About this eBook

The media advertising industry is fiercely competitive. Media companies struggle to find a competitive edge. Let alone realize the traditional business school notion of a ‘sustained competitive advantage.’ Chief digital officers, publishers, and others are focused on ensuring a media organization’s products and services are compelling in the marketplace. While high-level operations executives obsess 24/7 over a different key question: “How can our ad sales process run more efficiently and effectively to make a measurable impact on both the top line and the bottom line?”

This has become an even more challenging task post-pandemic. Most media companies moved their ad sales organizations to a fully remote model. Despite positive indicators on the horizon, many companies will likely remain remote for the foreseeable future. It’s more challenging to make connections, nurture advertiser and agency relationships, gain real-time insights into sellers’ interactions, monitor the pipeline, and closely monitor industry trends.

Media operations executives, COOs, and heads of sales operations will play a critical role in the long-term health of ad sales organizations. If they can effectively oversee ongoing transformation efforts and take a holistic approach to achieve operational excellence spanning four key areas: data, people, process, and platforms. This approach is a framework V2 has leveraged while working with many enterprise media clients, and one V2 has appropriately coined as “D(3P).” Combining a business transformation framework spanning people, processes, platforms, and data with a commitment to leveraging a Salesforce CRM system can be a recipe for long-term success.

This eBook shares our firm’s lessons after working for 15+ years with many small, mid-sized, and predominantly global media organizations. V2 shares insights about where forward-thinking media operations executives should invest precious time and energy spanning people, processes, platforms, and data. Are eager to craft a winning strategy for your ad sales organization with Salesforce as a central platform? You’ve come to the right place.