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2013 in the Rear View Mirror

by | Dec 26, 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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!
media sales business analysis Even if you haven’t done everything the “right” way, analyze every aspect of your business for this past year to make 2014 the best ever.
“Santa Claus” with Christmas toys on a sled drawn by white turkeys, Three Oaks, Michigan, c.1909. Library of Congress.

It ‘s December 26th, the day after Christmas, one of the busiest shopping days of the year. But you are not shopping, you are working, and the cube farm at your radio or television station looks like a pretty lonely place. You have a total of five working days left in 2013; how do you maximize those days in the face of certain seasonal realities?

Many of your peers have shut it down for the year, and, what is worse for you, so have your clients. So what do you do when it seems as if there is nothing to do?

Get busy. That ‘s right, get busy. Now is a great opportunity to take a hard look at 2013 and strategize how to make 2014 better. Since it is quiet and slower than normal due to holiday vacations, use this time positively by seriously reviewing your performance during the past year and then by creating a plan to make 2014 your best year ever.

Here are some tips on how to make the last five business days a precursor to incredible productivity and commissions in 2014:

1. Examine your 2013 activities, actions, and outcomes by asking yourself the following three questions and then generating honest responses.

  • Start this process off positively. What went well in 2013? What do you feel were your successes during the year? In fact, don’t just ask yourself this one time; keep asking yourself this question until you list ALL the things you believe positively impacted your performance.
  • Follow this question with what did not go as you had planned. Where did things fall short and you did not deliver as envisioned? Again make a list.
  • Finally, reflect on what did or did not happen that needs to happen THIS year to make 2014 the best year in your career. Remember, all three questions are best served with a LIST of honest feedback from you. If you are not truthful, you are only hurting yourself.
  • Now, you have your lists. Prioritize them by the items that you believe will be most impactful.

2. The second area for you to review is your existing book of business.

  • Use an industry-specific CRM system such as Efficio, and strategic account list management based on the Pareto principle to help you track and analyze account revenues so it is at your fingertips. You will quickly understand your key accounts where the majority of your revenues and commissions are coming from. This strategic account by account approach allows you to begin to create a strategic development plan for each account and help you minimize attrition.
  • When was the last time you updated your customers ‘ needs analyses and/or brainstormed unique and creative solutions that your station can deliver? Growing these key accounts faster than any projected market growth is Job One for you to be successful next year.

3. Finally, look at all the new business you generated during the past year.

  • Did new business cover the attrition you experienced during the year? Again use your CRM to analyze what happened with each prospect on your account list.
  • Do you have a very clear picture of the type of viewer or listener your station delivers and what type of client can benefit the most from that listener/viewer fit? Fully understanding who watches or listens to your station will allow you to filter prospects, cut out wasted time and effort on your part, and will enable you to maximize actions and activities that lead you to new revenues.

This last week of December can be a slow and unproductive week if you let it, or it can be one of the most productive and beneficial weeks of your year. Nothing will make you feel more confident and calm than knowing that you have done the heavy lifting of a thorough business analysis, and that you have a plan to move forward that you can execute.

Someone once suggested that the more you prepare, the luckier you get. Make 2014 your best year ever.

By Chris Crawford, General Sales Manager, Efficio Solutions

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