This conversation focuses on service and sales—and why they shouldn’t be separated inside a company. Together with lecturers Anastasiia Vladychynska, adjunct professor at kmbs and the author of service-focused programs, and Volodymyr Orlov, adjunct professor at kmbs and Cisco Regional Lead for Innovation & Digital Transformation, we discuss customer value propositions, the evolving role of a sales manager, and building a service-driven culture that leads to repeat purchases and lasting customer outcomes. With real-world examples like Black Friday, the discussion explores what drives sustainable results and customer retention.