Picking the brain of a Sales Director with Romain Franczia
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Picking the brain of a Sales Director with Romain Franczia

In this employee spotlight, meet Romain, a Sales Director in South Europe. Learn how more about the Sales organization and how he builds brand awareness and educates prospects on the importance of experience optimization.

Employee Spotlight is a Dynamic Yield blog series meant to surface stories of the amazing individuals behind our AI-powered Personalization Anywhere™ platform. From developers and engineers to marketers, those dedicated to customer success, sales leaders, HR representatives and beyond, every month, we’ll get to the heart of our team so you can get to know us a little bit better and find out what makes us tick.

This month, meet Romain Franczia. Romain has been with us for two years now and is based out of Dynamic Yield’s office in Paris. As a Sales Director, he wears many hats, pushing for the adoption of personalization in southern Europe, connecting with clients, prospects, and partners, and educating the masses on the potential innovative applications of the Dynamic Yield platform in the market.

Let’s learn more about him…

What is your role at Dynamic Yield and when did you join the team?

I joined Dynamic Yield in September 2018, as a Director of Sales, South Europe. Currently, I’m based in Paris.

What does a day in your shoes as a Sales Director look like?

As the head of Sales in a specific region, I like to think of my role as slightly entrepreneurial. I’m responsible for driving momentum in a fairly new market for the company, and I do everything I can to attract, sign, grow, and retain customers in southern Europe. My ultimate goal is to build a sustainable growth track and retain existing customers for as long as possible. And in order to do this, I often must make myself available to prospects and partners, which involves promoting our organization at events, engaging with brands on social media, networking and hosting coffee chats, to name a few. Additionally, I participate in your typical Sales responsibilities, pitching Dynamic Yield to prospective clients, recruiting and onboarding new partners in the region, and connecting with the Customer Success team here at Dynamic Yield to help me refine my approach to the sales pipeline and align my personal objectives with their department’s overall goals.

What did your career look like before joining Dynamic Yield? Have you always worked in Sales?

I’ve worked in Sales for almost two decades now, primarily in the tech space. Prior to Dynamic Yield, I worked at a number of larger, publicly-traded software companies, including Oracle and Salesforce, both in Europe and the U.S. After my fair share of time with larger corporations, I realized it was time for me to explore options with smaller organizations and startups, first with a SaaS advertising platform, and now with Dynamic Yield.

What do you find to be the most exciting aspect of pursuing a new lead?

I actually believe the most exciting part of my job is creating my own leads. People often think a majority of sales leads are inbound, but the reality is, you need to often create your own opportunities. I’m a big proponent of controlling your own destiny, and I think it translates well to sales, which is why I’ve spent a good portion of time over the years teaching others how to create opportunities, prospect, and why it’s integral to success in the world of sales.

And to be honest, it’s quite exciting! When you are engaging a prospect that was a result of outbound efforts, you know exactly who you are working with because you’ve already completed the upfront research and know they are a quality lead. And once they initiate a conversation, it validates your belief that they need your product. At times, I feel like a detective while doing this work – scoping out businesses, seeing if there is an angle I can work with, and learning more along the way to reach an end goal – in this case, a deal.

What is the most challenging aspect of convincing brands to invest in experience optimization?

In my experience, many (if not most) brands believe in the power of customer experiences. However, the challenge lies in convincing them that Dynamic Yield is the best option for their experience optimization needs. This space is competitive, and oftentimes, smaller brands in this region work with local tech providers. Convincing them to make that leap and work with an enterprise SaaS solution isn’t easy, especially when it’s one they are unfamiliar with. As a result, I’m constantly pushing to build brand awareness in southern Europe, investing resources in in-person and virtual events, and connecting with people face-to-face.  

What’s something you’ve found surprising about the sales process in your experience, both at Dynamic Yield but also in your larger, general experience?

Understanding buyer personas is extremely important. Today, eCommerce directors, product owners, and C-level executives have unique perspectives and engage in very different conversations. At first, this was a major learning curve for me, one that required me to figure out how to sell to a younger audience that was extremely enthusiastic about data-driven tech and also had a strong grasp on engineering and development. These characters typically have a different objective in mind than other members of the organization, and I needed to learn how to start selling the platform itself to impress them. 

In past lives, I’ve always sold directly to the C-suite, typically the CMO, who are less tech-savvy and more business-focused. Now, I’m more interested in finding out how our tech can fit into a company’s existing marketing stack (or replace it altogether), which requires me to be an expert on the intricacies of our product from a more technical perspective.

If you could describe the Sales organization at Dynamic Yield in three words, what would they be and why?

Remote, knowledgeable, and data-driven.

The Sales organization here is spread out across the world, and we have to find unique ways to share learnings and connect regularly despite our varying timezones. We all individually must stay abreast of new market trends in each region, new competitors entering the space, and new partners we can work with. 

Members of the team are devoted to knowing the platform inside and out, and it pays off during the sales process. Not only does each team member has a solid understanding of the product from a technical perspective, but also from a user one, which isn’t always the case at SaaS organizations.

Additionally, we invest heavily in having access to the right tools and establishing the right processes. I’ve never had access to this much data in my life! From sales activity and emails to events and content cadence tracking, we have so much important information available to us on a regular basis. 

What’s been your proudest (or most memorable) experience during your tenure at the company?

Signing a global deal with a major luxury fashion group is a standout moment. Not only is this organization so highly respected globally, but it was the result of a year-long sales cycle, which required all hands on deck.

What does Romain look like outside of the office? Do you have any passion projects or hobbies, long-term dreams you hope to achieve, or rituals you enjoy during your non-working hours?

I’m an avid traveler, often taking time off to go on trips with my family and friends. I love to surf and try to make my way to Portugal for surfing trips whenever I can. I recently also joined a punk rock band; I play the drums, and despite being a little rusty, it’s been a ton of fun. 

Do you have any parting advice for anyone looking to enter the Sales world?

Be optimistic, methodical, and determined, and always be ready for the unexpected.

If you want to learn more about Romain or ask him any questions about what it’s like to work on the Sales team here at Dynamic Yield, connect with him on LinkedIn. And make sure to check out our open roles!

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