Are we selling to the right people?
Many media sales markets have focused on the ‘trading’ environment – with media owners targeting most of their resources on those actually making the transaction – typically buyers in media agencies. Ocean has worked with a major media group in mapping out a ‘Strategic Sales’ process, whereby the decision-making chain for each advertising campaign is broken down into its key elements, and critical decision points (marketing strategy, choice of channel, choice within channel etc) identified. This process results in a generic Marketing Value Chain where the highest impact stages can be clearly defined, and the key decision-makers and influencers targeted. Working with the client, we then re-shaped their sales team to optimise the impact made on the market.
