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He brags about how little the company spends on sales and marketing, which account for a вЂњhigh teensвЂќ percent of revenue, versus other enterprise software makers like $51 billion behemoth Salesforce, which spends about half its budget on sales and marketing and is not yet profitable. вЂњIf youвЂ™re going to get 50,000 or 60,000, or 500,000 customers, youвЂ™re not going to win those customers through hand-to-hand combat,вЂќ says Simons, who joined Atlassian in 2008. AtlassianвЂ™s approach was instead modeled on consumer products and shareware. вЂњThe enterprise software world was still putting people on planes, and flying people around, and cold calling for lead generation,вЂќ says Farquhar of the industry back in 2002.

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It took off by doing what now seems like common sense-advertising online, providing direct downloads and free trials, and giving some software away to small users (currently for HipChat and Bitbucket). The casual approach has defined and benefitted Atlassian from its beginning. вЂњThereвЂ™s always the flavor of the month thatвЂ™s out there.вЂќ (And that was before Workplace by Facebook emerged.) I ask Farquhar if the lack of buzz and celebrity status hurts Atlassian. The host company is building what will be the second-tallest skyscraper west of the Mississippi.

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This Lollapalooza for customer relationship management attracts about 170,000 visitors, plus celebrities like U2 are hired to entertain them. It was a challenge to get through the masses attending SalesforceвЂ™s Dreamforce convention (where Farquhar gave a keynote address).

HQ in San FranciscoвЂ™s South of Market neighborhood. The Low-Key ApproachДЇarquhar and I are chatting about the news a week before the summit at AtlassianвЂ™s U.S. Besides Zendesk ( another recent IPO hit, valued just under $3 billion), they include Freshdesk, Kana, and SalesforceвЂ™s. That now puts Atlassian up against a wide field of competitors. вЂњOriginally, we thought, why would you do that? Just use Zendesk or plenty of other things out in the market,вЂќ he says.Д«ut clients wanted one support system connecting both the employees and customers, according to Farquhar. The Service Desk version of Jira, launched in 2013, was meant for employee helpdesks inside a company, but clients have been requesting external customer support from the beginning, says Farquhar. Beyond a laundry list of technical and feature-upgrade announcements, the big news is the expansion of Jira into customer service and relationship management. Scott Farquhar Photo: courtesy of AtlassianДЄtlassian is announcing its next step at the companyвЂ™s user conference, Atlassian Summit, which hosts over 3,000 people in San Jose starting October 12. вЂњI think the breadth of it surprises people,вЂќ says Farquhar. Department of Defense, and Hillary ClintonвЂ™s presidential campaign. Users include not only tech clients like NASA, Netflix, Tesla, and Twitter, but also John Deere, SothebyвЂ™s, the U.S.

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They include the Jira project-management software, Bitbucket code repository and version tracker, and Confluence-something like Google Drive for wikis and other company documentation.ДЄtlassian has become a mainstay in many, many technical teams, and Jira (from the Japanese name for Godzilla) has expanded beyond software development and IT task tracking into general project management. (Atlassian claims that HipChat is having вЂњtremendous growth,вЂќ but it refuses to provide numbers to back that up.) Other products-collaboration tools mainly for software developers-are even less glamorous, but are lucrative.

Its group chat service, HipChat, has taken the role of plain stepsister to chic rival Slack. Atlassian wasnвЂ™t a glamorous startup and remains a low-key company-despite having over 60,000 customers in 160 countries and being named for the Titan who holds up the sky.