Video: PMM Interviews with Atlassian's Head of Product Marketing, Jira Align, Daniel Kuperman
June 24, 2021
Many years ago, Daniel was doing product marketing before he even knew what
product marketing was. Now as Head of PMM at Atlassian, Jira Align, he knows
what it takes to build up your skills to be a great PMM and nail the interview.
There are the basics like showing up on time, researching the co...more
How I Positioned That: Atlassian's Head of Product Marketing (Jira Align) Daniel Kuperman
Connect with Daniel on LinkedIn here:
Join Daniel on Sharebird here: https://sharebird.com/profile/daniel-kuperman
1. Positioning: The...more
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 from the sales team either via surveys (if you have a big
team) or informally during a feedback session (great for smaller org...more
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 community while keeping their sales pitches locked in a drawer.
It will also require in-depth technical enablement and understan...more
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 start climbing, fewer qualified leads enter the funnel, and
when talking with customers you start hearing more “you were cheap...more
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 the situation they live in.
I am not a big fan of super-scripted demos. Every salesperson or sales engineer
will have their own...more
I like to ask:
* Who is this for
* Who else would use this
* What are you trying to achieve with this
* Why now
In some cases a sales rep may come asking for a very specific piece of
content they think can help in a sales situation. Going through the questions
above helps me und...more
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 points and the BDR/SDR team would write it themselves.
Regardless of whether PMM writes those email templates or not, it is i...more
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 steps
Whatever the subject, following the framework above will help identify the
specifics of why someone should pay attention.
It is also i...more
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
The main change is to incorporate additional personas in the sales cycle which
will include new messaging and positio...more