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INGLESE
Lezione 1 The purpose and goal of this course is to provide the students with the basic tools and with the necessary skills to operate in a contemporary company business management environment. The educational process will be focusing on both theoretical and practical aspects of a day-to-day work scenario and related situations. The lessons will be based on the following pattern
- Introduction to the core subject and topics
- Previous lesson’s value assessment
- Theoretical aspects
- Practical aspects, tools and techniques
- Teamwork practice, exercises and simulations Definition of Company “Body or entity made of people and assets, aimed at achieving an economic purpose, of either public or private interest” BODY- is the most important thing, the presence the soul, brain, heart .. ASSSETS- beni AIMED- motivo la ragione ECONOMICS-è di fare soldi e funzionare PUBLIC OR PRIVATE- public or private company, working is a public is the same as the private company STRUCTURE definition and context 1- constructed, building and assembly example spa , swimming pool .. 2- prepare arrange and set up example we must structure a detailed business plan 3- organize, scheme, composition and system, example the team structure is conceived to promote inclusion and reduce the gender gap ) take the difference for the advantage Company structure: organigramma
Sales marketing finance = responsibility = tasks skills and competence RESPONSIBILITIES OF MANAGERS ● Budgeting ● Target definition & Goal setting ● Strategic Planning ● Organization Coordination & Direction ● Analysis, Reporting & Forecasting ● Team Building & Team Management ● Solutions & Problem Solving ● Project Structure & P. Management ● Improve, Innovate, Implement, Induct TASK Is a piece of work to be done or undertaken, especially one done regularly. Synonymous: job, duty, charge, assignment Manager Tasks: Budgeting Example
- Sourcing data & analysis (daily, weekly, monthly)
- Writing reports for stakeholders and team mates
- Preparing and sending emails
- Phone calls or video calls
- Organize and Attend meetings SKILL Skill: the ability to do an activity or job well. Synonymous: ability, talent, specialty, aptitude Managers Skill Examples
- Negotiation
- Communication
- Creativity
- Critical thinking
- Leadership
- Adobe / Excel / Powerpoint
- Statistical analysis
- SEO / SEM
SOFT & HARD SKILLS
SOFT SKILLS: non-technical skills that identify how one works and interacts with others
- Flexibility
- Empathy
- Time management
- Organizational skills
- Communication skills
- Proactivity
- Problem Solving
- Adaptability HARD SKILLS: measurable specific abilities, or capabilities
- Finance
- Project management
- SEO / SEM
- Foreign languages
- Web Analytics
- Sales Presentations
- Copywriting
- Risk management
- Cost Reduction
TOOL
Tool: a handheld device that aids in accomplishing a task. Synonymous: device, instrument, utensil, appliance, gadget Office Tools
- Phone
- Laptop
- Calculator
- Checklist
• USP: how you would make it different and unique
• Identify the PROBLEMS that your uniqueness would solve
THE MOST POPULAR JOB INTERVIEW THEMES
- Leadership
- Creativity
- Organizational skills
- Motivation
- Problem solving
- Hard Skills
- Teamwork THE JOB INTERVIEW DAY The S.T.A.R. Model to communicate your skills effectively S = Situation T = Task A = Action R = Result Situation: explain your role and the situation Task: explain your task and what was/is expected Action: describe the SPECIFIC action you took to complete your task Result: what was the impact, quantify with figures and data Lezione 3 The importance of being organized to boost your efficiency and performance Staying organized and productive at work helps you stay focused and complete tasks on time. If you are organized you can prioritize work which aids your career progress faster. Organization gives you confidence and a clearer view of obstacles, which reduces stress, anxiety and waste of time, with a positive impact on your mood and health How to use an agenda PLANNER: write down specific events and their details throughout the days, weeks, and months (meetings, deadlines, priorities, reports) An agenda is an excellent tool to control and improve your work organization and productivity. This strategy keeps you aware to meet your goals TRACKER: analyze your performance according to previously set goals and targets within a given timeframe. Agenda with tracker or summary/revision are the most efficient tool Set goals: Achievable goals can help you stay focused and productive. When you set specific goals with steps and a timeline, you can organize your work into more manageable tasks. Create both long and short-term goals and add milestones to your calendar to make sure you stay on track. Track your progress to achieve goals in the desired time frame. Tracking progress can also help you identify when you ’re most productive. For example, try to notice if you accomplish more at the start of the week, in the evening rather than in the morning. With this information, you can decide when to work on your most important tasks. Create to-do lists To-do lists are simple but highly effective tools to help maintain productivity throughout the day. Use to-do lists to write down important tasks you want to accomplish. Consider writing your to-do lists on a sticky note or in a notebook. When using this approach, think of ways to organize your to-do