AMA: Atlassian Head of Product Marketing, Agile + DevOps Growth, John Kinmonth on Sales Enablement

October 5 @ 10:00AM PST

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Atlassian Head of Product Marketing, Agile + DevOps Growth, John Kinmonth on Sales Enablement

Top Questions

What are your biggest frustrations with creating insightful sales playbooks that get used?

John Kinmonth

Atlassian Head of Product Marketing, Agile + DevOps Growth • October 5

Here are some of the problems I often see with sales playbooks: 1. Too much information/time demand up front – If you're asking reps for 5 hours of study time upfront, you're likely going to see poor adoption. Instead, provide guidance to help them size their opportunity based on data, and then ......Read More

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What is your tactic when salespeople continually ask you for materials, when you've shown them where they live multiple times? And no one else is confused by that but one specific salesperson?

John Kinmonth

Atlassian Head of Product Marketing, Agile + DevOps Growth • October 5

Tell Kevin to pay better attention! Seriously though, that's frustrating, but I'd make sure it's not just isolated to that one sales member (are there other reps that can't find artifacts, but just aren't saying anything?) A lot of times, if I'm having a specific issue with an account executive......Read More

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What should product marketing's role be in your company's sales kickoff?

John Kinmonth

Atlassian Head of Product Marketing, Agile + DevOps Growth • October 5

This depends on the makeup of your org. If you have dedicated sales enablement, they'll typically orchestrate the program with sales/customer success/PMM/PM leadership, and PMMs will serve as SMEs. If you don't have a built-out sales enablement team, PMM should play a forward role in formulating......Read More

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How do you measure ROI of sales enablement?

John Kinmonth

Atlassian Head of Product Marketing, Agile + DevOps Growth • October 5

Love this question. This will differ at every org, but for me the gold standard is win/loss ratio and booked revenue associated with a sales play, along with qualitative/sentiment data on whether it's resonating with customers (pitch recordings, feedback from sales, etc). These are not always ea......Read More

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How do you navigate sales enablement at a startup that serves multiple sectors of the market and has limited resources?

We are moving upstream from working with executive search firms and recruitment agencies to working with in-house enterprise and MM companies. Each type of firm needs the software for recruitment purposes, but each has different pain points and feature interests within the platform

John Kinmonth

Atlassian Head of Product Marketing, Agile + DevOps Growth • October 5

Great question. As someone who's worked in a number of startups, I can definitely relate to the pain of trying to do too much at once. In terms of prioritizing your enablement development/rollout across sectors/personas, here's how I think about it: 1. ARR talks: Run the numbers on your service......Read More

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What metrics determine whether or not sales enablement materials created by Product Marketing are both actually being used and are helping to win deals and shorten sales cycles?

John Kinmonth

Atlassian Head of Product Marketing, Agile + DevOps Growth • October 5

For me, the gold standard is whether an associated sales play is helping improve win/loss ratio, deal cycle times, and booked revenue, along with qualitative/sentiment data on whether it's resonating with customers (pitch recordings, feedback from sales, etc). For example, if we project a revenue......Read More

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