sales enablement: recruitment, technology implementation ...€¦ · things sales professionals are...

© 2018 BIA Advisory Services. All Rights Reserved.

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Sales Enablement: Recruitment, Technology Implementation & Coaching

Wed., Nov 28, 2018 2:00 PM – 3:00 PM EST

Sponsors & Partners


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Jessica Hawthorne will share insights into the "buy side" of the media business and what it takes to attract and support a high-performance team that can impress agencies.

Robert Hawthorne will focus on recruitment. As you look to attract the best talent, Robert will outline the top three things sales professionals are looking for in a new position.

Jon Silverman will share advice around technology enablement. When partnering with the best in class technology vendors, learn to leverage their talent to train and ramp up your sales team. Jon will explain an “engaged learning process” that will keep your team focus on revenue while learning and adopting new systems.

Lee Smith will explain a proven sales coaching process that includes using new SaaS-based platforms.

Building next generation sales teams

Welcome! Today’s Panel & Topics


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3 3 © 2017 BIA/Kelsey. All Rights Reserved. | 3 © 2018 BIA Advisory Services. All Rights Reserved. |

Forecast Ad Spend and Demand Factors

Next Generation Advertising and the Sales Environment

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Shift Toward Digital Media Continuing – Ad Revenue

$92.4 $89.7 $90.2 $87.5 $87.6 $85.8

$50.6 $56.1 $61.5 $66.6 $71.2 $75.0

$143.0 $145.8 $151.7 $154.1 $158.8 $160.8

$0.0

$20.0

$40.0

$60.0

$80.0

$100.0

$120.0

$140.0

$160.0

$180.0

2018 2019 2020 2021 2022 2023

Traditional Media Digital Media

US

$ B

illio

ns

Note: Numbers are rounded.

2018-2023

CAGRs:

Total Media CAGR 2.4%

Digital Media CAGR 8.2%

Traditional Media CAGR -1.5%


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BIA Ad Forecast: Local Online/Mobile Cutting Deeply Into Print

Local Advertising Share in 2019 and 2023

33.5% 27.9%

30.6% 28.3%

35.8% 43.8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2019 2023

Print Media Other Media Online/Mobile

Source: BIA Advisory Services, November 2018. Note: Numbers are rounded. Print Media includes local newspapers, local magazines, direct mail, and print yellow pages. Other Media includes local over-the-air television, local cable systems, out-of-home, and local radio. Online/Digital includes all forms of online desktop and mobile ad spending.


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11.3%

12.3%

12.6%

21.0%

23.8%

28.5%

30.3%

31.5%

36.4%

41.6%

41.7%

Competitors Spending

Product/Sales Cycles

Plans to Expand or Reduce Locations

Advertising Discounts and Bargains

Plans To Add or Reduce Products/Services

Our Expected Revenues

Amount Spent Previous, Adjusting Up or Down

Business Conditions

Money Left After Other Expenses Are Paid

Expected ROI

Exposure and Customer Engagement Benchmarks

Which of the following are the biggest factors

determining your ad spend? Sample

size = 1,500

Ad Spend: Biggest Determining Factors

BIA’s new expanded Survey of Advertising & Marketing (SAM™) Tracks Behaviors of Large and Small Businesses

?


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The role of sales in the evolving relationships among brands, agencies and media.

What kinds of things do next generation sales leaders need to know to be successful in the current and expected media and marketing landscape?

Sales from the agency POV, working with clients at a time of industry disruption (agency reviews, ANA, in-house agencies, publisher agencies, etc.).

What makes for a good media selling team and individual sellers from your perspective as an agency CEO?

Leadership and commitment to building a high-performance culture and mentoring growth.

Sales leadership, mentoring, and evolving roles of clients, agencies, media.

Jessica Hawthorne-Castro


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• How sales coaching positively impacts revenue

• The person who impacts sales performance the most is too often the one who receives the least amount of coaching

• “Discovery is not just for prospecting”

• The Adaptive Sales Coaching™ process

• New SaaS platform for automating sales coaching

Sales Coaching and SaaS Platforms

Lee Smith


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- C. Lee Smith, SalesFuel CEO and Founder

Sales Coaching Simply Defined

Good sales managers improve their numbers.

Great sales managers improve their people.


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The Positive Revenue Impact of Sales Coaching

A formal sales coaching process improves win rates 35% vs leaving it up to the manager [CSO Insights, 2017]

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Yet, only 22% of US sales reps say their managers’ coaching has helped to improve their win rates [Voice of the Sales Rep study, SalesFuel, 2017]

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The #1 reason consistent sales coaching doesn’t happen: Time constraints and scheduling conflicts [ATD, 2018]

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The Adaptive Sales Coaching™ Process

•Only 1 in 5 sales reps in the US get frequent sales coaching personalized to their unique needs [Voice of the Sales Rep study, SalesFuel, 2017]

•Principles of adaptive learning and microlearning applied to sales coaching

• You do Needs Analysis for your prospects. So why not for your sales reps?


