How should Atlan compete as Snowflake and Databricks bundle data cataloguing for free?

Introduction

Atlan sells a cross-platform data catalogue and governance platform. In the last few years, the largest data platforms have built their own catalogues and governance layers into their products: Databricks with Unity Catalog, which it open-sourced in 2024, Snowflake with Horizon Catalog and its open Polaris-based catalogue work, Google with Dataplex, and Microsoft with Purview and Fabric's OneLake catalogue. For a customer already paying for Snowflake or Databricks, a "good enough" catalogue comes bundled. Meanwhile, consolidation reshaped the independent field: Salesforce agreed to acquire Informatica in 2025, and ServiceNow acquired data.world.

The question asks how Atlan should compete as Snowflake and Databricks bundle cataloguing for free. This is a classic "platform bundling" threat, similar to what standalone tools faced when Microsoft bundled Teams with Office. Atlan's strategy must explain where it wins, where it partners, and how it avoids being squeezed out.

Key business objectives:

1. Keep winning enterprise deals against bundled catalogues.
2. Grow net revenue retention with existing customers.
3. Turn platform catalogues from competitors into partners where possible.
4. Lead the shift to governance for AI.

Step 1

Clarify the Strategic Goals (3-4 minutes)

• Where is Atlan losing deals today, and to whom?

Why it matters: Losses to "do nothing" or native catalogues are different from losses to Collibra or Alation. Expected answer: Losses to native catalogues are rising among mid-market customers with a single platform; enterprise multi-platform customers still choose Atlan. Impact on approach: Focus on multi-platform enterprises and on the AI governance wedge.

• What is the time horizon and appetite for partnership?

Expected answer: Three years; partnership with platforms is acceptable and already exists. Impact on approach: We can design a "complement, not compete" strategy.

• What resources are available?

Expected answer: Atlan raised a Series C of $105 million in 2024 at a reported $750 million valuation; growth must be capital-efficient. Impact on approach: Prioritise a few big bets.