👋 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!
Content
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...
12487 Views
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
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
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
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
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
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
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
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
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
Credentials & Highlights
Senior Director of Product Marketing at Atlassian
Top 10 Product Marketing Contributor
Lives In Seattle, WA
Knows About Personas, Market Research, Analyst Relationships, Segmentation, Storytelling, Messagi...more
Work At Atlassian
Product Marketing Manager, Customer Marketing – DX
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