By Nadia Bulcourt – 04 January 2024
Updated January 21, 2024
In the ever-changing world of technology companies, sales organization plays a crucial role in achieving success. Jean-Charles Spanelis, founder of Finelis, a company specializing in sales outsourcing, highlights the importance of sales organization in a recent presentation.
He stresses that a specific sales and marketing organization based on the customer’s profile is essential to guarantee an adapted and effective strategy.
My name is Jean-Charles Spanelis. I set up my company some fifteen years ago. It’s called Finelis and it specializes in commercial outsourcing. We tend to work with technology companies.
Today, I’m going to talk about sales organization and explain why it’s important. But first, I’ll summarize my career path and the evolution of Finelis.
I started out in the world of finance, in Fintech. At that time, I don’t think we were even talking about Fintech. We were just talking about SaaS solutions, financial software that we sold to banks and financial organizations.
After that, the company diversified, although we still often work for tech companies. Either Fintech or other sectors. More recently, we’ve been working with digital real estate companies. We’re always learning, and we offer a unique model. It’s interesting.
In view of all this, why is organization important? Organization is important because, depending on your customer profile, you’re going to have specific strategies.
Depending on your profile, you’ll need a specific sales and marketing organization. Besides, there’s no point in implementing a strategy that isn’t adapted to your customer profile.
Since 2009, we’ve had three types, three customer profiles. These profiles are not linked to company size. They’re linked to their commercial maturity. To illustrate this, here’s a concrete example.
Let’s talk about customers as if they were three types of runners:
1) Customers who are in preparation,
2) customers who are ready to go
3) and customers who are already in the race.
Customers in the preparation stage are people, or rather companies, who need comprehensive, 360° sales support. There’s still a lot to build. Sometimes, marketing collaterals are not ready. Sales outsourcing is unknown, even unheard of.
What’s more, sometimes there isn’t even a sales team. Or they are traditional sales teams working on traditional historical businesses. That’s the first customer profile we come across.
Second profile: this time, we’re talking about customers who are ready to leave. These customers have a certain stability, a continuous improvement in the sales process. Tools like CRM are not just dirty words. They are adapted by 80% of the sales force.
That doesn’t mean they’re appreciated by 80%. But they’re there, they exist. And very often, these companies have experience of commercial outsourcing, whether positive or negative.
Finally, let’s talk about customers who are in the running. For us, these are customers who are looking for performance, who are going to optimize their sales. They’re going to want the methodological part not just to be a concept, but to be integrated operationally into the sales process.
So, this is another level of intervention. They’ve tried sales and marketing outsourcing. They’re hybrids, they’re agile.
And the debate with these companies is not whether to outsource or insource. It’s always about getting the best skills, both internally and externally, to make your projects as successful as possible.
Sales organization is therefore crucial to the success of technology companies. Understanding different customer profiles and adapting sales strategies are fundamental to ensuring positive results.
By integrating a personalized approach and an in-depth understanding of customer needs, technology companies can leverage sales organization to strengthen their market position and achieve their business objectives.
Please do not hesitate to contact us to discuss this topic. And why not take the opportunity to carry out a short diagnosis of your profile and commercial maturity.
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