sales, marketing, and company culture nikita bernstein necina presentation april 2012

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

FairSetup Solution

YouTube Link

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

www.FairSetup.com

Nikita BernsteinNikita@FairSetup.com@fairsetup@nikitabe

Images by Manto