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SWAYguide™ Marina Alex CEO, University of Business Agility Telegram/WhatsApp +7

SWAYguide™ Marina Alex CEO, University of Business Agility Telegram/WhatsApp +7-926-381-64-81 marina@uba.school Copyright © 2019 by Marina Alex All rights reserved. No part of this material may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. For permission requests, write to the publisher, addressed “Attention: Permissions Coordinator,” at the address below. Marina Alex +7-926-381-64-81 marina@uba.school Contents: 1. What is SWAY? 2. Why do we need SWAY? 3. Where can SWAY be applied? 4. The basics of SWAY: values, roles, events, documents. 5. Values and principles 6. Incentives 7. Sprint 8. Roles: Team, Business Owner, Coach 9. Events: Quarterly Planning, Sprint Planning, Daily, Demo, Retrospective. 10. SWAY documents 11. Visualization. 12. Contributors 1. What is SWAY? SWAY is a new sales building system that is founded on personal leadership, cross-functionality and value-based approach. SWAY, which stands for Sales with Agile, is suitable for the target-oriented companies who are interested in creating happiness and value for the customers. SWAY rests on Scrum framework and Agile philosophy as well as coaching-based approach and leadership principles. SWAY helps to achieve a 3-4 time increase in sales within 6 months: all due to the efficiency of the system and full engagement of the employees. SWAY was designed by Marina Alex who used her experience in implementing Agile into sales. SWAY is based on the following principles: - Continuous self-development - Discipline and target orientation - Love for people/customers 2. Why do we need SWAY? We are living in a time when the purchasing process is regulated by the buyer, not the seller. Buyers have access to more information than ever before when choosing which companies to buy products and services from. Traditional sales models are outdated. The era of annoying cold calls, poor quality service, and companies who do not respect their clients has finally come to an end. Nowadays, speed and flexibility are key competitive advantages. SWAY is a sales system that meets the challenges set by the modern markets. 3. Where can SWAY be applied? SWAY can be applied in those companies whose culture is focused on the customer and caters to the customers’ needs. Those companies whose focus is to create value. SWAY has been successfully implemented in: B2B, B2C, B2G, and Start-ups. 4. SWAY: the basics The five components of SWAY are: 1. Values and principles (the organizational culture) 2. Roles (as opposed to positions): Business Owner, Coach, Team 3. Events: Quarterly Planning, Sprint Planning, Daily, Demo, Retrospective 4. Documents: SWAY Canvas, Quarterly Goals, Sprint Goals, Improvement Goals) 5. Visualization: SWAY boards, index cards There are three critical factors inside your organization that are required for SWAY to be successful: 1. A culture that puts the customer first and promotes a happy workplace. 2. Professionalism in sales staff that takes leadership and pride in their work. 6. An ability to provide feedback on every level of the hierarchy. Feedback should be specific, positive, constructive, and encourage future development. 5. Values and principles SWAY is successful when both the employees and the management convey the following values and principles: Values: 1. Respect 2. Responsibility 3. Trust 4. Courage 5. Focusing on the target Principles: 1. We will create value for the customer as we sincerely wish to give them exactly what they desire. 2. We recognize the value of marketing and work with marketing professionals on a daily basis. This interaction allows us to make the client truly happy. 3. We work in the team and as a team. The management trust us while encouraging our creativity and independent decision-making process. 4. Each of us is not afraid of shouldering responsibility and is eager to develop ourselves every single day. 5. Our goal is to fulfill the sales plan while creating the value for the customer. 6. We hold regular retrospective events to keep learning and improving. 7. Hypothesis verification, experimentation and innovation allow us to be the leaders in the market. 6. Incentives Incentive for the Team, Business Owner and Coach depends on achieving the target (sales plan) as a whole team. Financial incentive: a financial bonus is paid equally to all the members of the SWAY team (Business Owner, Coach, Team). Non-financial incentives: teams can be given non-financial bonuses (e.g. gifts, holidays, or social events) upon exceeding the sales target. The whole team should be directly involved in choosing what and how to allocate this bonus at the end of the year. In addition, social incentives, such as recognition by peers, customer happiness, and social status (e.g. titles or awards) are very powerful and used in SWAY teams. 