Walking in Laura's shoes, Sales Manager at Criteo Germany

Lately, we have wondered what is your life like as a sales manager. And then it hit us; What if we asked our experts that very same question? So today, we will walk in Laura's shoes for a while, discovering her day-to-day, expertise, sales tricks, and more. Let's dig in, shall we? 

You've transitioned from a career in Agency to one in sales at Criteo, correct? How did it go? 

That's correct, yes! It's been almost one year since I joined Criteo from the Omnicom agency. As part of the Big 6, Omnicom had a strong special unit for native advertising, where I worked for over five years.  

Why change?  

I loved it there, but I felt it was time for a new challenge and a change of scenery. My best friend offered to co-opt me into joining Criteo, so it looked like the right time to leap. 

Is your current job different from what you used to do at Omnicom?  

I work in Dusseldorf as a sales manager for the DACH market. When I was at Omnicom, I did a bit of everything, from sales within the agency to consulting and media planning. I also created and monitored the campaigns, kind of like an account strategist and a campaign manager. I'm glad I came from this background as it is a real asset in my job today to deliver what clients truly need. One thing I particularly like is that I get to work with some of my former colleagues with whom I kept in touch. I had a nice, friendly environment at Omnicom. I felt at home there and it was hard to leave my comfort zone.  

It's funny that you are talking about leaving your comfort zone because I guess as a sales manager, you must go beyond it quite often, right?  

Honestly, I never liked to present in front of people or talk in front of a big crowd. It goes way back to when I was still at school. But at the same time, I like to step out of my comfort zone to evolve and thrive. It indeed gets easier and more fun, the more you do it. Also, you get the chance to focus on individual persons.  And it’s great, I like making real connections, interacting, and getting in touch with different people.  

What stimulates you the most as a salesperson?  

I enjoy solving problems and finding proper strategies to help clients meet their objectives. And the consulting part too; I love advising them on their media strategies, as well as nurturing customer relationships in the long run. There is a big part of autonomy, especially here at Criteo. I feel people trust me with the way I manage my time and how I approach clients. You can't get bored in sales as there is no day like the day before.  

Switching careers to sales has lived up to your expectations then?  

Yes, pretty much! Of course, there are some tough times, like in any other job. I had to learn how to deal with rejections, but that's part of the job. The agency side of our business is always quite busy. There are many clients interested and it's quite fun to meet them and present our solutions. Back in my agency days, we could be under a lot of pressure sometimes as we were a small team managing campaigns for all our clients. It was performance marketing, so we received a lot of data to analyze and many KPIs to deliver. It was quite result-oriented! Of course, here we also must hit our targets, but I'd say the mindset is more relaxed. They allow you a great deal of independence and that helps you not to feel overwhelmed.  

Even during Q4?  

I'm not going to lie; Q4 gets pretty busy for us! Clients are under a lot of pressure and can be quite demanding. I've worked on the campaigns that go live now since Q2 so it's a big deal, but it is nice to finally confront your work to reality and see how it performs. It's always exciting to see the concrete results of your work. Q4 is also when we work on the media plans for next year.  

When the pressure gets high, how do you handle it? 

It helps that I feel entrusted with my responsibilities and that I'm given quite a lot of freedom when dealing with my clients. When I start feeling overwhelmed, I make a list to ensure I prioritize. Seeing the boxes I tick off helps give me structure and a feeling of moving forward. The flexible work culture we have here also helps me take care of my work-life balance. There is nothing I love better than to start my day doing sports to clear my head and arrive fresh at work.  

Do you work at home?  

Sometimes, but I like to come to the coworking. This year, our team in Dusseldorf has grown and it's nice to hang out with colleagues. The atmosphere is very open and friendly. That's another thing we can add to your question on stress management; I feel comfortable talking openly to my colleagues and managers about any struggle I might have. This is essential, I think! 

What is the best part of your job? 

The thrill I get when the campaign finally goes live! There is a strong sense of achievement then. Of course, when the results are there and the campaign is a success, it feels even better. The cherry on the cake!  

If you allow me to get a little technical, what happens when a deal closes?  

After a client has signed, you move on to the next step: Technical onboarding. There, I work hand-in-hand with my technical colleagues before handing the project over to Account Strategy who are in charge of the existing business.  

Don't you celebrate when you close a deal?  

My top management and colleagues always take the time to congratulate me. It's nice to feel your work and contribution are being recognized. And yet, it's not just about individual success. You get individual recognition and feel appreciated as a person while being part of a collective story and success.  

What is your secret to lending a client?  

Good relationships make good business. I find that being pushy or too aggressive won't lead you anywhere. First, you need to understand your clients' needs and how can you do that if you're the one doing all the talking? It's like good management; Active listening is the key! Our clients already have their email boxes full of solicitations, so it’s essential to be more creative to catch their attention. It's not about pushing information but sharing experiences and sorting out what is relevant. You need to be authentic and believe your solution can make a concrete difference for them. If it can't, the relationship will fall apart eventually. It should be about creating win-win situations, not boosting personal glory.  

And how did the onboarding go? Did you get the means to ramp up fast?  

It was my first real onboarding, and I was positively surprised. The process is well-structured and thorough. You have a massive amount of knowledge material and training available. Thanks to the learning quest tool, you can learn step by step and get to know the company. You are given the time to onboard and what I particularly like is that you get a buddy - Someone who can show you some things from their work, answer your questions about Criteo in general and support you. The buddy system helps you socialize and ramp up all at once.  

If you had to say what you prefer about sales, what would it be?  

The diversity of it. Every client is different and as their needs evolve, so does your pitch, strategy, and approach. You have a variety of stakeholders all the time, whether internal or external. And the independence you get in your work, of course.  

What are the main cons for you?  

Dealing with rejections, but it's something you get more comfortable with over time. In a way, it also teaches you to let go and not take things too personally. 

What do you need to be successful in your job?  

Be interested in what you're doing and be eager to know the details of what you're selling. 

Do you believe in the solutions we provide our clients?  

I wouldn't be doing a good job if I weren't. From my perspective, Criteo has extensive experience and deep knowledge of the industry and business; We've been finding more personalized and intelligent ways to target the right audiences for a long time now. Criteo also has an increased capacity to adapt to change. We've been reinventing ourselves and broadening our portfolio with commerce and retail media. These two strengths combined make it a great company for clients to partner with.  

Do you see yourself grow and thrive in your current job? 

I'm not one of those people who spend half their life in the same company. I like new challenges and variety. I think I can find that at Criteo. Due to the nature of the industry and Criteo's capacity to reinvent its solutions and business, I'm pretty sure I will learn new things in the long run here.