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Discovery is Not Just for Prospecting

For every rep, sales managers should know:

1. Sales Strengths + Skill Gaps

2. People Skill Strengths + Gaps

3. Sales Tech Skill Gaps

4. Motivations + Personal Interests

5. Communication Styles

6. Sales Culture Issues/Concerns

Source: C. Lee Smith, SalesFuel CEO and Founder. [SalesFuel.com]


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New Automated SaaS Platform for Sales Coaching

• Diagnoses gaps in sales skills and people skills, tips off managers on how to best motivate and communicate

• Recommends who needs more coaching, what to coach them on and how to do it through personalized coaching playbooks

• Automatically prescribes 5-minute QuickCoaching™ articles/videos/audio


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Addressing the Issues of Consistency, Lack of Time

• Frequent, bite-sized bursts that maintain momentum

• Automatically assigned based on individual needs

• Takes less than 5 minutes to complete

• Coaching questions set up discussion for your next one-on-one

• Challenges reps to apply new insights toward their target accounts/prospects

The QuickCoaching™ Concept


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“Improve a rep and you improve one person.

Improve a manager and you improve their entire team.”

- C. Lee Smith, SalesFuel CEO and Founder

Sales coaching should not be done without coaching the sales manager on how to be a better manager

A 180-degree assessment of sales culture will reveal areas where the manager can single-handedly improve performance of their team

Engaged managers multiply the impact of sales enablement. Disengaged managers erode it.

Coaching the Most Impactful Person on the Team


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Sales enablement strategies. Develop an “engaged learning process” that will keep your team focus on revenue while learning and adopting new systems.

Enterprise sales leadership and partnership programs

When partnering with the best in class technology vendors, learn to leverage their talent to train and ramp up your sales team.

Future of mobile and location intelligence in the sales equation.

Where is AI taking us in data, sales and marketing…and how do we maximize the good?

Sales Enablement, Mobile and Location Based Advertising, Artificial Intelligence

Jon Silverman


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Leverage your tech vendor’s expertise with quantifiable data

Commission a study to Identify the channels where

your audience’s eyes are, where advertisers are

spending, and where you are currently making revenues.

Does this line up with your sales effort, and sales knowledge from a product and strategy perspective?

Where there are gaps, begin to implement education, training, and product

streamlining so you can create expert sellers no matter what

product your organization brings onboard to solve for digital, social, or other new

media challenges.

Don't try to go for all the benefits and features that each client asks for, but rather a core offering that

can get the job done in any situation.

Experts like BIA can help your team sell traditional and core products seamlessly with high-volume, and in-demand digital products.

Using Research specific to local markets and advertisers

Evaluate your current landscape, including margins, volume, demand, etc.

Training and webinars catered to your organization

In-Market help; speaking engagements, sales call support

Step 1 Step 2 Step 3


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Does the product deliver?

Top of the funnel assistance

Strong Expense Reimbursement Plan

Play for a Winner

Mentoring and Development

Career Path

Consistent Compensation

Work from Home and Work from Office Options

Continuous Education/Expansion of Product Line

Culture

Ten Things Today’s Top Sales Professionals Are Looking For In A New Position

Robert Hawthorne


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Thank You to our Sponsors & Partners

Focused on Local Impact

Global Location Technology

Localized Programmatic Advertising

Data-driven Solutions for Sales Enablement, Management

and Leadership

Austin-based trade association representing the

interests of Texas' 1200+ free, over-the-air radio and television

stations.


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Eyeing Voice Search and Other Top Advertiser Spend Intentions

Local as a Service (LaaS): Brands Going Local

Share of Ad Wallet – Five Predictions for 2019

And coming soon after this webinar ends: Sales Enablement

Four Webinars Covering Different Areas of Local:

Local Impact Webinar Series Available On-Demand

Go here to watch webinar videos and download slide decks:

http://bit.ly/Local-Impact-Webinars2018


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Building next generation sales teams

Today’s Panel

Contact Info

Explaining Local

© 2016 BIA/Kelsey. All Rights Reserved. This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and

other civil or criminal penalties under federal law. BIA/Kelsey disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result

from the use or interpretation of this information.

© 2018 BIA Advisory Services, LLC. All Rights Reserved. This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of

the client relationship, fines and other civil or criminal penalties under federal law. BIA/Kelsey disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any

liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.

Rick Ducey

Managing Director BIA Advisory Services

703-802-2995 [email protected]

mailto:[email protected]

sales enablement: recruitment, technology implementation ...€¦ · things sales professionals are...

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