5 Key Skills for a Successful Leader from Artur Sarkisyan

Contents:

• How a development director shapes a business strategy
• How a personal brand can lead to increased sales

How a Development Director Shapes a Business Strategy

The main responsibilities of my position include project management, team coordination, and interaction with clients and partners. I am responsible for planning and monitoring task execution, analyzing results, and optimizing processes. Additionally, an important part of my job is ensuring deadlines and budgets are met, as well as maintaining a high level of service quality. I am also actively involved in developing strategies to achieve company goals and improve the customer experience.

As a leader, I am focused on increasing the company's revenue. My work includes not only optimizing existing service features but also exploring new growth opportunities. I analyze potential products and their business value, and I actively collaborate with senior management to make informed decisions about implementing new initiatives. This comprehensive approach allows us to effectively grow the business and adapt to market changes.

I actively develop partnerships with leading advertising platforms such as Yandex, Google, and Mail.ru, and collaborate with various agencies. My responsibilities include representing the Calltouch brand at conferences and events, which not only strengthens the company's image but also expands our network of professional contacts. Focusing on collaboration with key players in digital marketing facilitates effective service promotion and increased brand awareness. Creating an industry-specific approach within the company is a key aspect of my work. I segment potential clients by various industries, including automotive, real estate, and medicine. This allows for more effective engagement with target audiences and tailors offerings to the specific needs of each industry. This approach improves communication with clients and increases satisfaction, which in turn contributes to business growth. Fear of great responsibility is a natural feeling experienced by many people. Making important decisions and completing significant tasks can cause anxiety. However, it is important to understand that fear can become motivation for growth and development. By coping with this responsibility, we can learn to manage our emotions and make more informed decisions. Overcoming the fear of responsibility opens up new opportunities and promotes personal development. Responsibility is a primary source of motivation for me. Knowing that my influence shapes the company's future inspires me to new achievements. I'm no stranger to fear of responsibility: even as a sales manager, I always embraced challenging situations. Risk is inevitable, but with a rational approach, we can significantly reduce its negative consequences. Confidence in my actions and a willingness to accept responsibility help me achieve my goals and contribute to the growth of both the company and me as a professional.

Risk in business is an integral part of entrepreneurship. I believe that the right attitude to risk can be a key factor in achieving success. It's important to be able to assess risks, minimize them, and capitalize on opportunities. Risk analysis helps you make more informed decisions and anticipate potential problems, which in turn contributes to sustainable business development. The ability to adapt to changing market conditions and a willingness to take risks can lead to new opportunities and company growth.

I always pay attention to a detailed analysis of each idea before making a decision. In this process, I apply the Osterwalder business model, which helps me evaluate how the product can contribute to the company's success. I also identify potential buyers, the necessary investments, and possible partners to implement the idea. This approach allows me to minimize risks and maximize the effectiveness of new product implementation.

Launching initiatives without prior assessment is unacceptable to me. Even if the instructions come from management, I always first conduct a risk analysis and form my own opinion. This allows me to avoid potential problems and increase the chances of successful project implementation.

If you're just starting out in the digital world, it's important not to be afraid to express your opinion. Process ideas through your own lens: confidence in your thoughts and approaches will significantly increase your chances of success. However, making decisions solely under external pressure is unlikely to lead to the desired results. Remember that your unique perspective and creativity are essential in the digital world.

When I began my career as a Development Director, I faced several significant challenges. First, I had to quickly adapt to new responsibilities and understand the company's strategic goals. Understanding key performance indicators and their impact on overall business success was critical. Second, establishing communication with the team and other departments proved challenging, as it was necessary to build trust and ensure collaboration to achieve shared goals. Third, market and competitor analysis required in-depth knowledge and the ability to quickly respond to changes. These challenges provided a strong foundation for my professional growth and the development of the skills necessary for effective process management and strategic decision-making.

Early in my career in this role, I encountered the difficulty of understanding the team structure. This situation is familiar to many new employees. To successfully adapt to a new team and establish interactions, it took me time to form a core of colleagues with whom I could work most effectively.

