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Do YOU Use Your Media Sales CRM to Pass the Eye Test?

by | Mar 20, 2014

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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!
use CRM metrics for eye test Make sure you’re being judged on the objective performance metrics of your media sales CRM rather than an “eye test.”
Retinoscopy at the School Travelling Ophthalmic Clinic, 1914. State Records New South Wales, Australia.

Well, it all began last night in Dayton, Ohio, with the play-in games, as they are known, which start off the NCAA basketball tournament. March Madness is here.

Lots of work went into selecting the RIGHT teams to be asked into the tournament by the NCAA selection committee. Committee members try to be as objective in their analysis as they can be by looking at schedules, RPI indexes, team stats, conference and non-conference schedules and results, plus so much more information so that they base those precious decisions on the actual facts as they see them.

Yet EVERYONE has their own opinion as to why a team didn ‘t get invited that should have. Which teams did that shouldn ‘t have? Which conference is the strongest and best and deserved more teams in than it got? How could the selection committee have been so blind, foolish, misguided, political, or just plain dumb?

And how do you REALLY QUANTIFY the over-used and rarely understood statement They pass the EYE TEST”? You hear Digger Phelps and Dickie V use this term to explain why one team is in and another is not. That seems a bit subjective to me, though.

How is success defined if one is using the EYE TEST? More importantly, how does all of this relate to those of us in media sales or sales management?

My suggestion is that you not let your performance and success be based on a subjective interpretation like an EYE TEST. Make sure you ‘re being judged on actual objective performance metrics. Discover what is expected, measured, and valued by your sales manager, and then track yourself working towards and hitting these metrics.

This is easy to do if you have the right tool built for this task. I am talking about a media-specific CRM, such as Efficio. A quality media-specific CRM can:

  • Enable prioritization and categorization of accounts by revenue importance
  • Enter and track pending and sales packages presented to clients in the revenue funnel
  • Track aging and DSO to make sure you collect and get commissions for sales
  • Communicate via eMarketing to contacts and agency personnel with key information
  • Provide complete, concise, and transparent metrics and communication up the ladder
  • Allow you to track all account activities by activity types with date and time stamps
  • Communicate and share avail information when received across the cluster
  • Automatically export all activities to Android and Smartphone calendar functions

Many, if not all, salespeople in media sales have grown up in the age of technology. They get how easy communicating and living their lives is with technology. Why would we not want that same connectivity and productivity available in our work lives?

By Chris Crawford, General Sales Manager, Efficio Solutions

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