The Sales Engagement Podcast
The Sales Engagement Podcast

Episode · 1 year 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, and they just launched outreach on outreach, the place to learn how outreach well does outreach? Learn how the team follows up with every lead in record time after virtual events and turns them into revenue. You can also see how outreach runs account based plays, manages reps and so much more using their own sales engagement 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 they do. 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 development at outreach here for the Amia region. Also cofounder of SDRs anonymous, which is a community for all things sales development, bringing different guests, leaders and people new 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 all things sales processes married to sales and methodologies, and our guests for today is Natalia, Global Business Development Manager over at Lee work. Natalia, I'M gonna tossed over to you. Would love for you to introduce yourself and te us 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 is Natalia 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. Right now and after did I get this brilliant opportunity to join this very fast global growth take company called Lee pork. So I decided to join and in one and a half years I have built a... of bedrs. In the beginning there were two of them and at the moment there is sixteen bedrs and fourteen cultures. So it is indeed very exciting journey. I love that. I love hearing about the story of taking something from, you know, a couple of people and then going through is hyper growth, especially after we've all gone through the pandemic, where we had to do so many different areas specifically wasn't change management. So what previously, when we had talked, we were discussing, you know, in order to have success like that from to to sixteen vidrs, 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 to the methodologies and had that alignment there. Can you elaborate what that really looks like from a global point of view? Absolutely, and it's a that's a very good question and I would like to actually talk about three main key points here, and the first one would be that in our BEDR team we are having, you know, process. It's a multi channel process, right, so we are shooting out emails, we are doing phone calls, we are using social selling, which we also see increasing right after covid especially, and then we are having also different creative initiatives. This works really well because our team actually knows what to expect, they can plan their working day and, you know, they are set up for success. So this kind of multi channel approach works for us really well. The second point would be at that there is a lot of sales methodologies, as you know, right out there which are very, very good, but our two cofounders actually came with an idea and that we should try out a medic to reach our strategic goals right as a business. So we tried it out and it actually and it actually really works quiet a well, and it is very important to have some kind of methodology so everybody in the organization speaks the same language, and this what we do here at leap for it right. We are talking in medic terms across our 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 they are 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 also is that from the global point of view, in my opinion, there is no silver bullet, right, because every culture is absolutely different. So we are 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 to have those methodologies and process. It a processes and it's turns out to work well for us. However, of course it's being adjusted when we are approaching different markets. Yeah, I think that's the key thing I remember there is that the methodology in the process are always going to be evolving and if they were evolving, then backtully product. We continue to drive the results that you've been able to drive there, if you're not always kind of takes taken a step back to reflect on you'd mention. So you guys are all kind of speaking the same language in the entire commercial or so medic all the way through. 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 huge impact 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 to largest enterprises, and we see that it really works. We are having really a lot of traction, you know, with the differently large organizations globally. So it do was. It was definitely game changing in terms of in terms of 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 top of mine for a lot of leaders here. Can you really can you talk us to what you've been able to do to build such a strong culture within your Dr Team at Lee Park? Absolutely. So, what are we doing here at lie for? It is that, you know, and what I would also maybe recommend to others is that hire someone, people with no experience. Give you the shot, because we are having actually very, very successful story with English teacher who apply their year ago. You know, we still really drive and real talent in her and we hired her and after a year she got promoted to be vide air of the global strategic accounts and she's really doing a great job. And then there is another seccess story which we are actually 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 lot of 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 them because, 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 would recommend is maybe sometimes to look into industries which aren't notice obvious. It does not need to be necessarily tech or people doesn't don't need to have, you know, certain Bedia experience. So it's Bourdis shot. Yeah, that's such a good point. They're looking outside of your normal bubble and then that will not only increase a diversity of thought within your team, but it get which different strengths that people have from previous work experience that you can pull on to up level teams at a hole. I absolutely agree, absolutely agree, and I really have to say that it works very well for us. So I encourage others to try it out and then...

...write me some inputs. That would be great to hear. How is that going, if you decide to do that? All right, fantastic. I love that. So I love that. Both everyone in the commercial environment, you know, are speaking the same language. 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 married back to a process that works for everyone within the commercial org culture is also a huge thing when it comes to scaling and when you think about the culture within Lee work. We talked about this a little bit. I know when you go from me out to people to sixteen, there's so many moving pieces here, with having an international team as well. How have you been able to 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 people first 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 for talents and we are really making sure that, you know, people are actually expressing their aspirations and they do work hard, they are delivering great results, so they 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 as a main part and also, what I would maybe recommend, what works really well for our bede Ar Tim Medley Park, is that we are having extra cram sessions, and I am sure that you are kiln familiar with a scram session in product development, right. So we sickly implemented it into our BEDR setup. So what do I mean by it? Is that we are actually concluding on biweekly basis. How is it going? You know what works well, what could be improved? What ideas... we have and who is going to 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 we are online, and then we are having absolutely democratic style, so everybody's voting and the majority of the voices of course counts and idea will happen because teams did it for some reason. Right. So we are trying to create culture where 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 bring up their inputs, constructive feedback and ideas, and then we are of course discussing it. Right. So I think that's like the biggest thing is like 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 lie work? So actually we are hybrid. So we are having a part of our team based in Copenhagen Office, which is actually our headquarters, but then we are having also some of the team members, you know, based in the global offices from like in London, New York, you know, in a Netherlands and in really different offices. And you know, it's very interesting. But when covid happened, right, because we are also looking and analyzing how we going to actually make happen those sessions online. But you know, things got for technology, because right now is is really everything possible, even online. So we are using couple of really cool tools which are helping us to even have those agile, you know, methodology sessions on bi weekly basis online and we are having posted. It's really advanced program where we are actually bring storming together and we are making sure everybody can vote. And then also there is this saying that people are having two years and one mouth for a reason, and I think it's really important to listen to people and especially also be drs when they are actually, you...

