sales, marketing, and company culture nikita bernstein necina presentation april 2012
TRANSCRIPT
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Sales, Marketing, and Company Culture
Nikita Bernsteinwww.FairSetup.com NECINA Presentation
April 2012
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The Plan
Culture and Company Performance
Problems
Approach
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why listen to
me
www.JoVE.com - co-founderfirst scientific video journal2011: 5MM in revenues~50 full-time, 5 departments
www.FairSetup.com - founderimpact-based compensationpatent-pendingproducts and consulting servicesaccepted into the Harvard Innovation Lab
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Goal: Build an organization to maximize market opportunity.
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Before
Employee < Manager
Employee = Serf
Employee is just “happy” to have a job.
http://www.cartoonstock.com/directory/w/work_places.asp
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Now
Employee > Manager
Employee = Partner
Employees seek job satisfaction
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Alignment Culture $
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Alignment
Organization
Leadership
Managers
Front-line
Client
$$$OperationsSales
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Problem: Sales vs. Ops
Leadership
Managers
Front-line
OperationsSales
Sales: “Why is ops just screwing
around?”
Ops: “We do all the work, they get all the money?”
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Problem: This Is My Sandbox!
Leadership
Managers
Front-line
OperationsSales
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Apathy
Leadership
Managers
Front-line
OperationsSales
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Problems/SymptomsWaste of ResourcesNo transparencyAlienationApathyParanoiaCorner office wars Career-based decisionsHigh turnoverDoing just enough to keep the jobWorking exact hoursPassing the buckOverspend on hotelsOut-of-control lunch breaksFudging numbersBackstabbing
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Solution
Leadership
Managers
Front-line
OperationsSales
Alignment
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Alignment in Principleof employee and company goals
Increase transparencyFinancialOperational
Improve feedback mechanisms
Encourage autonomy
Fairness: It’s not about “How Much?”, it is about “How?”
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Alignment In Practice
ProductProduct QualityQuality of Service
MarketingConferencesMessaging / Collateral
SalesTeamworkFeedback propagation
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Company-wide Solutions
Regular Financial Reporting to Employees
Improved Feedback Mechanisms
ToolsTransparency (Rypple, Wrike, Yammer)Recognition (KangoGift)Company Performance (Saleforce Dashboards, Google Analytics)
Fair Compensation (FairSetup)
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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
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Expectations
Leadership
Managers
Front-line
Programmer
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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
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General Advice: Operations
Communicate goals
Manage expectations
Understand motivations
Strive for transparency
Let people take risks and fail
Seek decentralization
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Takeaways
Expectation Management
Centralized vs. Decentralized
Expectation Management
Centralized vs. Decentralized