The Programmatic Sales Ecosystem: The Good, The Bad and The Ugly

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What is needed to make successful a sales organization and to empower sales people to not just be good, but great? Brian Decker of Mindshare will revisit his session from last year's Exchange Summit entitled "Programmatic: It's Not Really About Cheap Media" to address the line of questioning by the audience after his presentation, which focused on the sales ecosystem surrounding automated advertising.

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The Programmatic Sales Ecosystem: The Good, The Bad and The Ugly

  1. 1. Hello. PROGRAMMATIC BUYING/SELLING ECOSYSTEM: THE GOOD, THE BAD & THE UGLY New Orleans, LA | May 15, 2014
  2. 2. Stop Selling /
  3. 3. 3 PROGRAMMATIC BUYING/SELLING ECOSYSTEM Do not under estimate the important of strong relationships between agency and media partners Goal is to bring our Client performance focused solutions
  4. 4. 4 THE QUESTIONS 1. How do we make the Buyer/Seller Ecosystem more productive? 2. What do agencies want from programmatic sellers? 3. What do Programmatic Sellers need to stop doing?
  5. 5. 5 STOP SELLING Be productive and stop wasting time
  6. 6. 6 SPARK & INSPIRATION FOR THIS PRESENTATION
  7. 7. 7 HISTORY LESSON: PROGRAMMATIC EVOLUTION
  8. 8. 8 PROGRAMMATIC: IT’S COMPLICATED Attribution Cross-Screen Measurements Privacy View-ability SDK Cookie-less Targeting XCR vs. vCE MP
  9. 9. 9 GETTING A MEETING IS NOT LIKE HERDING CATS • Know your audience • Give them a reason to respond • Add full contact info to all emails • Can you say Lunch and Learn?
  10. 10. 10 PROSPECTING: DO YOUR RESEARCH • “No I do not work on Royal Caribbean” • “No, I have not worked on IHG in over 18 months” months”
  11. 11. 11 PROSPECTING • Quotas for weekly meetings? • Having your boss or CEO is in town does not make it more interesting for agencies to take a meeting
  12. 12. 12 WHAT IS YOUR ELEVATOR PITCH? Not accomplished by sending a 52MB PDF or PowerPoint attachment (how about 140 characters?) • What does your company do? • Who does your company compete with? • Why is your company relevant to my client? Reasons to believe (RTB)? • What relevant vertical experience does your company have?
  13. 13. “If you fail to prepare, you’re prepared to fail.” (Mark Spitz)/
  14. 14. 14
  15. 15. Do Not Over-Promise and Under-Deliver/
  16. 16. 16 START LISTENING • Understand your prospect and customers industry, objectives, goals, KPIs • Recommend credible and effective solutions
  17. 17. 17 GET SMART, GET SERIOUS, GET CERTIFIED Over 1,700 people have applied for IAB Sales Certifications • About one-third are based in NYC • Over 300 companies have at least one certificant • AOL has over 500 • Ad Operation Certifications for ACMs
  18. 18. Vendors Sell. Partners Provide Solutions/
  19. 19. 19 VENDOR VERSUS PARTNER VENDOR 1. Success is measured on exceeding their sales quotas 2. Selling strategy is based on Bizarro World version of Money Ball stats that position your company as unique
  20. 20. 20 VENDOR VERSUS PARTNER PARTNER 1. Success is performance driven and measured against Client/Agency goals, objectives and KPIs 2. Provide agency with actionable insights and consultative perspective:
  21. 21. 21 THINK AHEAD ON HOW TO MAKE BUYERS SMARTER Work closely with your Account Managers • 7-day testing is a new mantra Demonstrate your knowledge • Competitive insights • Thought leadership research, white papers, articles • Leverage your internal Subject Matter Experts …
  22. 22. To Media Buyers, You Personally Are The Brand/ Your company’s credibility is on the line
  23. 23. 23
  24. 24. 24 R-E-S-P-E-C-T 1. Inform agency of upcoming Client meetings 2. Always share presentations in advance 3. Never pitch new ideas without agencies
  25. 25. Show Some Restraint / There really are situations where “No” really means “No”.
  26. 26. 26 6 KEY POINTS FOR MEDIA SELLERS 1. Stop Selling, be a Partner not a Vendor 2. Be prepared. Do your research and work on your elevator pitch 3. Listen and understand our Client’s goals, objectives and KPIs 4. Do not over-promise and under-deliver 5. Be smart, share intelligence and get Certified 6. Be Respectful to Agency when meeting with Clients’
  27. 27. Questions? /
  28. 28. 2 8 Thanks.
  29. 29. 29 BRIAN DECKER Client and NATM Social Action Leadership Managing Director, Mindshare GroupM Sherpa brian.decker@mindshareworld.com

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