I spent some quality time in the field earlier this week, consulting on-site with the Quincify digital agency team from Quincy Media, the broadcast TV group with properties across 7 states. Quincify is a dedicated digital agency, supported by the TV stations, but operating independently.
I met with the leadership team to discuss best practices and generate actionable ideas across every aspect of the agency: from ramping digital sales to streamlining fulfillment…from focusing the product suite to improving client reporting. As I did, here are a few of my top takeaways that are likely relevant to many across the local media ecosystem.
Are you seeing similar things with your digital agency and digital sales initiatives? Different? Other ideas to bring up for consideration? Your feedback here is welcome!
- It sounds simple, but what kind of agency do you want to be? One that focuses on selling smaller-ticket products to SMBs, perhaps through high-volume inside sales? A creative services and branding shop focused up-market on solving more complicated problems for bigger businesses. Something else? Defining who you are, who you want to reach, and how you plan to reach is them is a critical cornerstone of the strategic plan. Otherwise, there’s risk of being a “me too” or lurching in too many directions at once. And that’s a tough spot in a space as competitive as digital marketing services.
- In sales, managing to activity – not just to results – is vital! We heard this at Media Transformation, and it continues to ring true. For sales reps and managers alike, it starts at the very top of the funnel and means managing all the way through to the sale, understanding conversion rates at each stage, and identifying where there are breakdowns. This gives managers full visibility throughout the sales process and enables AEs to focus on improving and optimizing specific activities. It also allows for more specific and achievable goal setting.
- Creating a robust onboarding plan for new sales team members is essential! And not just a couple of days reviewing a gaggle of products. The culture of the place that the rep is joining, the foundations of effective selling, and the tools and processes they have at their disposal. Products come last. This onboarding may last several weeks, and that’s fine. It’s not about getting reps on the sales floor as soon as possible; it’s about creating an environment that they buy into that gives them the best opportunity for enduring success.