Atlassian Summit 2012 - From 0 to 100 Million with No Salespeople Takes Awesome Collaboration Tools
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Reaching $100M without any salespeople requires a unique approach to selling software. Learn how Atlassian uses a combination of collaboration tools – including Confluence and HipChat, to enable effective communication and collaboration between geographic locations and teams, providing awesome service to customers and feeding their input back into Atlassian's various marketing, support and development initiatives.
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Atlassian Summit 2012 - From 0 to 100 Million with No Salespeople Takes Awesome Collaboration Tools
- 2. From 0 - 100 Million with No Salespeople Takes Awesome Collaboration Tools Kelvin Yap Product Advocate, Atlassian
- 3. Atlassian’s 2011 Revenues Were $102 Million With No Sales People Erick Schonfeld TechCrunch
- 5. Financial Year Revenue 150M 100M 50M 0M FY2002 FY2003 FY2004 FY2005 FY2006 FY2007 FY2008 FY2009 FY2010 FY2011 FY2012
- 6. How?
- 7. Why?
- 11. Create useful products people lust after
- 14. Customers
- 16. Customers Advocates Stakeholders
- 17. Customers Advocates Stakeholders
- 18. Inbound Email Volume 40000 30000 20000 10000 0 2009 Q2 2009 Q4 2010 Q2 2010 Q4 2011 Q2 2011 Q4 2012 Q2
- 22. Procedural Documentation Team Newsfeed HipChat Rooms
- 25. Procedural Documentation Team Newsfeed HipChat Rooms
- 26. Team Newsfeed
- 28. Procedural Documentation Team Newsfeed HipChat Rooms
- 29. HipChat Rooms
- 31. How are you going to change the way you work?
- 32. Thank you!
Hinweis der Redaktion
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- \n
- Good afternoon everyone! So if you're like me and keep abreast of tech related news on the internet, you would've noticed a lot of buzz regarding Atlassian over the last 6-12 months.\n\nOf all the talk about us by various media outlets, this headline on TechCrunch back in January sums up a topic that has quite possibly garnered the most interest from the general public.\n
- $100m in yearly revenue is no amount to sneeze at, and to do so without salespeople is a pretty unique scenario. I'm sure many of you in the audience are asking the same question - how does Atlassian do it?\n\nWell today I'm going to help answer that question for you, and give you an insight into the tools we use to, in effect, help us help you.\n\nWhile this isn't a one-stop shop to find out how you can turn your organisation into a 100m sales company, I hope it'll give some insight into some unique ways we use our tools to enable us to communicate effectively across teams and geographically dispersed locations.\n
- $100m in yearly revenue is no amount to sneeze at, and to do so without salespeople is a pretty unique scenario. I'm sure many of you in the audience are asking the same question - how does Atlassian do it?\n\nWell today I'm going to help answer that question for you, and give you an insight into the tools we use to, in effect, help us help you.\n\nWhile this isn't a one-stop shop to find out how you can turn your organisation into a 100m sales company, I hope it'll give some insight into some unique ways we use our tools to enable us to communicate effectively across teams and geographically dispersed locations.\n
- $100m in yearly revenue is no amount to sneeze at, and to do so without salespeople is a pretty unique scenario. I'm sure many of you in the audience are asking the same question - how does Atlassian do it?\n\nWell today I'm going to help answer that question for you, and give you an insight into the tools we use to, in effect, help us help you.\n\nWhile this isn't a one-stop shop to find out how you can turn your organisation into a 100m sales company, I hope it'll give some insight into some unique ways we use our tools to enable us to communicate effectively across teams and geographically dispersed locations.\n
- $100m in yearly revenue is no amount to sneeze at, and to do so without salespeople is a pretty unique scenario. I'm sure many of you in the audience are asking the same question - how does Atlassian do it?\n\nWell today I'm going to help answer that question for you, and give you an insight into the tools we use to, in effect, help us help you.\n\nWhile this isn't a one-stop shop to find out how you can turn your organisation into a 100m sales company, I hope it'll give some insight into some unique ways we use our tools to enable us to communicate effectively across teams and geographically dispersed locations.\n
- $100m in yearly revenue is no amount to sneeze at, and to do so without salespeople is a pretty unique scenario. I'm sure many of you in the audience are asking the same question - how does Atlassian do it?\n\nWell today I'm going to help answer that question for you, and give you an insight into the tools we use to, in effect, help us help you.\n\nWhile this isn't a one-stop shop to find out how you can turn your organisation into a 100m sales company, I hope it'll give some insight into some unique ways we use our tools to enable us to communicate effectively across teams and geographically dispersed locations.\n
