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 Digital Business Development Manager July 1 of 2015
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
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
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
How � Training – base training the same – Center for Sales Strategy � In-depth Digital Product Training – simpli-fi, google analytics, ad mall pro etc
Where � Digital Only seller’s desk started with digital folks � Digital Only seller’s desk now with the sales team
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
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
Contact Information � Bryce Jacobson bjacobson@greeleytribune.com � � 970-392-4406
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