iMedia Agency Summit- Best Practices for Using a CRM in Media


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Operative’s Founder Lorne Brown illustrates best practices for using a CRM in Media at the iMedia Agency summit in Scottsdale, Arizona on December 5, 2011.

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  • Welcome everyone and thank you for joining us this morning.Today we will be talking about best practices for using a CRM in media. My name is Lorne brown from Operative. This is well over our 20th time doing the Monday morning breakfast at iMedia (I’ll just pause for a second so that sinks in…)….as some of you know, always try to do something a little different to provide some entertainment and make it interactive. Each table a has a moderator. (make moderators stand up and take out sheet of moderators and announce them now…moderators, don’t forget to take notes). What we’re going to do is put up some data and sound-bites and in about 5-7 minutes, we’re going to take the conversation to you in the audience. Each table will discuss, your moderators will take notes and we’ll take some of those good discussions and share them with the whole room. So get your coffee going and get ready to share your ideas…Before we get into today’s topic and our round tables, a little bit on Operative. Operative helps ad sales organizations grow revenue profitably through the deployment software and services.Companies like Wall Street Journal, Pandora Media and NBC run their digital media businesses on Operative.That’s everything from inventory to proposals to reporting to ad ops and billing, providing one place for everyone to go to do their job. We also serve as an innovation platform to allow our clients to use best in breed technology to help them grow revenue.
  • Generating premium Ad Revenue is becoming harderThe media landscape is changing – more things go into selling a “product” and products have more attributes than they used to, making it more complex to sell, traffic and bill and collect ad revenue.More platforms are being sold together – mobile, online, video, social and in recent cases, their offline assets in one proposal.Sales people are competing with “system buying” – growth of DSPs, RTB, etc.Us humans…us premium ad sellers need to be more scalable than ever. More organized than ever. And enable sellers to quick, efficient and nimble.That’s a good segway into our topic…CRM in media & best practices.
  • Lots of folks in the room use a CRM, like a have worked with 100s of CROs, VPs of sales and other sales leaders and there’s always a debate about how CRM is used, when to buy one and how to justify one into you budget. If you’ve managed an sales team and everyone was using something like microsoft excel to manage the pipeline and forecast, you know how hard that is compared to an organization that’s had complete adoption of something like your organization you need CRM isn’t the only problem in the media space…knowing what to do and what not to do with it is the other problem. Half the top 50 publishers in digital media run their business on Operative. Lots of those companies tried to do things with that cost too much money and did too much customizing of their CRM. Common pitfalls are: Integrating your CRM to your ad server for inventory management, OR Trying to create proposals or orders, at the line item level, in your CRM….also a pitfallSo today, we’re going to try to clear things up for you and hopefully you walk away with some best practices with CRM in Media, learn more about ABM and finally learn more about how both are being used together, in an integrated fashion.
  • Keep in mind, there are other CRMs besides There’s products like Net Suite, Sugar CRM and Sales Logix and others. We don’t sell, nor do I get any money from them by doing this…we call out because it’s the most popular one used in media and in order for folks to take actionable ideas back, we will make that our focus. That said, if folks at the table use other CRMs or ways of managing customers, speak up since that also could be valuable for the group.Why do you use a CRM/ These aren’t the only reasons. There’s lots of ways to use it and we’re going to bring it to the round tables to discuss. I’ll now ask the moderators to kick their tables off.
  • What table had some good ideas for using a CRM in media?
  • That was fun….we talked a lot about CRM….start easy right?Now we are going to get into the grey area. The common pitfalls media companies make, trying to make their CRM do to much. Let’ me give you guys something to go on here and then we can bring it back to the tables for discussion.The best way I can explain it is….CRM is bad when it comes to the “line item” stuff…everyone know what I mean by the line item stuff?I’m talking about the lines that go on an order or proposal. For each line, you need to understand the rate, the inventory available and that product’s name.So, on the Product/Inventory side of the business you have challenges – The CRM does not allow you to standardize products so that it’s easier to manage inventory. To be explicit, it’s very bad at managing inventory, which means it’s bad at managing reservations, which means when you need to start searching for products and create a proposal to send to a client, it is useless. Too many companies spend millions of dollars to get their CRM to manage the line item stuff, integrate it with their ad servers, but rarely does it work, and never will it have long term viability because the ongoing maintence to maintain it is too expensive. Those projects usually wind up as failures, unless you have deep pockets and lots of engineers.
  • So what’s the answer to solving inventory management, proposal and yield management issues if it’s not in your CRM?Can you use excel? You used to, but not any more….why?
  • Because of all this stuff.Managing inventoryused to be easier, when there was only 1 source of online inventory, usually an ad server like DFP or OAS.  But with the growth of other mediums, like video, mobile and social, it’s become difficult for sales people or sales managers to really know how much inventory there is to sell across all products at the time of proposal, AND, how that impacts price..  Given all this complexity, it has also made reporting on the business difficult as well.With all this innovation, complexity and fragmentation, the industry has turned to Ad Business Management.
  • Ad Business Management (ABM) allows for one place to go for each group to do their job.Sales people (or Planners) have one place to work on proposals, access real time inventory for all types of products (point – Display, Mobile Video) and find products that relate to specific types advertisers. The rest of the business (marketing, ad ops and finance), works off that same platform to do their jobs after the sale is done.With the growth of RTB and automated buying, premium sellers need to be able to act quick to sell, traffic and bill efficiently, quickly, and without errors.
  • That takes us to part 2 of our round tables. While this discussion may not feel as comfortable as the first one, most ad revenue and sales commissions are lost because of problems due to ABM challenges, not CRM, so we thought it was well worth the price of it’s own discussion.
  • What table had some good ideas for using an ABM in media?Did anyone come up with ways they can be used together?They can, and it’s usually enterprise, large companies that need this type of functionality.As we wind down, let me see if I can help give you some parting shots so you can think about what you might need for your own business.
  • -Big media companies need a CRM at enterprise level-Big media companies also need Ad Business Management -Most Big media companies have both working in unison - So that accounts and contact info that lives in your CRM also lives in your Ad Business Mgt system - And So that opportunities in get updated with proposals and bookings from the field - this way, a VP or CRO can run a pipeline or forecast report form your CRM and be confident it includes real time info from the later stage acvity (such as proposals, reserved bookings and action signed IOs) - In terms of roles – Sellers usually stay in and Sales planners typically work in the Ad Biz Mgt system-Mid size media companies need ABM, but maybe not CRMIf all you need to do is keep track of business, accounts, contacts, pipeline and forecasting, you can get that from your Ad Business Management systemFor these sized companies, most of the direct sellers are in the ABM managing their pipelines, proposals and orders in that one system
  • If you’d like to learn more about how we’re helping our clients be successful, feel free to come find John Hancock or Whitney Savalis…stand up guys…Let’s give a round of applause for our moderators.Now don’t’ move. We are going to give away $5000 in cash (ear piece….hold on….OK got it….it’s actually a Amazon Nook…sorry about that…also good though...)Holiday times, gifts, give it to a cousin….
  • Next slide for THANK YOU AND LORNE INFO
  • iMedia Agency Summit- Best Practices for Using a CRM in Media

