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There is no Y in CRM

by | Oct 27, 2015

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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!

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Having a couple of under-four-year-olds around has reminded me how often they ask Why? They want to know the information and reasons behind everything, from there is a cardinal sitting in the bush by the window to why I can ‘t fly. Why do we have to eat breakfast (because it ‘s good for you!) to why does Mommy have to work today (to make lots of money!) to why do I have to learn not to use my glowing wand as a weapon to whack my sister (because that is just part of the deal when you are a kid!). So when I hear media sales professionals ask the same question about their CRM (albeit under their breaths they have lost their wide-eyed innocence a long time ago), I give them my best puzzled look and return the volley . Why would you ask that question?

A CRM is not meant to be akin to eating your green vegetables. It is meant to be a tool to help you make money. Your company has invested in you and your future. Sure, you could carry a rolodex and have business cards from A-Z at your fingertips. Franklin Covey makes a great daytimer. And I am sure you can get traffic to print out your billing anytime you want, as well as having your sales assistant (if you still have one!) pull a current account list for you. Why would you want and need anything else?

Why, that is, unless you are embracing technology. Today ‘s pace is fast. You need information, lots of information, right now. You are different! You are in media sales. You have a sales process and you have appointments and production due and promotions meetings and follow up calls and pick up the check/tickets/copy info and why do you need a sales system at all, much less one that focuses on media?

The answer begins with the same word I give to my little ones: Because. Because you are in the information and technology age. Because you are accountable for your sales and your activities. Because this is a tool to help you focus your efforts on making the most money. Because a media-focused CRM can account for the eccentricities (try that word on a four year old!) of our crazy, hectic, different media world.

So just like eating those green veggies is good for you, we hope you in media sales come to realize that when you grow up, you couldn ‘t live without a good salad and a smile comes to your face when the asparagus comes steamed and finished off on the grill. As you grow as a media salesperson, you may just find you couldn ‘t live without your CRM and a smile comes to your face when you find that account that spent with you last year and it almost fell through the cracks, but you got them back on – and for an increase!

Why should you have a media based CRM? Trust us. Because it ‘s good for you and you will grow to love it! But I still can ‘t fully explain why I can ‘t fly.

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