California sun, a sea of booth setups, and hundreds of Atlassian ecosystem players on the move. That was Team ’25.
But the real story for us was in the in-between moments. The hallway chats. The quick demos that turned into deep dives. The questions that caught us off guard and the ones we’ve heard before, just louder this time. One that we kept hearing:
Who are you guys? Why’s everyone talking about you?
That came from someone who hadn’t used Exalate yet. They’d just heard our name — more than once. From more than one place. And they came to find out what all the noise was about.
We’re not big fans of noise. But we are fans of being relevant. And it felt like this year, we were exactly that. Not just another logo on a booth wall.
Over three days, we showed live demos to more than 50 people. Jira-to-Jira. Zendesk. ServiceNow. GitHub. SAP. Some of it was off-script, some of it was just… improv.
Turning complex cases into custom-fit demo moments—right there on the spot. That instant ‘wow’! That’s the kind of energy I like the most.
— Christophe, Solution Engineer
One visitor looked at a live demo and said, “Why is this not native to Jira?”
Good question.
The Ecosystem’s Pulse
We sensed the growing tension between Atlassian’s cloud-first mandate and the reality of enterprise environments. Partners spoke about customers struggling with migration timelines. IT leaders expressed frustration with limited asset synchronization options.
Atlassian is pushing hard into the future. Cloud-first. AI – everything. A unified System of Work. But many enterprise teams are still stuck two steps behind — wrestling with timelines, tooling gaps, and incomplete support for their real-world setups.
Migration hype is high. But the ground reality? Messy. Disjointed. Delayed.
Everyone—from devs to support to end users—kept circling back to the same thing: broken communication between teams. Those gaps are exactly what Exalate was built to close.
— Mariia, PMM
Now, about AI.
Yes, Rovo is now bundled. Yes, the word “AI” echoed through every keynote. But at our booth, the AI questions were simpler:
Can your AI help me understand what’s broken in my sync?
Will it tell me when I missed a mapping?
That’s not artificial intelligence. That’s integration intelligence. And that’s what we’re building.
AI isn’t magic. It’s only as good as the problems it actually solves. And in integration, AI makes the complex feel simple.
— Usman, Engineering
And while the keynotes promised innovation, another kind of progress was unfolding behind the main stage.
The conference’s women in tech events—both the official lunch and the grassroots “Marketplace Women” gatherings—provided a refreshing counterpoint to typical tech conversations. They were core to the future of the ecosystem: inclusive, practical, and clear-eyed about the work ahead.
The Women in Tech lunch at Team ’25 was hands-down one of my favorite moments. We had real conversations with some amazing Atlassian women, and it turns out, we’re all navigating the same chaos when it comes to decision-making and communication. Even better? Some of them are joining our HERpower movement.
— Manoosh, Marketing
Why Atlassian Needs Exalate Now (More Than Ever)
Atlassian’s strategic direction couldn’t align more perfectly with Exalate’s mission if they’d planned it together:
- Their push toward a unified “System of Work” creates immediate demand for robust cross-platform synchronization, exactly what we’ve been perfecting.
- The introduction of “Teamwork Graph” acknowledges what we’ve long recognized: the relationships between work items across systems are as valuable as the items themselves.
- Their accelerated cloud migration timeline, coupled with new deployment options (Commercial, Government, and Isolated), multiplies the integration scenarios teams must navigate.
- The shift from “issues” to “work items” signals Atlassian’s ambition to move beyond development teams, expanding into territories where multi-platform environments are the norm, not the exception.
Each of these shifts creates integration challenges that Atlassian’s native capabilities weren’t designed to solve. That’s where we come in.
And when enterprise customers name you live on stage, unprompted? That’s not just exposure. That’s product-market fit in real time. Exalate is the solution for enterprise integration.
— Ruben, Sales
Questions We’re Carrying Forward
Team ’25 gave us clarity — and a handful of sharp questions to chew on:
- How might Atlassian’s Teamwork Graph complement or reshape integration approaches?
- What would a more robust Jira Assets synchronization solution look like?
- How can we better support partners who want to incorporate synchronization into their solution offerings?
- What does Atlassian’s expansion beyond development teams mean for cross-platform integration needs?
What We’re Taking With Us
Team ’25 gave us insights, but more importantly, it gave us clarity.
- Integration is no longer technical plumbing. It’s strategic infrastructure.
- Partners want to build services around synchronization, not just resell it.
- Customers want autonomy, not more admin screens.
- Product managers want control. Not dashboards. Control.
And everyone — everyone — wants less friction between systems.
What’s Next for Exalate
Team ‘25 reminded us that we’re in good company — but also that we bring something unique to the table.
Integration is not a technical nice-to-have.
It’s the connective tissue of today’s teamwork.
Atlassian knows how to put on a show, and their product roadmap didn’t disappoint. But what really inspired us were the smaller sessions and hallway chats where folks shared how they’re hacking their workflows, rethinking automation, or scaling with elegance.
There’s a shared belief: complex doesn’t have to mean complicated. That’s a language we speak.
We’re exploring how our technology might complement Teamwork Graph. And yes, we’re taking a fresh look at Jira Assets synchronization based on the feedback we received.
Most importantly, we’re listening. Because behind every synchronization request is a team trying to work more effectively together.
And we’re here for that.
The Exalate Team
Exalate at Team ’25: in the room, in the conversation, and in the future.
Were you there? We’d love to hear about your experience.