- $100m in yearly revenue is no amount to sneeze at, and to do so without salespeople is a pretty unique scenario. I'm sure many of you in the audience are asking the same question - how does Atlassian do it?\n\nWell today I'm going to help answer that question for you, and give you an insight into the tools we use to, in effect, help us help you.\n\nWhile this isn't a one-stop shop to find out how you can turn your organisation into a 100m sales company, I hope it'll give some insight into some unique ways we use our tools to enable us to communicate effectively across teams and geographically dispersed locations.\n
- $100m in yearly revenue is no amount to sneeze at, and to do so without salespeople is a pretty unique scenario. I'm sure many of you in the audience are asking the same question - how does Atlassian do it?\n\nWell today I'm going to help answer that question for you, and give you an insight into the tools we use to, in effect, help us help you.\n\nWhile this isn't a one-stop shop to find out how you can turn your organisation into a 100m sales company, I hope it'll give some insight into some unique ways we use our tools to enable us to communicate effectively across teams and geographically dispersed locations.\n
- $100m in yearly revenue is no amount to sneeze at, and to do so without salespeople is a pretty unique scenario. I'm sure many of you in the audience are asking the same question - how does Atlassian do it?\n\nWell today I'm going to help answer that question for you, and give you an insight into the tools we use to, in effect, help us help you.\n\nWhile this isn't a one-stop shop to find out how you can turn your organisation into a 100m sales company, I hope it'll give some insight into some unique ways we use our tools to enable us to communicate effectively across teams and geographically dispersed locations.\n
- $100m in yearly revenue is no amount to sneeze at, and to do so without salespeople is a pretty unique scenario. I'm sure many of you in the audience are asking the same question - how does Atlassian do it?\n\nWell today I'm going to help answer that question for you, and give you an insight into the tools we use to, in effect, help us help you.\n\nWhile this isn't a one-stop shop to find out how you can turn your organisation into a 100m sales company, I hope it'll give some insight into some unique ways we use our tools to enable us to communicate effectively across teams and geographically dispersed locations.\n
- $100m in yearly revenue is no amount to sneeze at, and to do so without salespeople is a pretty unique scenario. I'm sure many of you in the audience are asking the same question - how does Atlassian do it?\n\nWell today I'm going to help answer that question for you, and give you an insight into the tools we use to, in effect, help us help you.\n\nWhile this isn't a one-stop shop to find out how you can turn your organisation into a 100m sales company, I hope it'll give some insight into some unique ways we use our tools to enable us to communicate effectively across teams and geographically dispersed locations.\n
- $100m in yearly revenue is no amount to sneeze at, and to do so without salespeople is a pretty unique scenario. I'm sure many of you in the audience are asking the same question - how does Atlassian do it?\n\nWell today I'm going to help answer that question for you, and give you an insight into the tools we use to, in effect, help us help you.\n\nWhile this isn't a one-stop shop to find out how you can turn your organisation into a 100m sales company, I hope it'll give some insight into some unique ways we use our tools to enable us to communicate effectively across teams and geographically dispersed locations.\n
- $100m in yearly revenue is no amount to sneeze at, and to do so without salespeople is a pretty unique scenario. I'm sure many of you in the audience are asking the same question - how does Atlassian do it?\n\nWell today I'm going to help answer that question for you, and give you an insight into the tools we use to, in effect, help us help you.\n\nWhile this isn't a one-stop shop to find out how you can turn your organisation into a 100m sales company, I hope it'll give some insight into some unique ways we use our tools to enable us to communicate effectively across teams and geographically dispersed locations.\n
- $100m in yearly revenue is no amount to sneeze at, and to do so without salespeople is a pretty unique scenario. I'm sure many of you in the audience are asking the same question - how does Atlassian do it?\n\nWell today I'm going to help answer that question for you, and give you an insight into the tools we use to, in effect, help us help you.\n\nWhile this isn't a one-stop shop to find out how you can turn your organisation into a 100m sales company, I hope it'll give some insight into some unique ways we use our tools to enable us to communicate effectively across teams and geographically dispersed locations.\n
- While knowing how we operate with no salespeople is all well and good, it's equally important to take a couple of steps back at this point...\n
