The revised sales team: Getting the right talent and structure, selling first-party fueled advertising amid a range of offerings, and how we measure what we do
Role of future sales teams
What should the future structure look like?
What should they sell?
Activate subscribers
What and how are news publishers selling?
The pandemic saw us take a fresh look at our advertising sales teams in terms of who they are, what and how they sell, and how we need robust future structures that help lead us to a new future. This INMA master class will bring in expert speakers on a range of topics that will provide guidance as to how we should approach advertising sales in our media companies going forward. A must-attend three-module event for senior management and sales teams alike.
Speakers
Russell Foxley
Data Innovation Specialist
Guardian
United Kingdom
Eimear Moran
Media Solutions Director
The Irish Times
Ireland
Kris Barton
President, Digital Marketing Solutions
Gannett
United States
Annie Lidesjö
Head of Operations and People
NTM
Sweden
Thomas Lue Lytzen
Director of Ad Sales and Tech
Ekstra Bladet
Denmark
Boaz Shkolnik
Director of Advertising
Mediahuis
The Netherlands
Paulo D. Mira
President & CEO
PHD Mobi
United States
Machteld Oudejans
Management team, Analytics & Operations
Mediahuis
Netherlands
Chris Patheiger
Vice President of Product
Toronto Star
Canada
Quang Do
Principle
Alexander Group
United States
Thomas Shultz-Homberg
CEO
KStA Media
Germany
Curated by
Mark Challinor
Lead, Advertising InitiativeInternational News Media Association (INMA)
Topics
Examination of the agency vs publisher relationship: Is it broken?
Is it better to focus selling from in-house?
Is print part of the future sell?
New ad formats?
Branded content
Should responsibility for commerce come under sales teams? What else?
Owned media vs bought, Who is best positioned to sell these? Should we focus on just what we know/own?
Becoming an in house agency. Case studies of success v cases studies of “keeping it “traditional."
Social media platform advertising. How do we feel about selling this? What is our response to it?
The future role of agencies. Is going direct to advertisers always optimal?
How should we structure our future sales teams?
How does WFH affect team functioning?
How should sales teams prioritise which formats/platforms to sell?
Use of data/audience segmentation (inc 1st party data and the cookie less future). Implications for sales teams?
Measurement. KPis for advertisers and in house alike.
Examination of the agency vs publisher relationship: Is it broken?
Is it better to focus selling from in-house?
Is print part of the future sell?
New ad formats?
Branded content
Should responsibility for commerce come under sales teams? What else?
Owned media vs bought, Who is best positioned to sell these? Should we focus on just what we know/own?
Becoming an in house agency. Case studies of success v cases studies of “keeping it “traditional."
Social media platform advertising. How do we feel about selling this? What is our response to it?
The future role of agencies. Is going direct to advertisers always optimal?
How should we structure our future sales teams?
How does WFH affect team functioning?
How should sales teams prioritise which formats/platforms to sell?
Use of data/audience segmentation (inc 1st party data and the cookie less future). Implications for sales teams?
Measurement. KPis for advertisers and in house alike.
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