Overview

• The state of advertising revenue

• Its not (just) about FOS

• Sales approach shift

• Sales structure of today

1995

NationalRetailClassified

From 1995- 2000 advertising revenues were on the rise

Source Naa.org

Sales Model 1.0

Rep Prospect

http://youtu.be/IO7NGKwrlHA?list=PL7D5E47B5EDB7AF40

2013

NationalRetailClassifiedDigitalNiche

Source Naa.org

By 2013, total advertising declined 33% from 1995, steepest declines were from 2006 to present.

Recruitment 2009

• FOS is the answer.• Digital will exceed print in 2012.• Hire “new business’ disrupters• Hire closers.

Results after 6 months:

WHY?

• All digital revenue was tied to a print upsell• Internal competition caused in fighting and

discounting revenue we already had• Lack of skill in out bound calling• No definition of value propsition• No defintion of territories• KPIs focused on activity and not result

By 2010, we were growing again• Rebranded product line internally and

externally• Analyzed and segmented the account base,

set goals by rep…created experts• KPIs instituted that focused on results• Infused product knowledge not competition• Hired managers that were professional

managers.

Sample KPI circa 2010 110% + 100-109.9% 94-99.9% 86-93.9% 79-85.9%

% to goal 40 30 20 10 5

Phase B Revenue 50% of total digital revenue 30 20 10 5 0

Digital revenue 50% percent of total revenue 25 20 10 5 0

take rate 75% 15 10 5 3 0

Make goal in focused sales effort 10 7 5 0 0 Key:

115 plus exceeding expectations 90-114 meeting expectations 79-80 requires improvement plan

KPI’s must focus on results…not activity

Sales Structure 2009 vs 2010

2009• 30 reps. 10 new business, 3

digital only, 4 job fair, 13 handling a list. 4 managers.

• 90% of digital revenue was connected to a print buy.

• No scheduled out bound time.

Total revenue decline (75%)

2010• 8 reps, 2 digital experts

embedded. All multi media sellers. Each rep had a category and account list segmented by employer size.

• 25% of digital revenue was connected to a print buy.

• Weekly scheduled outbound time.

Revenue growth 20%.

Sales Model 2.0

• CRM

• Multi-tethered relationships

• Marketing to gain leads and retain current

Prospect

Rep

Inside appointment setter/fulfillm

ent coordinator

Marketing to create

leads/soften market

In market education

Todays sales funnel is a circle

Arm your sales force with a concise audience based presentation

Prospect

Rep

Inside appointment setter/fulfillm

ent coordinator

Marketing to create

leads/soften market

In market education

Todays sales funnel is a circle

file:///private/var/folders/lc/n7mh6lfs2yl8dqvztmg4_czc0000gp/T/TemporaryItems/fcctemp/Attach0.html

A. RESPONSIBILITIES:

New Job Title: Multi Media Fulfillment Coordinator

Sell advertising to assigned accountsSell advertising into special sales projectsProspect for new business via phoneCall inactive accounts to set appointments for outside repsSend e-blasts and follow up on responsesAssist/coordinate sales projects and eventsAssisting Account ExecutivesWriting insertion orders, interfacing with clients, returning phone calls when requested by sales reps, making spec requests, proofing ads electronically.Back up sales territories when sales reps are ill, on vacation, or in the event of an open territoryWorks with design team to create marketing/sales materials and keeps them stocked and availableAccurately quotes rates for all products and provides necessary client assistanceCoordinate special sections and production schedulesAssists with account history and billing information, as requestedMust meet deadlinesResponsible for reviewing overall advertising quality to ensure accurate, error-free product

Goal Setting: Each AE will receive three (3) goals each month.Total Revenue GoalActive Account GoalDigital Media Goal

% to Goal Commission %Below 85% 0.00%85% - 89% 0.50%90% - 94% 1.00%95% - 99% 2.00%100% - 104% 4.00%105% - 109% 5.00%110% + 6.00%

Measuring performance to Total Goal drives right behavior

AA%+DM% x Commission by140 or below 0.85%141 - 149 0.90%150 - 159 0.95%160 - 179 1.00%180 - 189 1.05%190 - 199 1.10%200 - 209 1.25%210 - 219 1.30%220 -229 1.40%230 – 239 1.50%240 +

1.60%

Performance to active account goal and digital sales to goal modify the base commission, positively or negatively

Example:

ACTUAL GOAL %PAYOUT

Revenue $41,000 $40,000 102.5% $1,640.00

Active Account 33 35 94.3%

Digital Media $ 8,000 $ 7,000 114.3%AA% + DM% =

209.0%$1,640.00 x 1.25% =

$2,050.00