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

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 easy to gather (and the first two might be outside of your official PMM remit), but they will really point your enablement efforts toward ROI.Other traditional measurements are more internal adoption- or che ...Read More

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. Revenue wins: Run the numbers on your serviceable addressable market. Basically, look at the sector population and your average deal size or customer lifetime value to stack rank the opportunity by potential $$. 2. Ability to deliver against custome ...Read More

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 or solution engineer not getting what they need or giving lots of feedback, I'll recruit them into a braintrust working group so they can help serve as a champion or expert for the specific initiative. Mayb ...Read More

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 provide just the critical next steps for them to move the opportunity forward. We need to be cognizant of sales teams' bandwidth and not flood them with info about every facet of the problem space.2. No da ...Read More

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 opportunity of $XM associated with a specific sales play, what is the percentage of revenue we've actually booked? If it's falling short of projections, is it because sales isn't talking to the right pe ...Read More