- ... and explain why we choose to have no salespeople as well.\n\nWe’re a strong believer that every person who works at Atlassian is a salesperson in their own right. \n
- Everyone here is passionate about the products we build, we’re passionate about the company and, most importantly of all, we’re passionate about you, our customers.\n\nSo who here has ever been involved in the process of buying new software for their organisation?\n\nEven for those who haven't, you might be familiar with the steps in the process here: they include multiple pilots, demos and proposals, obscure price lists and salespeople who are often at their most pushy at the end of the month or quarter when their commission is most on the line.\n\n
- From the salesperson's point of view commission probably plays a large part in the whole process, and to use a consumer analogy, the traditional software purchasing process is a bit like buying a second-hand sedan from the car yard - does this salesperson really have your best interests at heart?\n\n
- So hands up who here has ever purchased something at an Apple store? (and bonus points if you were hugged like this too). My MacBook Pro was recently stolen and I walked into the Apple Store in Sydney looking for a replacement. The Apple employee who helped me spent more time trying to understand my needs, rather than try to persuade me to buy the most expensive computer. I walked away with a MacBook Air instead of a MacBook Pro, and saved myself a few thousand dollars in the process.\n\nThe Advocates team I’m a part of at Atlassian, much like the employees you find at any Apple store, play a large part in helping customers purchase the product that’s right for them. We don’t work for commission or try and extract every last penny out of you, there’s no hidden agenda, and our aim is very much in line with the company’s core purpose and vision...\n
- While we're focused on creating products that people lust after, we're always updating our collateral - whether it be marketing, documentation or support - and also our purchasing and renewal processes to ensure we remain…\n
- .. an engineering led company as opposed to a sales led one.\n
- So the Advocates team form the basis of what I call the customer feedback loop. We’re tasked with guiding customers and ensuring they find everything that they need, whether it be information on our website, navigating through various features in a product, or helping them understand how our purchasing and payment processes work.\n\nIn addition to this, the Advocates also assist our internal stakeholders, which include our marketing, development, support and management teams, to better understand what you, our customers, want. We keep track such things as frequently asked questions and these stakeholders provide or update our collateral and ensure that we don’t hear these questions from the public again, and providing the features and functionality you want.\n\nOur customers browse consume this content and these new features, contact the Advocates for further help and, in a nutshell, the feedback loop continues.\n
- So the Advocates team form the basis of what I call the customer feedback loop. We’re tasked with guiding customers and ensuring they find everything that they need, whether it be information on our website, navigating through various features in a product, or helping them understand how our purchasing and payment processes work.\n\nIn addition to this, the Advocates also assist our internal stakeholders, which include our marketing, development, support and management teams, to better understand what you, our customers, want. We keep track such things as frequently asked questions and these stakeholders provide or update our collateral and ensure that we don’t hear these questions from the public again, and providing the features and functionality you want.\n\nOur customers browse consume this content and these new features, contact the Advocates for further help and, in a nutshell, the feedback loop continues.\n
- So the Advocates team form the basis of what I call the customer feedback loop. We’re tasked with guiding customers and ensuring they find everything that they need, whether it be information on our website, navigating through various features in a product, or helping them understand how our purchasing and payment processes work.\n\nIn addition to this, the Advocates also assist our internal stakeholders, which include our marketing, development, support and management teams, to better understand what you, our customers, want. We keep track such things as frequently asked questions and these stakeholders provide or update our collateral and ensure that we don’t hear these questions from the public again, and providing the features and functionality you want.\n\nOur customers browse consume this content and these new features, contact the Advocates for further help and, in a nutshell, the feedback loop continues.\n
