April 26, 2025 • 9 mins
Peter Marquez, Chief Customer Officer at ServiceRocket, joins us from the floor of Atlassian Team '25 in Anaheim to share his frontline perspective on the vibe and announcements, including Rovo, Atlassian’s AI assist, now included with purchase.
With over a decade of experience, we cover the ecosystem, evolution of the market, and company. Customer expectations are shifting, Atlassian's footprint more strategic. Rovo promises to significantly reduce the TTI … Time-To-Information (I just made that up) sitting on top of a unified data structure, including the transcripts from looms and meetings.
If we're reliable, we don't always have to be right. But we always want to be present. We always want to be available. - Peter Marquez:
Please join me in welcoming Peter Marquez to the Work 20XX podcast
Thank you Peter.
Editor's Note:
Recorded 2025-Apr-09, Anaheim Convention Center. My first solo onsite recording with some new gear. Missing my rock star production team.
Special shout out to Rob Castaneda and Team ServiceRocket for sharing their booth to enable this recording.
YouTube - Click Here
https://www.youtube.com/watch?v=YUj6eXv79F0&list=PLZURvMqWbYjmmJlwGj0L0jWbWdCej1Jlt
Transcript and Show Notes - Click Here
https://www.work20xx.com/episode/peter-marquez-evolution-ecosystem-responsive-rovo-work-20xx-ep37
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:01):
Okay.
In three, two, one.
Hey welcome back everybodyJeff Frick here
coming to you not from the home office
coming to you from Anaheim, California
to check in on the Atlassian Team ‘25 event.
Excited to have somebody who's kind of
out in the front lines
with customers tryingto integrate some of the stuff,
and he's Peter Marquez,the Chief Customer Officer
of ServiceRocket. Peter, great to see you.
(00:23):
Hey, great. See as well.Nice to meet you.
I've heard a lot about you.
[Jeff] Yeah, absolutely
[Jeff] So you've beeninvolved in this ecosystem
[Jeff] for like a decade now?
Yeah.
[Jeff] What kind of strikes you this year
[Jeff] and kind of how things have evolved
[Jeff] over the last little while.
Well, I think evolutionis the big term here.
I continue to see change,not just with Atlassian
(00:43):
in their offerings,what they're bringing to market,
but also customers are evolving to
their concerns are elevating
the role that Atlassian plays in their business
is so much more important.
That means the conversations we have
the problems we help customers solve
are so much more important,critical to the business.
[Jeff] A lot of people are stillon this cloud migration journey.
(01:04):
I'll be really clear about that is that,
Atlassian has a huge numberof cloud customers.
It's growing so fast.
It's a critical partof their business.
They've been successfulover the past 20 years.
And so they're very largeorganizations that built
very strategic parts of theirbusiness around this technology.
And, you know, it'shard to turn a battleship.
[Jeff] What do you think'sgoing to be reception
(01:25):
[Jeff] to the push for AI?What is it?
[Peter] Rovo?[Jeff] Rovo, Rovo.
[Jeff] That’s it[Peter] Yes, yes.
[Peter] Well, [Jeff] What do you think?
I think it'sit's huge.
The big announcementthis week
is that Rovo will be includedin licenses right now.
So prior, it was if something you had to pay for.
So now it’s rolled into the platform,
this is going to lowerthe barrier to entry.
And the key about AIis that the more you use it,
the more valueyou create.
(01:46):
And so this just blows the doors offany of that barrier to entry.
And now customers can say,
‘Great. Let's go ahead and start to use this.’
Let’s experiment, let’s demonstrate to our leadership
the differenceit can make.
So it's really exciting.
[Jeff] What are you finding are kind of
[Jeff] the biggest challenges?
The top level issueright now is that
one of Atlassian’s strengths has always been
people love that technology.
(02:06):
And so it's a bottomup technology
that means folks buy it.
A lot of cases, you know,
you can go to a huge company,name your favorite huge company,
and youmight find
that the first person to buy that
paid for it with a credit card themselves.
And so what that means is that
it's been woven into their business.
So it's beenbottom up.
And when you do things bottom up,
(02:26):
what happens is that
it's a little bit of a wild west there.
And after15 years
of lots of different peopledoing lots of different things,
it's like sedimentary rot,you know, you just have,
oh, this is what we did 15 years ago
is was important then
this is what we did10 years ago
it was important then
But it's all partof the structure.
So the biggest issue we have right now is
how do we help customers as they make this migration,
(02:48):
to plan out
what's the proper governance for our organization?
Right.
And the bottom line there is
you don't want to make it so strict
that people don't want to use the tool,
but you don't want tomake it so loose.
