Broadcast Radio Rides the Salesforce wave with Analytics
Benefited from dramatically improved CRM data, normalized pipeline tracking and streamlined collaboration between inside and field sales.
V2 Helps Radio Company Up It’s Game with Sales Cloud + Tableau
A large national broadcast radio company was struggling with an inadequate CRM solution provided by its traffic solution vendor. There was little uniformity in processes, data capture and seller best practices across 25 markets. In addition, an inside sales team was having challenges adequately reporting on its activities and results and finding that handoffs to field sellers were inefficient at best. Account data from the traffic CRM solution was poorly structured to a point where it limited sellers ability to identify proper accounts to which attribute key activities and opportunities.
V2 leveraged its D(3P) consulting framework within the technical blueprinting process to identify process and change management challenges which could be discussed and optimized as part of the Salesforce launch. Working with a key Sales executive who was committed to rigor across the prospect-to-cash flow, V2 first began mapping out the inside sales process flow and MQL to SQL handoff from a procedural, data flow and technology perspective. Salesforce Leads and Activities were leveraged as were early stage Opportunities. Next, the joint V2-client team focused on a major restructuring of Account data from an order management format into a CRM seller friendly format. It was critical that each market could see only it’s respective view of an Account and related Activities and Opportunities while still providing corporate a global view of Accounts underneath an ultimate. This new structure opened the doors for improved end user sentiment and proper pipeline and forecasting.
V2 also focused significant time designing and building an Opportunities design optimized to capture revenue by product family groupings such as spot, digital, non-spot, play-by-play and other media types by market. This new design was a breath of fresh air to sellers who previously had been asked to enter very detailed order data into CRM, causing major adoption issues. This new design was both easy to use and provided a clean data set to visualize in the client’s existing Tableau deployment.
In addition, V2 saw an opportunity to leverage the Salesforce platform to track events and the sponsorships pitched for each. This custom solution provided a centralized location to manage each event like a project and avoid overbooking of a single category’s sponsorship per event.
Given the radio organization’s poor adoption of CRM historically, V2 focused much attention on devising an effective go-live and training strategy. Three pilot markets were trained and provided with quick reference guides and superusers in each market provided in-market support to local end users. Once the pilot markets were successfully launch, V2 organized a train-the-trainer summit where the other 20+ super user representatives came together in-person to get trained and help deploy the solution to their markets. Extensive train-the-trainer documentation was provided as was ongoing support to such superusers. This measured approach worked well and drove high user adoption coming out of the gate.
To close out the project strong, V2 worked with the radio organizations BI team to ensure Salesforce data could be joined with existing traffic data in Tableau in a reporting format optimized for sales executives and managers to leverage during weekly one on ones. Through intelligent Account ID mappings, this was achieved and the Tableau report joining both systems data became the new source of truth.