This document discusses challenges with estimates in software development projects and provides recommendations for both sales and development teams. It suggests that estimates are necessary but problematic due to a lack of information, communication issues, and an inability to say no. The document recommends that development teams provide range estimates with assumptions and uncertainties, and that sales teams improve communication by providing more quality information to developers. Both teams are advised to say no to unreasonable requests and recognize their interdependence to achieve good estimates and information flow.

1. Game of Sales
Or how to deal with estimates and
not get pissed off in the process
Slava Merezhko
CTO, Propeople
Ukraine

2. Introduction
• Name: Slava
• Company: Propeople
• Background: Developer and PM in the past;
CTO and smartass right now; Sales and
double smartass in future.
• What I’m doing: Technical presale, Business
processes, Development workflow, Make
people want more & better.

3. Plan
1. Why you can’t get rid of estimates.
2. Typical problems in communication between Sales and
Production
3. How Production can do it’s job better.
4. How to make precise estimate without actually having one.
5. How Sales can do it’s job better, for God’s sake.
6. What does all of this this has to do with Game of Thrones?
7. Conclusions we can make.
8. Your questions, my answers.
9. Bonus part. Some of the links I recommend to read.

4. Why you can’t get rid of estimates
• Each project has life cycle.
• It starts with the sale.
• Estimate is the part of the sale.
• Proper estimations helps you to make
yourself comfortable during the process.
• So what’s the problem?

5. What’s the problem with estimates?
• Sales can’t say no.
• Developers can’t say no.
• Everyone can’t say no to stupid requests.
• Not enough time for proper estimation.
• Not enough info for the same thing.
• Not enough communication between
Developers and Sales.

6. I’m developer, omg, what to do?
• Learn to say No to bullshit.
• You have technical knowledge, use it.
• You do estimate for yourself, not for sales.
• Give alternative options.
• Share the info!

7. How to make precise estimate
without actually having one
• Give ranged estimate (Min – Max).
• Make assumptions.
• Write down uncertainty factors.
• Make estimate process iterative.

8. Why should I
do that?

9. Because

10. With estimate Without estimate

11. How to make precise estimate
without actually having one
• Give range estimate (Min – Max).
• Make assumptions.
• Write down uncertainty factors.
• Make estimate process iterative.

12. Holy cow! I’m Sales, what to do?
• Learn to say No to bullshit.
• Every time you ask Devs to make
estimate. lower, God kills a kitten.
• Fact of the sale isn’t enough anymore.
• Talk to developers, give them more quality
information. Use their knowledge for
benefits.

13. What does this have to do with
Game of Thrones?
• “Brace yourself, estimate is coming.”
• “When you play a game of sales you
estimate or you die.”
• “Little birdies told me.”
• “Hodor Hodor Hodor HODOR!”

14. Conclusion
• Good estimate is a benefit for everyone.
• Information is money.
• Good communication – that what is
needed for both good estimations and
information flow.
• Sales and Devs are in the same boat.
• If they think otherwise –they’d better stop.

15. Questions?
slava.merezhko@propeople.com.ua
Skype slavka.merezhko
Slava Merezhko
CTO, Propeople
Ukraine

16. Bonus articles
• The Art of Estimation - http://www.lullabot.com/blog/art-estimation
• Lullabot’s Hierarchy of Qualification - http://www.lullabot.com/blog/articles/lullabots-hierarchy-
qualification
• Why developers should start choosing conscience over profit
http://venturebeat.com/2013/02/18/developers-choosing-conscience-over-profit/
• RFP Advice From The Front Lines http://cognition.happycog.com/article/rfp-advice-from-
the-front-lines
• Stop Writing Project Proposals http://www.smashingmagazine.com/2012/02/17/stop-writing-
project-proposals/
• Искусство переговоров — это просто бизнес, ничего личного
http://habrahabr.ru/post/141702/
• Про Элопа, Нокию и горящую платформу http://habrahabr.ru/post/171325/
• 4 ошибки, которые я допустил как технический директор
http://habrahabr.ru/post/177063/