On November 20, the IT Ukraine Association hosted the final event of the SMB Knowledge Transfer series, uniting leading experts and representatives of the IT industry. The program featured two panel discussions in a debate format and a case study focused on building effective sales departments and communication strategies for international success.
Panel Discussion “In-house vs Outsourcing Sales: Optimisation for Ukrainian IT Companies”
Ihor Polych, CEO of Devlight and Vice President of International Cooperation at IT Ukraine Association, and Olga Vysotsenska, Product Lead of HootCore.io in IT Hoot, debated the advantages and risks of outsourcing sales versus maintaining in-house teams. The discussion was moderated by Mariia Shevchuk, Executive Director of IT Ukraine Association.
Key Insights:
- In-house teams excel in deep product expertise and closing deals.
- Outsourcing is effective for specific tasks requiring niche expertise, such as lead generation.
- Outsourcing lead generation saves time and resources but requires clear KPIs.
- In-house teams are better suited for complex negotiations and strategic planning.
- Outsourcing works best for scalable tasks and leveraging expert knowledge in lead generation.
- A hybrid approach combining in-house teams with outsourcing solutions offers optimal results.
- Utilizing local teams with deep market understanding and networks is crucial for client acquisition.
Case Study “Structure, Processes and Analytics in an Effective Sales Department”
Ihor Herasko, Head of Sales at Payoneer, shared key aspects of creating an efficient sales department.
Team Composition:
- Multi-tasking senior professionals can handle all sales funnel stages but are not sustainable for long-term growth.
- A mix of junior, middle, and senior roles fosters knowledge sharing and talent development.
Processes and Coordination:
- Clearly defined roles (SDR, BDM, Insight Sales) ensure seamless lead handling.
- Each sales funnel stage must have operational objectives to enhance efficiency and avoid duplicated efforts.
Funnel Health Monitoring:
- Team Leads can assess funnel health through analytics and conversion rate tracking.
- CRM systems and BI dashboards enable timely adjustments.
- Setting SMART goals ensures continuous improvement at every funnel stage.
Topical Interview “Sales Evolution: from Services to Product Services”
In an interview with Volodymyr Sverediuk, CEO of Keruj, Ismail Osmanov, CEO of Vector Media, explored the transformation from service-oriented businesses to product-service models.
Service-to-Product Transformation:
- Recognizing recurring client needs and patterns in service delivery.
- Shifting to product-oriented thinking.
Market Trends Driving Change:
- Economic slowdowns in key regions like the US.
- The rise of artificial intelligence and changing labor market dynamics.
Adjustments in Sales and Marketing:
- Building teams with product-thinking capabilities.
- Collaborating closely with partners for feedback and product improvement.
KPIs for Product-Service Success:
- Product metrics: license sales, active user count, client retention rates and performance analytics.
- Service metrics: lead generation, presales, MVP launches, and repeat sales.
Presentation of the US IT Market Research*
Olga Gvozdyova, Advisor to the Director of the Office for Entrepreneurship and Export Development, presented an in-depth analysis of the US IT market, highlighting key trends, challenges, and opportunities for Ukrainian companies.
Key Trends in the US IT Market:
- In 2023, the US held over 35% of the global ICT market.
- Major trends: business process automation, cloud technologies, cybersecurity, and innovation in fintech and edtech.
- The US is leading in digital banking, blockchain, cryptocurrency, and AI-driven financial innovations.
US Cybersecurity Market:
- The US leads the global cybersecurity sector, with significant growth in Security Services and CyberSolutions, such as “Security as a Service.”
- Common attacks in 2023 included network intrusions, email breaches, and information leaks.
US Agritech Market:
- The US ranks second in agritech revenues, with innovations in drones, smart crop monitoring, and planting solutions.
*The research was developed by the Entrepreneurship and Export Promotion Office with the support of the USAID Competitive Economy program, the project “SME Policies and Institutions Support” (SMEPIS) commissioned by the IT Ukraine Association.
Missed the Presentation? Join the free online event on November 29 at 15:00 for a comprehensive overview. Registration is required via the link.
Panel Discussion “More Opportunities for IT Abroad: Delegation or Solo?”
Taras Tymoshchuk, CEO & Founder of Geniusee, and Anna Tyschenko, CEO of JEVERA and XME.digital, discussed the pros and cons of attending international IT events as part of a delegation versus solo. The session was moderated by Yevheniia Bespalova, Head of Ecosystem at UNIT.City.
Delegations:
- Offer credibility through government or association backing.
- Useful for entering new markets to build initial contacts.
- May appear as less mature companies, potentially affecting trust.
Solo Participation:
- Allows for tailored strategies and objectives.
- Demonstrates company maturity and self-reliance.
Hybrid Approach:
- Combining both formats can maximize results, depending on market readiness and objectives.
- Proactive engagement at events is critical for success.
Interview: “Tech Brand Strategy: Scaling Internationally”
Ihor Polyсh, CEO of Devlight, shared his experience and strategies for scaling a business internationally with Ievgeniia Bespalova.
Lessons Learned in Scaling:
- Starting with minimal resources, Devlight expanded by leveraging IT industry potential and focusing on international markets like the US, Europe, and the Gulf countries.
- The 2019 scale-up demonstrated the risks of inadequate preparation, highlighting the need for a strong team, financial resources, and strategy.
- Maintaining client relationships during crises, such as through prepayments and partner support, proved vital.
- Collaboration with IT Ukraine Association enabled participation in global events and access to valuable contacts.
- A balanced approach is crucial to avoid losing control during expansion.
Thank you for joining us! The SMB Knowledge Transfer is organised by IT Ukraine Association. Bank Partner—UKRSIBBANK BNP Paribas Group. Partner – Payoneer. Innovation Partner – UNIT.City. Media Partner—Vector Media.
Special thanks to Molfar OSINT Agency for their professional input in preparing the interview questions for “Tech Brand Strategy: Scaling Internationally.”
