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Adding a Dedicated Digital Rep:
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Adding a Dedicated Digital Rep: t i g n i k a m s i y n - - PowerPoint PPT Presentation
Adding a Dedicated Digital Rep: t i g n i k a m s i y n - - PowerPoint PPT Presentation
Adding a Dedicated Digital Rep: t i g n i k a m s i y n a p m o c a i d e m e n o w o H " r a n i k r o w When Explored problems in Q1 of 2015 Identified a solution in Q2 in 2015 Hired
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Why
Integrated Sales – Non-Digital Only solutions, no Digital only solutions Active Customers – Non-Digital churn high, Digital Churn very low, in fact it is a net gain Active Average Digital Transaction – low Tribune Advisory Council – unaware of digital services
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Who
Digital Native or close Prefer someone who has sold digital before, not managed digital marketing Otherwise – same challenge of finding a sales person as other positions
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How
Top 20 Digital Accounts Top 20 Prospects using Borrell and Associates top categories for digital growth and a list from SalesGenie However, in Q2 2016 we are trying a different strategy with only Top 10 customers – integrated sellers selling digital to those accounts again Compensation Plan – 60% Base – 40% Performance Award
Q3 2015 - Performance award based on goal Q1 2016 – Performance award 50% on goal, 50% on Strategic Goals, number of proposals, digital audits in Ad Mall etc
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How
Training – base training the same – Center for Sales Strategy In-depth Digital Product Training – simpli-fi, google analytics, ad mall pro etc
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Where
Digital Only seller’s desk started with digital folks Digital Only seller’s desk now with the sales team
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Challenges
Need to have commitment of sales manager(s) – similar to inside vs. outside Integrated sellers often want to learn from or lean on digital only seller Longer sales cycle for larger buys Relationships with customers does provide challenges when attempting to serve them with a non-digital seller and a separate digital seller
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Why we are continuing
We now have several Digital Only accounts A few accounts have grown substantially in digital buys Expertise on four-legged sales calls have been efficient
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Contact Information
Bryce Jacobson
- bjacobson@greeleytribune.com