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Every Day in Media Sales is Like a Rock Concert

by | May 6, 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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!
media sales yield management Do you make sure your biggest fans get the best tickets?
Beatles fans with tickets at the Boston Garden, DPLA Omeka, accessed May 6, 2014, http://dp.la/exhibitions/items/show/810684.

It is no surprise to anyone who knows me that I have been using all of my connections to get tickets to Bruce Springsteen and Paul McCartney as they tour this spring. If you are a friend of the venue, you get to buy before the public. Those with a particular credit card get to buy before that, and those who are members of the fan club get the chance to buy first.

For some artists there are premium packages that offer reserved parking, great seats, an exclusive t-shirt and lanyard, and a cocktail party. Some people have to be on the floor; others don ‘t mind the upper levels, because that is what they can afford and they know it will be a show worth seeing.

As I was waiting at Will Call before a recent Springsteen show, I noticed two guys going from window to window asking if there were two tickets available, and where were they located. There were actually some decent seats that had been turned back in, but they looked at each other and said, Nah, we will wait until the band releases its tickets. They knew the band held some great seats for family and friends, and released them for sale shortly before the Boss took the stage.

For a second, I thought to myself, What if they get better tickets than me? Then I revised my thinking, realizing that I chose not to take the risk and am more content as I eat a bite before the show knowing that my good seats are waiting for me when I get there and knowing I will experience a great show.

Other than the fact that the sale is online, there are no scalpers (except sometimes the agency) and that I will end up dancing in the dark, concert ticket sales have a lot in common with selling spots in media sales. There is a limited number of seats, just as there are a limited number of avails, so management of the inventory is critical. They have to cover their costs just as a station does, which makes pricing vital. And the return on the investment had better be worth it!

So how does a media sales manager get the most out of their tickets their inventory?

  • Know what dollar figure you need for each program, each daypart, and each spot length to make budget. If you have a yield management system, these metrics are readily at hand, but it is up to you to analyze what you typically sell and price based on supply. Concert tickets cost less for the upper level and more for seats closer to the stage. If the show is a sellout, only the premium package may be available if you just have to see that show. Be sure the market will bear your pricing and that you are asking for enough to make your goal.
  • Premium pricing includes more stuff. Your top clients get the lunches and t-shirts. A premium sponsorship should include some lesser-demand spots. If you are charging a premium rate, give the client more than a high-cost spot to make them appreciate the ROI.
  • Offer your best clients the first chance at your best inventory. True fans should be rewarded. Reward your station ‘s true advertising fans by giving them first crack to buy spots in the playoffs or morning drive.
  • Know there is a little wiggle room. Just as the fans know the band tickets will be released, if your inventory is squeaking, know that the chances are high that someone won ‘t make the copy deadline, or someone won ‘t mind if you give them two spots at another time to make up for the need to bump them now. BEWARE: Be cautious about making this a habit, because I am betting that those guys waiting for the good seats sometimes lose out on getting to see the sold-out show. You don ‘t want to be the cause of good clients who are disgruntled because you continually bump them or can ‘t get them on after agreeing to the order.
  • Recognize that your inventory is perishable. Once the band goes home, the tickets are just paper. Once your day is over, that opportunity for x pairs of eyes and ears is gone. If you find you have a spot to fill, resist the urge to lower your rates below what your fans are paying, but do consider selling it to a great client at a fair rate. Also consider upgrading that key client ‘s spot from the rafters of fringe to a prime time seat.

With concert tickets, you know you are going to pay more for the best seats, and a show with British nobility will cost more than the one-hit wonder. Your advertisers realize they will pay more for prime spots, and a top rated show will be more expensive than the one that won ‘t be renewed next year. Use your yield and inventory tools to help you get the most from your empty seats…er, stop sets. Then, sit back and enjoy the show!

By Kitty Malone, Efficio Solutions Manager of Client Services

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