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Driving Local Media Sales With Insights

Driving Local Media Sales With Insights

One of Canada’s largest Media & Entertainment corporations was challenged with a common problem – too much data in unconnected sources and little actionable insight to support their Inside Sales team.

While internal analyst resources would crunch the data to support large enterprise buys, this was not cost effective for small to midsize regional media purchases.

When every research report and headline promotes the value of insights in defining a media strategy and buying model, the Inside Sales team was continually coming up against a wall when positioning certain channels or markets to new and existing customers – no customer and market insights to support the proposal.

CiG initially worked with the Sales Executive team on defining a ‘Pilot Program’ that could be used to evaluate the effectiveness of integrating the intelligentVIEW platform into the sales organization.

The first step was defining a clear, measurable deliverable.

 ‘The Pilot’: Connect customer data to intelligentVIEW for insights

CiG proposed to develop 30 distinct market profiles using disparate internal data sources and intelligentVIEW. The goal to connect the company’s media properties with comprehensive target profiles to be used by Sales in the sales process.

Data provided to CiG from multiple internal sources was cleaned up and loaded into the intelligentVIEW platform.

From there, CiG’s internal analysts used proprietary and Numeris data to define, compile and enhance existing listener and subscriber audiences with demographic characteristics, spending habits, digital personalities, media and brand preferences.

Enhanced Market & Target Profiles 

Working collaboratively with the Sales Executive team, the 30 enhanced profiles were refined to key attributes that were critical to support decision making. The result: an essential report to support sales in key markets.

Rolling out Customer Insights

The success of the ‘Pilot Program’ depended on adoption and usage by the Inside Sales team. An internal sales rollout plan was put in place to present and educate the sales team on the Enhanced Market Profiles and how to use them within the sales process.

Sales Adoption and Enterprise Integration

Over a three-month period, based on metrics put in place at the start of the ‘Pilot Program’ the client exceeded initial expectations. CiG is now in the process of developing an enterprise-wide customization of intelligentVIEW that offers access to proprietary data, customized report modules and a ‘light’ mobile friendly interface to support national sales.

 

Tell me more about intelligentVIEW for Enterprise. 

Erin Stripe, CiG’s Sales & Marketing Associate, is part coffee, part post-it note and all sparkle. Always scanning for the latest insights and research online, Erin’s updates will keep you informed.