list. For example, use colored pens to distinguish between items, such as a blue pen to designate a team meeting and a red pen to label urgent responsibilities Limit distractions It is much easier to concentrate on work for extended periods in an organized workspace. When you limit distractions, you maintain your focus on your current task. Limit distractions by keeping your space organized and straightforward. Keep common distractions, like your phone, in your desk or a different room Sort your emails Many professionals use email to communicate with each other, and as a result, you might find your email inbox full of emails. Sorting your emails avoids clutter in your inbox and helps you find essential emails faster. Create digital folders in your email to sort all your messages. Folders categorize your emails in the appropriate place. Labeling emails remind you to reply to senders and keep essential emails in one place. Keep a clean work environment
In an organized office, you find supplies and materials quickly and efficiently, which makes your workflow more consistent. Keeping a clean environment includes putting items back where they belong, sorting files and folders, cleaning your desk from clutter (snacks, cups, tissues, etc.) and opening your windows for fresh air. A clean environment is a comfortable one, which makes staying productive easier Take breaks Breaks are an important way to keep focus and stay productive. Breaks keep you motivated because you avoid over- working yourself in a short period. As a result, you can basically work for a longer time. During your break, go on a short walk, or get a snack. Make sure you take your break away from your workspace to reset your focus completely Lezione 4 EFFICIENT & PRODUCTIVE MANAGER DESCRIPTION stay focused 2. complete tasks 3. be on time 4. prioritize work 5. self confidence 6. clear view of obstacles and solutions 7. reduce conflicts, anxiety and waste of time Goal setting is the process of identifying objectives that a person or organization wants to achieve. 2. Goals serve as a roadmap for individuals and organizations to achieve their desired outcomes by providing a clear direction and a framework for decision-making. 3. Efficient goal setting is crucial for the success of modern companies, as it helps them align their efforts and resources towards achieving strategic objectives, and promotes a culture of accountability and continuous improvement. Goal setting can help companies improve their performance, increase their productivity, enhance their innovation, and foster employee engagement and motivation. 2. Effective goal setting also requires careful planning, communication, and monitoring to ensure that goals are realistic, feasible, and aligned with the company's mission, values, and vision. The S.M.A.R.T. Goal Setting Framework Understanding and using the SMART framework can help individuals and organizations create goals that are clear, realistic, and aligned with their strategic priorities, ultimately leading to better performance and success. S = specific M = measurable A = achievable R = relevant T = time-bound The SMART framework is a popular goal-setting methodology that helps individuals and organizations create specific, measurable, achievable, relevant, and time-bound goals.
- Specific goals are clear and concise, outlining exactly what needs to be achieved.
- Measurable goals have clear criteria for success, allowing progress to be tracked and assessed.
- Achievable goals are realistic and attainable, considering the available resources and constraints.
- Relevant goals are aligned with the company's mission, values, and strategic priorities, and contribute to its overall success. 6. Time-bound goals have a clear deadline and establish accountability, helping to ensure that progress is made in a timely manner. The importance of being clear and precise when setting goals cannot be overstated, as it is critical to the success of any project or initiative. ● Specific goals are clear and precise, providing a clear understanding of what needs to be accomplished ● Specific goals help individuals and organizations to focus their efforts, resources, and attention towards achieving a particular outcome. ● Clear and precise goals reduce ambiguity and confusion, allowing team members to work more efficiently and effectively. ● Specific goals also enable individuals and organizations to track their progress and measure success, as they provide a clear benchmark for what needs to be achieved.. M = Measurable= Measurable goals have specific and quantifiable targets, making it possible to track progress and measure success.
- By defining clear criteria for success, measurable goals provide a basis for assessing performance and identifying areas for improvement.
- Measuring progress towards goals enables individuals and organizations to identify what is working well and what needs to be adjusted or changed.
- Having clear metrics for success also promotes accountability and transparency, as it allows team members and stakeholders to understand how progress is being made towards achieving the goal.
- Measurable goals provide a basis for celebrating successes and recognizing achievements, as progress towards the goal can be clearly demonstrated and measured. A = Achievable
- Achievable goals take into account the resources and constraints that are available to individuals and organizations, such as time, budget, personnel, and technology.
