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