{"id":39727,"date":"2025-02-24T11:19:16","date_gmt":"2025-02-24T10:19:16","guid":{"rendered":"https:\/\/www.sloneek.com\/?post_type=blog&p=39727"},"modified":"2026-08-12T10:16:05","modified_gmt":"2026-08-12T08:16:05","slug":"radim-svajner-ve-sloneek-se-snazime-byt-trendsettery","status":"publish","type":"blog","link":"https:\/\/www.sloneek.com\/cs\/blog\/radim-svajner-ve-sloneek-se-snazime-byt-trendsettery\/","title":{"rendered":"Radim \u0160vajner: Ve Sloneek se sna\u017e\u00edme b\u00fdt trendsettery"},"content":{"rendered":"\n

Pokud na v\u00e1s n\u011bkde vysko\u010d\u00ed reklama na Sloneek, pak v tom m\u00e1 nejsp\u00ed\u0161 prsty Radim. M\u00e1 toti\u017e ve Sloneekna starost marketing. Ve firm\u011b pat\u0159\u00ed k t\u011bm, kte\u0159\u00ed t\u00fdm Sloneek tvo\u0159\u00ed nejd\u00e9le. Co ho v pr\u00e1ci st\u00e1le dr\u017e\u00ed a \u010deho si nejv\u00edc cen\u00ed na sv\u00fdch \u0161\u00e9fech? Jak se dostal k marketingu nebo pro\u010d nerad chod\u00ed do kancel\u00e1\u0159e? Dozv\u00edte se v na\u0161em rozhovoru.<\/strong><\/p>\n\n\n\n

Ve Sloneek pracuje\u0161 jako hlavn\u00ed marke\u0165\u00e1k (Head of marketing), v \u010dem je podle tebe Sloneek unik\u00e1tn\u00ed? Na co l\u00e1k\u00e1\u0161 z\u00e1jemce?<\/strong><\/h4>\n\n\n\n

Na lok\u00e1ln\u00edch trz\u00edch v \u010cesku a na Slovensku t\u011b\u017e\u00edme hlavn\u011b z tv\u00e1\u0159\u00ed, kter\u00e9 Sloneek tvo\u0159\u00ed a kter\u00e9 za n\u00edm stoj\u00ed. Tedy p\u0159edev\u0161\u00edm Milana Rataje, kter\u00fd je nejen n\u00e1\u0161 zakladatel, ale nav\u00edc skv\u011bl\u00fd HR expert. I d\u00edky n\u011bmu tvo\u0159\u00edme \u0159adu hodnotn\u00e9ho a edukativn\u00edho obsahu v oblasti HR<\/a>. Dobr\u00e9 jm\u00e9no n\u00e1m d\u011bl\u00e1 celkov\u011b n\u00e1\u0161 brand, firemn\u00ed kultura a p\u0159\u00e1telsk\u00fd p\u0159\u00edstup, kter\u00fd nen\u00ed jen uvnit\u0159 firmy, ale mysl\u00edm, \u017ee je zn\u00e1t i navenek.<\/p>\n\n\n\n

Obecn\u011b, tedy i v zahrani\u010d\u00ed se sna\u017e\u00edme pror\u00e1\u017eet p\u0159edev\u0161\u00edm s t\u00e9matem AI a s t\u00edm, \u017ee jsme men\u0161\u00ed firma, kter\u00fd je ale d\u00edky tomu hodn\u011b agiln\u00ed a flexibiln\u00ed v tom, jak dok\u00e1\u017eeme klient\u016fm syst\u00e9m implementovat, p\u0159izp\u016fsobit, a p\u0159edev\u0161\u00edm d\u00e1l rozv\u00edjet. Sna\u017e\u00edme se b\u00fdt trendsettery, kte\u0159\u00ed se neboj\u00ed p\u0159in\u00e9st do oboru n\u011bco nov\u00e9ho a posouvat jej d\u00e1l.<\/p>\n\n\n\n

V marketingu pracuje\u0161 u\u017e n\u011bkolik let.<\/strong> Co t\u011b na pr\u00e1ci v tomhle oboru bav\u00ed nejv\u00edc?<\/strong><\/h4>\n\n\n\n

Asi to, kdy\u017e se m\u016f\u017eu pod\u00edlet na n\u011bjak\u00e9m \u00fasp\u011bchu. Vid\u011bt v\u00fdsledek.  A l\u00edb\u00ed se mi kompetitivn\u00ed startupov\u00e9 prost\u0159ed\u00ed.<\/p>\n\n\n\n

