The Sales Engagement Podcast
The Sales Engagement Podcast

Episode · 3 weeks ago

A Guide To Organizational Alignment & Picking the Right Methodology


Aligning the entire sale cycle doesn’t happen overnight — and it certainly doesn’t happen without a framework in place. With so many methodologies to choose from, how can you know which ones best fit your organization?

We speak with Natalia Markulincova, Global Business Development Manager at Leapwork. She walks us through Leapwork’s sales methodologies alignment and their hyper personalized approach to global cultures.

We talk all about:

- A global point of view of strong sales processes married to methodologies

- Methodology impact on the team compared to previous initiatives

- How Leapwork built such a strong culture with empowered, motivated employees

- Mitigating SDR burnout risk and fostering retainment

For more engaging sales conversations, subscribe to The Sales Engagement Podcast on Apple Podcasts, on Spotify, or on our website.

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Welcome to the sales engagement of PODCAST. This podcast is brought you by outreach, the leading sales engagement platform, andthey just launched outreach on outreach, the place to learn how outreach welldoes outreach? Learn how the team follows up with every lead in record timeafter virtual events and turns them into revenue. You can also see how outreach runsaccount based plays, manages reps and so much more using their own salesengagement platform. Everything is backed by data pulled from outreach processes and customer base. When you're done, you'll be able to do it as good as theydo. Head to outreach Doo on outreach to see what they have going on. Now let's get into today's episode. Welcome all to the sales engagement podcast. This is Caitlyn Kelly, your host today, senior manager of sales developmentat outreach here for the Amia region. Also cofounder of SDRs anonymous, whichis a community for all things sales development, bringing different guests, leaders and peoplenew into their role to share best practices and learn from each other.Today I'm super excited to dive into this. We are going to be chatting allthings sales processes married to sales and methodologies, and our guests for todayis Natalia, Global Business Development Manager over at Lee work. Natalia, I'Mgonna tossed over to you. Would love for you to introduce yourself and teus a little bit about what you're doing over at lead work, of course. So High Kaitlin, first of all, and Hi everybody. My name isNatalia and I'm currently working as a global business development manager at lead work. I started my career as a BDR in company which is called Actimo,and it was very successful concept. They just get acquired by cahood. Rightnow and after did I get this brilliant opportunity to join this very fast globalgrowth take company called Lee pork. So I decided to join and in oneand a half years I have built a... of bedrs. In the beginningthere were two of them and at the moment there is sixteen bedrs and fourteencultures. So it is indeed very exciting journey. I love that. Ilove hearing about the story of taking something from, you know, a coupleof people and then going through is hyper growth, especially after we've all gonethrough the pandemic, where we had to do so many different areas specifically wasn'tchange management. So what previously, when we had talked, we were discussing, you know, in order to have success like that from to to sixteenvidrs, you got to have strong processes in place. On top of that, you had mentioned having the strong process also need to be married back tothe methodologies and had that alignment there. Can you elaborate what that really lookslike from a global point of view? Absolutely, and it's a that's avery good question and I would like to actually talk about three main key pointshere, and the first one would be that in our BEDR team we arehaving, you know, process. It's a multi channel process, right,so we are shooting out emails, we are doing phone calls, we areusing social selling, which we also see increasing right after covid especially, andthen we are having also different creative initiatives. This works really well because our teamactually knows what to expect, they can plan their working day and,you know, they are set up for success. So this kind of multichannel approach works for us really well. The second point would be at thatthere is a lot of sales methodologies, as you know, right out therewhich are very, very good, but our two cofounders actually came with anidea and that we should try out a medic to reach our strategic goals rightas a business. So we tried it out and it actually and it actuallyreally works quiet a well, and it is very important to have some kindof methodology so everybody in the organization speaks the same language, and this whatwe do here at leap for it right. We are talking in medic terms acrossour commercial organization and we are really...

