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Brandon Cipes, carnality admiral for advice systems at OceanX, has spent abundant time in chief IT positions to abhorrence sales calls.

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“It’s like affairs a car—a action that acutely should be so simple, but every time I accept to, it’s like a five- to six-hour ordeal,” he says.

“Most of our accomplishment is aggravating to get the salespeople to leave us alone.” Cipes didn’t consistently feel that way, though. Back in 2013, he was acclimated to the routine. His about-face began back he e-mailed business-software maker Atlassian, allurement the aggregation to accelerate him a sales rep, and it said no.

Atlassian, which makes accepted project-management and babble apps such as Jira and HipChat, doesn’t run on sales quotas and end-of-quarter discounts.

In fact, its sales aggregation doesn’t angle articles to anyone, because Atlassian doesn’t accept a sales team.

Initially an aberration in the apple of business software, the Australian aggregation has become a alarm for added businesses counting on chat of aperture to body bazaar share.

Also read: Aussie agents become burning millionaires afterwards Nasdaq debut

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“Customers don’t appetite to alarm a agent if they don’t accept to,” says Scott Farquhar, Atlassian’s co-chief controlling officer. “They’d abundant rather be able to acquisition the answers on the website.”

The way technology companies advertise software has afflicted badly in the accomplished decade. The availability of accessible antecedent alternatives has pushed acceptable brands and ascent challengers to action added chargeless trials, chargeless basal versions of their software with paid upgrades, and online promotions.

Incumbents such as IBM, Oracle, and Hewlett Packard Enterprise, which apply bags of commissioned salespeople, are accepting accessible antecedent or billow companies that advertise differently, says Laurie Wurster, an analyst at researcher Gartner.

Slack, Dropbox, and GitHub are amid the companies aggravating to allure accumulated audience with small-bore efforts that await abundantly on acceptable reviews.

The abstraction is to administer articles to individuals or baby groups at abeyant barter big and baby and achievement absorption spreads upstairs.

So far, though, Atlassian charcoal the best acute archetype of this model. It’s a 14-year-old company, admired at $5 billion since going public in December, after a distinct agent on the payroll.

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More than 80 Fortune 100 companies use Atlassian’s software, and adventure capitalists and aeon generally allocution about aggravating to follow, at atomic partly, its sales strategy.

Luck had a lot to do with that strategy, says Farquhar. He and co-CEO Mike Cannon-Brookes founded the aggregation while finishing their IT degrees at the University of New South Wales, and the brace initially relied on chat of aperture because they didn’t apperceive annihilation about affairs business software.

Their aboriginal breach came a few months later, in 2002, back the website let you download a chargeless balloon but wasn’t yet able for purchases, and all their orders accustomed via fax.

One day the fax apparatus transmitted an adjustment from American Airlines, area addition in IT had downloaded and configured the software after Atlassian’s help.

“That was a huge axis point for us,” Farquhar says, abacus that it gave the founders aplomb they could accomplish their business archetypal assignment after a committed sales staff.

American paid about $800 for that aboriginal order. This year analysts anticipation Atlassian’s acquirement will top $450 million.

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Last year, back sales accomplished $320 million, the company’s sales and business spending, mostly on ads and payments to partners, totaled one-fifth of that.

By comparison, Salesforce.com spent about bisected its acquirement on sales and marketing; at Box, which has spent big to body a sales agents in the accomplished brace of years, the cardinal was 80 percent.

Jay Simons, Atlassian’s president, says the accumulation on agents agency lower prices and added advance in analysis and development to clarify software, authoritative it easier to try, understand, and purchase.

Farquhar says he’s resisted calls for half-measures, like hiring salespeople to administer subscriber renewals, and that he’s happier with a steady, anticipated advance rate.

“Salespeople are like your Adderall appropriate afore the exam,” he says. “It’s that last-minute bang back you’re not activity to do able-bodied otherwise.”

In Silicon Valley, them’s still fightin’ words.

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Story Continues

“When you add a sales organisation, acquirement accelerates far greater than the amount of that organisation,” says Peter Levine, a accomplice at adventure close Andreessen Horowitz. At GitHub, area Andreessen has invested, Levine lobbied heavily for the startup to recruit sales staff.

Ultimately it did. (Bloomberg LP, which owns Bloomberg Businessweek, is an broker in Andreessen Horowitz.)

Atlassian’s roots lie in Sydney’s arid tech scene. It was kept aloft aboriginal on not by adventure capital, but by the founders’ acclaim cards, acceptation it didn’t accept abrupt investors to acknowledgment to.

“I don’t anticipate their success is replicable,” says Tomasz Tunguz, a accomplice at Redpoint Ventures.

Startups including Dropbox and Slack are demography a amalgam approach, relying on grass-roots pitches to acreage antecedent users aural a company, again ambience up sales calls already those users abound to a analytical mass.

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“For me it’s not either-or, but how do we amalgamate the best of both?” says Kakul Srivastava, GitHub’s carnality admiral for artefact management.

Even HP Enterprise is experimenting with online sales and try-before-you-buy. Caroline Tsay, the controlling in allegation of that effort, says she’s assassin some above Atlassian staffers.

Atlassian faces a awash market, and it’s cryptic whether the aggregation will be able to accumulate expanding, says John DiFucci, an analyst at Jefferies.

Still, Atlassian’s Simons says he’s not afraid about an end to advance after salespeople. “I’ve been asked that catechism every year for the accomplished eight years,” he says. “Whatever the allegorical bank is, we would accept hit it by now.”

The basal line: Atlassian awash $320 actor account of business software aftermost year after a sales staff. Everyone abroad in the industry noticed.

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