3 Keys to Sales and Marketing Success

Highly successful publishers excel at understanding what they can do best at. They know how to unleash the passion of people in their organization. And they know how to develop strategies to drive towards high-growth sales and profits. We look for these benchmarks and offer services to publishers to achieve success in these areas:

• 1

  Developing New, High-Margin Revenue Streams Publishers selling into complex, large accounts continually need to discover new sources of revenue. Whether that means finding previously untapped business from key accounts or from non-traditional categories, success depends on how well the publisher can address corporate objectives and individual client needs. This requires effective strategic planning, advanced selling skills, and the ability to lead clients and teams within the publisher account.

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• 2

  A High-Performance Sales Management System Three dynamics characterize top-flight sales organizations: a predictable, consistent level of peak performance, a vibrant learning environment, and the steady emergence of salespeople who develop strong leadership skills. These three characteristics are closely linked. Salespeople and managers in these environments frequently develop the kind of advanced business skills typically associated with senior executives. Managers mentor and inspire individuals and teams to achieve to their fullest potential. And a well-developed system for sales leadership pays off in growing, profitable sales results.

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• 3

  Audience Knowledge: The Publisher’s Greatest Marketing Asset How do you differentiate your site or publication? How do you turn that difference into highly profitable revenue? I would argue that it all flows from the publisher’s connection with the audience. A few months ago, a VP from a major advertiser put it to me this way: “Publishers sometimes seem to forget that their audience expertise is their greatest asset.”

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Publishers who do these well distinguish themselves from the kind of reactive selling organizations that tend to focus on answering RFP’s or jockeying to “get on the buy” of a media plan.