- Realistic and attainable goals are those that are within the reach of individuals and organizations, given their current resources and capabilities.
- When setting achievable goals, it is important to balance ambition with realism, by identifying objectives that are challenging yet achievable.
- By setting achievable goals, individuals and organizations can build momentum and confidence, as they are able to make progress towards their objectives without becoming overwhelmed or discouraged..
They should also be challenging enough to stretch the team, but still achievable with effort. Team & Individual OKRs
- Team OKRs align team members towards company goals,
- Individual OKRs help employees understand how their work contributes to the team's success. EXAMPLE: a marketing team’s objective is to increase website traffic by 20% over the next quarter, while individual team members’ key results are increasing social media engagement by 10% each month. OKRs & Performance Management Performance reviews can be based on the achievement of key results and progress towards objectives. EXAMPLE: if an employee's objective is to increase sales by 10% in the next quarter, their performance review might include feedback (metrics) on how well they achieved their key results related to lead generation, customer acquisition, and closing deals. OKRs CYCLE : setting, monitoring, and reviewing The OKR’s cycle typically occurs on a quarterly basis, with new objectives and key results being set at the beginning of the quarter and progress being monitored and reviewed throughout the quarter. At the end of the quarter, there is a review and reflection period to evaluate progress and adjust objectives and key results for the next quarter. OKRs CYCLE: setting, monitoring, and reviewing EXAMPLE At the beginning of Q1, a marketing team defines objectives to increase website traffic and lead generation, with key results related to content creation and social media engagement. Throughout the quarter, they would monitor progress towards these objectives and key results, making adjustments as needed. At the end of the quarter, they would review their progress and set new objectives and key results for Q2. Communication and transparency in OKRs Communication and transparency are crucial to the successful implementation of OKRs. It's important to communicate objectives and key results clearly and regularly to ensure everyone is on the same page and understands how their work contributes to the overall goals. Transparency is also important to foster trust and accountability among team members. Communication and transparency in OKRs EXAMPLE: A company might create a performance dashboard that shows progress towards objectives and key results in real-time. This dashboard could be accessible to all employees, so they can see how their work contributes to the company's success. This encourages transparency and accountability and helps ensure that everyone is aware of the company's overall progress towards its objectives. Tools and templates for OKRs There are many tools and templates available to help with the implementation of OKRs. Some popular tools include Asana, Trello, and Google Sheets, which allow teams to track progress towards objectives and key results in real-time. There are also many templates available online, such as the OKRs template provided by Google, which provides a framework for setting objectives and key results What Is the Difference Between KPI and OKR? Key Performance Indicators (KPIs) are often confused with OKRs. They are both performance measurements but their approach, reporting, and function are different. KPIs are built around reporting results and are an evaluation method for team, employee, or project success. You also use them over long periods of time, or even indefinitely, as the business grows. OKRs are focused more on achieving short-term (usually a business quarter) goals. EXAMPLE of KPIs vs OKRs Goal = is to increase sales by 20% in the next year. KPI = increase monthly sales revenue by 1.67% each month, which would add up to a 20% increase over the year. OKR for the sales team = Objective: increase customer acquisition by 50% in the next quarter, and the key results could be to increase website traffic, improve lead quality, and increase conversion rates. EXAMPLE of KPIs vs OKRs In this example, the KPI (monthly sales revenue) is a specific metric that the company will use to track progress towards their overall goal of increasing sales revenue by 20%. The OKR (increasing customer acquisition) is a specific objective that the sales team will focus on. The key results (increasing website traffic, improving lead quality, and increasing conversion rates) are specific actions the sales team will take to achieve that objective. EXAMPLE of KPI vs OKR? KPI (Key Performance Indicator) = Metrics OBJECTIVES = What you want to achieve KEY RESULTS = Specific Action LEZIONE 6 Meeting time is still on the rise As work from home started becoming the newnormal, the meeting time continued to increase ● On average, professionals now spend more than half of their 40-hour workweek in meetings,according to a survey by Reclaim. ● This translates into professionals spending 21.5 hours in meetings per week in 2021 — which is 7.3 hours more than in February 2020. TEAM MEETING STATS (study by Steven G. Rogelberg - 2021) ● An average meeting usually last 30 min. to 1 hour ● The average employee spends at least 4 hours a week in meetings. ● 30% of workers report that they spend over 5 hours per week in meetings. ● Only 17% of senior managers consider their meetings productive ● Around 50% of meeting subjects are recurring TEAM MEETING STATS (The Future of Meetings Report 2021 by Fellow) ● The average time spent in meetings per week is between 16 and 21 hours. ● Employees now attend between 11 and 15 meetings per week on average. ● 31% of managers attend 16+ meetings per week.