...fully aligned throughout the wholesale cycle.So this I would definitely recommend for for everybody to have certain framework how theyare actually qualifying and how they are qualifying the deals throughout the wholesale cycle.The third part, which is maybe for me personally, the most interesting alsois that from the global point of view, in my opinion, there is nosilver bullet, right, because every culture is absolutely different. So weare making sure that we are having hyper personalized approach when it comes to outreach, and in every country is also different channel which works better, right.So there is no streamlined way of it. I think that it's very important tohave those methodologies and process. It a processes and it's turns out towork well for us. However, of course it's being adjusted when we areapproaching different markets. Yeah, I think that's the key thing I remember thereis that the methodology in the process are always going to be evolving and ifthey were evolving, then backtully product. We continue to drive the results thatyou've been able to drive there, if you're not always kind of takes takena step back to reflect on you'd mention. So you guys are all kind ofspeaking the same language in the entire commercial or so medic all the waythrough. What kind of impact has us really hard for your team sense,this transition to what we're doing previously? Well, it definitely had a hugeimpact on our team and it's it's a great question again. So currently,you know, diventually thinking about what kind of methodology is to go for.And when our two cofounders came, you know, with the medic methodology,they perceived that it will be the best possible way to actually reach out tolargest enterprises, and we see that it really works. We are having reallya lot of traction, you know, with the differently large organizations globally.So it do was. It was definitely game changing in terms of in termsof numbers for a better definitely all right.

So what I'd love to understand,and Natalia, is as you guys are really scaling. Culture is topof mine for a lot of leaders here. Can you really can you talk usto what you've been able to do to build such a strong culture withinyour Dr Team at Lee Park? Absolutely. So, what are we doing hereat lie for? It is that, you know, and what I wouldalso maybe recommend to others is that hire someone, people with no experience. Give you the shot, because we are having actually very, very successfulstory with English teacher who apply their year ago. You know, we stillreally drive and real talent in her and we hired her and after a yearshe got promoted to be vide air of the global strategic accounts and she's reallydoing a great job. And then there is another seccess story which we areactually having here and which I would love to share. And of course,Covid is very unfortunate situation. It was and it still is. However,the due to covid actually there was quite a lot of people, a lotof talented people, who were freed up from the different industries. For example, we are having three people from from the tourism industry and we hired thembecause, again, we saw certain drive and then they are performing really,really well and they didn't have any prior tech experience. So what I wouldrecommend is maybe sometimes to look into industries which aren't notice obvious. It doesnot need to be necessarily tech or people doesn't don't need to have, youknow, certain Bedia experience. So it's Bourdis shot. Yeah, that's sucha good point. They're looking outside of your normal bubble and then that willnot only increase a diversity of thought within your team, but it get whichdifferent strengths that people have from previous work experience that you can pull on toup level teams at a hole. I absolutely agree, absolutely agree, andI really have to say that it works very well for us. So Iencourage others to try it out and then...