- So the Advocates team form the basis of what I call the customer feedback loop. We’re tasked with guiding customers and ensuring they find everything that they need, whether it be information on our website, navigating through various features in a product, or helping them understand how our purchasing and payment processes work.\n\nIn addition to this, the Advocates also assist our internal stakeholders, which include our marketing, development, support and management teams, to better understand what you, our customers, want. We keep track such things as frequently asked questions and these stakeholders provide or update our collateral and ensure that we don’t hear these questions from the public again, and providing the features and functionality you want.\n\nOur customers browse consume this content and these new features, contact the Advocates for further help and, in a nutshell, the feedback loop continues.\n
- So the Advocates team form the basis of what I call the customer feedback loop. We’re tasked with guiding customers and ensuring they find everything that they need, whether it be information on our website, navigating through various features in a product, or helping them understand how our purchasing and payment processes work.\n\nIn addition to this, the Advocates also assist our internal stakeholders, which include our marketing, development, support and management teams, to better understand what you, our customers, want. We keep track such things as frequently asked questions and these stakeholders provide or update our collateral and ensure that we don’t hear these questions from the public again, and providing the features and functionality you want.\n\nOur customers browse consume this content and these new features, contact the Advocates for further help and, in a nutshell, the feedback loop continues.\n
- So the Advocates team form the basis of what I call the customer feedback loop. We’re tasked with guiding customers and ensuring they find everything that they need, whether it be information on our website, navigating through various features in a product, or helping them understand how our purchasing and payment processes work.\n\nIn addition to this, the Advocates also assist our internal stakeholders, which include our marketing, development, support and management teams, to better understand what you, our customers, want. We keep track such things as frequently asked questions and these stakeholders provide or update our collateral and ensure that we don’t hear these questions from the public again, and providing the features and functionality you want.\n\nOur customers browse consume this content and these new features, contact the Advocates for further help and, in a nutshell, the feedback loop continues.\n
- So the Advocates team form the basis of what I call the customer feedback loop. We’re tasked with guiding customers and ensuring they find everything that they need, whether it be information on our website, navigating through various features in a product, or helping them understand how our purchasing and payment processes work.\n\nIn addition to this, the Advocates also assist our internal stakeholders, which include our marketing, development, support and management teams, to better understand what you, our customers, want. We keep track such things as frequently asked questions and these stakeholders provide or update our collateral and ensure that we don’t hear these questions from the public again, and providing the features and functionality you want.\n\nOur customers browse consume this content and these new features, contact the Advocates for further help and, in a nutshell, the feedback loop continues.\n
- So the Advocates team form the basis of what I call the customer feedback loop. We’re tasked with guiding customers and ensuring they find everything that they need, whether it be information on our website, navigating through various features in a product, or helping them understand how our purchasing and payment processes work.\n\nIn addition to this, the Advocates also assist our internal stakeholders, which include our marketing, development, support and management teams, to better understand what you, our customers, want. We keep track such things as frequently asked questions and these stakeholders provide or update our collateral and ensure that we don’t hear these questions from the public again, and providing the features and functionality you want.\n\nOur customers browse consume this content and these new features, contact the Advocates for further help and, in a nutshell, the feedback loop continues.\n
- So the Advocates team form the basis of what I call the customer feedback loop. We’re tasked with guiding customers and ensuring they find everything that they need, whether it be information on our website, navigating through various features in a product, or helping them understand how our purchasing and payment processes work.\n\nIn addition to this, the Advocates also assist our internal stakeholders, which include our marketing, development, support and management teams, to better understand what you, our customers, want. We keep track such things as frequently asked questions and these stakeholders provide or update our collateral and ensure that we don’t hear these questions from the public again, and providing the features and functionality you want.\n\nOur customers browse consume this content and these new features, contact the Advocates for further help and, in a nutshell, the feedback loop continues.\n
