sales, marketing, and company culture
DESCRIPTION
Sales, Marketing, and Company Culture. Nikita Bernstein www.FairSetup.com NECINA Presentation April 2012. The Plan. Culture and Company Performance Problems Approach. why listen to me. www.JoVE.com - co-founder first scientific video journal 2011: 5MM in revenues - PowerPoint PPT PresentationTRANSCRIPT
Sales, Marketing, and Company Culture
Nikita Bernsteinwww.FairSetup.com NECINA Presentation
April 2012
The Plan
Culture and Company Performance
Problems
Approach
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
Goal: Build an organization to maximize market opportunity.
Before
Employee < Manager
Employee = Serf
Employee is just “happy” to have a job.
http://www.cartoonstock.com/directory/w/work_places.asp
Now
Employee > Manager
Employee = Partner
Employees seek job satisfaction
Alignment Culture $
Alignment
Organization
Leadership
Managers
Front-line
Client
$$$OperationsSales
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?”
Problem: This Is My Sandbox!
Leadership
Managers
Front-line
OperationsSales
Apathy
Leadership
Managers
Front-line
OperationsSales
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
Solution
Leadership
Managers
Front-line
OperationsSales
Alignment
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?”
Alignment In Practice
ProductProduct QualityQuality of Service
MarketingConferencesMessaging / Collateral
SalesTeamworkFeedback propagation
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)
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
Expectations
Leadership
Managers
Front-line
Programmer
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
General Advice: Operations
Communicate goals
Manage expectations
Understand motivations
Strive for transparency
Let people take risks and fail
Seek decentralization
Takeaways
Expectation Management
Centralized vs. Decentralized
Expectation Management
Centralized vs. Decentralized