7. SWAY workflow Quarterly planning Every 3 months the Business owner, SWAY team, and SWAY coach have a quarterly planning event. During this session, the team creates the SWAY canvas which clearly articulates the approach and sales targets for the quarter. Sprint The sprint is the time frame during which the team defines their short-term goals, works together towards them, and demonstrates the results to all the interested parties. Each sprint can take between 3 to 14 days, however, 7 days is the most optimal duration. 8. Roles: Team, Business Owner, Coach. SWAY relies on the Team, the Business Owner, and the Coach The Team 4-9 persons Team compositions: · Cross-functional Team where participants represent various fields (e.g. sales, marketing, IT, logistics, accounting, law, etc). All the team members are interested in the sales project from its commencement to the conclusion. · Functional Team consisting of the sales professionals (client manager, sales associate, pre-sale, sales managers, and so on). Business Owner A Leader who is empowered to make decisions. As a professional sales manager, the Business Owner is also a visionary who is gifted to be a strategic thinker. The Business Owner is accountable for fulfilling the sales plan. They also guide the team on “what is to be achieved” and sets the priorities. However, it is still the team who decides HOW to achieve the goals set by the leader. The Business Owner spends half of their time working with the Team while the other half is devoted to researching the customers’ the needs, monitoring the changes happening on the market, and emerging innovations in sales. The Business Owner is responsible for implementing the innovations in the sales process as well as establishing quality interactions with other divisions of the company. One Business Owner manages no more than 5 SWAY teams at the same time. SWAY coach The SWAY coach works with the team. The goal of the SWAY coach is to build a self-organizing and effective team to fulfill the sales plan. The SWAY coach motivates the team and tackles the obstacles standing in the way of reaching the target. The SWAY coach works towards establishing quality communication; both within the team and with external divisions, removing obstacles that prevents the team from achieving their goal, and solves any Team conflicts. The SWAY coach conducts individual coaching sessions with their team members and the Business Owner. The SWAY coach is responsible for facilitation of the SWAY events as well as organizing the team building events. One SWAY coach can guide up to 2 teams at the same time. 9. Events: Quarterly planning, sprint planning, daily, demo, retrospective. Quarterly Planning Event Participants: Business Owner, SWAY Coach, Team Time frame: The quarterly planning event to build the SWAY Canvas will take up to 8 hours. This event commences SWAY. Procedure: The sales departments brings all SWAY Teams and stakeholders (e.g. marketing, finance, or product) into the quarterly planning event. The SWAY Canvas is displayed on the wall and participants are encouraged to stand around it. The Business Owner outlines the high-level business objectives and strategy. Following that, the SWAY Coach introduces the Canvas starts to facilitate the event. Sprint Planning Event Participants: Business Owner, SWAY Coach, Team Time frame: The Sprint Planning event lasts up to 2 hours (per week of sprint length) The Purpose of the Sprint Plan is to set the goals, prioritization, and task allocation for the sprint. Procedure: During the Sprint Planning event, the Business Owner speaks of, and prioritizes, the goals for the Sprint. They also highlight the reason (WHY) and the purpose (WHAT FOR) that the team works towards these goals. The Team transforms the goals into tasks, chooses the person-in- charge for each task with regards to the deadlines, determines the necessary assistance expected from external divisions, and defines improvement goals for the Sprint based on the outcome of the Retrospective event. Daily Event Participants: SWAY Coach, Team. Participation of the Business Owner and the division managers is optional. Schedule: 15 minutes, daily. The participants are expected to be standing during this event. If the Team is geographically dispersed, the Daily event is conducted via video streaming. The goal of the Daily event is to focus uploads/Geographie/ sway-guide.pdf