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SESSION 4 | OCTOBER 20, 2021
Scalable sales: the key to business growth and scalability
How to turn marketing and sales departments into a machine that drives business growth and expansion: the latest models and practices
The world of sales and marketing has been completely transformed by new technologies and business models - and yet go-to-market strategies have not kept up. The Internet has empowered the buyer and changed the role of the seller. Subscription has changed the focus of marketing teams from the value of a contract with a customer to the lifetime value of a customer.
MARK ROBERGE
HARVARD BUSINESS SCHOOL
Session description
A company can have excellent products, services and scalable operational processes, and yet its growth can stall. You can' t grow a business without scalable processes for generating sales opportunities. In traditional sales models, this was called prospecting, and most salespeople to this day hate the activity of acquiring sales leads. One solution was to acquire sales opportunities through content marketing. This model, however, has serious limitations and is unable to generate an increasing number of opportunities at an acceptable cost, and causes conflicts between marketing and the sales department. The new model for generating and winning sales opportunities is based on the close integration of these two departments and the use of new technologies and social media.
Through this session you will learn:
MARK ROBERGE SPECIAL GUEST
SENIOR LECTURER, HARVARD BUSINESS SCHOOL
As a senior lecturer in the Entrepreneurial Management Research Unit (Harvard Business School), he teaches sales and marketing in MBA programs. Previously, he served as SVP of Global Sales and Services at HubSpot, where he scaled annual revenues from $0 to $100 million and grew his team from 1 to 450 employees. He was ranked 19th on Forbes' Top 30 Social Sellers in the World list and won the Seller of the Year award at the 2010 MIT Sales Conference. He is active in a number of start-ups as a board member, advisory board member and investor.m His publications have appeared in the Wall Street Journal, Forbes Magazine, Harvard Business Review, among others, and his book The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million turned out to be a worldwide bestseller.
VITOLD JANKOWSKI
PRESIDENT OF ICAN INSTITUTE, EDITOR-IN-CHIEF OF MIT SLOAN MANAGEMENT REVIEW POLSKA
AND ICAN MANAGEMENT REVIEW POLSKA
One of the most experienced strategic consultants in Europe. Initiator of groundbreaking meetings for Polish business with world management authorities in the areas of leadership and organizational culture formation, such as Dr. Marshall Goldsmith, Prof. Dave Ulrich and Prof. Heike Bruch.
An ardent supporter and promoter of the evidence-based management concept. He is an experienced lecturer: in 1992-2000 he taught in MBA programs at business schools in Canada, and today he runs development programs for top managers in Poland (Management™, Strategic Leadership Academy™, Personal Leadership Academy™). He has worked with many companies as a consultant and trainer (including Goodyear Poland, SAP, Lyreco, Lotos, Hestia, Ciech SA, TPSA, Eurozet, GlaxoSmithKline, Kolporter, PSB Group, Węglokoks).
DARIUSZ BOROWSKI
PARTNER, BUSINESS EDGE
Active in b2b marketing for 20 years in three perspectives: marketer (industrial and consulting companies), business medium (Harvard Business Review Poland) and b2b marketing agency. Focused on implementing marketing activities leading to b2b sales. He has recently hosted the podcast The Power of b2b Marketing.
KRZYSZTOF JONAK
SALES DIRECTOR FOR EMEA REGION, INTEL
Krzysztof Jonak has been with Intel for 18 years. He started from the position of Key Account Manager, responsible for cooperation with Internet and telecommunications companies in Poland, Romania and Hungary. For a number of years he was responsible for the development of the distribution market and marketing activities, as well as managing Intel's operations in Poland and the countries of Central and Eastern Europe. He has now moved to EMEA structures, where, as EMEA Territory Billings Accounts Director, he manages a team responsible for Intel's business relationships with local customers in Europe, the Middle East and Africa. The engagement covers all aspects of Intel's business operations, including solutions in the client hardware, data center or Internet of Things segments. Christopher has extensive knowledge of the IT industry and its peculiarities in different countries, and can effectively manage a team and coordinate Intel's activities in multiple markets.
Conference program
Witold Jankowski
- Phases of the company's development: when a sales barrier appears and what are the possible mitigating actions in the short and long term
- How has the concept of scaled sales changed in the post-Covid-19 world?
- What is the concept of agile scalability and what are its main elements?
- To what extent is the barrier to sales growth the result of internal factors and to what extent of external factors, and what can you do about it?
- Key strategies for increasing sales scalability
- Overcoming the barrier of a limited number of sales opportunities
- Specialization and division of labor strategy: new best practices
- Strategy for replacing vendors and their activities with technology: opportunities and common mistakes
Mark Roberge
- Sales scalability: what can we learn from the best mature companies and fast-growing start-ups?
- Why should growth orientation be primarily focused on retaining acquired customers (retention) rather than maximizing the number of acquired customers?
- Three foundations for scalable business growth and scalable sales
- The phase of product-market fit (product-market fit)
- The phase of matching channels of outreach (go-to-market fit)
- Phase of business development and consolidation (growth and moat)
- Designing a sales system that generates predictable, scalable revenue
- Optimize the sales system in relation to the industry context and development goals
- Implementation of a data-driven system covering recruitment and development of salespeople
- Generate demand and sales opportunities by integrating marketing and sales
- Data-driven sales management and sales coaching
Dariusz Borowski
- Social selling vs. selling vs. their scalability: what is the relationship between these concepts?
- What does the modern social selling model look like?
- Why does B2B require a different approach to social selling than B2C?
- B2B social selling as a process that integrates social media activities with entrepreneurial selling that includes an element of value co-creation with the customer
- How to implement B2B social selling to benefit sales?
- Why isn't LinkedIn enough for effective B2B social selling?
- How to gain an edge in B2B with entrepreneurial selling?
- What are the 5 hidden pitfalls to avoid when implementing B2B social selling?
- Examples of successes and failures
Krzysztof Jonak
- Technology as an essential element of modern sales and an enabler of growth
- New skills needed in a new sales environment
- How does Intel scale sales?
- Sales support technologies and their practical applications: social media, cloud solutions, artificial intelligence (threat or support?), Internet of Things (IoT)
- Our lessons: successes and stumbles on the road
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