Presentation on theme: "Sales, Marketing, and Company Culture"— Presentation transcript:
1 Sales, Marketing, and Company Culture Nikita BernsteinNECINA PresentationApril 2012
2 The PlanCulture and Company PerformanceProblemsApproach
3 www.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
4 Goal: Build an organization to maximize market opportunity.
5 Before Employee < Manager Employee = Serf Employee is just “happy” to have a job.
9 Problem: Sales vs. Ops Sales: “Why is ops just screwing around?” Ops: “We do all the work, they get all the money?”SalesOperationsFront-lineManagersLeadership
10 Problem: This Is My Sandbox! SalesOperationsFront-lineManagersI am a cog.What are they all doing?Why are decisions being made?This is not my jobLeadership
11 Apathy 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
12 Problems/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
13 Solution 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
14 Alignment in Principle of employee and company goals Increase transparencyFinancialOperationalImprove feedback mechanismsEncourage autonomyFairness: It’s not about “How Much?”, it is about “How?”
15 Alignment In Practice Product Marketing Sales Product Quality Quality of ServiceMarketingConferencesMessaging / CollateralSalesTeamworkFeedback propagation
17 Sales & 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
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