● 45% of executives report attending between 6 and 15 meetings per week. TEAM MEETING STATS in 2022 IS TEAM MEETING PRODUCTIVE? ● 71% of employees consider meetings they attend unproductive ● 65% report that meetings get in the way of their work ● 64% say meetings disrupt deep thinking ● US professionals surveyed (2019) report that 8% of the week is spent on unproductive meetings. ● Participants in the same survey (62% of them) reported that unproductive meetings disrupt their regular workflow. MEETING IMPACT & COST (2021-2022) ● 24 billion hours are wasted each year because of unproductive meetings. ● US businesses waste $ 399 billion on unproductive meetings. MEETING IMPACT & COST (2021-2022) Time Lost Because Of Meetings ● 71% of workers waste time due to cancelled or unnecessary meetings. ● 31 hours spent on unproductive meetings each month. ● The average delay per meeting for employees is 10 minutes and 40 seconds. That's equivalent to 3 days and 2 hours lost each year. ● The average delay for senior executives is 15 minutes and 42 seconds. That's 5 days and 19 hours lost each year. ● Figuring out where a meeting should take place is a waste of time. In fact, 40% of workers waste up to half an hour just searching for a collaborative space to hold a meeting. ● The average employee spends over an hour simply preparing for each meeting. ● 47% of employees complain that meetings waste their time the most at work. ● 45% of employees feel overwhelmed by the number of meetings they attend. WHY? When conducted properly, meetings generate positive effects and aftermaths:
- Drive innovation, collaboration, and creativity
- In meetings, people develop relationships and exchange critical information.
- Meeting productivity affects organizational revenue
- Meeting productivity affects employee performance and team productivity: team members engaged in constructive problem-solving and action planning trigger higher team productivity and organizational success
- Meeting productivity determines job satisfaction HOW? THE ROADMAP to productive meetings
- ORGANIZATION METHODOLOGY
- CLEAR OBJECTIVE / GOAL
- TIMING / SCHEDULE
- PARTICIPANTS & STAKEHOLDERS
- INDIVIDUAL DUTIES
- FOCUS vs WASTE OF TIME / ENERGY THE MEETING MASTER ROLE A meeting master is THE person in charge of organizing and coordination all the activities related to a meeting. The Meeting Master is a cross-functional role, who is in charge and responsible for the most efficient organization of each phase of the meeting, be it before the meeting takes place or after the meeting conclusion Every meeting should be organized and hosted by a meeting master to boost the productivity of each participant involved, and ensure the achievement of all the previously defined goals and objectives THE MEETING MASTER MAIN TASKS ● Prepare the meeting schedule ● Book the meeting room + arrangements (video, drinks etc.) ● Communicate clearly to all the meeting goal ● Make sure that participants prepare the necessary documents, like stats, reports, presentations etc. ● Set up a meeting agenda, allocating the proper time slots to each participant according to goals and timing ● Coordinate and periodically check agendas to prevent waste of time ● Start and close the meeting, coordinate speakers sequence, give timing and drive the information flow efficiently ● Mediate and prevent conflicts, keep focus and mood up THE MEETING MASTER SKILLS ● organization & focus
- Methods: Sales plans typically use personal interactions such as cold calling, face-to-face meetings, trade show networking, and retail interaction. Marketing plans use more impersonal approach, like print and TV advertising, digital marketing, SEO, email marketing, and social media marketing.
- Scope: Sales goals tend to focus on hitting short-term quotas, while marketing goals typically focus on long-term, big- picture achievements.
- Responsibilities: sales department take a product or service that their company already created and sell it. Marketing departments are involved in the creation of the product or service, using market research to suggest features or solutions that target buyers will value.
