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A Sarcastic Bit*h ‘s New Year ‘s Resolutions for Media Sales

by | Dec 31, 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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!
sarcastic new year's resolutions for media sales We at Efficio wish you a happy, healthy and prosperous new year!
New Years Greeting, Chinatown, 1912. Bain News Service, publisher. Library of Congress.

Yeah, we are all going to lose weight, call our parents, spend more time with our kids, give to charity, and make one more new business call every day.

These resolutions will last until someone brings donuts to work, your mom asks again when you are going to come by, your kid ‘s play time gets in the way of the football game on TV, your first quarter commission check goes to pay for Christmas so you will start that charitable giving in second quarter, and you are too busy with all the minutia at work to make that new business call (but I will make two tomorrow promise!).

So, with a hint of sarcasm (sarcasm? ME?), here are some New Year ‘s resolutions some people in media sales CAN keep:

  1. I resolve to keep track of my life in a DayTimer, Franklin planner, or on a legal pad. I do not need a CRM system or technology telling me what to do. It is a waste of time and I don’t need reminders. I can use Post-it notes and stick them on my monitor if it is important. And I don’t really want anyone to know where I am going or what I am doing anyway.
  2. I resolve to give my manager peace-of-mind by appearing to work hard. I will show up each morning, make the rounds so everyone knows I am here and working, then leave with purpose, giving the impression that I have an important appointment. I will return each day at the end of the day to answer emails and return phone calls. What I do in between doesn ‘doesn’t really matter as long as I appear to be working hard.
  3. I resolve not to waste my customer ‘s time by asking them a bunch of questions. I know how much they can spend, so I will bring them packages that fit into the budget they have spent in the past. They like a good deal as much as the next guy. I know they will say “no” more often than not, but a no is one step closer to a yes, because eventually they will buy something, right? And then I can tell my manager I did present that package we had for Valentine ‘s Day or the Super Bowl.
  4. I resolve to hang on tightly to every account in my name. If I am limited in the number of accounts I can have, I will technically put them up for grabs, but will make it clear to anyone else who wants a shot at them that these clients have a relationship with me and don ‘t want anyone else to call on them. As this annoying CRM system is limiting me, it would be a waste of your time (and I would get you back, and we know about paybacks, don ‘t we?). I will hang on to these accounts because you just never know when the fax machine will spit out an unexpected order, and when it does, it will probably be one of my accounts.

Finally, for Managers

  • I resolve to hold my media sales people accountable to the do as I say, not as I do philosophy. Once they have reached my position, they can take off a little early, play a few holes on a sunny Friday, or not use the technology to keep track of pendings and meetings if they don ‘t want to. I am very busy with a lot of stress on me that they don ‘t understand. But they had better use their CRM, their calendar, be accountable and give me a full-day-plus to be as successful as I am.

Make resolutions you will keep, that will help you make more money in media sales, and that will buy you time so you can spend it calling your parents and doing things with your kids. Happy 2014.

By Kitty Malone, Efficio Solutions Manager of Client Services
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