...know, having ideas. And during Covid of course, it was a very tricky situation and everybody was processing it very differently because, of course, every every personality is different. But you know, we created sort of environment that they are more than welcomes to cow many time and, you know, a raise their concerns. So to be confessionate and listen to two people write in the Organization and Dr Team. I think 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 the top down. I think that is fantastic, just in the ability to kind of get that diversity of thought helps you you at lea or continue to scale and garage go through as well. Outside of kind of creating this culture where everyone's involved and it feels inclusive, another thing that is top mine for lots of BEDM leaders is how do I keep them motivated? How do you do this in like a remote environment, and I would love for you to kind of tell us a little bit like some tips and tricks that you've been able to 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 I was really crying a craving it was a development right, so I was constantly thinking, you know, how can I learn more and what is the next step for me? Right, and, for example, like how we are keeping them motivated here is that we are doing appraisals, for example, every six months and you know, we are going to performance and we are talking, of course, with each single videre and after evaluation, we are talking about their expectations and their aspirations, right, because that's very, very important for us. So what is really successful for us here is to actually really create some kind of pet for bedrs, because you know, that's a pull for talents and even in our organization, some of the senior management they call our drs baby sharks because, you know,...'s a party growing sharks to be a really big white sharks as enterprise, a communicatives. So you know, that's our ultimate goal, which is very motivating for the team. But then also, of course, every person is very different, so you know, I really know my team. I'm trying to be very close to each single individual and then I am, you know, motivating them accordingly, right, but we are also doing some kind of competitions, of course, so you 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, of basically motivation which we are which we are doing right. Yeah, I think so. Couple just short recap. You there a couple great ways to keep your team is motivated, as you guys have found. You know, how do we get them to invest in the development? These are ideally the baby sharks of the company. So you get them kind of bought into the process and 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 and invest 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, wolve of 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 we are 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 are trying to phrase questions into different ways. So it's really, you know, learning, but also fun for them, right, and we are really trying to bring the of culture here. Yeah, I love that. Always be qualifying. That's a good one to implement to so beyond, you know, the keeping them motivated in their day... day job, why is some other ways that you've been able to improve bedr tenure and in sure that you are developing the careers going forward? Is there any processes that you've been able to emblemat and I guess I've a lot of background, but typically be drs or scrs, the you know, they're inner roles for like seventy eight months and 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, I have 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 working with as almost on daily basis, right, so we are having our bdr set up, but then they are also very close to account executives, who are doing very good job in coaching them, and they are also close to senior management, right, because also our sea level, you know, their door is always open, so if they have any questions, they can always go there, and I think that that's how Leeprogu is a culture is in is in whowesome right, as an overla. So that's basically one of the main parts why, I would say like and how we are actually making sure that they, you know, they are satisfied and they can stay in the role longer. But then we are also having trainings, and by trainings I mean of course we do train pitch objection handling, you know, as Dr Staff, 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 and then 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 to so overcome, you know, difficult situations, and I think that, since team is so close together, that also...

...creates that most people actually feel really well. They are willing to help me. Yeah, they are competitive, of course they are, but in a very, very healthy way, right, so they always reader help each otter then, you know, rather than it 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 processes that you've been able to implement to marry back to sales methodologies in order to drive success over at Lee Borg, also touching based on their around building a strong culture for us the air, so that they are the baby sharks of a company. With that being said, Natalie, you're in Italia. Sorry about that. If you had to recommend one book, well, would be the biggest impact on your that will had the biggest impact on your professional development. So did was a it's a really great question, but also that question is making you realize that there is so many great books. So it's really difficult to choose, man, but I would say that maybe atomic habits by James Clear. That really inspired me because I don't know if you read the book. Have you? Yeah, I read a couple years back. So cool. So you know, it really inspired me because be Dr Job and also be their leadership. It's a lot about habites, right, and I 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 life or even personal life, I would definitely recommend these books with anybody. Fantastic. So you heard it here first atomic habits. Thank you so much to tie. I've anyone wanted to connect with you on chat more about scaling or building 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 Natalia Markueling Kova, so you can find me on Linkedin and feel free to connect. I would be more than happy to talk to anybody, of course, if you have any questions. Thank... so much everyone and have a great afternoon. Bye. Thank you very much. Bye. By this was another episode of the sales engagement podcast. To help this get in front of more eyes and ears, please leave us a shining five star review. Join US at sales engagementcom for new episodes. Resources in the book on sales engagement to get the most out of your sales engagement strategy. Make sure to check out outreach that Lioh, the leading sales engagement platform. See you on the next episode.

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