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The Battle of five armies: why
we lose Customers. And
People.
Olena Zanichkovska
Olena Zanichkovska
Co-Founder, Director of Product Strategy and Marketing at The
Gradient
Director of Business Development...
My Story
Kid 1
Kid 2
PhD
Delivery
Account Management/
Engagement
Business Development
20+ projects
up to 40 people
1 mln.+ contracts
Award-winning
...
If the goal of an effective Sales is
revenue generation, than Sales
works only if the whole system
works.
How it should work
Marketing Sales Engagement
Delivery
Account
Management
How it works in reality
VP’s at meeting with CEO
CEO at meeting with VP’s
Let’s talk about “batons”
Marketing Sales Engagement
Delivery
Account
Management
Problem 1. Contradicting KPI’s
Problem 2. Wrong people
Sales People levels of Maturity:
- Indiffirent sales
- Aggressive sales
- Sales-consultant
- Sales as a Partner
Types of Sales people
Hunter
The Hunter is the person who gets their sales energy off of the
“hunt” for the new opportunity. They are often consultativ...
Farmer
The Farmer is the sales person who builds and cultivates
relationships and opportunities, typically within existing
accoun...
To achieve success you need to
combine hunters and farmers in
different roles
Building a strong Sales Team
4 core function of Sales Team
Don’t mix them in the same people!!!
You must specialize your team in
order to growth your results!
Use rule 80/20 to understand the
time: if your Sales group is spending
more than 20% on non-core function
- split it.
Problem 3. Belief in stars
Problem 4. Salary and Bonuses
Sales People should stay hungry
Problem 5. Sales people don’t know
your product
Train them
They should be your product’s
ambassadors, not enemies!
Problem 5. Sales is an honourable
profession
Marketing Sales Engagement
Delivery
Account
Management
Problem 1. Wrong expectations and
extra promising
Problem 2. Pre-sale engineers, who
should be delivery advocates, but in
reality are not
Problem 3. Estimates are done in
“dream” developers, and delivery in
real developers
VS
Problem 4. Pre-Sales Team VS
Delivery Team
VS
Marketing Sales Engagement
Delivery
Account
Management
Problem 1. Scope, time, and budget
vs relathionship
Problem 2. Delivery without
understanding the business case
Problem 3. Attitude to the Customer
Marketing Sales Engagement
Delivery
Account
Management
Feed
back
Thanks and questions!
Olena Zanichkovska
facebook.com/zanichkovska
26 зустріч: Як ми втрачаємо людей і клієнтів та що з цим робити
26 зустріч: Як ми втрачаємо людей і клієнтів та що з цим робити
26 зустріч: Як ми втрачаємо людей і клієнтів та що з цим робити
26 зустріч: Як ми втрачаємо людей і клієнтів та що з цим робити
26 зустріч: Як ми втрачаємо людей і клієнтів та що з цим робити
26 зустріч: Як ми втрачаємо людей і клієнтів та що з цим робити
26 зустріч: Як ми втрачаємо людей і клієнтів та що з цим робити
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26 зустріч: Як ми втрачаємо людей і клієнтів та що з цим робити

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зустріч із неймовірною Olena Zanichkovska , Founding Partner @ Growth Agency "The Gradient". Director of LITS BDA School , в минулому директор з розвитку в компанії Perfectial та керівник відділу в компанії Eleks.

Ми розглядали, як працює ІТ-компанія як система і як має виглядати і виглядає в реальності взаємодія між складовими системи. Подивились на організацію з точки зору бізнесу, клієнта і людей.

Publicado en: Reclutamiento y RR. HH.
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26 зустріч: Як ми втрачаємо людей і клієнтів та що з цим робити

  1. 1. The Battle of five armies: why we lose Customers. And People. Olena Zanichkovska
  2. 2. Olena Zanichkovska Co-Founder, Director of Product Strategy and Marketing at The Gradient Director of Business Development School at LITS. PhD in Management. Seasoned specialist in IT-industry with more than 11 years of experience in project, program, account management, as well as business development. ex-Head of ELEKS Digital and BDD at Perfectial. Trainer. Speaker. Inspirator.
  3. 3. My Story
  4. 4. Kid 1 Kid 2 PhD
  5. 5. Delivery Account Management/ Engagement Business Development 20+ projects up to 40 people 1 mln.+ contracts Award-winning Product
  6. 6. If the goal of an effective Sales is revenue generation, than Sales works only if the whole system works.
  7. 7. How it should work
  8. 8. Marketing Sales Engagement Delivery Account Management
  9. 9. How it works in reality
  10. 10. VP’s at meeting with CEO
  11. 11. CEO at meeting with VP’s
  12. 12. Let’s talk about “batons”
  13. 13. Marketing Sales Engagement Delivery Account Management
  14. 14. Problem 1. Contradicting KPI’s
  15. 15. Problem 2. Wrong people
  16. 16. Sales People levels of Maturity: - Indiffirent sales - Aggressive sales - Sales-consultant - Sales as a Partner
  17. 17. Types of Sales people
  18. 18. Hunter
  19. 19. The Hunter is the person who gets their sales energy off of the “hunt” for the new opportunity. They are often consultative sales people who innately find and assess an opportunity (even when there doesn’t appear to be one) within a prospect, and find a solution within your offering that meets the specific need. They are networkers. They are independent. They generate buzz and excitement. And, they are not always good at follow-through and focus.
  20. 20. Farmer
  21. 21. The Farmer is the sales person who builds and cultivates relationships and opportunities, typically within existing accounts. Farmers are the sales people who turn a customer from good to great by the nature of their relationship and the loyalty they gain from their efforts. They nurture. They collaborate. They are team players. And, they are not always good at prospecting.
  22. 22. To achieve success you need to combine hunters and farmers in different roles
  23. 23. Building a strong Sales Team
  24. 24. 4 core function of Sales Team
  25. 25. Don’t mix them in the same people!!!
  26. 26. You must specialize your team in order to growth your results!
  27. 27. Use rule 80/20 to understand the time: if your Sales group is spending more than 20% on non-core function - split it.
  28. 28. Problem 3. Belief in stars
  29. 29. Problem 4. Salary and Bonuses
  30. 30. Sales People should stay hungry
  31. 31. Problem 5. Sales people don’t know your product
  32. 32. Train them
  33. 33. They should be your product’s ambassadors, not enemies!
  34. 34. Problem 5. Sales is an honourable profession
  35. 35. Marketing Sales Engagement Delivery Account Management
  36. 36. Problem 1. Wrong expectations and extra promising
  37. 37. Problem 2. Pre-sale engineers, who should be delivery advocates, but in reality are not
  38. 38. Problem 3. Estimates are done in “dream” developers, and delivery in real developers
  39. 39. VS
  40. 40. Problem 4. Pre-Sales Team VS Delivery Team
  41. 41. VS
  42. 42. Marketing Sales Engagement Delivery Account Management
  43. 43. Problem 1. Scope, time, and budget vs relathionship
  44. 44. Problem 2. Delivery without understanding the business case
  45. 45. Problem 3. Attitude to the Customer
  46. 46. Marketing Sales Engagement Delivery Account Management Feed back
  47. 47. Thanks and questions! Olena Zanichkovska facebook.com/zanichkovska

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