AMA: Atlassian Senior Director of Product Marketing, Sapphire Reels on Product Marketing KPI's
January 28 @ 10:00AM PT
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👋 Sapphire Reels
Hi all, I'm Sapphire Reels, Senior Director of Product Marketing @ Atlassian
• 👋 Based in: Seattle
• 🧠 Top of mind: The future of PMM workflows
• 💬 Ask me about: Product & integrated marketing, go-to-market leadership, positioning & messaging, sales enablement, team building & org design, budget ownership & ROI, AI/agentic GTM, LLM-powered content workflows, pipeline generation, product launches, revenue marketing, analyst relations, market research, pricing, competitive intelligence, campaign strategy, graphic design, event strategy, keynotes, people management
• 🍦 Fun fact: I'm often the first person from Rhode Island someone has met!
• 👋 Based in: Seattle
• 🧠 Top of mind: The future of PMM workflows
• 💬 Ask me about: Product & integrated marketing, go-to-market leadership, positioning & messaging, sales enablement, team building & org design, budget ownership & ROI, AI/agentic GTM, LLM-powered content workflows, pipeline generation, product launches, revenue marketing, analyst relations, market research, pricing, competitive intelligence, campaign strategy, graphic design, event strategy, keynotes, people management
• 🍦 Fun fact: I'm often the first person from Rhode Island someone has met!
Atlassian Senior Director of Product Marketing • 4mo
Loooonng answer incoming but this is one I get excited about.Building a culture internally where PMM is looped in when results are shared happens when other teams realize...
1396 Views
1 request
Atlassian Senior Director of Product Marketing • 4mo
My background is primarily sales-led enterprise. That being said, a few things come to mind. In my opinion, it’s largely a mindset shift. In PLG, a PMM expands their remi...
12488 Views
1 request
Atlassian Senior Director of Product Marketing • 4mo
Knowing which KPIs to measure your PMM team on depends on your company’s or product’s business model. My team works on an offering that is enterprise B2B sales-led with a...
1466 Views
1 request
Are there any KPIs that you recommend all PMMs track?
Agnostic of product type/industry/etc.
Atlassian Senior Director of Product Marketing • 4mo
There are definitely product and industry agnostic KPIs PMMs should track. But as I shared in another answer, sales- vs product-led (along with b2b or b2c and enterprise ...
1383 Views
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Atlassian Senior Director of Product Marketing • 4mo
If you want to build a case for PMM as a revenue-generating function rather than a cost center, I recommend proving it through pilots. Pick a revenue-adjacent problem or ...
1352 Views
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Atlassian Senior Director of Product Marketing • 4mo
I am primarily focused on enterprise—but when I worked at a start-up as the first Product Marketing Associate, here's what I did: relentlessly prioritized, focused, and a...
1391 Views
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Atlassian Senior Director of Product Marketing • 4mo
Proving PMM impact in an enterprise set-up requires showing how PMM impacts the path to revenue. Pipeline is the most common measure for enterprise PMMs. But it’s importa...
1380 Views
1 request
Atlassian Senior Director of Product Marketing • 4mo
Ohhh - enabling sales and working with enablement - often a spicy topic in my experience. I have spent a lot of time on this. It requires clarifying roles between PMM/ena...
1383 Views
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Atlassian Senior Director of Product Marketing • 4mo
Without belaboring the same point as other answers, I would start simple/focused and mature your approach over time. Baseline key metrics, track execution/engagement metr...
1363 Views
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Atlassian Senior Director of Product Marketing • 4mo
To not be so repetitive as other answers, going to keep this one short but lots of good context on this throughout the AMA 🙂. I will reiterate that you can’t blindly focu...
1591 Views
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Atlassian Senior Director of Product Marketing • 4mo
This is a great topic, because you’re right—correlation ≠ causation. You need to have strong partnerships with the functions across the business that directly influence a...
1570 Views
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