Caroline Shaw profile
Sales professional Caroline Shaw brings an exciting mix of sales, marketing and product development experience to 2nd Head. With a flair for great ideas, Caroline is known among colleagues for a fresh and frank approach that has brought her consistent success.
Caroline’s diverse job history takes her from the Human Resources team at Robert Bosch, based in Germany, through to software trainer at Eton Systems and finally a pivotal role as Sales Director for HR software supplier, Snowdrop Systems (now part of Sage UK).
Snowdrop was significant not only for the way that it shaped Caroline’s ambitions as a sales professional, but also as the business where she met and worked alongside co-founder of 2nd Head, Michael Richards.
During her time at Snowdrop, Caroline nurtured a large and fast-growing sales team of both field and telemarketing sales professionals. Most notably, Caroline was integral to the business expanding from just 20 to over 150 employees and achieving a turnover of over £8 million.
But it wasn’t just sales that interested Caroline. She was responsible for building the brand in the early days and working to promote it through the full mix of marketing activities, including PR, advertising, event management and direct marketing.
Commenting on her time as both Sales and Marketing Director, Caroline says: “I began working for Snowdrop back in the mid-90s when HR software companies were in plentiful supply, but there was very little between them. One brand merged into another, which meant that with a fresh and innovative name like Snowdrop we really had the chance to stand out. It was an exciting time for us: we felt like the mavericks of the industry, often the first to market with new ideas and technology, which kept us very competitive.” She continues: “This confidence ran through the veins of the business and gave us both a clear sense of direction and also pride in every achievement. We hired the best people we could afford, developed graduate trainees into our way of thinking and gave everyone a share of responsibility and accountability, which kept them motivated.”
So how does Caroline see her experience translating into consultancy for 2nd Head? “Having worked in a small business and been a driving force in making it grow, I know that I can offer practical, realistic advice that will make sense to the businesses we’re working with. For me it’s very important that however good the theory sounds, you can put it into practice.” On a more personal level, Caroline adds: “I like to empathise with the people I’m talking to. It’s not just expressing an understanding, but knowing how it feels to be there.”
“Organisations that make the change from a small to medium sized company can experience terrible growing pains, particularly in terms of culture. It can be a very real problem, especially as the changes you need to make are rarely welcomed by everyone. Because we’ve been there, we have the experience to help other organisations make those changes in the most productive and efficient way possible, but without alienating their colleagues in the process.”
With such passion for business does Caroline not miss being directly involved in managing a sales team? “Not in the least, because I’m still doing it. When we go out to visit people we don’t hand over a black book of tried and tested methodology, take the money and leave. I’m actively involved in meeting sales teams so that I can fully understand their dynamic and offer relevant solutions. Yes, some of this will be based on what we know works, but it’s also important to tailor your methodology to suit different cultures.”
For businesses out there who may be flagging, or need a bit of a boost, can Caroline offer any handy hints for success? “Stay focused on what you want to achieve. It’s critical that the business plan delivers the strategies, targets and ethos of the organisation. It can be easy to wander off on a tangent that subsequently doesn’t achieve buy-in, because it goes against what your company stands for.”
“Equally, once you’ve got your business plan, make sure it’s clearly communicated to the rest of the organisation. All departments from Sales to Office should be aware of the overall goal and their own objectives in this context. It creates a unity and camaraderie that a salary alone can’t buy.”
But it’s not just the business plan that counts, success for Caroline starts with who you employ. “I cannot emphasise enough how important it is to hire people who value themselves and have a sense of personal drive and ambition. Otherwise they won’t recognise the importance of the organisation’s aims and objectives.” She continues, “I’m not suggesting that you should start laying people off who don’t fit this ideal. On the contrary, if you have employees that lack a sense of purpose or commitment, work on ways to develop it. Even your most ingenuous, inspired employees need stimulation and reassurance along the way. From the little things like recognising achievement, through to clear appraisal and assessment structures that incorporate personal and organisational objectives, you need to have it all sewn up.”
This leads us back to the inspiration for 2nd Head. “Budding, passionate entrepreneurs make me very excited and I love working with them. An entrepreneur is like an alchemist: creating something precious that can truly impact the way that we live or work. Creating a brand and an identity out of nothing is quite incredible when you think about it. That and nurturing a brand to reach its zenith is what I find so thrilling.”
For those that are in the process of starting out, Caroline does however have some words of warning. “You’ll always take a little bit of your business home with you, but try where you can to have more in your life than just your business. When I meet a professional who can’t talk about outside interests then warning bells start to ring. It could be physical exercise, amateur dramatics or charity work, but there has to be something else. It’s simply the only way to stay fresh and motivated.”
On that note, Caroline adds a few thoughts about her own personal interests. “I like a bit of everything: pilates, golf, watching rugby, the theatre, but probably best of all, putting my wellies on and going all country.”
Well if that won’t keep you fresh, what will?
