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Aligning the entire sale cycle doesn’t happen overnight — 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 

Let’s dive into sales methodology alignment.


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

Natalia made three key points here:

Key Point #1: The team knows what to expect. They’re set up for a sale because each channel has a process. Natalia says Leapwork is shooting out emails, calling people on the phone, and (especially important after COVID) using social selling. The multi-channel approach works.  

Key Point #2: The company has a specific framework for actually qualifying deals throughout the whole sales cycle. A lot of very good technologies are out there, but technology really just works when you have a methodology to go with it. Test your methodology. Make sure everyone in the channel speaks the same language. Get aligned. Then focus on your technology.

Key Point #3: Although it’s a global company, Leapwork takes a hyper personalized approach. In every country, there’s a channel that works better than others. So while you need methodologies and processes, you also have to adjust those methodologies and processes to your unique situation. 


Methodology impact on the team compared to previous initiatives

When it comes to scaling, culture is huge. Leapwork has scaled from two people to 16, so there are a lot of moving pieces in that company. Add to that, these moving pieces are operating in different locations across the globe. 

We asked Natalia: How do you create a diverse culture that works for reps in this environment? 

She gave us four tips:

  1. Stay patient, and help people feel comfortable.
  2. Focus on getting results. People feel good about that.
  3. Know what’s going on and what’s working well.
  4. Encourage your people to give input and constructive feedback.


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

Looking outside your normal bubble will not only increase the diversity of thought within your team but it will also emphasize the different strengths people bring from their previous work experience. 

Natalia also recommends hiring people who don’t have experience. If you think they might fit with your team and help drive results, give them a shot. 

She told us a story of a teacher who applied a year ago. Leapwork spotted her talent and drive, and after several months, she got promoted to BDR strategic accounts where she’s doing a great job. 

COVID’s impact on the workplace is going to force more and more of these situations. Talented people are getting freed up in one field and moving to another.

Beside the aforementioned teacher, Leapwork has hired three people from the tourism industry. They’re also performing really well despite not having the “right” background for the job.


Mitigating SDR burnout risk and fostering retainment

Okay, so let’s say you’ve found some baby sharks for your company. They’ve bought into your process. They’re developing well. You see them progressing in their career.

How do you keep these folks motivated?

Natalia outlined a couple of great ways.

First, give people clarity on where they’re going next. What does that career ladder look like for them?

Second, remember that people are individuals and motivate them accordingly.

Leapwork does appraisals with each BDR every six months where they discuss expectations and performance. What’s the real purpose of these? It’s to create a kind of faith in the organization. To find out what motivates them. To reward them with the things they really want.

Natalia concluded our discussion with some of the processes she’s implemented to marry back to sales methodologies in order to drive success.

Check out these resources we mentioned during the podcast:

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

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