Bojan Popić

When a product underperforms, it’s rarely the engineering. It’s development, product, marketing, sales and management each pulling in a different direction: the roadmap says one thing, the pricing says another, the sales deck promises a third. What a business needs then isn’t another specialist. It’s a translator: someone who knows how developers, product managers and commercial people actually think, and can turn what engineering builds into a sellable product, a credible price, a decision management can commit to.

AI hasn’t made that translation obsolete. It has raised the stakes. The borders between who builds, who sells and who decides are blurring: engineers ship customer-facing copy, marketers generate working prototypes, managers query data directly. When everyone can do a bit of everything, whether it all adds up to results comes down to alignment — and the translator matters more than ever.

That is the problem Bojan solves.

What Bojan does:

• Designs go-to-market strategy for tech companies: positioning, pricing, channel selection and the sales motion to match
• Aligns product, marketing and sales around one strategy: what gets built, who will pay for it, how it’s sold
• Translates in both directions: business needs into briefs an engineering team can build from, technical capability into propositions a customer will pay for
• Leads AI and digital transformation engagements for corporations and SMEs, starting from the business decision that needs to improve rather than from the technology
• Validates ideas before the build: AI has collapsed the cost of building, but not the cost of building the wrong thing. He tells founders and investors what will sell, what to test first, and where money would be wasted
• Mentors startup founders on growth and go-to-market, and evaluates startups for accelerators, funds and corporate programs

Bojan is a developer who spent the last fifteen years on the business side of technology, so he has never had to imagine how the other side thinks. He has been the engineer skeptical of the sales deck, the product manager caught between roadmap and revenue, the commercial lead explaining the numbers to the board. Almost twenty years at that crossroads is what makes the translation work. He doesn’t relay messages between the two worlds because he has lived in both.

The instincts come from having lived every seat at the table. He led product for Ohanah, a Swiss event platform used by tens of thousands of organizers, then spent five years at Content Insights (later Smartocto), where he grew from a one-person support desk into leading the joint marketing, sales and customer-success team of a B2B SaaS serving major European publishers. As a senior innovation consultant with ICT Hub he worked with NELT, UniCredit, OTP, S Leasing, NIS, Raiffeisen and Rhythm Energy. From 2023 to 2025 he managed three cycles of A1 Serbia’s Partnership Programme, the first corporate-startup program of its kind in Serbia, backed by the EBRD.

And the problems turn out to be universal. A holding of dozens of companies working out where AI actually pays. A corporation trying to turn innovation from theatre into results. A startup with brilliant technology and no answer to who will pay for it. The perspective changes with the size of the boardroom, but the skills transfer. The work is the same: find the customer, find the value, get everyone building toward it.

Today, Bojan works across that whole spectrum. With corporations and SMEs he leads AI and digital transformation for some of the largest business groups in the region, sometimes hands-on inside the engagement, sometimes running the discovery workshops and setting up the systems. With startups he builds go-to-market strategy; one of them is Cropt, an AI agritech spin-off from the BioSense Institute. Science-based teams are a recurring thread. There is also a Science Fund proof-of-concept project in medical diagnostics, and Virtual Human, a digital-twin platform he co-founded, where he does for a deep-tech team exactly what he does for clients: turn what brilliant scientists can do into something a funder, a partner or a customer can act on. For accelerators and startup programs he mentors founders and evaluates applications: NALED StarTech, the Science Fund of Serbia, the MARC impact program, Raising Starts. His Go-to-Market Planning & Launch Execution course runs on Uxcel, a learning platform with over 500,000 members.

At Zavisi, Bojan leads go-to-market and business alignment: making sure that what gets built, how it’s priced and how it’s sold all point at the same customer, and that AI lands where it changes the P&L, not just the press release.