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It’s What You Don’t Know That Can Hurt You in Media Sales

by | Jul 10, 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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!
it's what you don't know that will hurt you in media sales Protect yourself from “bullets” that can bring you down by using your media sales CRM to win your own media sales battles!
Repairing front line trench after bomb explosion fifty yards from enemy trenches. France, 1917. National Archives.

When I was younger, I had an older cousin who served in Vietnam. Thankfully, he came home safe. When he returned, we would talk about his combat experiences during his tour and what it was like for him. He recalled being in combat and hearing all of the bullets flying around and the loud sounds of war. One of the most memorable things he told me was that it was always the bullet you don ‘t hear that can get you.

I have reflected on what my cousin Mark shared with me many times, and have applied it to my less lethal career of selling media and managing media sales organizations. In media sales or sales management today, it ‘s the information we don’t have visibility on, or information we don’t pay attention to, that can hurt us.

Let ‘s think about a few areas we need to monitor and know about our sales operations to avoid negative consequences and to be able to consistently achieve sales growth.

  • What are your largest and most important accounts? Do you know who they are? Have you quantified them on a regular basis? How much revenue do you derive from them? Apply the 80/20 rule of Pareto and find out. Then, make sure you offer those accounts a higher level of focus, marketing expertise, and problem solving capabilities. Job One is to protect the most influential businesses in your revenue streams.
  • Your second mission is to attack attrition. Every seller has some, but it is essential to quantify how big a hole you have in your bucket and to create strategies to reduce the leak. If the bucket is leaky, all the revenue you put in the top as new business or account growth doesn ‘t have as great an impact as it should because you are losing too much out of the bottom. Know where and why your attrition is happening. Quantify the percentage both of total non-returning accounts and accounts that are still on but spending less. Then figure out a customer-focused solution that allows you to produce solutions and ROI for these accounts.
  • For today, the last topic is the pipeline. Do you have enough in pending opportunities to get you to and above goal, given your average closing percentage? The job of any seller or manager is to put demand on the station’s inventory through matching station capability to client need. Are you doing enough of this, and is your reporting of pending accurate enough that you can take it to the bank.

These are just three examples of information you need to have a confident grasp of to be a successful sales rep or manager in the media space today. A quality industry-specific CRM and analytics solution created especially for media sales, such as Efficio or one of the others out there in the media software space, can give you a tool that will easily and quickly give you answers to all three of the information subjects I talked about above. Make sure you have a clear view of the most dangerous bullets in your world every day and you won’t have to duck for cover!

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Recently, Efficio Sales Manager Chris Crawford was interviewed for a podcast about the evolution of the media industry and the most common questions that he receives regarding Efficio. Listen to the podcast!

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