As the new business season approaches, the Make Sense team has gathered insights from industry leaders to help you launch into autumn with energy and inspiration. We are pleased to share advice from Tatiana Golovina, Head of B2B Online Sales at Kaspersky Lab.
Start Preparing Early
The old saying “prepare your sleigh in summer” holds particularly true in business. In our case, preparations should begin no later than mid-summer, as special projects require extended timelines for creative development, approval, and implementation.
Trust the Data
E-commerce is driven by data, and that’s one of the reasons I love this field. For many industries, autumn marks the peak of consumer demand. Dive deep into analytics, analyze emerging trends, and discuss these insights with your team. This approach will help you uncover new opportunities and address shortcomings from previous seasons.
Align Internally in Advance
Secure agreements with all internal departments by the end of summer. Once autumn begins, your focus will shift entirely to executing planned marketing initiatives. Ensure every detail is optimized—from testing promo sites for high traffic loads to refining customer support responses. Everything must run like clockwork ahead of Black Friday and Cyber Monday. Spoiler: perfection may be elusive, but striving for it is essential.
Invest Time in Networking
From a business growth perspective, your goal should be to attend key industry events and engage in meaningful conversations. This will help you build a pipeline of potential partnerships for the following spring. An added benefit? Expanding your perspective as a leader. Understanding market trends, including those in adjacent industries, is crucial for generating innovative projects and strategic development ideas.
Preserve Your Resources and Your Team’s
Last but not least: take care of yourself. The autumn season is a marathon, not a sprint. Pace your efforts to maintain team energy and motivation through the high-pressure period leading up to the New Year.