#salesreboot. 20+ years in strategic sales svp sales for km met with 100+ publishers in last 3 years...
TRANSCRIPT
![Page 1: #SalesReboot. 20+ Years in Strategic Sales SVP Sales for KM Met with 100+ Publishers in last 3 years Webinars, Whitepapers, Sales Trainings Background](https://reader035.vdocuments.site/reader035/viewer/2022062409/5697bfa01a28abf838c9572e/html5/thumbnails/1.jpg)
A high-performance sales workshop that will arm you for success in the modern media
world.
#SalesReboot
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• 20+ Years in Strategic Sales• SVP Sales for KM• Met with 100+ Publishers in
last 3 years• Webinars, Whitepapers,
Sales Trainings
Background
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Sales as a Profession
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Confidence Survey
1. Are you confident your sales team is up to the challenge of making complex and sophisticated sales?
• Not Very Confident – 14.74%• Somewhat Confident – 64.21%• Very Confident – 21.04%
October 2014
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Confidence Survey
2. How would you characterize your sales team’s selling style?
• Transactional/Legacy (selling products) – 51.76%• Consultative/multi-channel approach (selling
audience) – 48.24%
October 2014
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Confidence Survey
3. How effective is your ad sales team at leveraging your brands’ audiences across multiple channels?
• Not Very Effective – 13.68%• Somewhat Effective – 66.32%• Very Effective – 20.00%
October 2014
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• Data is not a 4 letter word• Data as differentiation• Competitive Positioning
Key points
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Publisher Data
VS.
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Inverted logic
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Curse of “Media Kit” Selling
Product
Frequency
Rates
Size
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Q. If {YOUR CO} decided not to produce a 2016 Media Kit, it would be like…A. A blessing from GodB. An ‘Oh S**T’ moment
Tool or Crutch?
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Media Kit as Data Friendly
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Audience first company
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New Language of Data
OLD NEWRefresh Real-timeBatch BehavioralAudit ContextualSurvey ResponsiveDemographic DynamicSilos IntegratedList Rental Data LicenseReader Response Progressive RegistrationBingo Cards Big DataMedia Kit Integrated Proposal
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New Language of SalesOld New
CPM Impressions CPQLList Rentals Targeted CampaignsLeads Lead Nurture ProgramsSingle e-blasts Multi-Channel CampaignsDemographics Engagement ProfileRate Card Integrated ProposalAd Sales Audience MarketingGross Reach Net Audience Segmenting
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“Come on pal, tell me something I don’t know.
It’s my birthday, surprise me.”
Are You Interesting?
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“Ubiquitous data seeks to be free; exclusive data seeks to be expensive”
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Greater cost and quality?
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“Smaller the Slice, Higher the Price”
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Pre-Call Research
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Prospect = Reader?
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Website = Topics
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You vs. LinkedIn
• LinkedIn = world’s largest professional network• You = {your industry}
largest professional network
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Unique Model
• Publisher = Subscriber, Reader, Attendee• LinkedIn = Community, Network• Publisher = Products yield Data• LinkedIn = Data yields Products• Publisher = Protect Data and Audience• LinkedIn = Expose, Aggregate, Inform,
License
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• Data is a 4 letter word but not a 4 letter word• It just takes one nugget of
data to make a connection
Key points
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What I learned from 300 audience first sales calls!
Ronda HughesUBM Life Sciences
Webinar - TomorrowWednesday, November 171:00 – 1:45 CST
www.knowledgemarketing.com
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A high-performance sales workshop that will arm you for success in the modern
media world.
#SalesReboot