Confluence Growth Playbook
Where knowledge lives.
Integration
Deep
Strategy
Bundling
The Spark
Wikis existed but they weren't enterprise-ready.
The Growth Engine
The Narrative Hub Strategy: Confluence's growth engine was built on the tactical synergy with Jira. By allowing teams to link 'Documentation' (the why) directly to 'Tasks' (the what), they solved the problem of fragmented information. Their growth was self-sustaining: every Jira user was a high-intent prospect for Confluence. Once an organization's internal 'Knowledge Base' was built on Confluence, it became the indispensable cultural hub of the company, ensuring long-term seat expansion and zero churn.