You know that it'sthe Wild West.
[Jeff] It's a pretty passionate ecosystem.
[Jeff] Talk about the Atlassian community
[Jeff] and what that's meant for you at ServiceRocket.
Yeah.
(03:08):
Well, first, I think it's a very welcoming community.
And so I was ten years ago,I was new to it.
And, I just had adrink and a conversation
with the first guy I met.
Who didn't workfor ServiceRocket.
That was my entryinto this community.
And, he was helping run the user group in New York City at the time
And, I've seen his business grow
from just being a small consultancy
(03:30):
to now they're a gold partner for Atlassian,
so it's great to see the development
people committing their lives building
not just their careers,
but enabling their familiesaround this ecosystem.
So when we talk about ecosystemit’s not just businesses,
we know each other.
We've seen each other's familiesgrow and develop.
So it's really personal.
[Jeff] So they also seem to be makingsome pretty significant moves.
(03:52):
[Jeff] It's a little bit of a changein the weather, right?
[Jeff] Went from two CEOsto one CEO
[Jeff] And we've got behind usthis new Atlassian F1 car
[Jeff] Atlassian Williams I think,[Peter] Yeah
[Jeff] which is pretty interesting.
[Jeff] There's a lot of tech companieswho've invested in F1.
[Jeff] I think it's great exposure.[Peter] Yes
[Jeff] There are not very many companies
[Jeff] that have their logoon the very, very top line
[Jeff] that have their logo across the chest of the racers jacket
(04:15):
[Jeff] versus down on his sleeves and legs.
Yes.
[Jeff] And there’s also been a lot more acquisitions
[Jeff] over the last several years to in terms of Trello and Loom.
[Jeff] How do you see Atlassiankind of changing corporately
[Jeff] as they continueto grow and evolve from,
[Jeff] two guys in Sydney, you know, getting started with
[Jeff] with a replacementfor open source bug tools.
[Peter] Yeah, yeah, yeah.[Jeff] And look where they are today
(04:35):
But you know what? It makes so much sense
because as thetools become
more important,strategic, you know,
the guys at the corner office
have become
they've had to mature as well.
And the businesses’ have matured.
How we sell has matured.
The people that we're selling to
the problems we’re solving are just bigger. Right.
(04:55):
And so that hasenabled the company
to mature as well.
And challenge all of usin the ecosystem to up our game.
You know, we're no longerselling to admins.
We're talking to ‘C’ levelpeople every day.
And that's, that's atotally different game.
Really exciting one to.
[Jeff] So what do you tell peoplewho are not familiar with Atlassian
[Jeff] that are coming in cold turkey?
(05:16):
[Jeff] Maybe it's a new hireor maybe it's a customer
[Jeff] that's got a different,you know, tech stack
[Jeff] and you want themto consider this.
[Jeff] What do you tell them
[Jeff] is kind of the essence of Atlassian?
Oh, yeah.You know
I think the biggest part of that is
we want to talkabout two things.
The Atlassian platform itself.
And the story has always beenone of agility, you know,
(05:38):
and responding to the customerand the customer's development.
The product we have todayis not the same product
we had ten years agoor 20 years ago.
And that's because customers have told us,
And have told Atlassian,this is what we need to do.
We love what you doand how you do it.
Help us solvethis problem.
Help us solvethis problem.
So I tell people whoare new to the space
if they're workingfor ServiceRocket
(05:59):
we have to listen really well,
and then we have to really
pay attention to whatour customers are saying.
Share thatwith Atlassian.
Understand Atlassian’s perspective, their messaging,
repeat that backto the customer.
And be an important part of that loop,
that communicationloop.
I think it breaks down
if you have apoint-to-point discussion
(06:19):
and you don't havethat third party,
that one has rapport with both
and can say, ‘Hey, Atlassian, you know what?’
maybe you shouldthink about this
a little bit differently
or say to the customer, ‘Hey, you know what?’
I know it's hard, but this isexactly what you need to do.
And here's why.
[Jeff] And what about ServiceRocketwhen you go into a new customer,
[Jeff] not really familiar with the space,
[Jeff] maybe it's not afamiliar ecosystem.
(06:41):
[Jeff] What's the ServiceRocket advantage?
[Jeff] I know you guys have beenin this for a long time.
[Jeff] What's kind of the ServiceRocket angle
[Jeff] that gives you somethinga little bit unique versus
[Jeff] all the other optionsthat people have out there?
I think the biggest thing
that we have doneover the past year and a half
is that we've determined thatwe've had to up our game as well
and not justbe transactional
(07:01):
and say, hey, here's some great software,
why don't you buy this?