Working with people can truly be one of the most challenging tasks. Interacting with different personalities, managing conflicts, and understanding emotional needs require significant effort and skill. Empathy and listening skills play a key role in establishing trusting relationships. Understanding each person's motivations and expectations helps create a more productive atmosphere. In addition, it is important to remember that each situation is unique, and the approach to problem-solving must be adapted to specific conditions. Effective communication and the ability to compromise are essential components of successfully working with people.

The main problem with professional teams is toxicity and a lack of understanding of a common goal. Toxic employees can negatively impact teamwork and reduce productivity. Therefore, it's important to promptly identify and eliminate such employees to maintain healthy and effective workflows. Creating a harmonious work environment where all team members share common goals helps increase motivation and improve results.

When I joined Calltouch, I completely updated the KPIs for my department, as the previous metrics were proving ineffective. The new metrics, while necessary for improving performance, demotivated some employees who were reluctant to change their established work methods. It's important to adapt performance appraisal approaches to meet modern business requirements and facilitate team growth.

I invested significant time in explaining the basic principles, and it paid off: employees became more motivated. Now I see each team member enthusiastically striving to complete assigned tasks and achieve high results. This has a positive impact on the overall team atmosphere and promotes effective collaboration. Employee motivation is a key factor in achieving success in any organization.

Laying off employees is always a complex and delicate process that requires a careful approach. It's important to remember that layoffs affect not only the individual employee but also the team as a whole. To successfully manage this situation, it's necessary to prepare in advance and follow certain steps. First, it's important to assess the reasons for the layoff and ensure they are justified. Then, it's a good idea to prepare a constructive conversation in which you convey the information clearly and respectfully to the employee. Discuss their accomplishments and the reasons for their decision. It's also helpful to offer transitional assistance, such as finding a new job or providing references. It's important to remember that transparency and respect during the layoff process can help maintain a positive company image and reduce the negative impact on the team.

Layoffs are a difficult process for me because I'm a kind person by nature. I try to warn employees about the possible consequences in advance so they can understand the situation for themselves. Direct dismissal is an area in which I need to develop.

How a personal brand can lead to increased sales

While preparing for the interview, I noticed that Calltouch consistently ranks high in search engines. Achieving this level of visibility requires significant investment. What is the reason for this desire for high rankings?

Despite the high costs of clicks on key keywords, investing in the Calltouch brand is strategically important for us. Our main goal is to increase awareness among a wide audience. We don't limit ourselves to advertising investments alone; we also actively organize events such as Callday and Callnight. Callday is a conference for marketing and analytics professionals, and Callnight is a party that provides participants with the opportunity to network and relax in an informal setting. We also offer workshops and webinars that help our clients develop their knowledge and skills.

Brand development has a significant impact on the financial performance of a company. A strong brand helps increase consumer trust, which in turn leads to increased sales. A simplified purchasing decision process is also a result of good branding, as customers are more likely to choose familiar and trusted brands.

Furthermore, a strong brand allows us to charge higher prices for goods and services, as consumers are willing to pay more for quality and image. This increases business margins and improves overall financial stability.

An effective branding strategy helps attract new customers and retain existing ones, which is an important aspect for revenue growth. The more you develop your brand, the greater the opportunities for monetization, which directly impacts the company's financial performance.

Therefore, investing in brand development is an investment in the future of your company, which can lead to a significant increase in financial performance.

By creating multichannel interactions with potential customers, we shape their perception and trust in our brand. When they need end-to-end analytics services, they will choose Calltouch, as we have already become familiar and reliable. We translate this trust into real sales, which allows us to strengthen our market position and ensure stable business growth.

The plot of the film "Focus" starring Will Smith illustrates how a well-thought-out perception of an opponent can lead to success. The protagonist masterfully manipulates the attention and emotions of others, which allows him to achieve his goals. This story emphasizes the importance of preparation and strategy in any interaction, whether business or personal.