    1. 1. The Problem:Generating premium ad revenueis becoming harder 12/19/2011 Proprietary and Confidential.
    2. 2. What systems do salespeople usetoday to do their jobs? Customer Ad Business Relationship Management Management (ABM) CRM 12/19/2011 Proprietary and Confidential.
    3. 3. Why do most companies use ? • Familiar to sellers • Robust reporting • Different views of data • Solid pipeline/forecasting • Flexible customization
    4. 4. Table Discussion1. How do you use or your CRM today?2. Are there examples of how you use or your CRM, specific to the media business, that has added value to your sales people, sales mangers/VPs or your clients?
    5. 5. What Have We Learned? 12/19/2011 Proprietary and Confidential.
    6. 6. CRM Can’t Solve All Your Problems Issues CRM Solved Issues You Still FaceProduct/ • Ability to create • Unable to standardize products so that it’sInventory products easier to manage inventory • Unable to keep track of reservations • Can not package together lines of inventory (mobile, display or video)Sales • Track prospect and • Unable to show sales team accurate avails customer information • Unable to respond to RPFs and agency systems • Track opportunities • Unable to provide rules and discipline around product inventory
    7. 7. Now what do you do? 12/19/2011 Proprietary and Confidential.
    8. 8. “I want ONE view of ALL the products I can sell AND available inventory.” Performance
    9. 9. The Solution: Ad Business ManagementDemand Supply DEMAND SYSTEM INTEGRATION Advertiser Display Ad Server SUPPLY SYSTEM INTEGRATION Product Packaging Trafficking Operations Agency Mobile Ad Server Accounts & Contacts Mgmt Campaign Management Ad Network RFP Management Invoice Processing Video Ad Server Reports Exchanges Print Production Inventory Management Publishers Business Intelligence & Data Warehouse Publishers Demand Planning CRM Tools Forecast Systems Supply Planning DSP Audience Financial Data Broker CRM Tools Forecast Systems Third-Party Data Applications Internal Business Systems
    10. 10. Table Discussion:1. What are some of the challenges your dealing with today and how have they become more complex compared to 5 years ago?2. In today’s new market, what are all the reports or business intelligence necessary to be competitive?3. What data is needed in front of a rep when a buyer calls them inquiring about an upcoming campaign?4. What type of reporting or yield management information would help you grow your eCPM of your site, products or packages?
    11. 11. 12/19/2011Proprietary and Confidential.
    12. 12. Who Needs What? What does best in class look like?Large Media Companies• CRM• ABM CRM ABM• ABM/CRM working in unisonMid Size Media Companies• ABM ABM• CRM (not always) 12/19/2011 Proprietary and Confidential.
    13. 13. CRM + ABM Will MakeYour Life Easier• One system• Easy access• Better reporting 12/19/2011 Proprietary and Confidential.
    14. 14. 12/19/2011Proprietary and Confidential.
    15. 15. Thank you!Lorne BrownFounder, 12/19/2011 Proprietary and Confidential.