Sales in a Pandemic. Did not see that coming!

Four years ago, I moved from agency to sales and at the time and since, a number of agency colleagues asked me about how the cross over was and asked what I had discovered. There is so much to learn in making the move and I have learned a lot along the way and more than just sales. I have solidified my leadership journey further and grown as a human. One thing four years ago I had not considered was how sales would be in a Pandemic where I have not visited the office in close to nine months and seen members of the team in person only once. That was not in the instruction manual.

By this time last year I would have visited every sales team in every country at least three times for varying lengths of time, I would have had client meetings in every country, presented at a number of conferences, attended CES, Cannes and Dmexco at a minimum. I would have eaten my body weight in pasta, Tapas and shit airport sandwiches. I would have taken at least 30 return flights. I would be exhausted but I would be full to the brim of people interaction. If you run a sales team from UK to Dubai, this is what you have to, this is sales.

Instead, I have been in my room, across the corridor staring at my screen, for nine months.

Sales leadership is something that Is heavily influenced by the human interaction. The people interactions are huge, people feed off each other in a very immediate way and momentum comes from those relationships. I have seen teams go up or down very rapidly based on those engagements. Morale is very fluid and so in the last nine months we have all had to adapt dramatically. I want to pause and give a huge shout out to all those sales leaders out there, a selection I have had a chance to talk with and know they are feeling it too!

The Pandemic has been like being in a car, seeing the corner coming but not having a steering wheel to turn, at least in a recession the steering wheel was turning to the team, brainstorming, taking refuge in humour and finding camaraderie of facing something together, maybe a drink, maybe a meal, a fitness class, a pool night, things to break up the relentlessness. This time it has been different and every single one of us in our industry has had to adapt and fast.

I can talk personally that going to countries and walking in the office gives you a chance to chat, speak to different people, learn about people on the fly. You can talk to them directly, you can get the feeedback, questions asked are important to me and in-person time tends to help draw that out. The Hangout/Zoom/Teams set up means that is very hard in a larger group and you get the sense you are broadcasting the whole time, thats my biggest sentiment, you are on broadcast, one way dialogue. It does get better in smaller groups of course but there is still an element of that, especially with people having to keep up with dialogues not in their first language. I think the biggest casualty of Zoomday is we tend to cut out the personal chat, or to a bare minimum and thats where we lose the connections, and spare a thought for all the new people who started in a lock down, we have had many and I have made a point of speaking to them all (ongoing!) and I am amazed at how positive they are and pleased our teams are rallying around them BUT excited for when they get back into the buzz!

So when I look back on this year, what have we changed, how did we do it and how in all this craziness did we win Sales Team of The Year?

  1. Agility: This comes top if the list for me. We all put so much store in strategy, we must have a plan and stick to it, this year was about how do we adapt that plan or indeed throw it out. Everything from how we interact, commission plans, market insights, obviously type of engagement, turn around times, business rules around bookings etc. The pace of adapting was amazing to see. My biggest goal was sharing of ideas/work/ideas across the region, the amount the teams have been inspiring each other has been incredible.
  2. Brand: In sales, what you sell is crucial of course and Spotify Advertising stepped up in the last nine months. A drum beat of insights, updates, analysis (not to mention some big acquisitions and announcements) allowed the team to be active in market, visible and relevant. Turning Pandemic insights into something marketable. Marketing that would have taken weeks was signed off and pushed out fast. Big shout out to our marketing teams.
  3. Offline to Online: Linked to above, the business had to get off its drug of live events, a focus in sales we take for granted, no Cannes, no Dmexco, no Festival of Media, and all the local events, our businesses are tuned to that. The transition to online was amazing to watch – LoveAudio events online were run across the region and drew huge crowds, it was a pleasure to see all those pulled together. A topic for another day, but a lot of pros to these online events.
  4. Team: Yes we would all agree that we are burned out with video calls. However, it was still important to bring people together and build team spirit. I literally cant think of a single thing we would do in person as a team that did not make it onto hangouts! Yoga, fitness, cooking, quizzes, training, drinking, eating, nail bars, hairdressing, concerts, interviews. You get the idea. All of these supplemented with chat groups that never stopped with humour and chat rolling every day – and of course Rak’s music playlists being pumped out every day.
  5. Empathy: Something that I know has been on all my leads minds, how to make sure they can look after their teams and how each member of the team has been looking out for each other. This has been huge and taken a big extra step in how we think about each other. When you are together every day those conversations happen more easily and frequently, so through these incredibly stressful times, taking extra time to think about your colleagues and reach out has been crucial. A big shout to the teams that lead amazing ERGs like Heart and Soul supporting everyone. Has this made us all more empathetic than before, thinking more laterally about the team, I hope so.
  6. Sales skills: I will say that as a sales team we have got better at sales. I am talking about Spotify but I am willing to bet it is beyond us. Sales changed this year. We had to listen to advertiser needs more than ever, we had to be agile in our solutions, we had to adapt what we had to support the brands looking to spend and indeed those who didnt. We had to dig deep into what sectors were benefitting and those that needed time. It has been so tough this year, but I genuinely think we grew as a team and we come out better than we went in as regards sales skills. I have learned a lot personally and when I moved to sales this was not one I had prepped for, but what a learning curve.
  7. Our clients: I think as an industry we came together like never before. The feeling of unity in such difficult times led to some meaningful questions, genuine conversations about life and business. We were all collectively grappling with what was in front of us and helping each other wherever possible. There was an openness to learn from each other, I felt as a sales person that clients wanted to hear what we had to say and apply it to their own challenges. Too often media brands are put in a box and only opened up when there is a very relevant connection. This last nine months has been more about learning collectively and thinking differently. Thank you to all those advertisers and agencies I have worked with this year!
  8. Onboarding: We have had to be really thorough around the process of onboarding and make sure people have a real chance to learn about the business. I think this is a good thing that will stand us in great stead for the future hiring, lock down or not.

