still learning, but we’re seeing firsthand how connecting work and bringing AI into the flow can help the entire marketing organization accomplish more and deliver better results.
Looking ahead: From managing work to moving it forward
We’re proud of how far we’ve come, but we’re even more excited about what’s next.
We see marketing work management evolving beyond organizing and tracking tasks toward intelligently orchestrating work across people, agents, teams, and tools.
Imagine a future where marketers set the direction, and AI agents increasingly help figure out the steps, coordinate work, anticipate challenges, and adapt as things change, all grounded in the context of how the organization operates, with people guiding the decisions that matter.
It’s a future where work moves forward with less manual effort, knowledge and learning build on themselves, and teams can turn ideas into results faster without sacrificing quality or control. And where people have more room to do what they do best: understand customers, develop great ideas, and create experiences that drive growth.
That’s the future we’re building toward: helping marketing teams accomplish more together and deliver better results.
We’re honored to be recognized as a Gartner Magic Quadrant Leader for the third consecutive year and grateful to the customers and teams helping shape what’s next. We can’t wait to see what we accomplish together.
Download the 2026 Gartner Magic Quadrant for Marketing Work Management Platforms →
Gartner, Magic Quadrant for Marketing Work Management Platforms, 26 October 2026, Michael McCune Et Al.
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This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from Atlassian.