Or, hey, why don't we help you implement this?
We have to be with the customer day to day.
And so we're working to createAtlassian Centers of Excellence
in our largest companies
and some of the smallercompanies as well.
And what thatmeans is that
they have a jobto do every single day.
They can spend a lot of time and energy
(07:22):
becoming masters of Atlassian,
or they can partner with us
so we can provide themwith the materials they need,
provide them with the support they need
augment their staffwhen necessary.
Provide the advisory
so they can focus onmaking business decisions.
You know, I was on a podcastlast year, actually,
and it was all about,how do you support,
how do you workvery closely with the CEO?
(07:43):
And I always say, listen.
Don't go to CEOswith problems.
Go to CEOs with options. Right?
They're set up to make choices.
And I think we have to dothe same thing with customers.
We have to lay it out and say,
here arethe strengths.
We need you to make a choice, not
‘Hey, here are the problems’ right.
[Peter] Here are your options [Jeff] Right. I love that
(08:03):
[Jeff] So we’re getting to the end of our time
[Jeff] What have we not covered?
[Jeff] What, what do you wishthat I asked you that I didn’t ask you?
[Peter] Wow. What a[Jeff] That I want to make sure we cover.
What a greatWhat a great question.
Oh, man. You did a very good job.
One thing I do want to mention is that,
when it does come to ServiceRocket,
we talk abouta couple of things.
One is, a few years ago,
(08:24):
we started going with this slogan‘We have your back.’
Everyone says that.We really do.
And but that was just shorthandfor what we really believe.
And that is, we want to beextremely consistent.
Our commitment is to be the more reliable partner
to our customers,
to Atlassian and to each otherhere at ServiceRocket.
You know, so
to our Rocketeers.
[Jeff] Right.
(08:44):
So if we're reliable, we don'talways have to be right.
But we always wantto be present.
We always want to be available.
We want to learn from our mistakes very quickly.
And then be that personthat people turn to
when they have a question,when they have a challenge,
and just when they wantto have some fun.
[Jeff] Right.
[Jeff] I love that
[Jeff] we don't have to be right,but we got to be present.
[Jeff] That’s a great parting thought
(09:06):
So, Peter, thanks for,for spending few minutes.
I enjoyed and congratson a great show.
Thank you so much.It was fun.
All righty. He's Peter, I’m Jeff.
we’re at the Atlassian Team ‘25 show.
It's an Anaheim, California.
Thanks for watching
Thanks for listening inon the podcast.
Catch you next time. Take care.
Oh, awesome.
All right. It was fun.
(09:27):
Hey, Jeff Frick Here
big shout out to the podcast audience.
Thanks for listening in.
You can get show notes and transcripts at Work20XX.com
And that also has links to the videos as well.
Appreciate you listeningin on the podcast
Do reach out
say hello, like subscribeand smash that notification bell.
Thanks for listening.Take care. Bye bye.
Okay.
In three, two, one.
Hey welcome back everybodyJeff Frick here
coming to you not from the home office
coming to you from Anaheim, California
to check in on the Atlassian Team ‘25 event.
Excited to have somebody who's kind of
out in the front lines
with customers tryingto integrate some of the stuff,
and he's Peter Marquez,the Chief Customer Officer
of ServiceRocket. Peter, great to see you.
(00:23):
Hey, great. See as well.Nice to meet you.
I've heard a lot about you.
[Jeff] Yeah, absolutely
[Jeff] So you've beeninvolved in this ecosystem
[Jeff] for like a decade now?
Yeah.
[Jeff] What kind of strikes you this year
[Jeff] and kind of how things have evolved
[Jeff] over the last little while.
Well, I think evolutionis the big term here.
I continue to see change,not just with Atlassian
(00:43):
in their offerings,what they're bringing to market,
but also customers are evolving to
their concerns are elevating
the role that Atlassian plays in their business
is so much more important.
That means the conversations we have
the problems we help customers solve
are so much more important,critical to the business.
[Jeff] A lot of people are stillon this cloud migration journey.
(01:04):
I'll be really clear about that is that,
Atlassian has a huge numberof cloud customers.
It's growing so fast.
It's a critical partof their business.
They've been successfulover the past 20 years.
And so they're very largeorganizations that built
very strategic parts of theirbusiness around this technology.
And, you know, it'shard to turn a battleship.
[Jeff] What do you think'sgoing to be reception
(01:25):
[Jeff] to the push for AI?What is it?
[Peter] Rovo?[Jeff] Rovo, Rovo.