Tedy \u017ee m\u016f\u017ee\u0161 p\u0159isp\u011bt ke spole\u010dn\u00e9 pr\u00e1ci a m\u016f\u017ee\u0161 se pod\u00edlet na tom, \u017ee firma roste a je o n\u00ed sly\u0161et.<\/strong><\/h4>\n\n\n\n

Ano. M\u011b vlastn\u011b historicky, co se t\u00fd\u010de B2C, bavila v\u00edc kreativn\u00ed pr\u00e1ce, nyn\u00ed v B2B v\u00edc sed\u00edm v datech. Tak\u017ee ta pr\u00e1ce nen\u00ed a\u017e tak vid\u011bt. Kdy\u017e ale d\u011bl\u00e1me n\u011bjak\u00e9 vizu\u00e1ly nebo web, tak to je ta \u010d\u00e1st, kde zase tro\u0161ku s\u00e1hnu na kreativn\u00ed pr\u00e1ci, a to je fajn.<\/p>\n\n\n\n

Ale u n\u00e1s je to sp\u00ed\u0161 o datech, po\u010d\u00edt\u00e1n\u00ed a tabulk\u00e1ch. A v tu chv\u00edli jedin\u00e9, co tam je uspokojuj\u00edc\u00ed, je, kdy\u017e se vede n\u011bkomu, kdo je v potravn\u00edm \u0159et\u011bzci za tebou. \ud83d\ude0a Proto\u017ee pak m\u00e1\u0161 dobr\u00fd pocit, \u017ee se doopravdy n\u011bco povedlo.<\/p>\n\n\n\n

M\u011b pr\u00e1v\u011b zaj\u00edm\u00e1 tv\u00e1 motivace pro tenhle obor. V\u00edm, \u017ee marketing jsi nestudoval. Jak jsi se tedy k tomuto oboru dostal?<\/strong><\/h4>\n\n\n\n

Vlastn\u011b n\u00e1hodou, asi jako v\u011bt\u0161ina lid\u00ed. \ud83d\ude0a Ve sv\u00e9 prvn\u00ed pr\u00e1ci jsem vyr\u00e1b\u011bl samolepky na notebooky a kryty na telefony apod. A k tomu bylo t\u0159eba um\u011bt dob\u0159e s grafick\u00fdm softwarem, a to m\u011b bavilo.<\/p>\n\n\n\n

Z\u00e1rove\u0148 jsem m\u011bl p\u00e1r star\u0161\u00edch kamar\u00e1d\u016f, kte\u0159\u00ed d\u011blali PR nebo social media, kter\u00e1 se tenkr\u00e1t p\u0159ed 15 lety rozj\u00ed\u017ed\u011bla. Tak jsem \u0161\u00e9fovi \u0159ekl, a\u0165 mi d\u00e1 web, a\u0165 mi d\u00e1 soci\u00e1ln\u00ed s\u00edt\u011b, \u017ee mu to budu spravovat. A to jsou za\u010d\u00e1tky, jak jsem se dostal k marketingu.<\/p>\n\n\n\n

Potom u\u017e jsem \u0161el asi po dvou letech rovnou do Fruitisima na marketingovou pozici, kde jsem spravoval digit\u00e1l pro \u010cesko, Slovensko a Ma\u010farsko.<\/p>\n\n\n\n

Tak to u\u017e je velk\u00e1 pozice, m\u00edt na starosti n\u011bkolik trh\u016f.<\/strong> Co m\u00e1\u0161 ale vlastn\u011b na starost ve Sloneek? Jak vypad\u00e1 tv\u016fj pracovn\u00ed den? <\/strong><\/h4>\n\n\n\n

M\u016fj den se skl\u00e1d\u00e1 hlavn\u011b z meeting\u016f a pr\u00e1ce s lidmi. Sna\u017e\u00edm se v\u017edycky naj\u00edt spr\u00e1vn\u00e9 lidi na spr\u00e1vnou pr\u00e1ci za spr\u00e1vn\u00e9 pen\u00edze a ve spr\u00e1vn\u00e9 efektivit\u011b.<\/p>\n\n\n\n

Druh\u00e1 v\u011bc je, \u017ee jsem neust\u00e1le v r\u016fzn\u00fdch tabulk\u00e1ch a na dashboardech a sna\u017e\u00edm se propo\u010d\u00edt\u00e1vat v\u0161e tak, aby n\u00e1m pen\u00edze na marketing p\u0159in\u00e1\u0161ely pot\u0159ebn\u00fd zisk.<\/p>\n\n\n\n