- Tools: Sales departments use CRM software (customer relationship management) to manage the sales cycle, organize communication with leads, and prioritize tasks. Marketing departments primarily use marketing automation software to track marketing-qualified leads and manage their digital and email marketing campaigns. Sales vs Mktg TACTICS Up to a few years ago the S&M dpt. activity, framework and workflows were clearly defined and separated Sales teams used to deal with pricing, finding contact/leads, nurturing, preparing sales campaigns/discounts/deals, draft strategic plans for different markets and niches basing on their knowledge and skills Marketing teams were dealing with branding (MVV, establishment, awareness, recognition, value, etc.) creating and implementing efficient PR & communication strategies and campaigns. SO WHAT? Social media, mobile phones, tablets, laptops, free wifi, hotspots, smart watches, smart TV, Netflix, online education, AI, etc. have determined a dramatic change in the consumers’ habits and dynamics. The way consumers search and find answers and information is completely different from 5 years ago, and as a consequence of this trend, companies are accordingly adapting the way they communicate and sell their products and services to newborn needs and dynamics DIGITAL HABITS = DIGITAL SOLUTION As the digital tools and habits are growing relentlessly, so the response to the digitalization of consumers’ habits that the business development strategy has lead to, is equally digital. Companies which intend to successfully keep selling products or services cannot make any effective plan nor successful strategy without considering a new digital tool: CRM & SA Customer Relationship Management & Sales Automation WHAT IS a CRM & SA software? It’s a digital tool conceived to create workflows of optimized contents, touch-points and message sequences finalized to the best sales performance. Sales & Marketing Automation is the key to create effective sales strategies to maximize the performance and results. The main functions and features of this type of software are: WHAT THIS SOFTWARE IS FOR
- Build and manage a DATABASE OF CONTACTS and assign them to specific categories, deals, workflows
- Create specific AUTOMATED SEQUENCES of actions based on the contacts details (send emails, whatsapp messages, invoices, files, vouchers, etc.)
- CONNECT ALL THE TOUCH POINTS: website, landing pages, social media, etc. and maximize their individual potential.
- Conduct precise and personalised DATA ANALYSIS and keep data always visible with custom dashboards EXAMPLE: THE FURNITURE STORE CASE THE PRE-PANDEMIC APPROACH 1. The store manager allocates a budget of 5.000 € to the annual promotional activities to attract new customers with the specific aim of increasing the number of store visits.
- The marketing staff allocates € 3.000 to a billboard on a high traffic street, then another 1.000 € to flyers distribution and the remaining € 1.000 to local press adverts. THE SALES FUNNEL 1ST CONTACT (prospecting) PROSPECT = a potential customer who does not know yet about the product or service OUTBOUND PROSPECTING (old way) = the sales person creates the contact (flyers in the mailbox, cold calls, door to door visit, copy&paste emails) INBOUND MARKETING = the prospect gets in touch with the seller (google, website, social media, landing page, embedded links, blog art., freebies, hooks) 2nd CONTACT (data acquisition) PROSPECT = a potential customer who does not know yet about the product or service OUTBOUND PROSPECTING (old way) = the sales person creates the contact (flyers in the mailbox, cold calls, door to door visit, copy&paste emails) INBOUND MARKETING = the prospect gets in touch with the seller (google, website, social media, landing page, embedded links, blog art., freebies, hooks) 3rd CONTACT (switch of contact property) From PROSPECT to LEAD = a potential customer who has gathered sufficient info to consider a purchase. Engagement = the lead receives special offers, bonus, hot deals and bundles which are specifically crafted to create a sense of urgency and an all-round convenience scenario. 3rd CONTACT (switch of contact property) From this precise stage of the process the contact property moves from the marketing to the sales database, and it is assigned to a specific sales team member. This is a key-moment because the software defines very clearly the KPIs and OKRs of the Marketing staff from stage # 1 to stage #3 From this moment on, the sales team must concentrate on the conversion process and close the sales process. 4th CONTACT (purchase & payment) From this precise stage of the funnel other company divisions get involved in the process because the purchase unlocks tasks assigned to:
- financial & accounting
- logistics
- production 5th CONTACT (upselling & cross selling) Once the contact is registered in the pipeline a series of automations keep him/her under pressure, by sending emails, invitations, special discounts or bundles, with the aim of increaseing the engagement rate and push the contact to buy again.
1. UP-SELLING: selling product/service with a higher price than the previous purchase 2. CROSS-SELLING: selling product/service that are compatible with the ones they're purchasing EXAMPLE: Up- selling & Cross-selling Scenario: a just-married couple visits a furniture store and buys a sofa for their new house. UP-SELLING: the sales team target is to sell a kitchen set, or a living-room furniture set (table+chairs+tv tray, etc.) CROSS-SELLING: the sales team target is to sell cushions, a spare sofa cover set, a rug or decoration items.