[Jeff] That’s it[Peter] Yes, yes.
[Peter] Well, [Jeff] What do you think?
I think it'sit's huge.
The big announcementthis week
is that Rovo will be includedin licenses right now.
So prior, it was if something you had to pay for.
So now it’s rolled into the platform,
this is going to lowerthe barrier to entry.
And the key about AIis that the more you use it,
the more valueyou create.
(01:46):
And so this just blows the doors offany of that barrier to entry.
And now customers can say,
‘Great. Let's go ahead and start to use this.’
Let’s experiment, let’s demonstrate to our leadership
the differenceit can make.
So it's really exciting.
[Jeff] What are you finding are kind of
[Jeff] the biggest challenges?
The top level issueright now is that
one of Atlassian’s strengths has always been
people love that technology.
(02:06):
And so it's a bottomup technology
that means folks buy it.
A lot of cases, you know,
you can go to a huge company,name your favorite huge company,
and youmight find
that the first person to buy that
paid for it with a credit card themselves.
And so what that means is that
it's been woven into their business.
So it's beenbottom up.
And when you do things bottom up,
(02:26):
what happens is that
it's a little bit of a wild west there.
And after15 years
of lots of different peopledoing lots of different things,
it's like sedimentary rot,you know, you just have,
oh, this is what we did 15 years ago
is was important then
this is what we did10 years ago
it was important then
But it's all partof the structure.
So the biggest issue we have right now is
how do we help customers as they make this migration,
(02:48):
to plan out
what's the proper governance for our organization?
Right.
And the bottom line there is
you don't want to make it so strict
that people don't want to use the tool,
but you don't want tomake it so loose.
You know that it'sthe Wild West.
[Jeff] It's a pretty passionate ecosystem.
[Jeff] Talk about the Atlassian community
[Jeff] and what that's meant for you at ServiceRocket.
Yeah.
(03:08):
Well, first, I think it's a very welcoming community.
And so I was ten years ago,I was new to it.
And, I just had adrink and a conversation
with the first guy I met.
Who didn't workfor ServiceRocket.
That was my entryinto this community.
And, he was helping run the user group in New York City at the time
And, I've seen his business grow
from just being a small consultancy
(03:30):
to now they're a gold partner for Atlassian,
so it's great to see the development
people committing their lives building
not just their careers,
but enabling their familiesaround this ecosystem.
So when we talk about ecosystemit’s not just businesses,
we know each other.
We've seen each other's familiesgrow and develop.
So it's really personal.
[Jeff] So they also seem to be makingsome pretty significant moves.
(03:52):
[Jeff] It's a little bit of a changein the weather, right?
[Jeff] Went from two CEOsto one CEO
[Jeff] And we've got behind usthis new Atlassian F1 car
[Jeff] Atlassian Williams I think,[Peter] Yeah
[Jeff] which is pretty interesting.
[Jeff] There's a lot of tech companieswho've invested in F1.
[Jeff] I think it's great exposure.[Peter] Yes
[Jeff] There are not very many companies
[Jeff] that have their logoon the very, very top line
[Jeff] that have their logo across the chest of the racers jacket
(04:15):
[Jeff] versus down on his sleeves and legs.
Yes.
[Jeff] And there’s also been a lot more acquisitions
[Jeff] over the last several years to in terms of Trello and Loom.
[Jeff] How do you see Atlassiankind of changing corporately
[Jeff] as they continueto grow and evolve from,
[Jeff] two guys in Sydney, you know, getting started with
[Jeff] with a replacementfor open source bug tools.
[Peter] Yeah, yeah, yeah.[Jeff] And look where they are today
(04:35):
But you know what? It makes so much sense
because as thetools become
more important,strategic, you know,
the guys at the corner office
have become
they've had to mature as well.
And the businesses’ have matured.
How we sell has matured.
The people that we're selling to
the problems we’re solving are just bigger. Right.
(04:55):
And so that hasenabled the company
to mature as well.
And challenge all of usin the ecosystem to up our game.
You know, we're no longerselling to admins.
We're talking to ‘C’ levelpeople every day.
And that's, that's atotally different game.
Really exciting one to.
[Jeff] So what do you tell peoplewho are not familiar with Atlassian
[Jeff] that are coming in cold turkey?
(05:16):
[Jeff] Maybe it's a new hireor maybe it's a customer
[Jeff] that's got a different,you know, tech stack
[Jeff] and you want themto consider this.
[Jeff] What do you tell them
[Jeff] is kind of the essence of Atlassian?
Oh, yeah.You know
I think the biggest part of that is
we want to talkabout two things.
