Every entrepreneur understands the critical importance of sales to business success. But often, in the early stages of growth, teams tend to focus on marketing without having a strategic plan or process for how to turn leads into sales. Yann Le Beux, co-founder of a research and design firm in Senegal, and Zia Yusuf, a senior advisor at Boston Consulting Group and Stanford Seed consultant, share their experiences and strategies for building and strengthening your sales strategy.

Yann Le Beux’s company, YUX Design, focuses on creating user-centered designs that address the unique needs of African markets, helping their clients to bridge the gap between global tech and local context. But Le had his own gap to bridge — between marketing efforts and sales conversions. Zia Yusuf, who has taught at Stanford’s renowned Hasso Plattner School of Design, lent his expertise in innovation and design thinking to help Le Beux and his team realize that their marketing and sales strategies must be aligned with the needs of specific customer segments. “You don't sell to companies, you sell to human beings,” Yusuf advises. “You're selling to very large organizations, but they're not your client and it's not even the business unit that's your client. It's not even the head of that business unit. There could be actually two, three different roles – and understanding how to sell to those people and individuals was kind of a little bit of a breakthrough as well.”

Le Beux admits that his small company didn’t grow quickly because it was constrained by talent issues. “But as soon as you start growing, you realize you have to feed all these people ready to work and you need to be much more consistent in your approach to business development and stop behaving like a spoiled child where clients come to you naturally,” he says.

Le Beux’s process started with creating a strong product-market fit for each of his business units, honestly assessing the competition, and transitioning from targeting companies to connecting with key decision makers. Yusuf also advises entrepreneurs to think about the true cost of sales and the effort required to get something. “When you're at an early stage as a company, you feel that every dollar that comes in is fantastic, but it may have taken 60 percent of the company working for three weeks to respond to an RFP which leads to a small dollar amount of revenue. You want it. So you're excited, but should you have spent those three weeks and 60 percent of your team pursuing a different opportunity in a different way?”

Hear how Le Beux and Yusuf worked together to balance marketing and sales while trying to scale, plus stories of partnering with Google and meeting the demands of a tech giant, along with strategic pricing during a global recession.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Welcome to Grit & Growth’s masterclass on cross-cultural dynamics with Michele Gelfand, Stanford Graduate School of Business professor in organizational behavior. Gain new insights and strategies for understanding your company’s culture – from tight to loose – and how you can use that knowledge to build cultural intelligence in your organization, navigate interactions, enhance company-wide innovation, and drive business growth.

Companies and countries can be a lot like people. Some are tight. Others are loose. Neither is inherently good or bad, according to Michele Gelfand, a leading expert on the impact of organizational culture and the best-selling author of Rule Makers, Rule Breakers: How Tight and Loose Cultures Wire Our World.

Gelfand says this important and often invisible force can drive behavior and ultimately performance – which is why she finds the subject so fascinating and why she believes entrepreneurs should pay attention to culture as they build their leadership and business.

Key Takeaways

Culture matters

“If we don't understand culture, we're putting ourselves and our businesses at risk. All cultures have rules, and they're really one of our best inventions because they help us predict each other's behavior and coordinate. They're the glue that keeps us together.”

Tight vs. Loose

“Tight cultures have strict rules and very reliable punishments for when you deviate from rules. They restrict the range of behavior that's permissible in any context. Loose cultures have weaker rules, their wider range of behavior that's permissible.”

Strive for flexible tightness

“Loose cultures are more creative, but they don't necessarily scale up. Tighter cultures are better able to implement and scale up, but they're not as good at coming up with these really novel ideas. And so the big trick here is: How do you bring together both of these elements?”

Watch out for resistance to cultural change

“Try to balance accountability and empowerment, but pay close attention to pushback. Extreme change can be very threatening for people's sense of control, predictability, and order that's really needed in these contexts. And what we know is that we need to manage these sources of resistance.”

Listen to Michele Gelfand’s advice to entrepreneurs for creating culturally ambidextrous organizations and learn more about her future research. Don’t forget to take Gelfand’s quiz for determining where you and your team fall on the tight/loose spectrum.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Is AI part of your business strategy? Well, if it’s not, it probably should be. Ethan Mollick, Wharton School professor of innovation and entrepreneurship, and Arun Jagannathan, two-time entrepreneur, enthusiastically agree on that. In this episode you’ll gain strategic insights and practical tools from an AI visionary and hear how one intrepid entrepreneur is pushing himself and his company to embrace AI.

Arun Jagannathan is the founder of not one, but two, startups in India. CrackVerbal helps students prepare for exams and make smarter career decisions, and Yzerly enhances corporate communication through innovative training programs. Jagannathan says, “Many employees today are asking: What is our AI strategy? Because nobody is in a bubble. Everybody is hearing this, right? And they know that if we are on a growth path, on a growth trajectory, then AI has to be a part of the strategy.” So, he’s experimenting and adapting across different facets of his business to reap the full benefits of AI.

Ethan Mollick is here to help. He’s a professor, blogger, and best-selling author of Co-Intelligence: Living and Working with AI, a practical guide for thinking and working with AI. Mollick’s practical experience, deep research, and endless curiosity enable him to guide entrepreneurs on the AI journey so they can tackle it more practically, systematically, and creatively. He begins by asking entrepreneurs four questions in the face of AI: What special thing have you done that is no longer important? What impossible thing can you now do? What can you move down market or democratize? What can you have upmarket or personalized?

“I think if you think about those sets of ideas, you end up in pretty good shape,” Mollick says. He also places great importance on keeping “humans in the loop” and so does Jagannathan. “What AI does is, it makes good very easy, but great is still very hard,” Jagannathan explains.

Hear how Jagannathan answers those four important questions and learn how to ask them of yourself and your company while navigating the challenges that companies and employees face when integrating AI into their businesses.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.