imedia agency summit- best practices for using a crm in media
DESCRIPTION
Operative’s Founder Lorne Brown illustrates best practices for using a CRM in Media at the iMedia Agency summit in Scottsdale, Arizona on December 5, 2011.TRANSCRIPT
04/12/2023
Proprietary and Confidential.
The Problem:Generating premium ad revenue is becoming harder
What systems do salespeople use today to do their jobs?
04/12/2023 Proprietary and Confidential.
Customer Relationship Management
CRM
Ad Business Management
(ABM)
• Familiar to sellers• Robust reporting• Different views of data• Solid pipeline/forecasting• Flexible customization
Why do most companies use ?
1. How do you use Salesforce.com or your CRM today?
2. Are there examples of how you use Salesforce.com or your CRM, specific to the media business, that has added value to your sales people, sales mangers/VPs or your clients?
Table Discussion
What Have We Learned?
04/12/2023 Proprietary and Confidential.
CRM Can’t Solve All Your ProblemsIssues CRM Solved Issues You Still Face
Product/Inventory
• Ability to create products
• Unable to standardize products so that it’s easier to manage inventory
• Unable to keep track of reservations• Can not package together lines of inventory
(mobile, display or video)
Sales • Track prospect and customer information
• Track opportunities
• Unable to show sales team accurate avails• Unable to respond to RPFs and agency systems• Unable to provide rules and discipline around
product inventory
Now what do you do?
04/12/2023 Proprietary and Confidential.
Performance
“I want ONE view of ALL the products I can sell AND available inventory.”
CRM Tools Forecast Systems
The Solution: Ad Business ManagementSupplyDemand
Advertiser
DEM
AND
SYS
TEM
INTE
GRA
TIO
N SUPPLY SYSTEM
INTEG
RATION
CRM Tools Forecast SystemsFinancial Applications
Accounts & Contacts Mgmt
RFP Management
Product Packaging Trafficking Operations
Campaign Management
Invoice Processing
Reports
Inventory Management
Business Intelligence & Data Warehouse
Demand Planning
Agency
Ad Network
Exchanges
Publishers
DSP
Data Broker
Display Ad Server
Mobile Ad Server
Video Ad Server
Print Production
Publishers
Audience
Third-Party Data
Supply Planning
Internal Business Systems
Table Discussion:1. What are some of the challenges your dealing with today and how have
they become more complex compared to 5 years ago?
2. In today’s new market, what are all the reports or business intelligence necessary to be competitive?
3. What data is needed in front of a rep when a buyer calls them inquiring about an upcoming campaign?
4. What type of reporting or yield management information would help you grow your eCPM of your site, products or packages?
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What does best in class look like?
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Who Needs What?
• CRM• ABM• ABM/CRM working in unison
Large Media Companies
• ABM• CRM (not always)
Mid Size Media Companies
CRM ABM
ABM
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CRM + ABM Will Make Your Life Easier
• One system• Easy access• Better reporting
04/12/2023
Proprietary and Confidential.
