best practices in digital advertising sales · gameplan example direct sales program opps created...

Best Practices in Digital Advertising Sales

Spring Conference, April 6, 2019

@TODDHANDY

[email protected]

HTTP://BIT.LY/HANDYDIGITAL(FIVE WAYS TO AMP UP DIRECT SALES)

© MarketStar Corporation – Confidential

To start…


§Innovation can take on various forms:§Disruptive sales methodologies§Sales operations/enablement§Alternate sales structures§New labor markets/untapped candidates


§ “AOR” - ensure operational alignment w/ KPIs§ “Commit Process” - increase accuracy & confidence in forecasting

§ “Scoreboard & Reward” - motivate & incent sellers (M2R2)

§ “Propensity to Buy” - refine prospect lists & targets to increase probability of wins

§ “Sales Operations/Enablement” - leverage technology to extend sellers & automate sales activities

Best practices in digital advertising sales


LEVERAGE TECHNOLOGY, ANALYTICS & COACHING

7

• Combine technology stack, sales leadership & sales operations to empower sales teams to improve customer interactions, optimize and execute outreach sequences, and analyze results to identify coaching opportunities.

• Enable sales managers to track progress and coach sellers more efficiently to continually improve processes and achieve desired results.

Technology Elements

Advanced Analytics & Coaching

Increased Revenue


A

O

R


AActivities

By Combining the Activities, Objectives, Results (AOR) methodology with coaching and analytics, you can track and coach to which Activities are driving Objectives to achieve desired Results.

OObjectives

RResults

• Calls / Emails• Leads Touched• Call Quality

• DM Convos• Qualification %• Leads Created• Sales

Acceptance %

• Leads Qualified• Opportunities

Closed• Pipeline• Revenue

Weekly Coaching

Weekly Team Reviews

Example Sales/Customer Success Metrics


12

50 Closes/Mo.

2.3 Closes/ Day

~8 Opps/Day

~38 DMC/Day

~700 Calls/Day

AActivities

OObjectives

RResults

• 700 touches/day38 DM convos/day

• 8 opportunities/day

• 2.3 closes/day• ~$4,600/day

Required for Team of 10 to Close 600 Accounts/Yr.


GamePlan Example Direct Sales Program

Opps Created120% to goal

120$2,500ASP

25% to goal

$75,000Revenue

75% to goal

25%Win Rate

250% to goal

20%DM Contact Rate

133% to goal

5.7Call Quality (1-7)

30% to goal

2.2Avg. Call Planning /day

(hrs)220% to goal

325Unique Leads

Touched108% to goal

1,205Activities

120% to goal

RESU

LTS

OBJE

CTIV

ESAC

TIVITI

ES


§Activities Lead to Objectives Which Lead to Results§Coaching AOR = ?§Coach to ROA- what matters most?


Commit Process• Commits submitted on Fridays by noon• Individual commits reviewed by TLs w/

reps Monday mornings• Team commits reviewed by PMs w/

TLs Monday mornings• Commits “locked” Mondays at noon

Commit Review Process• Mid-week team reviews by TLs w/

reps Wednesday afternoons• Mid-week program review by PMs w/

TLs Wednesday afternoons

• Final team reviews by TLs w/ reps Friday afternoons

• Final program review by PMs w/ TLs Friday afternoons

• Current day team performance reviews by TLs w/ reps each afternoon

Performance Review Process• Current day individual & team commit

reviews by TLs w/ reps each morning


What Gets Measured Gets Managed…

…What Gets Rewarded Gets Repeated© MarketStar Corporation – Confidential

Core Stack

OPTIMIZING INBOUND & OUTBOUND SALES TOOLS

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Inbound Outbound

InContact- Used for incoming call, chat, and voicemail, while allowing for managers to monitor interactions and provide analytics for coaching to improve rep effectiveness

Outreach- Email templating and automated contact sequencing to maximize rep activity and follow up in a prescribed method

Gong- Web-based tool that imports recordings from InContact and Outreach, transcribes, and analyzes calls for coaches to monitor and improve rep sales conversations

MyCoach- Creates visible dashboards for reps and coaches to measure interactions, enable meaningful training, and document goals for rep improvement

Optional($)


MARKETSTAR CLIENT CASE STUDY

25

Methodology§ Accounts with the following criteria

§ Include only prospects with company revenue data§ Include only prospects without Client sales closed

§ Total ~58K prospects (non-sold)

§ Seed with 327 accounts (sold) provided by Client to inform & predict the targeted non-sold prospects


PURPOSE OF ANALYSIS

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327 accounts

58,398 prospects

Group of prospects with highly predictive propensity to be like the

target accounts

5,612 prospects


• Predictions grouped (y-axis)

• Observed where the target accounts fell in prediction groups

• 79% of target accounts fell in 90% prediction group

• 16% fell in the 80% prediction group


• The makeup of these industries is slightly different than the average population

• Greatest increases• Junior Colleges – 5x• Colleges and Universities – 4x

• Museums and Art Galleries 3.6x• Executive Offices 3.4x

• Television Broadcasting Stations –3x

Industries that represent at least 2x the proportion in the 90% group vs. the entire population• i.e. Junior Colleges represent 0.56% of the

general population, but 2.95% of the 90% population (5.2x difference)


• Higher annual revenue

• ~Same credit approval amount

• Higher employee counts


THANK YOU!

@TODDHANDY

[email protected]


Best Practices in Digital Advertising Sales

Sales is hard. Digital advertising is complex. But selling digital advertising doesn’t have to require a PhD and a lifetime of media experience. In this session recommended for sales leaders of all levels, we’ll cover how to use “AOR” to maximize sales team results, implement “Scoreboard & Reward” to motivate and incent sellers, and discuss other best practices designed to drive individual and team sales success.


best practices in digital advertising sales · gameplan example direct sales program opps created...

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