What you need in addition to talent are tools that deliver digital insight - insight that fuels new sales strategies and tactics.
According to a new report from the Local Media Association (LMA)*, only 1% of local media leaders strongly agree that their sales reps do a good job when it comes to selling online advertising. That’s 1 person out of 130 local media leaders surveyed.
Most survey respondents believe that a human capital problem – recruitment, retention, and training of digital media talent – is a large part of what is holding them back from online ad sales. But it’s our belief that the failure to pivot to online ad selling is not only about a lack of sales talent; it’s also about media companies not having the right insight required to fuel online ad selling.
*LMA’s report “The Big Disconnect in Local Media: How Can We Fix It?” published February 2018