Following the recent 25th anniversary celebrations of CluneTech’s Varna office, our Benamic team continued the momentum with a two-day Sales Culture Organisation training held on 28–29 April in Varna, Bulgaria.

Bringing together more than 50 colleagues from across the organisation, the initiative reflects Benamic’s ongoing commitment to strengthening collaboration, enhancing customer experience, and embedding a unified, customer-first mindset across all teams.

The training, delivered by Pavel Panov, PhD, from In Your Hands, centred around a dynamic business simulation designed to mirror real-world organisational challenges. Through highly interactive sessions, participants explored how decision-making, communication, and internal alignment directly influence the customer journey.

Teams from Web Development, Customer Service, Client Success, Sales, and Project Management took part across the two days, with the programme also welcoming international colleagues, including participants from Ireland. This cross-functional and cross-border approach reinforced the importance of shared accountability in delivering consistent value to customers.

‍

‍

A central theme throughout the training was clear: every team plays a role in shaping the customer experience. Whether client-facing or operating behind the scenes, the way teams collaborate internally has a direct and measurable impact on external outcomes.

Through a series of practical exercises and guided reflections, participants were encouraged to challenge existing ways of working, identify areas for improvement, and adopt a more commercially aware and customer-oriented perspective.

‍

As Julian Morrison, CEO of Benamic, shared:

“This was a focused reset on how we approach sales - not just as a function, but as a culture built on trust, clarity and consistently delivering on our commitments.

What stood out was the level of engagement across the team and a clear, shared intent to become a more customer-oriented business. There’s a strong willingness to challenge how we work today and raise the bar on how we deliver value to our customers.”

‍

The training marked an important step in Benamic’s journey towards building a stronger, more aligned organisation - one where sales is not confined to a single function, but embedded in the mindset and actions of every team.

With strong engagement, practical insights, and a clear focus on application, the initiative sets the foundation for continued progress. The next step is clear: to translate these learnings into everyday practice and further elevate the standard of delivery across the business.

‍