Growing your business: sales, marketing, and strategy

Wednesday morning at Entrepreneurship Week shifted the spotlight toward growth from a different angle — one rooted in strategy, communication, and long-term brand building. The session brought together two perspectives that often work in parallel but are most powerful when aligned: business development and storytelling.

On stage were Azra Dajic, Director of Strategic Sales and Business Development at CGI, and Jonna Ekman, Marketing Director at Storykit.

Published:

Jan 29, 2026

2 min read

From Entrepreneurship Week 19-23 Jan 2026
Day Three Panel Highlights

Strategy Starts With Understanding

Early in the session, Azra Dajic emphasised that growth is rarely about quick wins. Instead, it is built through long-term thinking, trust, and a deep understanding of both clients and context.

“It’s not about selling as much as possible — it’s about understanding the customer’s reality and building something that actually creates value.”
— Azra Dajic

This perspective framed sales not as a transactional activity, but as a strategic function closely tied to credibility and relationships over time.

The Role of Communication in Business Growth

Jonna Ekman brought the conversation into the realm of communication and marketing, highlighting how storytelling plays a critical role in helping organisations articulate who they are and why they exist.

“If your team can’t explain what you do, how can your customers ever understand it?”
— Jonna Ekman

She underlined that clarity is not about oversimplifying — it is about making strategic choices around message, audience, and format.

Aligning Sales, Marketing, and Purpose

A key theme that emerged from the dialogue was alignment. When sales strategy and communication pull in different directions, growth becomes harder to sustain.

“You can’t succeed alone. The tech team can’t do it by themselves, marketing can’t do it by themselves, and sales can’t either. You have to do it together.”
— Azra Dajic

Both speakers stressed that alignment is not created by accident. It requires continuous dialogue across teams and a shared understanding of purpose.

Storytelling as a Leadership Tool

The session also touched on leadership and internal communication — particularly how storytelling influences culture and engagement inside organisations.

“The worst thing that can happen is having a story you want everyone to tell — and then hearing sales conversations that don’t match it. You have to ask: Do they not understand it, or can they not explain it?”
— Jonna Ekman

By treating communication as a leadership responsibility rather than a marketing task, organisations can build stronger internal commitment and external trust.