M\u016fj hlavn\u00ed \u00fakol je vyt\u00ed\u017eit na\u0161e obchodn\u00edky t\u00edm, aby m\u011bli dostatek kontakt\u016f, kter\u00fdm mohou volat a kter\u00e9 mohou konvertovat do potenci\u00e1ln\u00edho z\u00e1kazn\u00edka. Jednodu\u0161e \u0159e\u0161eno, moje prvn\u00ed KPI je vytvo\u0159it dostate\u010dn\u00e9 mno\u017estv\u00ed MQL (pozn. Marketing Qualified Lead = je potenci\u00e1ln\u00ed z\u00e1kazn\u00edk, kter\u00fd projevil z\u00e1jem o to, co m\u016f\u017ee zna\u010dka nab\u00eddnout na z\u00e1klad\u011b marketingov\u00e9ho \u00fasil\u00ed, nebo je jinak pravd\u011bpodobn\u011bj\u0161\u00ed, \u017ee se stane z\u00e1kazn\u00edkem ne\u017e ostatn\u00ed potenci\u00e1ln\u00ed z\u00e1kazn\u00edci.)<\/em><\/p>\n\n\n\n

A m\u00e9 druh\u00e9 KPI je vytvo\u0159it ve spolupr\u00e1ci s SDR (pozn. Sales development representative = Obchodn\u00ed z\u00e1stupce pro rozvoj prodeje odpov\u011bdn\u00fd za oslovov\u00e1n\u00ed, vyhled\u00e1v\u00e1n\u00ed a kvalifikaci potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f. Obvykle komunikuje s potenci\u00e1ln\u00edmi z\u00e1kazn\u00edky na za\u010d\u00e1tku jejich n\u00e1kupn\u00ed cesty.)<\/em> dostate\u010dn\u011b velkou pipeline kontakt\u016f, kter\u00e9 mohou na\u0161i obchodn\u00edci prom\u011bnit v deal value.<\/p>\n\n\n\n

Tak to v\u00e1\u017en\u011b nen\u00ed moc kreativn\u00ed pr\u00e1ce.<\/strong><\/h4>\n\n\n\n

Nen\u00ed. Jsou to data, tabulky. Nejkreativn\u011bj\u0161\u00ed \u010d\u00e1st na\u0161\u00ed pr\u00e1ce je v podstat\u011b pr\u00e1ce na na\u0161ich webov\u00fdch str\u00e1nk\u00e1ch. Ale ani to se bez pr\u00e1ce s daty neobejde.<\/p>\n\n\n\n

Ty pracuje\u0161 p\u0159ev\u00e1\u017en\u011b z domova, do kanclu zav\u00edt\u00e1\u0161 jednou dvakr\u00e1t t\u00fddn\u011b. Jak na efektivn\u00ed pr\u00e1ci z domova? M\u00e1\u0161 n\u011bjak\u00e9 tipy?<\/strong><\/h4>\n\n\n\n

J\u00e1 jsem tro\u0161ku unik\u00e1tn\u00ed p\u0159\u00edpad. Zainvestoval jsem dost \u010dasu i pen\u011bz do toho, abych p\u0159estav\u011bl cel\u00fd sklep a ud\u011blal si z n\u011bj stylovou pracovnu.<\/p>\n\n\n\n

Teda, tak to si vzal ve velk\u00e9m. <\/strong><\/h4>\n\n\n\n

Ano, je to plnohodnotn\u00e1 pracovna a do pr\u00e1ce mi to trv\u00e1 z bytu tak p\u011bt vte\u0159in. \ud83d\ude0a<\/p>\n\n\n\n

Nedok\u00e1zal bych pracovat ve stejn\u00e9m prost\u0159ed\u00edm, ve kter\u00e9m bych m\u011bl potom odpo\u010d\u00edvat a tr\u00e1vit voln\u00fd \u010das. Kdy\u017e 8-10 hodin pracuje\u0161 v jedn\u00e9 m\u00edstnosti, tak posledn\u00ed, co chce\u0161 d\u011blat, je tr\u00e1vit tam \u010das po pr\u00e1ci. Energii nem\u00e1\u0161 pak ani ty, ani ta m\u00edstnost.<\/p>\n\n\n\n

