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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

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Sales, Marketing, and Company Culture


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sales marketing and company culture

Sales, Marketing, and Company Culture

Nikita Bernstein

www.FairSetup.com

NECINA Presentation

April 2012

the plan
The Plan
  • Culture and Company Performance
  • Problems
  • Approach
why listen to me
why listen tome
  • www.JoVE.com - co-founder
    • first scientific video journal
    • 2011: 5MM in revenues
    • ~50 full-time, 5 departments
  • www.FairSetup.com - founder
    • impact-based compensation
    • patent-pending
    • products and consulting services
    • accepted into the Harvard Innovation Lab
before
Before
  • Employee < Manager
  • Employee = Serf
  • Employee is just “happy” to have a job.

http://www.cartoonstock.com/directory/w/work_places.asp

slide6
Now
  • Employee > Manager
  • Employee = Partner
  • Employees seek job satisfaction
slide7

Culture 

Alignment 

$

organization
Organization

$$$

Alignment

Client

Front-line

Sales

Operations

Managers

Leadership

problem sales vs ops
Problem: Sales vs. Ops

Sales: “Why is ops just screwing around?”

Ops: “We do all the work, they get all the money?”

Sales

Operations

Front-line

Managers

Leadership

problem this is my sandbox
Problem: This Is My Sandbox!

Front-line

Sales

Operations

Managers

Leadership

apathy
Apathy

Front-line

Sales

Operations

Managers

Leadership

problems symptoms
Problems/Symptoms

Waste 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
Solution

Alignment

Sales

Front-line

Operations

Managers

Leadership

alignment in principle of employee and company goals
Alignment in Principleof employee and company goals
  • Increase transparency
    • Financial
    • Operational
  • Improve feedback mechanisms
  • Encourage autonomy
  • Fairness: It’s not about “How Much?”, it is about “How?”
alignment in practice
Alignment In Practice
  • Product
    • Product Quality
    • Quality of Service
  • Marketing
    • Conferences
    • Messaging / Collateral
  • Sales
    • Teamwork
    • Feedback propagation
company wide solutions
Company-wide Solutions
  • Regular Financial Reporting to Employees
  • Improved Feedback Mechanisms
  • Tools
    • Transparency (Rypple, Wrike, Yammer)
    • Recognition (KangoGift)
    • Company Performance (Saleforce Dashboards, Google Analytics)
  • Fair Compensation (FairSetup)
sales marketing solutions
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
Expectations

Programmer

Front-line

Managers

Leadership

fairsetup solution
FairSetup Solution

YouTube Link

general advice perception
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
General Advice: Operations
  • Communicate goals
  • Manage expectations
  • Understand motivations
  • Strive for transparency
  • Let people take risks and fail
  • Seek decentralization
takeaways
Takeaways
  • Expectation Management
  • Centralized vs. Decentralized
  • Expectation Management
  • Centralized vs. Decentralized
slide23

www.FairSetup.com

Nikita BernsteinNikita@FairSetup.com@fairsetup@nikitabe

Images by Manto