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Peterlin is in charge of developing new services in the biggest Slovenian multinational firm Studio Moderna. Since 2007 he's also the CEO of the sister company Linea directa, which deals with call centers, sales, and creating a perfect shopping experience. The company has 19 call centers in Central and Eastern Europe. In recent years the company has become a business partner to many distinguished multinationals in the field of finance, telecommucations and FMCG-activities (fast-moving consumer goods). Lovro Peterlin is also in charge of developing new services at Studio Moderna and is the president of the Direct Marketing Association.
Congratulations for the Young Manager of the Year 2013 award! What does this award mean to you?
Thank you very much. The award is a recognition for the whole team. The saying that a leader is only worth as much as his team, is truer today than it ever was. So, a big thank you to my 120 excellent co-workers. I am proud of our achievements in the past five years. However this recognition and praise bring along responsibility and commitment for the future as well. If I may use a sports metaphor, it is not easy to become the best, but it is even more difficult to maintain that status.
You are an expert in marketing and sales. Today it may not be difficult to produce something, but it is difficult to sell it. In Studio Moderna you appear to be experts in that. Your sales are increasing, the company is a good employer, and Sandi Češko (the owner of Studio Moderna) is the richest Slovenian. What is the secret of your success?
In the past, when the demand exceeded the offer, the product and its related activities gave the company its competitive advantage. Today the offer exceeds the demand multiple times, and only companies with very clear-cut comprehensive customer solutions and excellent, motivated, co-workers prove to be successful. In the product – seller – consumer triangle, consumers are the ones gaining more and more strength and companies need to adapt to these tectonic changes on the market.

Our competitive advantages are a fast, decentralised method of decision-making, localising our business, a multi-channeled sales approach, the efficient exchange of best practices between countries, and being aware of the business systems and habits of our buyers. I'm convinced that our formula for success can also be found among our co-workers, the young talent and their knowledge, diligence and attitude to work.
What kind of marketing mistakes do you notice in the work of other Slovenian companies?
We have to realize that we live in the age of the buyer. Buyers and digital media dominate with their power to communicate. You can leave a shop with just a click of a button – it has never been as simple as that. In recent years Slovenian companies, which are active on international markets, have really improved their marketing approaches. But of course all companies still have room for improvement, regarding their value chain, increasing their product perception value, recognizing, engaging and including buyers and co-workers in developing solutions and in the sales process, as well as in the development of modern sale and transaction channels.

Marketing has to become a relevant conversation. On one hand we have to take advantage of the modern technologies and approaches, as for example ultra-personalization i.e. big data analysis and gamification. On the other hand we also have to systematically and consistently use the classic methods, like make out calls for buying, have specific target groups, conduct tests and measure activities.

Upon conferring the manager of the year award, the association president, Dejan Turk, said there would be fewer problems among managers if legislative institutions did their jobs. However you, as managers, have no influence over their work. How come there was so much unethical conduct among Slovenia's top managers? Is it really that difficult to stand up to greed, which has lead so many managers into muddy business waters?
First we have to make a clear distinction between making bad business decisions, which is possible in any line of business, and the conscious breaking of laws and values in order to gain personal benefits. Unethical conduct and breaking laws are a matter of one’s own values, or better said lack of values. They simply take advantage of the vaguely and ambiguously written legal frameworks.

Existing associations of different professions need to have stricter rules, which would include ethics and more clearly define their values. We have to realize though that that's a long term process which can only be successful by promoting good practice, and with the help of judicial consistency. It's not all black and white. The management of the company is first in line to set a good example and ensure the transparent and responsible managing of the company. Only in that way will our reputation and confidence in the company rise in the eyes of our co-workers and the environment.
How do you comment wealth? Just like Sandi Češko, do you also plan to climb to the top of the richest Slovenians list?
If wealth is measured by the good balance between family and business, by the knowledge and experience gained, by your health and number of good friends, then I definitely belong among the richest. I hope there will be many more like that in Slovenia.