The Sales Organization: To Integrate or Not to Integrate

In this new-media world, if your company sells content—if you’re a magazine publisher, for instance—via multiple channels, you need an integrated sales organization. Having one team to sell just print and another to focus on Web advertising is no longer effective, now that more marketers and agencies are demanding integrated marketing programs, along with product and industry knowledge, creative proposals, and new ways to spend their marketing dollars.

First step is to find out what your clients expect from your reps. D o they want detailed product info, technical know-how (for instance, an explanation of rich-media options), and comprehensive proposals including syndicated research? Or are they just looking at the Web as a “value add” or merchandising opportunity?

Many agencies are starting to handle both print and Web ads, so they will want to talk with one rep and not have to deal with multiple reps from the same publisher. You may want to consider reorganizing account assignments to minimize multiple reps per account. This may require some revamping of your sales compensation programs.

Not only should your print reps become expert at selling Web ads (and let’s not limit this to the Internet but include e-mail, mobile, etc.), but their assistants, associates and your marketing staff have to get up to speed as well. You will need to provide more technical and product support and ensure understanding of site metrics and editorial programs. The team will need to be aware of working in a world with lots of moving parts, getting appropriate creative, testing, tweaking, and being able to provide reports (at least weekly) and to support campaign optimization.

You have to make sure your efforts in Web advertising are not cannibalizing print sales. The sales process and support has to be made more efficient so that increased productivity and accountability are part of the reorganization. You need to set up programs and processes that are investments in skill development and continued learning. You need to assess which reps can quickly adapt to a changing marketplace.

Finally, you must involve all the stakeholders in making these changes. Marketing staffs, HR, editorial, and production all have to work as well-oiled machine to create and innovate in a content world dominated by “customers in control” and ROI-demanding clients.

Leslie Laredo is president/founder of Laredo Group (www.laredogroup.com), a sales and marketing consulting firm based in Plantation, FL. For more advice from Laredo, click here.