AMA: Atlassian Head of Product Marketing, Jira Align, Daniel Kuperman on Sales Enablement
February 18 @ 10:00AM PT
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👋 Daniel Kuperman
Hi all, my name is Daniel Kuperman. 👋
💼 Job: Head of Product Marketing at Jellyfish, ex-Atlassian, Snowflake, Mindtickle.
📍 Location: Mountain View, CA
🍦 Favorite ice cream flavor: Rocky Road
Jellyfish VP of Product Marketing • 5y
You have several products with release dates next to each other and limited resources, so what do you do? Here’s how you can think of this: first, identify the releases w...
1178 Views
4 requests
Jellyfish VP of Product Marketing • 5y
Ultimately is about revenue attainment. Are sales reps being able to make their numbers? If yes, you are likely doing your job well. Now, if we look more closely at how t...
2967 Views
3 requests
Jellyfish VP of Product Marketing • 5y
This is where the partnership with the sales enablement team is valuable. If you don’t have a sales enablement counterpart, then I suggest the PMM team to think in terms ...
1730 Views
3 requests
What sales enablement changes do we need to make as we shift focus from selling to SMB and mid-market to selling to enterprise?
Our sales team is used to selling to SMB and mid-market.
Jellyfish VP of Product Marketing • 5y
Some of the big differences you will see include: Longer sales cycle A bigger group of buyers and influencers More focus on security, certifications, and customer proof ...
1381 Views
2 requests
How does sales enablement change when your company is b2d (business to developer) vs traditional enterprise?
What should I do differently? Developers do not want to be sold to.
Jellyfish VP of Product Marketing • 5y
When selling to developers your enablement activities are likely to take on a different focus so that the team understands how to engage in a discussion and build a commu...
1046 Views
2 requests
Is there a framework for creating good sales enablement decks for new B2B products or training new sales rep on your product?
Eg: How do you structure it? I can imagine some standard sections such as Competition, Market Problem but are there standard "must haves" section that have worked well.
Jellyfish VP of Product Marketing • 5y
The best enablement decks I’ve seen address: Who is this for? Why is this important? What is the impact of this? Action items / next stepsWhatever the subject, following...
3146 Views
3 requests
Jellyfish VP of Product Marketing • 5y
This varies by company. I’ve been in organizations where PMM would write email templates and in other places PMM would only provide the messaging framework and key bullet...
1774 Views
3 requests
Which specific questions do you ask your sales reps when they request content?
For instance: which pain points would it address, what is the context for this request, how many prospects or customers would you share it with, what is the potential opportunity
Jellyfish VP of Product Marketing • 5y
I like to ask: Who is this for Who else would use this What are you trying to achieve with this Why nowIn some cases a sales rep may come asking for a very specific piec...
1512 Views
3 requests
Jellyfish VP of Product Marketing • 5y
In my view, a demo should talk directly to the persona you are dealing with. This means you need to tailor the flow to address that persona’s key challenges, needs, and t...
1765 Views
2 requests
If your messaging isn't landing, how do you know if it's because it needs to be reworked or because sales has poor delivery?
If it's because your sales reps have poor delivery, should you rework your messaging anyways, or rework training and enablement?
Jellyfish VP of Product Marketing • 5y
When your messaging needs to be reworked there are typically multiple signs pointing this way. Not only your reps may not be getting traction, but your competitive losses...
2399 Views
3 requests
Jellyfish VP of Product Marketing • 5y
This is done in conjunction with your sales enablement team, if you have one. Ideally you will look at the key priorities for sales enablement which you gathered directly...
2108 Views
2 requests