Presentation on theme: "Sales, Marketing, and Company Culture"— Presentation transcript:
1Sales, Marketing, and Company Culture Nikita BernsteinNECINA PresentationApril 2012
2The PlanCulture and Company PerformanceProblemsApproach
3www.JoVE.com - co-founder why listen to me- co-founderfirst scientific video journal2011: 5MM in revenues~50 full-time, 5 departments- founderimpact-based compensationpatent-pendingproducts and consulting servicesaccepted into the Harvard Innovation Lab
4Goal: Build an organization to maximize market opportunity.
5Before Employee < Manager Employee = Serf Employee is just “happy” to have a job.
9Problem: Sales vs. Ops Sales: “Why is ops just screwing around?” Ops: “We do all the work, they get all the money?”SalesOperationsFront-lineManagersLeadership
10Problem: This Is My Sandbox! SalesOperationsFront-lineManagersI am a cog.What are they all doing?Why are decisions being made?This is not my jobLeadership
11Apathy Front-line Managers Leadership Sales Operations Mid-level management incentives.Why are bosses clueless?If they don’t work, I don’t work.I am not being paid for this.Leadership
12Problems/SymptomsWaste of Resources No transparency Alienation Apathy Paranoia Corner office wars Career-based decisions High turnover Doing just enough to keep the job Working exact hours Passing the buck Overspend on hotels Out-of-control lunch breaks Fudging numbers Backstabbing
13Solution Front-line Managers Leadership Alignment Sales Operations We’ve outlined a number of problems. What’s the solution? The ultimate solution is to align individual goals with company goals.Leadership
14Alignment in Principle of employee and company goals Increase transparencyFinancialOperationalImprove feedback mechanismsEncourage autonomyFairness: It’s not about “How Much?”, it is about “How?”
15Alignment In Practice Product Marketing Sales Product Quality Quality of ServiceMarketingConferencesMessaging / CollateralSalesTeamworkFeedback propagation
16Company-wide Solutions Regular Financial Reporting to EmployeesImproved Feedback MechanismsToolsTransparency (Rypple, Wrike, Yammer)Recognition (KangoGift)Company Performance (Saleforce Dashboards, Google Analytics)Fair Compensation (FairSetup)
17Sales & Marketing Solutions Business Units Integrated with OperationsShared Compensation PoolsGet everyone to understand the customer pain (Bloomberg)Tie company mission to concrete impact (Novazyme)Involve employees in decision-making (SEMCO)Make it their problemManage Expectations Across the Company