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Eero Juvonen
Sales Director at Oneflow Finland
about
Eero Juvonen
Eero Juvonen is currently the Sales Director at Oneflow Finland, a position he has held since September 2023. In this role, he manages Oneflows local office with a total of 11 employees in sales, marketing and customer success. He reports to the company's Chief Sales Officer (CSO) and is responsible for driving Oneflow's growth and success in the Finnish market.
How would you characterise your organisation's revenue generation approach?
I would characterise our approach as revenue-led, meaning we prioritise short-term growth through direct selling whilst balancing it with building brand awareness and long-term value for customers. We utilise a combination of outbound processes, inbound marketing, partners, and even have a self-service product-led growth element.
If I had to choose between sales-led or marketing-led, we lean towards sales-led. However, there are definitely shades of grey. We try to take the best of all worlds in the way we go to market.
How do you envision the ideal sales and marketing collaboration?
I feel that we are at least close to the ideal world, and I'm very happy with our collaboration today. We have a very high standard in how our brand is built, which supports everything we do in sales. We have a very clear way of communicating our story to the world and how we use different kinds of tools together. We communicate transparently between the two departments, and we all work together for the same goal.
In the end, it's about changing how contracts are made. We want to remove the friction from the processes around contracts and, of course, maximise our growth. Common goals and transparent communication form the foundation of our successful collaboration between sales and marketing.
In complex B2B sales, how do you approach communicating with different stakeholders?
It's about developing a nuanced understanding of what resonates with each of our target audiences. The key is recognising that our approach needs to be tailored significantly depending on who we're addressing. For instance, the narrative we present to a CFO will differ from what we'd share with a CIO or CRO. It's not just about the buyer persona, though – the industry context is equally crucial.
In our case, we're particularly interested in our prospects' tech stack. This means our storytelling has to adapt based on the technological ecosystem our audience operates in. For example, when we're talking to a SaaS company CRO who's deeply embedded in the Salesforce or Hubspot ecosystem, that's one specific narrative. But when we pivot to address a CFO in a more traditional industry segment who might be less familiar with advanced technical systems, we need to completely reframe our story, highlighting different challenges and benefits.
The crux of the matter is this: our stories, the challenges we address, and the benefits we highlight need to be precisely calibrated for different personas across various segments. That's where marketing plays a crucial role – helping us develop and refine these multifaceted narratives.
Can you share some examples of how you would collaborate with marketing to craft that messaging?
Ideally, we start by sitting down together - sales and marketing - with a clear understanding of our Ideal Customer Profile (ICP). Within that ICP, we often find various segments or target groups. Our first step is to identify which specific target group we want to approach next.
For instance, let's say we decide to target companies leveraging some specific CRM ecosystem. At this point, I turn to our marketing team and ask, "What's the hot topic in this space right now? What are these companies struggling with?" This initiates a brainstorming session where we collaboratively develop the ideal messaging and story that we can use across our marketing efforts.
The key here is alignment. Once we've crafted our message, we deploy it through multiple channels. We might run a marketing campaign targeting this specific segment while simultaneously launching outbound efforts targeting the same audience. The crucial point is that we're addressing the same problem, using different channels, but with a unified message.
This process begins with understanding the overarching problem. In our case, as we're selling sales tech, the big-picture issue we're addressing is sales productivity and how automation can enhance team performance. From there, we narrow it down to our specific solution - in our world, that's contract management.
What specific types of data or insights would you find most useful when it comes to the qualification process?
When we drill down to the crucial question - "Is this company or individual really ready to buy?" - we need to dig deeper than just our Ideal Customer Profile. We need to understand if the timing is right and examine the specific circumstances of that person's situation.
For instance, their readiness to buy could be influenced by factors like their fiscal year cycle or ongoing tech projects. This level of detailed information has a significant impact on their purchasing readiness.
Furthermore, we need to uncover specific information relevant to our offering. In our case, one of the most critical questions is: "Does this company handle a high volume of contracts?" This isn't something you can simply plug into a data provider's criteria when defining your ICP. It requires a more nuanced approach.
What I'm driving at is the need for detailed, contextual information that goes beyond surface-level data. We need to understand how well a potential customer's situation aligns with our offering. This involves looking at their business processes, pain points, and specific needs that our solution can address.
In essence, the more granular and relevant the information we have, the quicker and more accurate our qualification process becomes. This efficiency is crucial in today's fast-paced sales environment, allowing us to focus our efforts where they're most likely to yield results.
about
Oneflow
Oneflow is a software company specialising in digital contract management solutions. They offer a SaaS platform designed to streamline and automate contract processes for businesses. Operating in multiple countries, including Finland, Oneflow is currently in a growth phase, expanding its presence and team. The company focuses on improving efficiency in areas such as sales, customer success, and HR processes, providing innovative tools for modern business operations.
About 6sense
6sense is on a mission to revolutionise the way B2B organisations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and 20-40% reduction in time to close deals. Know everything, do anything, with 6sense.