The traditional media sales team model focuses on selling available ad space today, asking for anecdotal feedback on campaign performance, and upselling customers. The modern media sales team model identifies key performance indicators, collects customer data, measures consumer behavior in segments, designs custom client programs to meet goals, and optimizes programs through flexibility and a shared goal between clients and project teams.

1. Traditional Media Sales Team Model
Identify Target
Customers
Sell What’s Available
Today (SWAT) Ask For Feedback (or not)
On Campaign
Performance
•Anecdotal evidence
Calculate Reach and
Indexing Custom Amplification
•Match audience to Program
large demographics •Right message, people
and frequency
Upsell

2. Modern Media Sales Team Model
Traditional
Amplification
Identify KPIs Social
•Right message, Amplification
•Collect data right platforms,
for right brands •Make it easy for
customers content to
spread
Measure
InfoMart
consumer Analyze Data
behaviour by •Create
segments transparent •Retool the Ad Sales
journalistic & ad teams to become
•Rather than Project Managers
content for the
target large
customer
demographics
•Tag to measure
data
Optimize Programs
Identify the arenas •To meet KPIs
of engagement •Requires flexibility
FUTURE?
•Print, online, Design Custom from client
tablet, Client Programs •Both client and •Help clients
smartphone project team with financial
motivated by same conversions
goal