PROFIT/Chatelaine W100

#34

Alina Martin

President & CEO

Company Profile

Company: Danatec Educational Services Ltd. Head Office: Calgary Website: www.danatec.com

Company Financials

3-year revenue growth (%): 63 2013 Revenue: $5M-$9.9M Employees: 16
Revenue from Exports (%): 10    

Spotlight

What her company does: Publishes occupational health and safety training materials ||

When Danatec’s revenue stalled, Martin “completely bulldozed” her sales team by getting rid of poor performers, hiring some hungry new reps, creating a revamped digital selling strategy and developing a different approach to client interactions. “We needed a change, so change we did,” she says. “We nailed down our overall sales strategy. And it’s paying off.”