I recently came across an interesting interview with Microsoft's Chief Revenue Officer Joanne Bradford, in which she discusses MSN's sales strategy and her passion for advertising that stemmed from an early age- interesting stuff. This started me thinking: Will technology continue to erode the value of quality media sales executives?
Whether you're working in b2b media and have read about advances in digital media technology, or you're in consumer online media and actively working with behavioral targeting, re-targeting, dayparting, and ever-expanding online video, etc.- you are aware that these developments are revolutionizing how marketers reach audiences and sell product. Certainly, these technologies are what has helped fuel the tremendous growth of digital media investment at the expense of broadcast, print and other traditional media outlets.
Ms. Bradford of MSN believes the strength of the recently re-organized MSN digital sales team is in it's client-service focus, high-level personal relationships and customization. This is in direct conflict with the Google model, in which CEO Eric Schmidt believes an automated, targeted ad approach will actually displace the ad sales person. Read the details here:
http://blogs.zdnet.com/micro-markets/wp-trackback.php?p=484
It's interesting that these two giants of media have such conflicting sales strategies. I'm guessing that Mr. Schmidt probably didn't get inspired by advertising as a youngster like Ms. Bradford recalls in her story.
Google does so many innovative things and hasn't made many strategic mistakes. So, it's hard to think the fastest growing technology and media company in the world will make one here. (Yes, Google is a media company, but this is a topic for another time!) Their contexually targeted cross-media offerings in digital, radio and print are unmatched. Plus, the YouTube acquisition can only signal an eventual expansion into broadcast television soon.
However, I have to agree that Ms. Bradford's approach will help differentiate MSN in the short-term as many high-quality brands continue to move more dollars into digital media.
Excellent digital media sales pros can use the vast technology that is now available to position their sites and audiences in new ways; whether the client needs metro geo-targeting or optimization on conversions metrics, we in digital sales have tools at our disposal today that media reps could only dream of years ago.
However, when it comes to long-term success, the best media sales pros still need to execute the same tried and true characteristics that they did before the digital revolution: build trust and relationships with clients, understand goals, and deliver customized programs to meet objectives.
It's really all about selling value- some things never change. Or do they?
