According to a new report from the Local Media Association (LMA)*, only 1% of local media leaders strongly agree that their sales reps do a good job when it comes to selling online advertising. That’s 1 person out of 130 local media leaders surveyed. Most survey respondents believe that a human capital problem – recruitment, retention, and training of digital media talent – is a large part of what is holding them back from online ad sales. But it’s our belief that the failure to pivot to online ad selling is not only about a lack of sales talent; it’s also about media companies not having the right insight required to fuel online ad selling.
What you need (in addition to talent) are tools that deliver digital insight – insight that fuels new sales strategies and tactics. Inside this white paper you’ll find: top 10 challenges media companies are battling today, pros and cons of existing advertising sales management software, tips for identifying best-fit advertising sales software, and the tools sales professionals need to understand customer perspective.
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