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Are You a Hunter in the World of Media Sales?

by | Oct 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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!
are you a hunter in the world of media sales Are you a hunter in the world of media sales?
Hunting Season, Upper Arlington, Ohio, 1918. Upper Arlington Historical Society.

Many people say fall is their favorite time of year. Cooling temperatures replace the excessive heat and humidity of summer. Fall foliage is changing into multi-hued colors of oranges and reds and is in all of its God-given glory. I love fall best as well and like leaves too, but fall means hunting season has arrived.

There is nothing like the advent of deer season for a hunter, and with it the chance to match wits with one of God ‘s stealthiest and smartest animals that occupy space on this earth: the white tailed deer. Not with a gun either, but with a compound bow. That takes skill.

Some folks understand hunting and others do not. Trust me; I live in a household with three ladies who can’t understand why I must put my sites on Bambi each weekend, but they do love a good venison burger or a hot bowl of chili, as long as I am careful not to mention the source of their protein.

So how does the harvesting of a white-tail each fall compare to making a living in media sales? Let me share just a few observations and how both pursuits may indeed require similar activities.

  1. Preparation. Great hunters, like great media sellers, prepare to be successful before doing anything. In hunting, I spend time during the heat of summer scouting locations, looking for signs of deer trails, fighting mosquitoes the size of Delaware, and discovering where to put hunting stands that will intersect with deer activities. Media sellers must prepare by scouting for new business and new marketing needs from existing clients. What accounts or categories are growing and expanding, and which ones are in contraction mode? What changes are affecting current customers and how can your marketing expertise help them? You can only hunt so many pieces of land to be successful, and the same applies to media sellers. The type and number of accounts on your list will go a long way in determining successful revenue outcomes.
  2. Understand, accept, and engage the process. After preparation I am a lot more confident in my chances of success, but nothing happens until I get out there in my stand, until I act on my desire to harvest a deer. Yep, five dark thirty is normal wake-up time to allow me to get to the field and dress quietly in the dark and cold to begin the process. Trust meit is very easy to stay in a warm bed and go after them tomorrow. Same thing in media sales. It is hard work and nothing happens in today ‘s world unless you actively make it happen. Get out of bed a half hour earlier, get to the office, and educate yourself on station capabilities, or get up to speed on today ‘s economic opportunities by reading your favorite business publication one of mine has always been the Marketplace section of the Wall Street Journal but pick your own publication or RSS feed and then explore each day for trends that will help you achieve.
  3. Track and record activities that produce positive outcomes. When hunting, I keep a journal of dates, times of day, moon phases, wind direction, stand locations, and other information that assists me in understanding and repeating my success, and the accompanying failures, year to year. Do you use a CRM to track your account activities and outcomes? If not, consider finding and investing in an industry-specific CRM for media sellers. This type of program is specific to your world and will assist you in following accounts, spending levels, timing, sales process progress, pending business, aging, and so many other impactful areas that you should record and keep track of. I do it in deer hunting because trying to keep all this information in my mind has proven to be futile. The same applies in media sales. Use the CRM tool in your toolbox and help yourself be more successful year to year.

In hunting, there are many chances to stay in bed if you will. Don ‘t complain about not having meat in the freezer when you didn ‘t hold yourself accountable, because you know well in advance what it takes to be successful. The exact same situation holds true in media sales. A phrase many of you have heard before, If it is to be it is up to me, could not be more applicable in today ‘s world of the media seller. Like Phil likes to say at Nike, Just do it.

By Chris Crawford, General Sales Manager, Efficio Solutions

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