“The main objective of my role is to ensure that both leadership and the sales teams have access to accurate, real-time sales data whenever they need it,” is how Laura Zore sees her role and work at Better.
Laura is a Sales Operations Manager who just recently took on this role, after the company’s growth needed someone to give order to all sales operations. “Given my sales background, it was a natural progression for me to gradually move toward sales,” said Laura, and added: “As we expand and grow our customer base, contract management becomes increasingly complex. To support this, I have set up a system that provides a clear and comprehensive overview of our sales contracts”. To Laura, who spends her free time with her daughter, hiking to Šmarna gora, or doing pilates and boxing, Better feels like a second family. ”It’s a place where I feel supported, valued, and connected with people who genuinely care.” Get to know Laura in the interview below.
You have recently moved from Office Manager to Sales Operations Manager. What inspired this shift, and how has the transition been so far?
When I joined Better more than three years ago, I had the privilege of developing the Office Manager role from the ground up, with a lot of freedom and strong support from the leadership team. I truly enjoyed the role, ensuring that internal processes ran smoothly. This experience gave me a broad perspective on the company – how teams collaborate, and the challenges we face. As I mastered these processes, I felt it was time to expand my skill set.
Given my sales background, it was a natural progression for me to gradually move toward sales. With the company’s growth, there was a need for someone to take on Sales Operations, and I was happy to step into this role. The transition has been incredible. Once we identified the key areas for me to focus on, I again began building this function from the ground up, with support from legal, finance, and sales departments.
What does your new role bring, and what does your workday look like?
My role brings structure and clarity – first to sales figures (budget, forecast, and actual invoiced numbers), and then to the management of all signed contracts. As we expand our footprint in the healthcare space and grow our customer base, contract management becomes increasingly complex. To support this, I have set up a system that provides a clear and comprehensive overview of our sales contracts, which enables better tracking. So, most of my workdays are spent in Excel. Some might call that boring, but I really enjoy it. I work closely with the finance and legal teams, as well as the sales teams, with whom I primarily focus on forecast alignment. The main objective of my role is to ensure that both leadership and the sales teams have access to accurate, real-time sales data whenever they need it.
Sales operations can often be behind the scenes, but very crucial for a company. What do you find most challenging and most rewarding in your new role?
Six months ago, when I started digging deeper into the data and began shaping the sales operations function, I realised that building a comprehensive overview of all sales contracts was more complex than initially seemed. Still, I knew it was achievable, I just needed to find the right approach and format to work in the long term. What appeared to be a straightforward task quickly turned into a kind of detective work: tracking down information across departments, understanding historical processes, and encouraging collaboration from colleagues who were already busy with their own priorities. It was a challenge, but also a valuable learning experience.
The most rewarding part? Honestly, it’s when all the numbers in Excel finally match up, add up correctly, and don’t make me want to pull my hair out.
You describe yourself as result-driven and pragmatic, as well as execution-focused. Where does that drive come from? Has it always been there, or has it evolved along the way?
I think it comes from a combination of my personality and professional experiences. I started working at a young age, gaining various experiences along the way. My first significant employment was at Microsoft, where I developed a strong professional foundation, and refined the approach that helps me maintain high productivity. As for execution skills – they have always been there. Even in primary school, I was the one who made sure things got done. Over time, I have just learned to use that drive effectively in a business environment.
Looking ahead, what would you like to learn or develop further in your new role? Are there any particular goals or areas you are excited about?
Recently, I was actively involved in our submissions for two public tenders, and I was genuinely excited to take part. It was a great opportunity to familiarise myself with the broader scope of such projects. What stood out most was the importance of teamwork, not only internally but also in collaboration with our partners. Multiple departments were involved in preparing the submissions, and it reminded me how powerful it is when people with different strengths come together with a shared goal. I hope to be involved in similar projects again in the future. Looking ahead, I would like to deepen my understanding of our sales performance and further improve how we forecast, so we can act more dynamically and respond better to changes in the market.
Another area I’m particularly interested in is process automation and optimisation: finding smart, efficient ways to reduce repetitive tasks and allow teams to focus on their core business tasks. At Better, we empower healthcare organisations to simplify their workflows using our tools, and I believe we can apply the same philosophy internally to optimise our internal operations.
In the long term, my goal is to help shape a sales operations function that is not just reactive, but strategically proactive. A function that provides accurate insights to support informed decision-making processes. And across all these areas, I am especially curious and excited to see how AI can support us, unlock new opportunities, and help us work more intelligently.
What is the best business advice you were given during your career, and do you still follow it?
To surround myself with capable people – respect them, support them, listen to them, and learn from them. Teamwork makes the dream work, and I truly believe that strong teams are built on mutual trust and a shared vision towards growth. Also, one of my mentors once told me something I still carry with me: empathy in business is not a sign of weakness, but a leadership strength, and women do bring more of that to the table. So, let’s be bold and use this quality in the business world, especially in male-dominated industries like IT.
When you are not working, what do you do in your free time, and what activity or moment makes you lose track of time?
When I’m not working, I spend most of my free time with my 7-year-old daughter. When I’m not doing “mom work,” I make time for sports and staying active. I live near Šmarna gora, so hiking is the simplest way for me to recharge and clear my mind. I also practice pilates and I am training to become a certified pilates instructor. And just to mix things up, I recently started boxing training – so watch out! (Kidding! Or not! 😀 )
When you think about the future, professionally or personally, what are you really looking forward to?
I’ll give a bit of a general answer to this question. Many people are afraid of change, but change is the only constant in our lives – both professionally and personally. The sooner we accept that and learn to adapt, the easier it becomes to navigate. I would say I look forward to any kind of change. Sometimes, change hides its benefits behind dark clouds – but with time, the sun always finds its way through.
What does Better mean to you?
Better feels like a second family to me. It’s a place where I feel supported, valued, and connected with people who genuinely care. It’s more than just work, it’s a community I am proud to be a part of.
