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Daniel Kuperman

Head of Product Marketing, Jira Align, Atlassian
Daniel Kuperman
Head of Product Marketing, Jira Align, Atlassian
Video: PMM Interviews with Atlassian's Head of Product Marketing, Jira Align, Daniel Kuperman
June 24, 2021
Daniel Kuperman
Head of Product Marketing, Jira Align at Atlassian
April 14, 2021
Sales EnablementFollow Daniel
How do you develop a sales enablement roadmap?
Head of Product Marketing, Jira Align at Atlassian
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
Sales EnablementProduct MarketingFollow Daniel
How does sales enablement change when your company is b2d (business to developer) vs traditional enterprise?
Head of Product Marketing, Jira Align at Atlassian
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
Sales EnablementMessagingFollow Daniel
How do you tell the difference between (a) your messaging needs to be reworked vs. (b) your sales reps have poor delivery? And if the answer is (b), how do you decide whether the answer is to rework the messaging or rework the training/enablement?
Head of Product Marketing, Jira Align at Atlassian
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
Sales EnablementFollow Daniel
What tips do you have for creating effective sales demo scripts - ones that both convey the key info about your product while still being something sales will actually use?
Head of Product Marketing, Jira Align at Atlassian
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
Sales EnablementFollow Daniel
Which specific questions do you ask your sales reps when they request content?
Head of Product Marketing, Jira Align at Atlassian
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
Sales EnablementFollow Daniel
What role should product marketers have in writing email templates for sales development reps?
Head of Product Marketing, Jira Align at Atlassian
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
Sales EnablementFollow Daniel
Is there a framework for creating good sales enablement decks for new B2B products or training new sales rep on your product?
Head of Product Marketing, Jira Align at Atlassian
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
Sales EnablementFollow Daniel
Our sales team is used to selling to SMB and mid-market. What sales enablement changes do we need to make as we shift focus to selling to enterprise?
Head of Product Marketing, Jira Align at Atlassian
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