12of13 - making information pay 2010 (maureen mcmahon, kaplan)
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BISG Making Information Pay 2010
Maureen McMahon | President & Publisher
From ABC to ABCD
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WANTED: Sales Director
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Kaplan, Inc.
• More than $2.3 billion in 2009
• 1 million students
Kaplan Publishing
• 700 titles in print
• 300 eBooks
• 50 apps
Kaplan 2009 Revenue Breakdown
Kaplan Higher Education
Kaplan Test Preparation
Kaplan International
Kaplan Ventures
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http://www.youtube.com/watch?v=zCf46yHIzSo&feature=related
Always
Be
Closing
David Mamet, Glengarry Glen Ross
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The Reagan Years
The Role of the Sales Professional in the Eighties
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The Judith Krantz Years
The Role of the Sales Professional in the Eighties
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The Role of the Sales Professional in the Eighties
• Prepare well-organized sales materials• Make concise, well-informed, timely sales presentations • Secure strong support for all lead titles• Collaborate on management of coop budget and plans• Provide reliable updates to title information, inventory,
PR, etc.• Coordinate stock offers• Generate excitement• Broker favors • Filter• Share information • Keep an eye on competitors
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The Role of the Sales Professional in the Nineties
The Clinton Years
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The Role of the Sales Professional in the Nineties
The Robert James Waller Years
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The Role of the Sales Professional in the Nineties
• Prepare well-organized sales materials
• Make concise, well-informed, timely sales presentations
• Provide reliable updates to title information, inventory, PR, etc.
• Ensure high level of support for all lead titles
• Present seasonal business reviews
• Present analyses of account sales and identify front list and backlist opportunities
• Monitor/manage account inventory
• Track coop spending and propose exceptions to templated programs
• Coordinate stock offers
• Generate excitement
• Broker small favors
• Filter
• Share information
• Track competitors closely 11
The Role of the Sales Professional Today
The Obama Years
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The Role of the Sales Professional Today
The Device Years
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• Prepare well-organized sales materials
• Make concise, well-informed, timely (but less frequent) sales presentations
• Provide reliable electronic updates to title information, inventory, PR, etc.
• Provide sales and market share analyses
• Monitor account inventory, particularly for lead titles
• Track coop spending
• Monitor metadata requirements and best practices
• Oversee digital account set up and manage contractual obligations
• Stay up to date on evolving digital requirements and opportunities
The Role of the Sales Professional Today
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Relationship management inventory management data management
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Always
Be
Connecting
Dots
Danny Meyer, Setting the Table
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• Metadata management
• Compliance management
• Marketplace interpretation
• Price management
The Role of the Sales Professional in the Future
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