...write me some inputs. That wouldbe great to hear. How is that going, if you decide to dothat? All right, fantastic. I love that. So I love that. Both everyone in the commercial environment, you know, are speaking the samelanguage. They are just really prefers that consistency and a lot of clarity,especially as you guys are scaling outside of having you know, these methodologies marriedback to a process that works for everyone within the commercial org culture is alsoa huge thing when it comes to scaling and when you think about the culturewithin Lee work. We talked about this a little bit. I know whenyou go from me out to people to sixteen, there's so many moving pieceshere, with having an international team as well. How have you been ableto really apply like a diverse environment that really plays to each reps strengths?So, first of all, I have to say did we are a peoplefirst organization. Overly, so we really encourage people to actually, you know, come with the true colors and they should feel comfortable as they are right. So that is the first thing which actually really works well for us,and, in my opinion, also perception of the Dr Teams, you know, like Ed lie perk, we are having perception that that's a pool fortalents and we are really making sure that, you know, people are actually expressingtheir aspirations and they do work hard, they are delivering great results, sothey should be rewarded for it and they should be grown within the organization, you know, and that's what we are actually trying to focus on asa main part and also, what I would maybe recommend, what works reallywell for our bede Ar Tim Medley Park, is that we are having extra cramsessions, and I am sure that you are kiln familiar with a scramsession in product development, right. So we sickly implemented it into our BEDRsetup. So what do I mean by it? Is that we are actuallyconcluding on biweekly basis. How is it going? You know what works well, what could be improved? What ideas... we have and who is goingto take care of the specific idea? WHO's going to make it happen?From the team? And then we are actually sitting around the table or weare online, and then we are having absolutely democratic style, so everybody's votingand the majority of the voices of course counts and idea will happen because teamsdid it for some reason. Right. So we are trying to create culturewhere everybody's being heard and you know, there is no stupid question whatsoever,there is no stupid ideas. You know, people are very encouraged to actually bringup their inputs, constructive feedback and ideas, and then we are ofcourse discussing it. Right. So I think that's like the biggest thing islike how do you encourage people to speak up, and especially in remote environment? You are are you guys hybrid or mainly is everyone remote over out liework? So actually we are hybrid. So we are having a part ofour team based in Copenhagen Office, which is actually our headquarters, but thenwe are having also some of the team members, you know, based inthe global offices from like in London, New York, you know, ina Netherlands and in really different offices. And you know, it's very interesting. But when covid happened, right, because we are also looking and analyzinghow we going to actually make happen those sessions online. But you know,things got for technology, because right now is is really everything possible, evenonline. So we are using couple of really cool tools which are helping usto even have those agile, you know, methodology sessions on bi weekly basis onlineand we are having posted. It's really advanced program where we are actuallybring storming together and we are making sure everybody can vote. And then alsothere is this saying that people are having two years and one mouth for areason, and I think it's really important to listen to people and especially alsobe drs when they are actually, you...

...know, having ideas. And duringCovid of course, it was a very tricky situation and everybody was processing itvery differently because, of course, every every personality is different. But youknow, we created sort of environment that they are more than welcomes to cowmany time and, you know, a raise their concerns. So to beconfessionate and listen to two people write in the Organization and Dr Team. Ithink that's very, very important for the leaders out there as well. Yeah, I think and it all it always starts with the leaders, right.If you're leading by that, then I will feed there your teams from thetop down. I think that is fantastic, just in the ability to kind ofget that diversity of thought helps you you at lea or continue to scaleand garage go through as well. Outside of kind of creating this culture whereeveryone's involved and it feels inclusive, another thing that is top mine for lotsof BEDM leaders is how do I keep them motivated? How do you dothis in like a remote environment, and I would love for you to kindof tell us a little bit like some tips and tricks that you've been ableto enable to like keep the teams going. Of course, our team specifically,like when I look at bedrs, and I was be there myself,so I can also say it from my own experience. One thing which Iwas really crying a craving it was a development right, so I was constantlythinking, you know, how can I learn more and what is the nextstep for me? Right, and, for example, like how we arekeeping them motivated here is that we are doing appraisals, for example, everysix months and you know, we are going to performance and we are talking, of course, with each single videre and after evaluation, we are talkingabout their expectations and their aspirations, right, because that's very, very important forus. So what is really successful for us here is to actually reallycreate some kind of pet for bedrs, because you know, that's a pullfor talents and even in our organization, some of the senior management they callour drs baby sharks because, you know,...'s a party growing sharks to bea really big white sharks as enterprise, a communicatives. So you know,that's our ultimate goal, which is very motivating for the team. Butthen also, of course, every person is very different, so you know, I really know my team. I'm trying to be very close to eachsingle individual and then I am, you know, motivating them accordingly, right, but we are also doing some kind of competitions, of course, soyou know who is winning, basically on activity and results in a week,we are rewarding them with a very nice, you know dinner and stuff like that. So there is really different, different layers, you know, ofbasically motivation which we are which we are doing right. Yeah, I thinkso. Couple just short recap. You there a couple great ways to keepyour team is motivated, as you guys have found. You know, howdo we get them to invest in the development? These are ideally the babysharks of the company. So you get them kind of bought into the processand into the development, showing in that career progression that they could move into. And I agree you more people have clarity on where they're going next,one hundred percent, they're gonna they're going to want to dive into that andinvest in it as well. Absolutely they is. Sorry, but you know, like sometimes I'm also just thinking that you know how sales was before,in s let's say, and it was all about, you know, wolveof all, street ABC always be clothing, but it's not like that anymore.Of course you are closing and of course it's super important, absolutely,but it's also about the qualifying and how people feel. Right. So weare actually having sank really PRIG did a Bq. So always be qualifying,and BEDR's actually loved it, you know, because they are learning and they aretrying to phrase questions into different ways. So it's really, you know,learning, but also fun for them, right, and we are really tryingto bring the of culture here. Yeah, I love that. Alwaysbe qualifying. That's a good one to implement to so beyond, you know, the keeping them motivated in their day... day job, why is someother ways that you've been able to improve bedr tenure and in sure that youare developing the careers going forward? Is there any processes that you've been ableto emblemat and I guess I've a lot of background, but typically be drsor scrs, the you know, they're inner roles for like seventy eight monthsand they do hit that burnout point. So what I wanted love to understand. As you guys are scaling, how are you helping mitigate this risk,of course. So we are having actually a very good retention rate, Ihave to say, in our team, and that's basically, you know,we are we are actually having vertical and horizontal teams, so Bedr's are workingwith as almost on daily basis, right, so we are having our bdr setup, but then they are also very close to account executives, whoare doing very good job in coaching them, and they are also close to seniormanagement, right, because also our sea level, you know, theirdoor is always open, so if they have any questions, they can alwaysgo there, and I think that that's how Leeprogu is a culture is inis in whowesome right, as an overla. So that's basically one of the mainparts why, I would say like and how we are actually making surethat they, you know, they are satisfied and they can stay in therole longer. But then we are also having trainings, and by trainings Imean of course we do train pitch objection handling, you know, as DrStaff, and I think that a lot of SDR departments is doing that,obviously, but we are actually living also training which is called booster session,and the booster is about really making sure that everybody is hyped. So,you know, every time someone else from the team is leading the session andthen they are bringing idea, bringing the video, bringing, you know,thoughts which are inspiring to them and how to encourage, you know, themselves. So we are really helping to each other in the team on how toso overcome, you know, difficult situations, and I think that, since teamis so close together, that also...

