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Picking Winners for Your Media Sales Force

by | Apr 30, 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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!
How do you pick winners for your media sales team? Do you know how to pick a winner?
Churchill Downs, Louisville, Ky, 1921. Caufield & Shook, photographer. Library of Congress.

You may not be into horses or horse racing, but for two minutes each first Saturday in May, it seems as if everybody has a favorite. When I was searching for a place to live in Louisville some eight years ago, I stumbled upon Churchill Downs. I drove into the empty parking lot, staring at the twin spires with awe. Going to the Kentucky Derby should be on anyone ‘s bucket list, and it was certainly on mine.

As Derby Day approaches this week, one can hear Who do you like? in drinking establishments and on street corners, in gyms and in offices. My answer was always, I don ‘t know yet, because as an equestrian and life-long horse owner, I had to see the horses work. I always enjoyed attending our station ‘s Dawn at the Downs broadcasts during Derby week before the sun came up, because I could see the horses at their best. Were they curious? Skittish? Focused? Strong?

My record of winning at least mint julep money was 5 to 1 when I used to watch talented horses train at dawn (darn that Calvin Borel on Mine That Bird, anyway!). My record in picking talented sellers when I was a GSM in media sales was not as solid. So, what are some secrets to stabling winners in your media sales pit?

  • Analyze the AE at work. During the interview, they should be asking good questions designed to help you solve your recruitment problems. Ask your potential hire who some of their last clients were, then ask those customers how they performed. See if they prepare for meetings and if they are successfully using a CRM or media sales analytics tool.
  • Do they want to be a racehorse or is this just a job in an industry that is fun. Racehorses can ‘t wait to run and their exercise jockeys have a hard time holding them back, especially when they feel the electricity of a big race. Your sellers should have that same passion, and you often have to slow them down to listen and help clients, because they want to sell and win. It is easier to pull back the reins and guide a racehorse than it is to try to get them to run faster.
  • Really analyze their track record. Maybe they came out a winner in their last job because the field wasn ‘t too deep. Look at the variety of jobs they had, who their clients were, and what they accomplished. Think about how they will hold up against your other thoroughbreds.
  • Don ‘t let looks fool you. Long legs and a pretty mane do not a racehorse make. Looks can deceive, so be sure you are wearing YOUR blinders. Don ‘t let that first impression keep you from looking for their talents and the heart to win the race.
  • Long shots rarely pay off. I have had my share of last place finishing sellers on whom I bet because they had a story that touched me. I have also had my share of winners on whom I bet based on a solid feeling. Listen to your gut. There is a reason you are getting those vibes. And remember, they have to win for you to win.

If you fill your media sales pit with racehorse sellers, it ‘s a sure bet you will hold a winning ticket as they head out on the streets and you hear those three words that spur them to action: And they ‘re off!

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