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What is My Time Worth?

by | Dec 18, 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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!
prioritizing time and clients in media sales How do you prioritize your time and decide who’s first in line?
Lining up for baseball seats, Pittsburgh, 1912. Bain News Service, publisher. Library of Congress.

For the last 14 weeks, save for Thanksgiving week, I have been a road warrior, visiting Efficio customers near and far and even farther. As I made many new friends, I found I was gathering quite a few BFFs. They needed me to help them get their staffs and systems up to speed RIGHT NOW. Meanwhile, my other BFFs are calling and emailing, saying long time no talk, but I need your help RIGHT NOW. The Efficio sales staff needed my help RIGHT NOW, our Efficio president needed to talk to me RIGHT NOW, a new sales manager needed training RIGHT NOW are you seeing a pattern?

As I was doing my non-travel work in the two days left in the week, and as I was sitting on hotel room beds watching Jimmy Fallon ‘s monologue, I began to get better at prioritizing. I began to look at what was really immediate, and what was immediate just because someone else wanted it to be. While I tried to be fair, bigger customers and those that have worked with me to forge relationships got Kitty more quickly and more readily. But those to whom I had promised focused training got it first and foremost.

As I began to tell people that I would not have time to address their immediate need for a few days, I realized that the demand (and the stress that accompanied it) diminished. Some things that ONLY Kitty could take care of could, lo and behold!, be done by one of our other more capable Efficio team members. I found that next Friday was just fine! I found that some even apologized for bothering me!

I realized that the way I started to treat my time was much like a media sales traffic director treats inventory and how sales managers price their spots. As time runs out and there is more demand on that time, prioritizing begins. Contracted specific time such as sponsorships (like my in-market visits) get first focus. Other spots may be placed based on whether the client is a Key or long-term. Like it or not (and admit it or not), relationship come into play. Rates go up and some buyers are satisfied with other dayparts because they understand the limitations on the time.

As the holidays approach, I know we are all time starved, and this last couple of days will be frantic as we try to get things wrapped up (both figuratively and literally) before our business takes a bit of a break. Use your time wisely, making sure those things that need your attention get it. Make sure that applies to your home life, too, as we busy media people step back and give our focused attention to those that mean the most to us our family and friends. This is the part of the year when you have time to do so.

Merry Christmas and Happy Holidays, to all my new and already-in-place Efficio BFFs!

By Kitty Malone, Efficio Solutions Manager of Client Services

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