Traditional media companies struggle with how to build optimal digital sales organizations. The conversation often comes down to a binary choice: should a media organization rely on a digital-only sales force or a multimedia one?
The truth is – it isn’t “either-or.” It’s both. Legacy media companies need to look at segmentation by product, giving legacy sellers inventory that they can easily sell (hint: this tends toward products that are owned and operated by the media company), and leaving more complex and higher value digital sales to digital specialists.
The insight paper “Old House vs. New House: Building Optimal Digital Sales Teams,” examines the arguments for specialization and for using a hybrid approach to digital selling.
Report co-authors, Charlie Laughlin and Stacey Sedbrook, offer their insights from the study:
Traditional media companies need to think more strategically about how to drive digital revenue. Building a digital-only sales team doesn’t guarantee success. The local media industry has spent enough time addressing the issue of digital only versus multi-media sellers. This is only one of many factors that contribute to digital revenue success.
We would expect the traditional media companies that focus on sales reporting structure, compensation and smart packaging as part of their digital transformation would have more sustainable success than those that focus solely on the false choice between digital specialists and multi-media account executives.
Why You Should Read ‘Old House vs. New House: Building Optimal Digital Sales Teams’
BIA/Kelsey offers an analysis using real performance data from a range of local media companies struggling with this sales structure challenge. The message that emerged from the exercise was clear. The research is compiled and presented in the insight paper, “Old House vs. New House: Building Optimal Digital Sales Teams.”
The report offers insights into determining the right sales structure and attracting top digital talent, and includes the following charts and figures:
- U.S. Traditional Media Revenue Trajectory
- The Limitations of Relying on Legacy Sellers
- Legacy vs. Digital Rep Performance
- Cost of Building Special vs. Multimedia Digital Sales Channels
- Best Practices for Hiring Digital Sellers
- Best Practices for Onboarding Digital Sellers