The Atlassian platform itself.
And the story has always beenone of agility, you know,
(05:38):
and responding to the customerand the customer's development.
The product we have todayis not the same product
we had ten years agoor 20 years ago.
And that's because customers have told us,
And have told Atlassian,this is what we need to do.
We love what you doand how you do it.
Help us solvethis problem.
Help us solvethis problem.
So I tell people whoare new to the space
if they're workingfor ServiceRocket
(05:59):
we have to listen really well,
and then we have to really
pay attention to whatour customers are saying.
Share thatwith Atlassian.
Understand Atlassian’s perspective, their messaging,
repeat that backto the customer.
And be an important part of that loop,
that communicationloop.
I think it breaks down
if you have apoint-to-point discussion
(06:19):
and you don't havethat third party,
that one has rapport with both
and can say, ‘Hey, Atlassian, you know what?’
maybe you shouldthink about this
a little bit differently
or say to the customer, ‘Hey, you know what?’
I know it's hard, but this isexactly what you need to do.
And here's why.
[Jeff] And what about ServiceRocketwhen you go into a new customer,
[Jeff] not really familiar with the space,
[Jeff] maybe it's not afamiliar ecosystem.
(06:41):
[Jeff] What's the ServiceRocket advantage?
[Jeff] I know you guys have beenin this for a long time.
[Jeff] What's kind of the ServiceRocket angle
[Jeff] that gives you somethinga little bit unique versus
[Jeff] all the other optionsthat people have out there?
I think the biggest thing
that we have doneover the past year and a half
is that we've determined thatwe've had to up our game as well
and not justbe transactional
(07:01):
and say, hey, here's some great software,
why don't you buy this?
Or, hey, why don't we help you implement this?
We have to be with the customer day to day.
And so we're working to createAtlassian Centers of Excellence
in our largest companies
and some of the smallercompanies as well.
And what thatmeans is that
they have a jobto do every single day.
They can spend a lot of time and energy
(07:22):
becoming masters of Atlassian,
or they can partner with us
so we can provide themwith the materials they need,
provide them with the support they need
augment their staffwhen necessary.
Provide the advisory
so they can focus onmaking business decisions.
You know, I was on a podcastlast year, actually,
and it was all about,how do you support,
how do you workvery closely with the CEO?
(07:43):
And I always say, listen.
Don't go to CEOswith problems.
Go to CEOs with options. Right?
They're set up to make choices.
And I think we have to dothe same thing with customers.
We have to lay it out and say,
here arethe strengths.
We need you to make a choice, not
‘Hey, here are the problems’ right.
[Peter] Here are your options [Jeff] Right. I love that
(08:03):
[Jeff] So we’re getting to the end of our time
[Jeff] What have we not covered?
[Jeff] What, what do you wishthat I asked you that I didn’t ask you?
[Peter] Wow. What a[Jeff] That I want to make sure we cover.
What a greatWhat a great question.
Oh, man. You did a very good job.
One thing I do want to mention is that,
when it does come to ServiceRocket,
we talk abouta couple of things.
One is, a few years ago,
(08:24):
we started going with this slogan‘We have your back.’
Everyone says that.We really do.
And but that was just shorthandfor what we really believe.
And that is, we want to beextremely consistent.
Our commitment is to be the more reliable partner
to our customers,
to Atlassian and to each otherhere at ServiceRocket.
You know, so
to our Rocketeers.
[Jeff] Right.
(08:44):
So if we're reliable, we don'talways have to be right.
But we always wantto be present.
We always want to be available.
We want to learn from our mistakes very quickly.
And then be that personthat people turn to
when they have a question,when they have a challenge,
and just when they wantto have some fun.
[Jeff] Right.
[Jeff] I love that
[Jeff] we don't have to be right,but we got to be present.
[Jeff] That’s a great parting thought
(09:06):
So, Peter, thanks for,for spending few minutes.
I enjoyed and congratson a great show.
Thank you so much.It was fun.
All righty. He's Peter, I’m Jeff.
we’re at the Atlassian Team ‘25 show.
It's an Anaheim, California.
Thanks for watching
Thanks for listening inon the podcast.
Catch you next time. Take care.
Oh, awesome.
All right. It was fun.
(09:27):
Hey, Jeff Frick Here
big shout out to the podcast audience.
Thanks for listening in.
You can get show notes and transcripts at Work20XX.com
And that also has links to the videos as well.
Appreciate you listeningin on the podcast
Do reach out
say hello, like subscribeand smash that notification bell.
Thanks for listening.Take care. Bye bye.
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