Team ‘25: our takeaways at Exalate

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I recently attended Team ‘25. The air was unmistakably Atlassian: big visions, bold moves, and an environment that echoed where the ecosystem is headed.

We had a lot of meaningful moments among all this, be it the hallway chats or giving impromptu demos, our team tried their best in every opportunity.

For us at Exalate, these conversions stretched beyond product features, and a list of questions we’re still thinking about.

Who are you guys? Why is everyone talking about you?

We heard this question more than once from people who hadn’t used Exalate yet, but had heard our name. Somewhere in talks, at booths, or over lunch.

I was overwhelmed, since this kind of recognition is hard work, a result of many things coming together. Product maturity, word-of-mouth, and yes, years of community and partner engagement.

Over three days, we delivered 50+ demos across Jira, Zendesk, ServiceNow, GitHub, Azure DevOps, SAP, and more. Some were scheduled, others were spontaneous.

We demoed everything live, on the spot. Real data. Real use cases.

All of this, however, led to the same realization: Integration is not a backend task anymore. It’s the reality of modern teamwork.

“Some customers thought Christophe was an AI. Not kidding.” — Majid, Services

What brought people to the Exalate booth?

Despite being slightly off the main aisle, our booth stayed busy, whether it was our video on loop or the word-of-mouth that brought people our way.

Some came in after hearing about us in other partner demos. Some sought us out because they saw our name in community threads or newsletters.

We also ran into partners who were ready to go beyond reselling. They wanted to embed sync into their service offerings, co-host webinars, run joint content initiatives, or even co-innovate.

Sensing the ecosystem’s pulse: Cloud First, AI-everywhere

There was a huge push behind Atlassian’s momentum: Cloud-first. AI-everywhere. A unified System of Work [a pivot from issues to work items].

But enterprise realities are far messier. They have hybrid setups, delayed migrations, teams loving their status quos while juggling multiple platforms, and questions around why Jira Assets sync still feels incomplete.

Partners told us they’re stitching together solutions to fill those gaps. Customers voiced concerns about timelines and tooling limitations.

Team ‘25 served as a great reminder of why the right strategy remains important, and real-world execution is all that matters, especially when work spans multiple platforms.

Integration intelligence: a business reality

AI was a constant in the keynotes. Rovo is now bundled into the suite. New navigation. Updated UX. Work items replacing issues. Lots of big moves.

But at our booth, the AI questions were different:

• “Can your AI help me understand what’s broken in my sync?”
  
• “Will it alert me when I miss a mapping?”
  
• “Can it adapt to our custom workflows?”
  

That’s not just artificial intelligence. That’s integration intelligence. That’s what we’re building with AI Assist.

The Women in Tech momentum

Amid all the product talks and partner sessions, we also engaged in something quieter yet meaningful.

The Marketplace Women meetups and the official Women in Tech lunch were a space for real stories, mentorship, and shared ambitions.

We’re proud to support that, and we took the opportunity to invite more voices into the HERpower initiative we’re building at Exalate.

What we’re taking with us

Team ’25 wasn’t just a marketing milestone for us. It was more of a listening tour, a guiding path to how our future should be shaped, and a recap of where we stand.

Proof that flexibility and autonomy in sync is not just a nice-to-have, it’s non-negotiable.

Proof that our focus on self-serve, scripting-first, scalable integration is exactly what teams need as they step into complex migrations and hybrid setups.

And here’s what we’re leaving with:

• Integration is no longer plumbing. It’s infrastructure.
• Customers want control, not dashboards. They want autonomy, not more admin.
• Partners want to co-build. Not just co-sell.
• Everyone wants less friction. Between tools. Between teams.
  

We're now looking into tighter Jira Assets sync. Exploring how we might complement the Teamwork Graph. And ramping up support for partners looking to expand services around Exalate.

Because we believe that behind every sync use case is a team trying to work better together.

Were you there at Team ‘25? I’d love to hear your thoughts, experience, and what stuck with you.

Explore Exalate at Team ’25: In the room. In the conversations.