...creates that most people actually feel reallywell. They are willing to help me. Yeah, they are competitive, ofcourse they are, but in a very, very healthy way, right, so they always reader help each otter then, you know, rather thanit should be some kind of toxic competition. Yeah, they're definitely well amazing.Thank you so much for telling us, you know, some of the processesthat you've been able to implement to marry back to sales methodologies in orderto drive success over at Lee Borg, also touching based on their around buildinga strong culture for us the air, so that they are the baby sharksof a company. With that being said, Natalie, you're in Italia. Sorryabout that. If you had to recommend one book, well, wouldbe the biggest impact on your that will had the biggest impact on your professionaldevelopment. So did was a it's a really great question, but also thatquestion is making you realize that there is so many great books. So it'sreally difficult to choose, man, but I would say that maybe atomic habitsby James Clear. That really inspired me because I don't know if you readthe book. Have you? Yeah, I read a couple years back.So cool. So you know, it really inspired me because be Dr Joband also be their leadership. It's a lot about habites, right, andI really love how James is breaking it down to actually four points there.So if someone is really looking for the way, how to you know,how to change their habites, how to optimize their life, their career lifeor even personal life, I would definitely recommend these books with anybody. Fantastic. So you heard it here first atomic habits. Thank you so much totie. I've anyone wanted to connect with you on chat more about scaling orbuilding Avdr team. Where would be the best place for them to reach you? Probably linkedin would be the best place. So yeah, My name is NataliaMarkueling Kova, so you can find me on Linkedin and feel free toconnect. I would be more than happy to talk to anybody, of course, if you have any questions. Thank... so much everyone and have agreat afternoon. Bye. Thank you very much. Bye. By this wasanother episode of the sales engagement podcast. To help this get in front ofmore eyes and ears, please leave us a shining five star review. JoinUS at sales engagementcom for new episodes. Resources in the book on sales engagementto get the most out of your sales engagement strategy. Make sure to checkout outreach that Lioh, the leading sales engagement platform. See you on thenext episode.

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