Jedin\u00e1 nev\u00fdhoda t\u00e9 m\u00edstnosti, kde m\u00e1m nyn\u00ed kancel\u00e1\u0159 je to, \u017ee je tmav\u00e1. Co\u017e tak\u00e9 na energii \u010dlov\u011bku nep\u0159id\u00e1. Kdybych si mohl vybrat znovu, ur\u010dit\u011b bych si za\u0159\u00eddil kancel\u00e1\u0159 v m\u00edstnosti s v\u011bt\u0161\u00edm mno\u017estv\u00edm sv\u011btla.<\/p>\n\n\n\n

Doma m\u00e1m nav\u00edc nejv\u011bt\u0161\u00edho par\u0165\u00e1ka buldo\u010dka Stellu a z domova pracuje p\u0159ev\u00e1\u017en\u011b i moje p\u0159\u00edtelkyn\u011b. Lidi mi tedy tolik nechyb\u00ed.<\/p>\n\n\n\n

Ne\u017e dv\u011b hodiny denn\u011b cestovat a str\u00e1vit osm hodin v kanclu a z toho odmakat \u0161est, proto\u017ee si kolegov\u00e9 cht\u011bj\u00ed pov\u00eddat, je pro m\u011b lep\u0161\u00ed pracovat z domova. Jednou za \u010das si pokec\u00e1m r\u00e1d, ale jsem hodn\u011b nastaven\u00fd na efektivitu. Tak\u017ee takhle mi to vyhovuje.<\/p>\n\n\n\n

\"Z\u00e1\u017eitky<\/figure>\n\n\n\n

Ve Sloneek u\u017e jsi skoro t\u0159i roky.<\/strong> Co t\u011b na na\u0161\u00ed firm\u011b nejv\u00edc bav\u00ed<\/strong>?<\/h4>\n\n\n\n

Pracovat ve startupu je n\u00e1ro\u010dn\u00e9. Lid\u00e9 v nich \u010dasto nemaj\u00ed \u201edlouhou spot\u0159ebn\u00ed lh\u016ftu\u201c. V korpor\u00e1tu vydr\u017e\u00ed ka\u017ed\u00fd druh\u00fd p\u011bt, deset let, ale tady to je fakt o tom m\u00edt v\u00fdsledky. V\u0161e je rychl\u00e9 a kdy\u017e se p\u00e1l\u00ed hodn\u011b pen\u011bz, je t\u0159eba taky p\u0159in\u00e9st v\u00fdsledky. M\u016f\u017ee to b\u00fdt psychicky i fyzicky dost n\u00e1ro\u010dn\u00e9.<\/p>\n\n\n\n

Ve Sloneek jsem proto, \u017ee veden\u00ed m\u00e1 ve m\u011b m\u00e1 d\u016fv\u011bru. P\u0159ebral jsem plnou zodpov\u011bdnost za svoje odd\u011blen\u00ed, za budget, za rozhodov\u00e1n\u00ed, za ka\u017ed\u00fd krok, co se d\u011bje v marketingu. M\u00e1m stanoven\u00e9 c\u00edle a to, jak jich dos\u00e1hnu, je na mn\u011b. Co\u017e se mi na\u0161t\u011bst\u00ed da\u0159\u00ed, tak\u017ee m\u00e1m volnou ruku st\u00e1le.<\/p>\n\n\n\n

A to se sna\u017e\u00edme p\u0159ed\u00e1vat i na ostatn\u00ed, nemikromanagovat a nechat na zodpov\u011bdnosti lid\u00ed, jak si svou pr\u00e1ci nastav\u00ed. V\u011b\u0159\u00edme, \u017ee m\u00e1me dostate\u010dn\u011b seniorn\u00ed t\u00fdm, tak\u017ee t\u00e9to d\u016fv\u011bry nikdo nebude zneu\u017e\u00edvat a bude plnit sv\u00e9 c\u00edle.<\/p>\n\n\n\n

Ur\u010dit\u011b se mi l\u00edb\u00ed i benefit v podob\u011b neomezen\u00e9 dovolen\u00e9. Mysl\u00edm, \u017ee velk\u00e1 dev\u00edza je i to, \u017ee \u010dlov\u011bk m\u016f\u017ee v\u00edcem\u00e9n\u011b pracovat odkudkoliv. J\u00e1 jsem toho je\u0161t\u011b tolik nevyu\u017eil, nebyla ide\u00e1ln\u00ed chv\u00edle, ale spoustu z na\u0161ich koleg\u016f u\u017e pracovalo n\u011bjakou dobu vzd\u00e1len\u011b. To je skv\u011bl\u00e1 v\u011bc, kterou nenab\u00edz\u00ed zase tolik firem.<\/p>\n\n\n\n

