Login

Sometimes Reality Stinks in the Media Sales World

by | Apr 3, 2013

Why waste time on cold calls when you can make 25 warm, value-driven touches in the time it used to take to make five cold calls?

Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is. Every call, every email, every outreach should be strategic, and that starts with having the right data.

That’s where Data Enrichment, powered by the ShareBuilders Assistant, comes in.

The Hidden Cost of Cold Calls

Cold outreach is the least efficient part of the sales process. Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.

It may not be that your pitch is wrong. It’s that your data isn’t working hard enough for you.

Data Enrichment solves this by doing what no spreadsheet ever could: it intelligently fills in the blanks, updates stale records, and gives you the confidence that your message is reaching the right person at the right time — with the right message.

Smarter Outreach Starts with Enriched Data

Imagine opening your CRM and instantly seeing:

  • The correct contact with title, email, and phone number

  • A full DISC assessment of the contact you are reaching out to

  • Pain points and insights for every account

  • Brand logos, colors, and taglines

  • Past activity and pending revenue, all in one view

That’s not a dream — it’s data enrichment done right.

Powering Personalization with Purpose

Today’s buyers don’t respond to generic outreach. They respond to personalized, value-driven conversations that prove you’ve done your homework. That’s why Data Enrichment doesn’t just clean up your CRM — it powers strategic VBRs (Value-Based Reasons) that connect to real challenges and opportunities.

Whether you’re prospecting new business, upselling, or renewing, your team can confidently engage with messaging that resonates.

With the Data Enrichment Assistant, your team can:

  • Identify Relevant Contacts: Stop guessing and start connecting with decision-makers and influencers.

  • Keep CRM Records Up to Date: Automatically capture changes in leadership, ownership, or structure across brands and stations.

  • Craft Stronger VBRs: Leverage insights to tailor outreach based on real business context and market dynamics.

  • Accelerate Sales Cycles: Spend less time researching and more time selling.

  • Drive Higher Response Rates: Personalized, relevant outreach cuts through the noise and earns replies.

More Than a Tool — It’s a Revenue Strategy

Data Enrichment, powered by the ShareBuilders Assistant, is more than just a feature. It’s a sales enabler designed specifically for media sales teams who want to get serious about performance.

For national reps juggling dozens of accounts or local sellers trying to stand out in a competitive market, data enrichment means every touch is smarter, faster, and more likely to convert.

Built for Media Sales. Backed by ShareBuilders.

At ShareBuilders, we’ve spent decades helping media companies grow smarter and sell better. We know how fragmented ownership groups can be. We know the importance of timing, trust, and targeting. That’s why our Data Enrichment is purpose-built for the unique needs of your industry.

So whether you’re working in television, radio, out-of-home, or digital, we’ve got your back.

Ready to Activate Warm Leads at Scale?

Reps shouldn’t have to choose between volume and value. With ShareBuilders, they don’t have to. The Data Enrichment Assistant transforms your sales outreach by turning disconnected data into connected opportunities. Click the button below to learn more or book a demo!

Let's Talk Data Enrichment!
Take a good look in the mirror to make sure you're doing all the right things! Take a good look in the mirror to make sure you’re doing everything possible to meet your goals.
Rice crew team training in mock shells before mirror. Bain News Service, publisher. Library of Congress.

Sometimes, reality sure does stink in the media sales world. If you are making a living in sales, certainly in media sales, most likely you are nodding your head in silent agreement without even realizing it. If you have been in the business a while, you may even fondly remember the good ol’ days when things were different: you could make a solid living and the job was so much more fun.

But this is the case in many careers. Reality can stink because we analyze our present status quo compared to the vision we have in our heads of what we want our life situation to look like. If there is a large gap between reality and our visionwell.you get the drift.

If we want to change our status quo into our vision, how do we do it? The first place to begin is to look in the mirror, and to do so honestly. The first person who will benefit from honest introspection is you.

  • Are you doing everything you can each day to move your current reality towards your vision?
  • Are you working with accounts where the client benefits from a relationship with you and your product or services?
  • Do you fit with your current accounts and your prospects?
  • If you do your best work with these accounts, how does that work turn into results for them and sales for you?
  • Are you analyzing where and how you are spending your time and energy? The activities you are involved in each day?
  • When you arrive each day do you have a plan of attack, or do you create a sales plan on the fly and in the moment?
  • Activities are certainly important, but also look for the outcomes of those activities: are you productive or unproductive?
  • What are you doing that if you repeat consistently will produce results, and what do you need to stop doing that will also move you towards your goals?
  • Do you surround yourself with positive people, activities, and thoughts, or do you get caught up in a negative mindset or are influenced by negative people in your environment?

You may be saying to yourself, Man, you are asking a lot of questions. I just need answers. Asking questions like the ones above will help you to begin to take a hard look your sales reality. Figuring out where your time is being spent and what activities are resulting in opportunities will help you take a realistic look at your sales processes and should allow you to take a big step toward narrowing the gap between your sales reality and sales vision.

The good news for you is that just by beginning this process you are on your way to reaching that picture in your mind. This process and your analysis can also get a big assist from many of the quality contact relationship management (CRM) software programs that are out there available in the business space today. When properly engaged, media software tools can provide you and your sales organization as a whole with better transparency and metrics so that you can judge just how productive your new reality can be.

[hs_action id=”855″]

Recent Posts