ROUNDTABLE 2015: Michelle Krans

World Class SalesA transformation strategy

What our clients want

71% 68% 67%

“Our media partners do not

provide us with thought

leadership, but we would like

them to”

“Our media partners do not

provide us with innovative

opportunities, but we would like

them to”

“Our media partners do not provide

assistance with creating an

integrated marketing strategy, but

we would like them to”

Good News/Bad News

Accounts Revenue

20% 75%

80%

25%

Up 4% and $2.0m

Down 28% and $10.0m

Investments in World Class Sales

Group Sales Leadership

Group President

Group VP Sales

Market Sales Leaders

Group Sales Director

Group Sales Director

Corporate

Group Auto Director

Group Digital Director (2)

Group Trainers (2)

Sales Standards – Account Executive

6

Achieve Total and Digital Goals

Build Strategic Quarterly Plans

• Keys: Plan for all accounts (grow, retain, re-activate)

• Territories: 4x’s gap

Sales Execution

• Activity Targets (Keys/Auto: minimum 5; Territories: minimum 8)

• Target Pipeline, Closed/Won Revenue

• SFDC adoption

KPIs

• Active Accounts, Average Order $, Average Contract Length

• % of Accounts Growing YOY, % of Accounts Buying Digital, % Revenue Digital

Key Performance IndicatorsLevers that help management diagnose and coach to behaviors

• Active Accounts• Are we focused on new business acquisition?

• Are we optimizing and reducing churn?• Average Order $

• Are we selling integrated solutions?

• Are we selling the right mix for customer results?• Average Contract Length

• Are we articulating our value proposition?

• How are we setting ourselves up for long-term success?• % of Accounts Growing YOY

• Are we over-leveraged in a few accounts?

• Are we driving a culture of new business?• % of Accounts Buying Digital

• Are we setting goals to the minimums?

• Are we reviewing and role playing proposals?

• % Revenue Digital• Are we increasing the digital acumen of our sales team?

7

Retail structure Aligned to client needs and potential

8

Top Keys (Old Faithfuls)Big spenders (generally top 20 accounts in Metro). Example: a hospital that does $500k/year

Keys (Remaining)Accounts with high potential but lower spend (top 300-400 accounts in Metro ). Example: a hospital similar to the big spender, but spending only $20k/year

Territories (Call Centers)Accounts with lower potential (remaining accounts below Territory Outside), thus they are managed via inside sales reps. Example: Small Jewelry Shop

Territories (Outside)Accounts with medium potential (generally 1-2K accounts below Keys) . Example: an MRI clinic

Our Value Proposition

The Elevator Pitch

“We are the largest media and marketing company in [insert local

market] with a passion for growing local businesses. We take the

time to understand our clients’ businesses and objectives and

develop custom marketing strategies that are rooted in research, as

well as creative solutions that cut through marketplace noise and

motivate their customers to act. We constantly monitor and optimize

their campaigns and provide frequent, transparent reporting,

because—like our clients—we live and die by results.”

Our Value Proposition

Play Video

Value Proposition Tools

World Class Talent

Our Story:

Transparency from start to finish

Today. We are…

• The number one media and marketing solutions company in our local market

• Able to solve every marketing challenge

• Local marketing intelligence leaders AND we are backed by the power of Gannett

• Pushing now for our breakthrough moment with our clients but have not gotten there yet

• Headed where we want to go, we just need the right people to get us there

• In a bit of a chaotic culture

• Committed top leadership transitioning our company from being a holding company to an

operating company

• Making money and debt free

Tomorrow. We will…

• Still have the ability and access to sell all the solutions we have today – local position will

only get stronger

• Be a growth company

• Focus on talent – acquiring, developing, and keeping

• Be nimble and look different – innovation will be critical

“A good rule of thumb is

to hire only people who

are better than you. Do

not comprise. Ever.”

-Senior Vice President of People, Google

Rigorous Process

• 90-minute kick-off call

• Get calibrated on position, requirements, profilePlanning

• Leading indicators

• Challenger Aptitude

• Digital Aptitude

Sourcing & Screening

• Exploratory visit

• Sell them before they sell usGet to Know Our Team

• Challenger skills and deductive reasoning test

• High scores, 43-54% more likely to attain goalChallenger Assessment

• Interview with VP/Sales, Hiring Mgr., HR Biz Partner

• Structured calibration/debrief sessionCoordinated Competency

Interviews

16

Test (Content Type) Description

Challenger Propensity Tool• Personality content• 70 items• 25 minutes

Forced-choice behavioral content aligned to CEB Challenger research to produce an in-depth look at an individual’s natural sales propensity. Measures of alignment to the 5 CEB sales profiles are provided: Challenger, Lone Wolf, Relationship Builder, Problem Solver, and Hard Worker.

Verify Deductive Reasoning• Ability content• 18 items• 20 minutes (timed)

The ability to draw logical conclusions based on information provided, identify strengths and weaknesses of arguments, and complete scenarios using incomplete information. It provides an indication of how an individual will perform when asked to develop solutions when presented with information and draw sound conclusions from data.

Sales Potential Biodata• Biographical data content• 12 items• 5 minutes

A multifaceted measure of background, experience, and opinions that predicts success in sales positions,characterized by traits such as conscientiousness, organizational discipline, persuasion, and persistence.

Sales Focus• Personality content• 12 items• 4 minutes

The tendency exhibit persistence in order to close a sale, show desire to pursue aggressive goals and achieve results, and maintain high levels of energy and stamina even after a hard refusal/rejection.

Tolerating Sales Pressure• Personality content• 8 items• 3 minutes

The tendency to direct conversations toward a commitment; show confidence even after a hard rejection; and strive to close a transaction every time.

• The assessment comprises 5 tests to determine applicants’ overall likelihood of success in the role

• Tests span foundational sales aptitude as well as themes that are unique to Insight Selling

Challenger Assessment

xx

Comprehensive onboarding

Onboarding Phase 1: FoundationsStudent Location: Onsite in Local MarketMethod: Virtual Instructor Led, Local SMEs, eLearningDelivery: Published new hire training scheduleLaunch: 9/14

Onboarding Phase 2: Sales Coaching Student Location: Onsite in Local MarketMethod: Virtual Instructor Led, Local SMEs, eLearningDelivery: Scheduled based on graduates in Phase 1Launch: 11/9

Onboarding Phase 3: Sales Application- Insight SellingStudent Location: Group Learning Centers (Cincinnati, Phoenix, Des Moines, etc.)Method: Instructor Led Classroom and WorkshopDelivery: Published new hire training scheduleLaunch: TBD

THANK YOU