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Overview
• The state of advertising revenue
• Its not (just) about FOS
• Sales approach shift
• Sales structure of today
1995
NationalRetailClassified
From 1995- 2000 advertising revenues were on the rise
Source Naa.org
Sales Model 1.0
Rep Prospect
http://youtu.be/IO7NGKwrlHA?list=PL7D5E47B5EDB7AF40
2013
NationalRetailClassifiedDigitalNiche
Source Naa.org
By 2013, total advertising declined 33% from 1995, steepest declines were from 2006 to present.
Recruitment 2009
• FOS is the answer.• Digital will exceed print in 2012.• Hire “new business’ disrupters• Hire closers.
Results after 6 months:
WHY?
• All digital revenue was tied to a print upsell• Internal competition caused in fighting and
discounting revenue we already had• Lack of skill in out bound calling• No definition of value propsition• No defintion of territories• KPIs focused on activity and not result
By 2010, we were growing again• Rebranded product line internally and
externally• Analyzed and segmented the account base,
set goals by rep…created experts• KPIs instituted that focused on results• Infused product knowledge not competition• Hired managers that were professional
managers.
Sample KPI circa 2010 110% + 100-109.9% 94-99.9% 86-93.9% 79-85.9%
% to goal 40 30 20 10 5
Phase B Revenue 50% of total digital revenue 30 20 10 5 0
Digital revenue 50% percent of total revenue 25 20 10 5 0
take rate 75% 15 10 5 3 0
Make goal in focused sales effort 10 7 5 0 0 Key:
115 plus exceeding expectations 90-114 meeting expectations 79-80 requires improvement plan
KPI’s must focus on results…not activity
Sales Structure 2009 vs 2010
2009• 30 reps. 10 new business, 3
digital only, 4 job fair, 13 handling a list. 4 managers.
• 90% of digital revenue was connected to a print buy.
• No scheduled out bound time.
Total revenue decline (75%)
2010• 8 reps, 2 digital experts
embedded. All multi media sellers. Each rep had a category and account list segmented by employer size.
• 25% of digital revenue was connected to a print buy.
• Weekly scheduled outbound time.
Revenue growth 20%.
Sales Model 2.0
• CRM
• Multi-tethered relationships
• Marketing to gain leads and retain current
Prospect
Rep
Inside appointment setter/fulfillm
ent coordinator
Marketing to create
leads/soften market
In market education
Todays sales funnel is a circle
Arm your sales force with a concise audience based presentation
Prospect
Rep
Inside appointment setter/fulfillm
ent coordinator
Marketing to create
leads/soften market
In market education
Todays sales funnel is a circle
file:///private/var/folders/lc/n7mh6lfs2yl8dqvztmg4_czc0000gp/T/TemporaryItems/fcctemp/Attach0.html
A. RESPONSIBILITIES:
New Job Title: Multi Media Fulfillment Coordinator
Sell advertising to assigned accountsSell advertising into special sales projectsProspect for new business via phoneCall inactive accounts to set appointments for outside repsSend e-blasts and follow up on responsesAssist/coordinate sales projects and eventsAssisting Account ExecutivesWriting insertion orders, interfacing with clients, returning phone calls when requested by sales reps, making spec requests, proofing ads electronically.Back up sales territories when sales reps are ill, on vacation, or in the event of an open territoryWorks with design team to create marketing/sales materials and keeps them stocked and availableAccurately quotes rates for all products and provides necessary client assistanceCoordinate special sections and production schedulesAssists with account history and billing information, as requestedMust meet deadlinesResponsible for reviewing overall advertising quality to ensure accurate, error-free product
Goal Setting: Each AE will receive three (3) goals each month.Total Revenue GoalActive Account GoalDigital Media Goal
% to Goal Commission %Below 85% 0.00%85% - 89% 0.50%90% - 94% 1.00%95% - 99% 2.00%100% - 104% 4.00%105% - 109% 5.00%110% + 6.00%
Measuring performance to Total Goal drives right behavior
AA%+DM% x Commission by140 or below 0.85%141 - 149 0.90%150 - 159 0.95%160 - 179 1.00%180 - 189 1.05%190 - 199 1.10%200 - 209 1.25%210 - 219 1.30%220 -229 1.40%230 – 239 1.50%240 +
1.60%
Performance to active account goal and digital sales to goal modify the base commission, positively or negatively
Example:
ACTUAL GOAL %PAYOUT
Revenue $41,000 $40,000 102.5% $1,640.00
Active Account 33 35 94.3%
Digital Media $ 8,000 $ 7,000 114.3%AA% + DM% =
209.0%$1,640.00 x 1.25% =
$2,050.00
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