The Atlassian Model: How to Make Sales Without Personal Commissions

Why the Atlassian Model is Unique

The Atlassian model is a product-led, no-commission sales approach where growth is driven not by a traditional sales force, but by the strength and usability of the product itself. There are no personal commissions, no bonuses for closing deals, and no pressure to hit individual sales quotas.

Instead, Atlassian invests heavily in building software that is easy to discover, try, and adopt—often without ever speaking to a salesperson. Customers can sign up online, access transparent pricing, start with a free version, and upgrade as their needs grow. Internally, Atlassian motivates teams around shared goals like product usage, customer retention, and satisfaction, not individual deal volume. This model allows Atlassian to scale globally while keeping sales costs low, aligning the entire company around long-term value rather than short-term wins—making it one of the most profitable software companies in the world as reported by Harvard Business Review.

Trust Over Pressure

In most sales teams, individuals exert pressure to close deals by the end of the month. Customers can sense that pressure. It puts pressure on them. Atlassian went in a different direction. Nobody is chasing numbers. Nobody is in a hurry to make deals.

That relaxed style is trust-building. Individuals can experiment with the product without being sold to. This isn't merely being friendly. It is effective because it aligns with the way today's buyers behave. Individuals desire to test software initially. And they purchase when ready.

A Different Kind of Sales Team

Atlassian still employs salespeople. However, their role is not to close as many sales as possible. Their role is to enable companies to maximize the benefits of the tool. They enable growth that's already underway.

Rather than behaving like closers, they behave like consultants. They strive towards long-term success rather than short-term gains. And they're not paid on a commission basis. They're paid to ensure that the product takes hold.

The Website Does the Heavy Lifting

The Atlassian website is not a brochure. It is the core sales machine. You can test most of the tools for free. You can view prices without needing to speak to anyone. You can upgrade when you are ready. This easy flow eliminates friction.

It's a lot of work. Creating a sales website is not inexpensive. It requires good design, intelligent data, and transparent writing. However, once it operates, it functions continuously, day and night, without requiring a call center or a sales staff to make hard sales.

Why This Model Only Works With a Strong Product

Atlassian created tools that individuals can begin using independently. The value is apparent. The installation is easy. The outcome is quick.

If you require a salesperson to tell you why your product is essential, you won't be able to implement this model. Atlassian's tools are self-explanatory. That is because it succeeds.

Furthermore, they focused on a specific market segment: project managers and developers. They knew those users incredibly well and created precisely what they required. That concentrated focus provided them with an advantage.

What Other Companies Can Learn

You cannot replicate Atlassian by merely eliminating commissions. You need to reimagine the whole manner in which you sell. You need a solid product, an easy way to buy, and an organization that assists customers rather than pushing them away.

This doesn't happen overnight. You have to move funds from sales commissions to improved design, improved onboarding, and improved support. You need to learn to wait for the results rather than pushing every month for more sales. You must have faith that your product is capable of conveying the intended message.

Conclusion

Atlassian showed you could scale quickly without awarding personal sales bonuses. But the product has to sell itself. Trust displaces pressure. Advisors displace closers. This paradigm is not simple. But it is. Build something outstanding. Make it easy to attempt. Care for the customer without pushing. If you manage to achieve that, there is no need to engage in traditional selling methods whatsoever.