Areas where we execute

When DNA talks sales—and we do so with virtually all our clients—we combine many years of practical experience with the latest research in sales theory and our core method: Appreciative Inquiry.

Therefore, we always start from the good stories and what is working for our clients today. Which customers do we sell best to? When are our orders largest? And when do we have the most energy around our commercial activities? In this way, we can identify the starting point for the commercial strategy. If there is access to hard sales data, we are also strong advocates of making our sales strategy as data-driven as possible.

We also support the actual sales pitch, using Challenger Sales as the framework tool. This methodological approach is documented as the best and most effective approach to sales today. Here, being clear about your purpose becomes absolutely central—therefore, our view is that if you want to be good at selling today, you must also be clear about your purpose and understand why the company exists.

#Challenger-sales #Sales-strategy #Sales-training #Internationalisation #Sales-material #Agents #Distributors #Data-driven-sales #AI

Good leadership is not a one-size-fits-all concept. Leaders have many different competencies that must be brought into play to succeed through others. At DNA, we strongly believe that leadership is crucial for growth, retaining strong employees, and fundamental business development—not least in the SME segment and in owner-managed companies.

In a DNA membership, we ensure there is a daily focus on leadership—among other things, we focus on your personal leadership model and on how you lead through trust, with you as a role model.

We believe in strong teams and leadership groups, and we encourage all companies of a certain size to distribute leadership across more hands, personalities and competencies.

We work with a few simple leadership models—models that address concepts such as trust, time spent as a leader, passion, initiative, etc.

Leadership is inextricably linked to the company’s purpose, and DNA always seeks a close connection between the two—this ensures transparency and aligned expectations, as well as better opportunities to delegate tasks and areas of responsibility.

#Leadership-development #Team-development #Leadership-teams #Coaching #Interim

Financial management of a company involves more than simply reconciling the company’s accounts. You must manage your finances so the company does not exceed budgets and is therefore prepared for all expenses and income. Financial and managerial responsibility affects every aspect of a business. A company that sells well but has poor financial management can easily fail—and statistically, it will.

DNA’s view is that all companies must continuously maintain a clear awareness of their financial position. The frequency with which you review your finances, and the depth of that review, should evolve in step with increasing revenue.

When we help our clients get their finances under control, we support all aspects of financial management. Here is a small selection of what we typically put in place:

• A financial analysis of key figures compared with all the companies we have worked with at DNA, with recommendations on areas to cut back or “turn up”.

• Ongoing reporting under control, both in terms of the company’s internal processes and how reporting is best set up so that you, as owner and leader, quickly gain an overview of the company’s financial situation.

In addition to the ongoing membership, where we always keep an eye on the company’s finances, you can add on DNA taking a deep dive into your finances monthly or quarterly—this provides many of our clients with extra reassurance that the business is under control.

#Financial-management #Reporting #Cash-flow-management #ERP #Turn-around #M&A #Sale-of-business #Financial-overview

At DNA, our clear view is that the best work is created together. Therefore, we work live, which means that all strategy and execution are developed in collaboration with our clients—often in a workshop format where both parties “get homework”.

From strategy to execution, our approach is holistic and focused on establishing a structured, digital communications engine.

We help you clarify and integrate the company’s purpose and beliefs into all aspects of the brand and communications strategy to achieve authenticity, integrity and a meaningful connection between business, purpose and brand.

Through a series of workshops, we formulate and execute both strategy and concept into concrete messages and content for your channels. We help define, differentiate and communicate the company’s identity, purpose and beliefs so that you become highly relevant and visible in your market.

Our goal is not only to deliver a one-off strategy, but to ensure that a fully integrated communications engine is created internally in the company, strengthening your online and offline presence and generating measurable results.

#Brand-strategy #Communications-strategy #Concept-development #Campaign-plan #Marketing-strategy #Digital-marketing #Content-production #PR #Interim-CMO #Interim-marketing-manager #AItools #AIcontentcalendar

At DNA, our clear view is that purpose, or the so-called brand purpose, no longer needs “brand” in front of it. Purpose is developed only by the company’s owners, based on—and with consequences for—the entire business, and therefore also the brand.

With purpose in place, brand and business strategy can finally reinforce one another. Purpose sets the direction for the brand strategy and the final positioning. If you have your purpose and your beliefs about your market in place, then, in our view, you also have one third of the foundation for a solid brand strategy.

At DNA, we help our members optimise, develop or build the strategic foundation for the company’s brand and visual identity.

We optimise or develop the brand strategy in close collaboration with our clients. We do this live through a series of workshops, so that together we set the framework for the overall plan for future positioning and the overall message for your brand.

In addition, we help you develop a strategic, creative and operational brand and communications platform that, based on purpose and your beliefs, becomes your most important strategic communications tool in everyday work.

The brand platform is your creative and strategic foundation, setting the direction for both your communicative and visual language. We ensure that your brand strategy is integrated into all aspects of your communication across both online and offline channels.

If your visual identity needs a lift, or your entire identity needs to be redesigned, we have established partners in both brand design and digital design who can deliver the task.

#Brand-strategy #Positioning #Brand-platform #Concept-development #Design #CVI #Digital-design #Web-design #Art-direction

At DNA, our view is that strong management of the company’s product portfolio, and an understanding of leadership’s role in product development, are at the core of any company’s growth and innovation.

Our approach focuses on creating and maintaining the company’s product portfolio so that it not only meets today’s requirements, but also tomorrow’s challenges.

At DNA, we have solid technological insight as well as hands-on experience with complex development processes and product areas across different industries—hardware, software and services. We combine this with an understanding of market dynamics when we help our clients set up the processes needed to develop their products and assemble portfolios that create long-term value.

We work closely with our clients to ensure that every step in the product development process—from idea generation to the end user’s experience of the product—is thoroughly considered and refined. This ensures the quality of products that are innovative, sustainable and financially viable.

Whether you are facing the digitalisation of existing processes, including digital marketing, introducing the use of AI tools in everyday work, selecting new IT tools, or developing comprehensive technology platform strategies, DNA is a strong sparring partner.

Within the digital domain, we specialise in advising on technology platforms that match the company’s specific needs and goals. We support you throughout the process and help select the right solutions in relation to the company’s size, complexity and commercial requirements.

Because we have been involved throughout and understand your business, we can ensure that your choice of technology supports the company’s overall goals. For us, it is important that purpose and business strategy go hand in hand with digital tools.

A good choice can also be a choice not to proceed, so we will always return to the company’s purpose and commercial capability to understand how a given investment in new technologies contributes to the objectives. In this way, we ensure that the technology becomes relevant and purpose-driven, and not merely a fascination with trends and fictional possibilities.

#Digitalisation #Systems #AI #ERP #CRM