They don't have a sales team, but don't think for a minute they don't have humans helping out. They invest heavily in their customers success, and they do this

They don't have a sales team, but don't think for a minute they don't have humans helping out. They invest heavily in their customers success, and they do this by hiring people to talk to the customers. Yes, on the phone, and sometimes even in person. They're closely in touch with how to sell to developers, and one of the best ways to drop the idea of big-up-front sales. If you can get one small zero-friction sale, the rest of the sales with people become "support upsells" and "customer success", and you can tell the world you don't have a sales team. They might not be called sales, but there are people at Atlassian who's primary job it is to talk to people and sell them software.