The Battle of five armies: why we lose Customers. And People.
Olena Zanichkovska
Olena ZanichkovskaCo-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.
My Story
Kid 1
Kid 2
PhD
Delivery Account Management/ Engagement Business Development
20+ projectsup to 40 people 1 mln.+ contracts Award-winning
Product
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 Managemen
t
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 Managemen
t
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 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.
Farmer
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.
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 Managemen
t
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 Managemen
t
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 Managemen
t
Feedback
Thanks and questions!Olena Zanichkovska
facebook.com/zanichkovska
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