CEO Michael Holopov and Marketing Director Pavel Karpov reveal the secrets of effective management in the digital environment in an exclusive interview with Anna Nikulina. Find out:
- Why corporate culture is the basis for innovation in the IT sphere.
- How AI optimizes routine and helps predict trends.
- Why CEO and marketer are looking for a "golden mean" in disputes about product development.
Read the interview on the ATLEX website and be inspired by the strategies that make our team stronger!
Anna Nikulina: Good afternoon, Michael and Pavel! Today we are discussing internal marketing in the IT sector and the integration of AI into business processes. Thank you for joining the conversation.
Michael Holopov: Good afternoon, we are happy to share our experience.
Pavel Karpov: Greetings, the topic is really relevant for many companies.
Michael, the first question is for you as an executive. How do you assess the role of internal marketing in IT companies?
Michael Holopov: It is a tool that goes beyond communication. It's about creating an environment where employees understand the company's values and see how their work is connected to common goals. In the IT sector, where innovation is important, such engagement strengthens the corporate culture and increases the effectiveness of teams.
Pavel, how does internal marketing affect the sales and marketing departments?
Pavel Karpov: When a team shares the company's mission, it is reflected in all stages of work: from the first contacts with clients to long-term projects. In addition, interaction between departments improves, which speeds up decision-making.
Michael, what elements do you consider key to successful internal marketing?
Michael Holopov: I would emphasize a few key elements. First, it is transparent and regular communication. Employees need to know about the company's goals, important changes and successes. Secondly, development and training. It is important to invest in the professional growth of employees. And, of course, recognition and rewards. When employees see that their labor is appreciated, it significantly increases their motivation and loyalty.
How do your roles — CEO and Chief Marketing Officer — complement each other in making strategic decisions?
Pavel Karpov: Michael focuses on the long-term vision and sustainability of the business, while my task is to transform these ideas into concrete actions on the market. For example, when launching a new product, together we assess both technical capabilities and marketing potential.
Michael Holopov: Yes, it's a symbiosis. Pavel often acts as the "voice of the client" in our discussions, reminding us how decisions will affect users. This helps to avoid one-sidedness in strategy.
Were there situations where your opinions differed? How did you find a compromise?
Michael Holopov: Of course, there are such moments. Just recently we were discussing the moment of developing our own AI solution or using an off-the-shelf variant. I insisted on customization, Pavel suggested that it would be quicker to come out with a minimal product.
Pavel Karpov: In the end, we found the golden mean: we launched an MVP (minimum viable product) with basic functionality, while developing our own development in parallel. This allowed us to both test hypotheses and keep up with our competitors. The key thing is to always keep the focus on the common goal, not on ambitions.
Pavel, in recent years there has been a lot of talk about the use of artificial intelligence (AI) in various areas of business. In your case, how does your company approach the integration of AI into its internal processes?
Pavel Karpov: We focus on automating routine tasks, such as using chatbots, and analyzing data to personalize decisions. AI also helps in project management and team performance evaluation, which improves coordination.
Michael, what perspectives do you see in the development of AI use in the management of IT companies?
Michael Holopov: AI can deepen data analytics, automate decision-making, and improve prediction of market trends. AI-based personalized employee training is another promising area.
Pavel, how difficult is it to integrate AI into a company's existing IT infrastructure?
Pavel Karpov: Of course, AI integration requires some effort and investment, especially at the initial stage. But with the right approach and planning, it becomes a manageable process. It's important to start by assessing current business processes and determining which ones can be optimized with AI. We also use pilot projects to test and customize AI solutions before mass adoption. A key success factor is educating employees and preparing them to work with new technologies.
Thank you, Michael and Pavel, for such an interesting and informative conversation. Your answers give a lot of food for thought and inspiration for further development.
Michael Holopov: Thanks for the interesting questions!
Pavel Karpov: We hope our insights will prove valuable to the audience.
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