Personal brand development is an important aspect in the modern world. To create a successful personal brand, you need to identify your unique qualities and values ​​that will set you apart from the competition. Start by creating high-quality content that reflects your expertise and interests. It is important to actively use social media to expand your audience and establish interaction with subscribers. Regular participation in professional events and webinars will help strengthen your reputation and establish new contacts. Don't forget about feedback: interacting with your audience through comments and surveys will help you better understand their needs and preferences. Continuous self-development and learning also play a key role in strengthening your personal brand. Remember that your personal brand is not only what you say about yourself but also how others perceive you.

I regularly speak at conferences, which I enjoy and helps increase my public visibility as Calltouch's Director of Development. My presentations help me share my experience and knowledge and strengthen the company's image in the field of digital marketing and analytics.

If you want to achieve career advancement, it's important to be open about your achievements and ambitions. This will not only help you advance in your career but will also have a positive impact on the company you work for. Actively promoting your ideas and initiatives helps grow your business and strengthens your reputation in the professional community.

Social media posts play an important role in building a personal brand, but content alone is not enough. To successfully create and promote a personal brand, it's important to consider not only the frequency of publications but also the quality of the content and interaction with the audience. Posts should be targeted, reflect personal values ​​and expertise, and foster connection with followers. Actively engaging in discussions, commenting, and sharing opinions is also essential to strengthen your image and build brand trust. Effective use of social media, combined with other marketing strategies such as blogging, attending events, and collaborating with other professionals, will help build a robust and sustainable personal brand.

Social media can create a false impression of professionalism. I've repeatedly encountered people who share expert content, but their actual knowledge turns out to be superficial. This underscores the importance of a critical approach to the information we find online. It's important not only to evaluate the content but also to check the qualifications of the authors.

Speaking at specialized events helps eliminate misunderstandings about your professional competencies. Participating in conferences also provides excellent opportunities to establish useful business contacts, which can positively impact your career and business development.

To successfully present at a conference, it's important to be an expert in your field. To develop public speaking skills, you should focus on several key aspects. First, practice is crucial. Regular rehearsals will help build confidence and improve your delivery. Second, it's important to study your audience. Understanding the interests and expectations of your audience will allow you to adapt the content of your presentation and make it more engaging. Third, pay attention to the structure of your presentation. A logically organized presentation with a clear introduction, main points, and conclusion will help keep your audience engaged. It's also worth developing nonverbal communication skills: facial expressions, gestures, and intonation can significantly impact how your presentation is received. Finally, it's helpful to get feedback from colleagues and acquaintances to identify weaknesses and work on them. Regularly applying these tips will help you become a more confident and effective conference speaker.

I draw inspiration from TED talks, where people demonstrate confidence on stage. I carefully analyze my colleagues' presentations and highlight the moments I particularly enjoyed. This helps me develop my skills and improve my preparation for public speaking.

I understand the reality of my presentations and always approach them with a critical eye. This allows me to identify shortcomings and continuously improve in my work.

If you aspire to follow my path, it is important to focus on developing key knowledge and skills. It is recommended to study current trends in your field, deepen your technical knowledge, and develop critical thinking. It's also helpful to learn how to communicate and work effectively in a team, as interacting with colleagues can greatly enrich your experience. Don't forget the importance of continuous learning and self-development, as the world is constantly changing, and adapting to new conditions will be your advantage. Develop time and project management skills to effectively achieve your goals.

In addition to basic knowledge of marketing and analytics, there are three key skills that are essential in the field of digital marketing. These skills will help you effectively adapt to rapidly changing market conditions and ensure the successful promotion of products and services online.

A recent marketing book that made an impression on me was "Content Marketing: The New Advertising." In it, the authors examine in detail the strategies for creating effective content that can attract and retain the attention of the target audience. The book offers practical advice and examples of successful cases, making it useful for marketing professionals. She emphasizes the importance of understanding customer needs and tailoring content to their needs, which is key to successful marketing campaigns. This work will be of interest to both beginners and experienced professionals looking to improve their content marketing skills.

Alexey Ivanov's book "How to Come Up with an Idea if You're Not Ogilvy" made a great impression on me. It presents original methods for finding creative ideas in advertising. The author shares practical advice and unconventional approaches that will help develop creative thinking and find unique solutions for advertising campaigns. This book will be a useful resource for advertisers, marketers, and anyone who strives for innovation in their work.