- So the Advocates team form the basis of what I call the customer feedback loop. We’re tasked with guiding customers and ensuring they find everything that they need, whether it be information on our website, navigating through various features in a product, or helping them understand how our purchasing and payment processes work.\n\nIn addition to this, the Advocates also assist our internal stakeholders, which include our marketing, development, support and management teams, to better understand what you, our customers, want. We keep track such things as frequently asked questions and these stakeholders provide or update our collateral and ensure that we don’t hear these questions from the public again, and providing the features and functionality you want.\n\nOur customers browse consume this content and these new features, contact the Advocates for further help and, in a nutshell, the feedback loop continues.\n
- So the Advocates team form the basis of what I call the customer feedback loop. We’re tasked with guiding customers and ensuring they find everything that they need, whether it be information on our website, navigating through various features in a product, or helping them understand how our purchasing and payment processes work.\n\nIn addition to this, the Advocates also assist our internal stakeholders, which include our marketing, development, support and management teams, to better understand what you, our customers, want. We keep track such things as frequently asked questions and these stakeholders provide or update our collateral and ensure that we don’t hear these questions from the public again, and providing the features and functionality you want.\n\nOur customers browse consume this content and these new features, contact the Advocates for further help and, in a nutshell, the feedback loop continues.\n
- Growth in revenue at Atlassian also means growth in inbound inquiries, and this growth presents unique challenges to the Advocates team in terms of attempting to scale in line with our approach to selling our products.\n
- The Advocates team is geographically dispersed, with peers with different skillsets spread all over the world, and at times not only is it difficult to find the information we need, it can be hard to find the right people to help us at the right time as well.\n
- The Advocates team is geographically dispersed, with peers with different skillsets spread all over the world, and at times not only is it difficult to find the information we need, it can be hard to find the right people to help us at the right time as well.\n
- The Advocates team is geographically dispersed, with peers with different skillsets spread all over the world, and at times not only is it difficult to find the information we need, it can be hard to find the right people to help us at the right time as well.\n
- So to help aid us here at Atlassian, the Advocates team uses Confluence and HipChat to help collaborate within the team and across the company, and to help bridge that gap between our offices around the world.\n\n\n
- I'm going to give you a few examples of the issues the team faces and how these applications help us with our day to day work. and hopefully you'll get some inspiration on how these tools can help you as well.\n\n<on click>\n\nAs a customer, there are multiple ways of contacting us for help, either to better understand a product or for assistance solving issues that have occurred whilst using a product. The Advocate and Support teams form the customer service backbone here at Atlassian, so it's important we're always on the same page and transitioning customers to the right team for the right help, regardless of how you&#x2019;ve contacted us. Our responsibilities overlap in many ways, and we need to ensure that we have streamlined processes to ensure we&#x2019;re providing the best customer service possible.\n
- I'm going to give you a few examples of the issues the team faces and how these applications help us with our day to day work. and hopefully you'll get some inspiration on how these tools can help you as well.\n\n<on click>\n\nAs a customer, there are multiple ways of contacting us for help, either to better understand a product or for assistance solving issues that have occurred whilst using a product. The Advocate and Support teams form the customer service backbone here at Atlassian, so it's important we're always on the same page and transitioning customers to the right team for the right help, regardless of how you&#x2019;ve contacted us. Our responsibilities overlap in many ways, and we need to ensure that we have streamlined processes to ensure we&#x2019;re providing the best customer service possible.\n
