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What ‘s Next? (Because You Just CANNOT Live in Your Parents ‘ Basement!)

by | May 14, 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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!
be prepared for the next thing in media sales Be prepared, just in case you have to move.
The family of Almond Drake on moving day, 1941. Forced to leave the Pine Camp expansion area, they are moving to a new farm in Adams, New York. Jack Delano, photographer. Library of Congress.

It was bound to happen. Just when I thought I had made it through the season unscathed, there in my mailbox was that thick envelope containing a relative ‘s graduation announcement (and wasn’t he only ten a couple of Christmases ago?). Graduation that time when you are full of accomplishment and ready to set the world on fire.

But suddenly, at the same time, the rug has been pulled out from under you. The safety net is gone. Your dorm room or shared apartment will be thoroughly cleaned to be ready for the next guy. Your structure of classes, games and weekends seen through beer goggles is no longer in place. So, what ‘s next?

If you have been in media sales for very long, you have probably had the same feelings that many graduates have right now. Maybe you hit a plateau. You have your list, your people, your ways, and it works just fine until it doesn’t.

Sometimes change is forced on you, perhaps by new ownership or a new manager. Your safety net is gone and the future is uncertain. Just like the new grads, you may be pushed out of your comfortable cocoon and forced to grow. What do you need to do to keep yourself out of the basement?

  • Prospect. Set aside time each day to look for opportunity. You can cold call door-to-door, pick a business category and get on the phone to get appointments, or do research and focus on a solid idea for a specific target. Use your CRM and media sales analytics program to view your billing history and to see who was on for the upcoming six months last year or the year before. Just find and develop new business.
  • Reach a little higher. If your budget has become comfortable, reset it. Negotiate with your manager that if you bring in X more business, you will get dinner at the nicest place in town, or tickets to the game in the station box, or whatever it is that will motivate you. Fix that new goal in your head, put it in front of you and don ‘t be satisfied until you hit it.
  • Become the expert at some aspect of media sales. Take a class or online seminar, or ask questions of a mentor. Maybe learn more about how to do vendor programs or make money from events; maybe become an expert user of your CRM software, or get tips on how to prospect from a seller you respect or your manager. You will grow mentally and become more valuable if you are the go-to guy.
  • Embrace technology. Face it it isn’t going away. The days of the written call sheet, projections done by hope and prayer, and not being accountable for your time are history. Use CRM and sales analytics tools to save yourself time and stay organized, and use that solid information to help make good decisions and plan for the future. You will work smarter and make more money.
  • MOVE. Move out of the basement. Make a pledge and a plan to do something to grow, and reach for a new comfort zone. Don ‘t wait for life to happen. Set new goals and get going.

If you hit a plateau and are comfortable in your old room, or if change is forced on you, you don ‘t want to be unprepared in case New Owner Mom or New Manager Dad kicks you out of the house. When you are faced with what ‘s next? MOVE!

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And speaking of New Manager Dad, does being a meanie really bring out the best in your media sales staff?

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