Mastering Media Sales: Your Ultimate CRM Buyer's Guide

2023 brought unprecedented challenges to the media business, marked by lower deal volume, shorter lead times, and alarmingly high advertiser churn rates, as reported in our annual Boostr Media Ad Sales Trend report. 

“This industry has always been in a heyday—especially the digital side,” says Katie Schuele, Boostr’s co-founder and Chief Customer Officer. “All of a sudden, there was a real tightening of the belt. It wasn’t much fun.” 

The antidote to this turbulence, however, lies in an impeccable customer experience, spanning from the initial introduction call to the comprehensive post-campaign report. Achieving this level of sophistication is impossible with traditional spreadsheets or outdated Customer Relationship Management (CRM) solutions that can’t support the nuances of modern media organizations.

"It becomes overwhelming,” says Rob Lewis, Vice President of Sales at Boostr. “Publishers are dealing with more RFPs, and sending out more proposals and IOs. The need for a purpose-built CRM that seamlessly connects proposals with inventory and the ad server becomes paramount."

The right CRM solution can be the cornerstone of your success. It has the potential to increase conversions, elevate team productivity, and empower Rev Ops teams with valuable insights. Still, choosing the right CRM amidst a sea of options can be daunting. 

At Boostr, we’ve identified three crucial concepts to consider when evaluating CRM solutions and preparing your business for future challenges. (And for your team’s convenience, we’ve even compiled them, along with an in-depth buyer’s guide checklist and case studies, in a handy eBook available for download.)

Media sales teams operate in a complex landscape, requiring coordination across Sales, Rev Ops, Ad Ops, Finance, and more. And yet, most media companies suffer from siloed processes and disjointed data, making flawless customer experience impossible. 

When looking for a CRM made to support the complexities of today’s modern media business, consider:

1. Ease of integration: Implementing new software should enhance, not complicate, your team's workflow. CRMs built for publishers should prioritize ease of use and an intuitive user experience. Look for solutions that offer:

• Easy configuration: Solutions that are ready to use out of the box, minimizing the need for complex configurations.
• Next-level support: Collaborative vendor support ensures you maximize the capabilities of the CRM.
• Demonstrable adoption: Seek information on adoption rates to gauge how effectively sales teams are using the CRM over time.
• Robust software integrations: Ensure seamless integration with key elements of your tech stack, including your Order Management System (OMS) and financial software.

2. Availability of advanced analytics: A CRM's role is not just data storage; it's a source of actionable insights. Look for CRMs that provide:

• Customizable dashboards: Prioritize solutions that offer tailored insights based on specific priorities.
• Omnichannel forecasts: Access real-time pipeline and delivery data across all media formats.
• Media-specific data models: Opt for CRMs designed for publishers to accelerate time to value.
• Automated revenue recognition: Streamline revenue allocation with customizable start and end dates across various channels.

3. Robust sales process support: A CRM should simplify every aspect of media sales, ensuring a faster cycle and more reliable cash flow. Look for CRMs that offer:

• Commissions tools: Motivate sellers with simplified incentives calculated in real-time.
• Custom workflows and fields: Empower sellers with the ability to implement deal rules, workflows, and product lines without coding.
• Precise pipeline predictions: Access forecasts with the necessary specialization to understand high-margin opportunities.
• One-click analytics: Enable teams to access deeper analytics and data with a single click, allowing for more strategic selling strategies.

Empower your media business with the right CRM

As you navigate the evolving landscape of media sales, selecting the right CRM is pivotal. Our comprehensive new eBook, “The CRM Buyer’s Guide: Maximize ROI With Technology That Meets Today’s Challenges,” can be your guide. The eBook delves deeper into the core concepts outlined above, providing a roadmap to enhance efficiency and meet future challenges head-on. Download it here today.

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