Finding, Grooming and Keeping Your Digital Sales Talent

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Finding, Grooming and Keeping Your Digital Sales
Talent

• R.J. Hilgers, VP Client Partner, Avenue A
  Razorfish
• David Courtney, President, COO CFO, Adify
• Liberty Carras, VP Sales, Drive PM
• Andy Grosso, Partner, Riviera Partners

Hosted by
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Upfront

• R.J. Hilgers, Avenue A Razorfish
• David Courtney, Adify
• Liberty Carras, Drive PM
• Andy Grosso, Riviera Partners

Moderating

• Scot McLernon, Upstream Group

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Premises

• As hard as it is today to recruit and retain
  digital sales talent, its not getting easier any
  time soon.
• The job is changing our approach to these issues
  must change too.
• Money talks, but not perhaps as loudly as you
  might think.

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Discussion One

• Given the escalating cost of direct digital sales
  experience, is it time to look to alternate
  channels for new hires?
• Where will the next generation of digital sales
  talent come from?
• Technology Sales?
• Traditional Media?
• Buy Side?
• Whats the most important word in Digital
  Sales Digital or Sales?

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Discussion Two

• How do you feel the job of the digital seller
  will change in the years ahead?
• What skills and talents will we be looking to
  hire and foster?

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Discussion Three

• What Market Forces are putting the most pressure
  on the digital sales talent pool?
• What are the factors other than direct
  compensation or company ownership that cause
  good sales people to switch companies?

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Whos Satisfied and Whos At Risk?
Nearly half of those surveyed are outwardly
satisfied -- and probably relatively effective
-- sales producers. But they have an ear to the
wind and might be considered flight risks. This
is the group weve chosen to examine and analyze
most carefully.
Extremely Satisfied
Satisfied, But Open to Options
Ambivalent Very Open Actively Seeking
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In order to reach my professional and financial
potential, Ill have to leave my current company.
Nearly 40 of those at risk already feel that
theyll have to leave their current company to
achieve their professional and financial
potential.
Who Agree and Strongly Agree
N 208
Extremely Satisfied
Happy, But Open
Ambivalent, Looking
9
I feel frustrated by the lack of growth
in my
interactive sales career.
Nearly 1 in 4 at-risk salespeople are quietly
frustrated by a perceived lack of growth in their
sales careers. Almost none of those who are
extremely satisfied feel this way.
Who Agree and Strongly Agree
Extremely Satisfied
Happy But Open
Ambivalent, Open, Looking
N 209
10
I feel intellectually stimulated in my current
sales role
The at-risk seller is significantly less likely
to feel intellectually stimulated by her work.
Who Agree and Strongly Agree
Extremely Satisfied
Happy But Open
Ambivalent, Open, Looking
N 209
11
My company is invested in
my
personal and professional success
The at-risk seller is also less likely to agree
that the company is invested in her success.
Who Agree and Strongly Agree
Extremely Satisfied
Happy But Open
Ambivalent, Open, Looking
N 208
12
My company provides me with enough high-quality
training to help me compete and grow.
Quality Training received one of the lowest
levels of agreement among our
questions. Less than half of those at risk feel
theyre getting the training they need to compete.
Who Agree and Strongly Agree
Extremely Satisfied
Happy But Open
Ambivalent, Open, Looking
N 207
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Career Goals- All Respondents
As I think about my career in Interactive
Advertising, my most important consideration will
be
The more responsibility the respondent had, the
more important this factor became
Those who were ambivalent about many questions
rated this factor more important
N 211
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What to Do?

• Develop a Retention Plan
• How will you define success in VER(valued
  employee retention)?
• Does retention receive the same attention as
  recruitment and hiring? It should.
• Over Communicate
• If youre truly interested in the personal and
  professional success of your valued employees, do
  they know it?
• Position investments in training and staffing as
  steps toward supporting them in their long term
  success.
• Non-Traditional Compensation
• What can you offer besides dollars, stock and
  promotions?
• What will intellectually stimulate and
  emotionally reward your key players?

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Can Two Days Change a Digital Sellers Life?

• April 7-8
• Doral Arrowwood Resort
• Rye Brook, New York

• May 15-16
• Dolce Hayes Mansion
• San Jose, California

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The Experience
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The Curriculum

• The Online Ad Experience Where its at and Where
  its Going
• Marketecture  Getting Higher, Going Deeper,
  Earning More
• Strategy and the Agency  Creating a Space for
  Ideas and Selling them Through
• Sales Philosophy  20 Great Sales Ideas You Can
  Use Every Day
• Selling with Research  What Matters and How to
  Make it Work for You
• How Things Work in Agency Planning (and Why they
  Sometimes Dont!)
• Internet Advertising for Beginners The Basics of
  our Business for the First-time Seller
• Traditional Media Measurement  Comp, Coverage
  and GRPs for the Digital Seller
• Living with Search  Why Your Customer Buys
  Search and How you can Compliment It

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Keynote Speakers

• May 15-16
• Dolce Hayes MansionSan Jose, CA

Wenda Harris Millard President, Media Martha
Stewart Living Omnimedia
Jeff Lanctot SVP, Global MediaAvenue A/Razorfish
Sarah Fay CEO, Carat and CEO, Isobar U.S.
Thom Campbell Sr. Media Manager Intel Corporation
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www.upstreamhabitat.com

• April 7-8
• Doral Arrowwood Resort
• Rye Brook, New York

• May 15-16
• Dolce Hayes Mansion
• San Jose, California