Matrix – The secret to ad sales success in a changing media landscape
Mark Gorman, CEO, Matrix
The media landscape is constantly evolving, and businesses that want to succeed in advertising need to be able to adapt to change. One of the biggest challenges facing media organizations today is how to manage multi-revenue streams. With the rise of FAST (Free, Ad-supported, Streaming Television), businesses need to be able to sell advertising across a variety of channels, including linear TV, digital, and streaming.
The Importance of Unification
One of the keys to success in multi-revenue stream advertising is unification. This means bringing together all of your data and processes into a single platform. This allows you to have a single view of your customers, your inventory, and your sales opportunities. It also makes it easier to automate your sales processes and free up your sales team to focus on more strategic tasks.
There are two main approaches to unification:
- The generalist approach: This involves using a CRM system that can be customized to meet your specific needs. Implementing it tends to be more expensive, resource hungry and time-consuming than the specialist approach.
- The specialist approach: This involves using a platform that is specifically designed for media ad sales. This is a good option if you have a large business or complex needs. Specialist, industry specific, platforms save you time and money and are quicker to set-up.
The Case Study
A leading multi-revenue stream provider used a specialist media ad sales platform to improve their operations. The company had been using a generalist CRM system, but it couldn’t keep up with the demands of its business. They switched to a specialist platform, and as a result, they were able to:
- Unify their data and processes into a single platform.
- Automate their sales processes.
- Free up their sales team to focus on more strategic tasks.
- Increase their sales revenue.
The Takeaway
The case study shows that unification is essential for success in multi-revenue stream advertising. If you want to stay ahead of the competition, you need to invest in an industry specific platform that can help you unify your data and processes.
Here are some additional tips for success in ad sales:
- Focus on data-driven insights: Use data to understand your customers, your inventory, and your sales opportunities. This will help you make better decisions about where to allocate your advertising budget.
- Automate your sales processes: Automating as much of your sales processes as possible will increase efficiencies, reduce errors and redundancies, while also increasing the speed from prospect to sale.
- Build relationships with your customers: This will help you understand their needs and create advertising campaigns that are relevant to them.
- Be creative: Don’t be afraid to be creative with your advertising campaigns. This will help you stand out from the competition.
By following these tips, you can increase your chances of success in ad sales.
Matrix Solutions is a forward-thinking technology company that empowers the media ad sales world with intelligence, technology, and expertise. It provides the technology backbone for the end-to-end workflow for sales organizations transacting in the media marketplace. Its flagship solution, Monarch, is the only global ad sales platform built specifically for media, delivering the CRM and business intelligence necessary to optimize inventory. Matrix manages more than $13 billion annually in media ad revenue, has over 10K users, maintains over 95% renewal rate, and has founded the annual Media Ad Sales Summit and Media Ad Sales Council (MASC) – both of which bring together industry leaders to advance the future of media ad sales. For more information, please visit matrixformedia.com.