A ten posledn\u00ed d\u016fvod je, \u017ee jsem jeden z prvn\u00edch zam\u011bstnanc\u016f Sloneek. Kdy\u017e dneska vejdu do m\u00edstnosti, jsem tady skoro v\u017edycky kari\u00e9rn\u011b nejstar\u0161\u00ed a za mnou je tady hromada nov\u00fdch lid\u00ed. Tak\u017ee u\u017e tu m\u00e1m za sebou spoustu pr\u00e1ce a chci vid\u011bt, kam to je\u0161t\u011b dot\u00e1hneme. \ud83d\ude0a<\/p>\n\n\n\n

A co d\u011bl\u00e1\u0161, kdy\u017e nehon\u00ed\u0161 leady a KPI\u010dka? Jak odpo\u010d\u00edv\u00e1\u0161?<\/strong><\/h4>\n\n\n\n

S moj\u00ed p\u0159\u00edtelkyn\u00ed se v\u017edycky r\u00e1di realizujeme na zahrad\u011b. Zahradni\u010d\u00edme, d\u011bl\u00e1me nejr\u016fzn\u011bj\u0161\u00ed p\u0159ed\u011bl\u00e1vky. V budoucnu bychom r\u00e1di koupili chalupu. Taky r\u00e1d sportuju, \u010dtu kn\u00ed\u017eky nebo ob\u010das zajdu do sauny. R\u00e1di cestujeme a ob\u010das si zahraju hry na po\u010d\u00edta\u010di.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

A n\u011bkdy taky odpo\u010d\u00edv\u00e1m u extern\u00edch konzultac\u00ed. \ud83d\ude0a Z\u00edsk\u00e1v\u00e1m d\u00edky tomu p\u0159esah do jin\u00fdch odv\u011btv\u00ed a z\u00edsk\u00e1v\u00e1m nov\u00e9 informace, zkou\u0161\u00edm nov\u00e9 v\u011bci, co\u017e beru jako zaj\u00edmavou v\u00fdhodu nejen po pracovn\u00ed, ale i osobn\u00ed str\u00e1nce.<\/p>\n\n\n\n

A chod\u00ed\u0161 ven s va\u0161\u00edm buldo\u010dkem Stellinkou, ne?<\/strong><\/h4>\n\n\n\n

No jasn\u011b, Stella je m\u016fj nejlep\u0161\u00ed kamar\u00e1d.<\/p>\n\n\n\n

V posledn\u00ed dob\u011b jsi psal na Linkedinu tak\u00e9 o zdrav\u00e9m \u017eivotn\u00edm stylu a biohackerstv\u00ed.<\/strong><\/h4>\n\n\n\n

No, to je pro m\u011b n\u011bjak\u00e1 nov\u00e1 \u017eivotn\u00ed cesta, na kterou m\u011b p\u0159ivedly dlouhodob\u00e9 zdravotn\u00ed obt\u00ed\u017ee. Kv\u016fli tomu, \u017ee na n\u011b neexistuje \u00fapln\u011b l\u00e9ka\u0159sk\u00e1 pomoc, jsem se musel za\u010d\u00edt edukovat. Za posledn\u00ed rok dva jsem tak o zdrav\u00ed, j\u00eddle a fungov\u00e1n\u00ed t\u011bla zjistil tolik, co jsem nezjistil za posledn\u00edch 30 let.<\/p>\n\n\n\n

Tak\u017ee ne \u017ee by to byl tv\u016fj z\u00e1jem nebo kon\u00ed\u010dek, ale sp\u00ed\u0161 t\u011b donutily okolnosti\u2026<\/strong><\/h4>\n\n\n\n

Tak v jistou chv\u00edli m\u011b to za\u010dalo fascinovat a bavit. Za\u010dal jsem ch\u00e1pat, jak funguj\u00ed n\u011bkter\u00e9 v\u011bci. A m\u00e1\u0161 vlastn\u011b pravdu, \u017ee jsem se do toho pono\u0159il v\u00edc, ne\u017e je pot\u0159eba. Tak\u017ee asi se to stalo m\u00fdm kon\u00ed\u010dkem.<\/p>\n\n\n\n

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