- I'm going to give you a few examples of the issues the team faces and how these applications help us with our day to day work. and hopefully you'll get some inspiration on how these tools can help you as well.\n\n<on click>\n\nAs a customer, there are multiple ways of contacting us for help, either to better understand a product or for assistance solving issues that have occurred whilst using a product. The Advocate and Support teams form the customer service backbone here at Atlassian, so it's important we're always on the same page and transitioning customers to the right team for the right help, regardless of how you&#x2019;ve contacted us. Our responsibilities overlap in many ways, and we need to ensure that we have streamlined processes to ensure we&#x2019;re providing the best customer service possible.\n
- We use Confluence to keep track of processes such as these, and one such process is&#xA0;No Ticket Left Behind, which is a process that involves transitioning a customer who contacts support &#xA0;about a licensing, finance or other Advocate related inquiries, to the appropriate Advocate channels instead. There is ownership from both teams and we regularly review and update the process.\n\nHaving the process documented in Confluence works really well because we use it internally as our single source of truth. All teams live in there, work is documented, and it's a really good information source, particularly if you're working with teams in other locations.\n
- Geographically dispersed locations presents interesting challenges, and my team finds it difficult at times to keep up to date with everything going on in the company. We're customer-facing and expected to have a high level knowledge of everything going on, but it's difficult to keep up because we're geographically dispersed, we release products at a high cadence, and each office has different responsibilities. In many cases, an off-the-cuff verbal update in one office could be a really important piece of information in another.\n\nNow you&#x2019;re probably thinking having more meetings could alleviate these problems, but in reality they&#x2019;re not terribly effective, consume far too much time for our liking, and definitely aren&#x2019;t timely either.\n
- Our solution to this problem is building what we call a Team Newsfeed within Confluence. Right now it's manually driven and we're hoping to automate this in the near future, but essentially it allows us to note down important information for the team in an easily searchable and identifiable manner. Everyone in the team watches this page so they're notified when it's updated, and we know who to ask for more information in case we need to.\nWhile Confluence is great for static information, what about those times when you need a tool to bridge that gap in real-time? For example, I might be handling a customer inquiry about version availability for the Tempo plugin in Atlassian OnDemand. Looking at the Team Newsfeed, I can see Marika has posted about this however I need a bit more information about the topic, so how can I reach out to Marika or someone else who might know more about the situation, so I can then pass it on to the customer in a timely manner?\n
- The Advocates Team and all of Atlassian for that matter, use HipChat to communicate and collaborate in real-time. Every department, team, and in some cases sub-teams have their own rooms in HipChat, and the Advocates communicate amongst themselves across our three main offices in Sydney, Amsterdam and San Francisco.\n
- The Advocates Team and all of Atlassian for that matter, use HipChat to communicate and collaborate in real-time. Every department, team, and in some cases sub-teams have their own rooms in HipChat, and the Advocates communicate amongst themselves across our three main offices in Sydney, Amsterdam and San Francisco.\n
- We ask each other questions, and because each team or department has its own chat room, if I&#x2019;m helping a customer with an inquiry over the phone and need an answer in a timely manner, I can utilise features like @ mentions to ask a specific person or a group of people for help. Persistent chat history enables us to keep up with what&#x2019;s happening all over the company, and from here I can contact Marika to find out more information about the Tempo Plugin, which in turn informs the rest of the team about this information regardless of where they are, or whether they were online at the time.\n
- So this is just the tip of the iceberg in regards to how the Advocates team utilises collaboration tools like Confluence and HipChat to help us sell our software. I could talk for hours about the other neat ways we use them, but the track owners here wisely gave me 10min to talk. That being said, I&#x2019;d love to chat to you more about this and I&#x2019;ll be around for awhile in the decompression room, and I&#x2019;m always available for a beer.\n\nMy call to action for you is simple - while your aim probably isn&#x2019;t to get rid of all your salespeople, I am sure there a numerous ways you can change the way you work, to improve your efficiency and effectiveness amongst your team and organisation. We&#x2019;ve shown that you can be successful even if you aren&#x2019;t following the status quo, and I challenge you to think outside of the box with the tools you have at your disposal, to help make your team and organisation a great one.\n
- fin\n