There is so much more I could cover, to repeat something above in summary, I just feel like as a person, a team, a business and as an industry we have grown in the last nine months and perhaps some of the new behaviours started in lock down will carry on beyond, when things are more normal. A personal thanks to my whole EMEA sales team who have been amazing these last few months.

So finally, what would I like to see continue in a form of normality, lets call it PV (Post Vaccine)? So from PV1 here are some things I would love to see continue:

  1. Not all client meetings have to be in person – default is ‘does this meeting have to be in person?’
  2. An openness to listen and learn and not pre judge what Media Brands have to say
  3. Purposeful meetings, shorter and more full with challenges and ideas
  4. Events being professionally run to embrace on and offline elements so they are more inclusive
  5. A camaraderie at an Industry level – thinking collectively and in a way we solve things together.
  6. Flexible working, more trust, everyone has proved they can work from home, lets find that balance

So we are coming to the end of this 2020, all 67 months of it (quote from #wrapped2020) and it could not have been harder, but has allowed me to grow, I hope the team as a whole has grown and learned, but there is no substitute, as a human being, to be around other human beings. Noone will persuade me otherwise.

Well done you all. Here is to 2021.

Recipe for a successful conference

Back after a few days at my Sales Academy in Evian and have been reflecting on what makes a great sales conference. My team and I had been working so hard to make a success of this event and I feel like we made amazing progress. Of course nothing it’s perfect but 2019 has been the best yet and I started to think about how and why that was the case.

1. The first thing for me is a purpose. Following our high performing teams training we settled on our purpose as a management team being ‘Setting The Stage for Success’ what did we mean by that? Simply put, our job is to be the roadies for the team. Put everything in place to help them to succeed. This is what we carried through to the Academy as the theme. Too often leaders are the front men, the ones on stage, our view is that our teams should be up there.

2. Inclusion. This year we really involved a whole range of teams, individual sales teams from every market and division to create ‘Adbreaks’ – 5 minute case studies through out the few days, amazing opp for teams to present best work to a big crowd. We involved speakers from diverse backgrounds, a long list of amazing female talent in the business and both internal and external. All briefed to talk Setting the Stage for Success.

3. Safe space. As the team has grown and collaborated over the years, we have created a very safe culture – led by my wonderful directs with all team members happy to ask questions even to the most senior of Execs who we asked to come over, including our Global CFO and Head of Free Business, as well as the founder of Gimlet. The level of trust in the group has been amazing.

4. Fun.  Not too much, not too little. This year we were in a relatively controlled environment and so bed times were not too late. Lots and lots of fun but not too late and that has a lot of benefits. People were sharper the next day which meant they added more and interacted more. Tiredness leads to stress which can build when you are pulled away from your day job, even for the best content. Hangovers are so 2018.

5.Environment. We chose a venue that was calm, beautiful views and partially isolated and it was wonderful. Our meeting space was light and airy with views over lakes. We had lots of space and we built in time to breathe. Longer breaks, longer lunch, time at end of day to unwind and catch up, all meant people could concentrate and put phones and laptops down. The engagement was amazing.

6. Time to think. Often the goal of these events is based on packing as much in as possible ‘since we have everyone here.’ We have tried this and it does not work. If you want to drive attention during the sessions then making sure people have time to work and relax is vital. So longer breaks, time to unwind at the end of the day before any evening activities are all vital to a good mindset through the week. I was blown away by the attention of the teams this year because we engineered better timings. We also made sure that we ended on a Thursday and not a Friday so there was a working day left.

7. Prepare to be gone. A small additional note to this, prepare for absence well in advance and give air cover. If a business can’t operate with out irate clients for two and half days then we have an issue. Warn clients that you are having a massively beneficial team / learning experience, you won’t be around as normal and anything else should be managed around the event. I would also hope our clients would show consideration, lets face it, everyone does it at some point during the year.

I could not be happier, it takes work, it takes a small army of people to pull it off but the results will show. Don’t start with revenue as the goal, start with behaviours and your people and the rest will follow. I am so proud of the leads we have across EMEA, they bond, they get on, they work independently and as teams. We are in such a good place and the people are everything.