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.

1. The Battle of five armies: why
we lose Customers. And
People.
Olena Zanichkovska

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. My Story

4. Kid 1
Kid 2
PhD

5. Delivery
Account Management/
Engagement
Business Development
20+ projects
up to 40 people
1 mln.+ contracts
Award-winning
Product

7. If the goal of an effective Sales is
revenue generation, than Sales
works only if the whole system
works.

9. How it should work

10. Marketing Sales Engagement
Delivery
Account
Management

11. How it works in reality

13. VP’s at meeting with CEO

14. CEO at meeting with VP’s

15. Let’s talk about “batons”

16. Marketing Sales Engagement
Delivery
Account
Management

17. Problem 1. Contradicting KPI’s

18. Problem 2. Wrong people

20. Sales People levels of Maturity:
- Indiffirent sales
- Aggressive sales
- Sales-consultant
- Sales as a Partner

21. Types of Sales people

22. Hunter

23. 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.

24. Farmer

25. 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.

26. To achieve success you need to
combine hunters and farmers in
different roles

27. Building a strong Sales Team

28. 4 core function of Sales Team

30. Don’t mix them in the same people!!!

31. You must specialize your team in
order to growth your results!

32. Use rule 80/20 to understand the
time: if your Sales group is spending
more than 20% on non-core function
- split it.

34. Problem 3. Belief in stars

36. Problem 4. Salary and Bonuses

37. Sales People should stay hungry

38. Problem 5. Sales people don’t know
your product

39. Train them

40. They should be your product’s
ambassadors, not enemies!

41. Problem 5. Sales is an honourable
profession

42. Marketing Sales Engagement
Delivery
Account
Management

43. Problem 1. Wrong expectations and
extra promising

44. Problem 2. Pre-sale engineers, who
should be delivery advocates, but in
reality are not

45. Problem 3. Estimates are done in
“dream” developers, and delivery in
real developers

46. VS

47. Problem 4. Pre-Sales Team VS
Delivery Team

48. VS

49. Marketing Sales Engagement
Delivery
Account
Management

50. Problem 1. Scope, time, and budget
vs relathionship

51. Problem 2. Delivery without
understanding the business case

52. Problem 3. Attitude to the Customer

53. Marketing Sales Engagement
Delivery
Account
Management
Feed
back

54. Thanks and questions!
Olena Zanichkovska
facebook.com/zanichkovska