Building a winning media salesforce

Client Results Story

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What company is this? We take our client's confidentiality seriously and don't disclose their names. While the name is changed, the results are real.

MediaCo’s salesforce performance varied widely across markets, with half of the sales team generating 90 percent of all revenue, but only spending 40 percent of their time actually selling.

With ad revenue dropping sharply due to online competitors, MediaCo was under pressure to build a more effective salesforce, with a clear strategy for pursuing new accounts and strong centralized support. At stake: survival in key markets.

Next Approach

Working collaboratively, we helped the CEO develop several initiatives, including prioritizing ways to increase performance and identifying prime industries for targeted sales campaigns, with the goal of boosting market share and retaining business.

Next Recommendations

We helped MediaCo identify priority categories for its salesforce to target.

To better gauge success, we also developed a performance scoring tool and metrics. And to free up top sellers, we designed an Assistant program to reduce administrative work.

Next Results

Six priority categories have been launched in field, driving growth 10-20 pts above market.

Top sellers have gained 2.0 to 6.0 points share of total revenue in their markets due to Assistant support.

And all sellers are improving their sales skills through performance tool score metrics and increased coaching from sales managers.

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