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Sales, Marketing, and Company Culture Nikita Bernstein www.FairSetup.com NECINA Presentation April 2012.

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Presentation on theme: "Sales, Marketing, and Company Culture Nikita Bernstein www.FairSetup.com NECINA Presentation April 2012."— Presentation transcript:

1 Sales, Marketing, and Company Culture Nikita Bernstein www.FairSetup.com NECINA Presentation April 2012

2 The Plan Culture and Company Performance ProblemsApproach

3 why listen to me www.JoVE.comwww.JoVE.com - co-founder www.JoVE.com first scientific video journal 2011: 5MM in revenues ~50 full-time, 5 departments www.FairSetup.comwww.FairSetup.com - founder www.FairSetup.com impact-based compensation patent-pending products and consulting services accepted into the Harvard Innovation Lab

4 Goal: Build an organization to maximize market opportunity.

5 Before Employee < Manager Employee = Serf Employee is just “happy” to have a job. http://www.cartoonstock.com/directory/w/work_places.asp

6 Now Employee > Manager Employee = Partner Employees seek job satisfaction

7 Alignment  Culture  $

8 Alignment Organization Leadership Managers Front-line Client Operations Sales

9 Problem: Sales vs. Ops Leadership Managers Front-line Operations Sales Sales: “Why is ops just screwing around?” Ops: “We do all the work, they get all the money?”

10 Problem: This Is My Sandbox! Leadership Managers Front-line Operations Sales

11 Apathy Leadership Managers Front-line Operations Sales

12 Problems/Symptoms Waste 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

13 Solution Leadership Managers Front-line Operations Sales Alignment

14 Alignment in Principle of employee and company goals Increase transparency FinancialOperational Improve feedback mechanisms Encourage autonomy Fairness: It’s not about “How Much?”, it is about “How?”

15 Alignment In Practice Product Product Quality Quality of Service MarketingConferences Messaging / Collateral SalesTeamwork Feedback propagation

16 Company-wide Solutions Regular Financial Reporting to Employees Improved Feedback Mechanisms Tools Transparency (Rypple, Wrike, Yammer) Recognition (KangoGift) Company Performance (Saleforce Dashboards, Google Analytics) Fair Compensation (FairSetup)

17 Sales & Marketing Solutions Business Units Integrated with Operations Shared Compensation Pools Get everyone to understand the customer pain (Bloomberg) Tie company mission to concrete impact (Novazyme) Involve employees in decision-making (SEMCO) Make it their problem Manage Expectations Across the Company

18 Expectations Leadership Managers Front-line Programmer

19 FairSetup Solution YouTube Link

20 General Advice: Perception Make compensation feel fair Provide a clear career path Give people a sense of ownership Let people put skin in the game Give up power to gain influence

21 General Advice: Operations Communicate goals Manage expectations Understand motivations Strive for transparency Let people take risks and fail Seek decentralization

22 Takeaways Expectation Management Centralized vs. Decentralized Expectation Management Centralized vs. Decentralized

23 www.FairSetup.com Nikita Bernstein Nikita@FairSetup.com @fairsetup @nikitabe Nikita@FairSetup.com Images by Manto


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