Making Programmatic Less Problematic
Some businesses choose to separate sales teams by type of advertising or special expertise. Programmatic advertising, for example, has been thought of as a specialty practice and often separated from other revenue opportunities. However, programmatic advertising is evolving and your sales teams may be more successful by collaborating instead of competing.
Sales professionals often work alone, essentially pitted against their own colleagues. In addition to certain expertise or specialties that single out sales professionals from one another, commissions and other types of bonus programs tend to encourage sales professionals to keep their customers, and their methods, close to their chest. As indicated in “Publishers need to fix their programmatic ad sales strategies,” posted by Pete Spande on Digiday.com, programmatic advertising may be further encouraging publishers to separate sales teams.
Spande suggests that many media and entertainment businesses may be comfortable separating sales professionals by expertise. In addition, many sales professionals may not be interested in adding programmatic sales to their repertoire. However, Spande also indicates that programmatic sales is evolving and may soon be in higher demand. All the more reason to make sure your entire sales team is trained on how to incorporate programmatic advertising into existing customer programs and new proposals. Encouraging collaboration throughout the sales team can improve internal efficiencies as well as customer service and satisfaction.
Another way to improve collaboration throughout your sales team is to employ a customer relationship management (CRM) solution. You can have your team enter all of your customer data, including the services that you provide, into this single, integrated solution. With your data in one place, you can identify trends in customer needs and behaviors. You may find that certain marketing and advertising methods are preferred or are more successful than others. You may also notice that programmatic advertising is gaining in popularity. This and other customer information can support your sales team’s ability to upsell and cross-sell, negotiate with distributors, and create campaigns targeted to specific audiences. Monitoring all of these interactions can provide the insight you need to improve sales and strengthen customer relationships.
There is something to be said about finding strength in numbers. Contact AKA Enterprise Solutions for more information about using CRM to bring your sales team together and make programmatic less problematic.