Austin Burningham on Why Partner Events Need to Be Smaller, More Targeted, and Actually Memorable

Big partner events are fading—and the teams seeing real pipeline impact are doing the opposite. In this episode, Austin Burningham from Atlassian breaks down the shift from high-volume events to smaller, highly targeted experiences that actually move deals forward.He shares why webinars still play a critical mid-funnel role, how executive roundtables and one-to-one experiences are driving bottom-funnel conversion, and what it takes to get the right customers—and sales teams—into the room. The conversation also gets practical on event strategy: securing customer speakers, aligning partners and sellers, and attributing real pipeline impact across multiple touches.The takeaway is clear: the best partner marketers aren’t choosing between digital and in-person—they’re designing both to work together, with precision.