Ad Sales Best Practices

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Ad Sales Best Practices
Track Industry Focus Media

• Andrew Savitz, salesforce
• Bill Doane, Wall Street Journal
• Allison Howard, salesforce

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Andrew Savitz Sr. Director, Media Solutions
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Agenda

• Welcome - A Year In Review
• The Media Track At A Glance
• Media Best Practices
• Case Study Wall Street Journal
• SF4AdSales Demonstration
• Question Answer

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We Have Been Busy Since We Last Saw You!
Nov 08
Nov 08
Newspaper User Group Launched
Oct 08
May 08
Split Commissions Winter 09 Release
Jan 08
Dec 07
Nov 07
Idea Exchange For Media
Oct 07
Sep 07
Manhattan User Group Launched
Mar 07
Ad Sales Roadshow
Media Team Assembled
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The Media Track
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Other Media Events
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Monday, 1245pm

• User Group Chairs
• New York Times
• The Wall Street Journal
• Freedom Communications
• The Tribune Company

Register onsite or at http//usergroups.salesfo
rce.com/newspapers/
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Media Best Practices
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Establish Your Vision
Sales Success
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Capture Information Critical to Your Business
Top RFPs
Pipeline
Rep Activity
Level Of Influence
Pipeline By Rep
Top Accounts
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Measure And Track Results
Revenue Targets
Pipeline vs. Bookings
Volume By Agency
Pipeline By Dept.
Volume By Product
Win Rates
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SF4AdSales Configuration Best Practices

• Configuration Best Practice
• Advertiser-Brand-Agency
• Ad Campaign Management
• Split Commissions
• Schedules Flighting
• Sales Reports Dashboards
• Forecasting
• Insertion Orders
• Discussed Editorial
• Integration to Ad Systems
• Integrated Marketing
• Cross-Property Collaboration
• Comp List Subscriptions

• New Customers
• www.salesforce.com/adsales
• www.appexchange.com

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Most of All, Take Baby Steps!
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Some Gems to Put in Your Back Pocket
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Bill Doane CMG Print Project Manager
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About Dow Jones Company
Dow Jones Company (Dow Jones) is a leading
provider of global business and financial news
and information. The company's major products
include The Wall Street Journal, Barrons, Dow
Jones Online, MarketWatch and Factiva.

• INDUSTRY Newspapers, Publishing
• EMPLOYEES 7,400
• GEOGRAPHY Global
• USERS 400
• PRODUCT(S) USED Salesforce CRM SFA, 3 downloaded
  AppExchange applications Factiva SalesWorks,
  Crystal Reports, Bluewolfs Integrator, and Cast
  Iron Systems.

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Our Vision Is Simple
Create one unified customer hub to enable sales
collaboration, efficiency and visibility and
ultimately to drive a superior customer
experience.
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Business Drivers

• Collaboration
• Holistic view of the customer and revenue
• Across properties and departments
• Efficiency
• Sales one-stop-shop
• Reduction in total number of systems used by reps
• Visibility
• Centralized customer forecast
• Management visibility across the business

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Key Challenges

• Business Challenges
• Reduce sales time in all 3 advertising systems
• Reduce number of systems needed by sales reps
• More timely and accurate reporting
• Centralized customer forecasting
• Manage revenue contracts
• Reduce manual workflow
• Reduce inefficiency of customer creation
• Improve customer experience
• Technology Challenges
• Integration between 4 backend systems

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Small Steps To A Big Goal One Customer
2004
2005
2006
2007
2008
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Customer Creation Was Simply Too Complex
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A Richer, More Simplified ExperienceOur Customer
Hub in the Cloud
Customer Hub
Integration Backbone
Integration Backbone
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Mission Accomplished The Results

• Salesforce is the single system for sales to
  manage customer information
• Eliminated duplicate accounts
• Visibility of all products at the account detail
• Accurate revenue contracts
• Centralized forecasting (including splits)
• Accurate sales reports dashboards
• Eliminated manual processes
• Higher customer satisfaction

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Single Customer View
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Centralized Forecasting
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Lessons Learned

• Re-use instead of build
• Network with salesforce.com customers
• Adoption

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Allison Howard Sales Engineer
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The Ad Sales Standard
Collaborative Selling
Forecasting Reporting
Ad Campaign Management
Advertiser, Brand Agency Relationships
plus, all the core CRM functionality in
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Questions?
Andrew Savitz Sr. Director, Media Solutions
Bill Doane CMG Print Project Manager
Allison Howard Sales Engineer