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A Message for Those Who Find Themselves With New (or No) Owners

by | Jan 19, 2016

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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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

keep calm I'm your new boss

The Efficio Team is noticing that there has been a lot of change in personnel in media sales at the end of last year and the start of this one. Some is consolidation, but some is due to changes in ownership and/or upper management. You have probably noticed it, too. People are reaching out to you through Linked In. You get calls from colleagues just touching base or wanting to let you know about their change in circumstance. Or, maybe you are called to a staff meeting to introduce you to the new GM, GSM or owner.

Having lived through all of those scenarios, and being on both sides the caller and the one introduced, as well as the one being asked for help and shaking hands with my new boss I have a message:

You will live through this.

The sun will come out tomorrow; this, too, shall pass; and when one door closes another opens.

Shake off the nerves of Will I have my job? Will I have the same status? and keep your negative attitude in check. Instead, focus on how you want to present yourself (and, word to the wise, no new boss embraces the person who is glaring with their arms crossed). For those of you who were part of the restructuring and may be on the outside trying to get something else in media sales, know that you can. Show your strengths. And the first strength comes from your attitude. Relax, think the best, and prepare to show who you are and what you can do.

But those of you in media sales who have Efficio or any other CRM can have a head start. While you would love to think the new folks surely know who you are, you have no idea what they know about you. So, introduce them to YOU. Prepare your personal introduction who YOU are. Have a few solid facts about your performance ready for when you get that audience with your new boss or potential new employer. How long have you been in media sales? By what percent or dollars did you grow your account list in the last year or six months? What key piece of business were you able to close recently? What are your top strengths are you an idea person, automotive specialist, or have solid relationships in the community?

Use your CRM and other tools to learn where you shine and give value. New bosses want performers, not prima donnas. It may feel like you are starting again, and, frankly, you are. But you rose to the top with your talent and skills and confidence before. You will again. Get ready, use your smile, and keep moving forward.

You will live through this.

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