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