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Dave Martin — Sat, 06 Aug 2011 09:50:28 -0000

Thanks, Fred. Appreciate your thoughts, as always.

Broadcasters are in a unique position to innovate and make something amazing happen. You're spot-on about the critical issue of Customer Experience, it represents huge upside potential for broadcasters to re-imagine their sales process and pull away from the growing herd of local media sellers and cookie cutter offerings. Spots and dots may continue to be the game preferred by many agencies but it's ideas which produce measurable results (e.g., traffic, register rings) that will get the attention, ad spend and repeat business directly from retailers.

Our retail venture remains a good lab for staying in touch with the market. We're able to test theories, experiment with media and marketing (albeit on a small scale). Our media sales training and management consulting practice is informed by this connection to marketplace reality.

p.s. My hope, when this was written almost two years ago, was broadcast operators would take advantage of the changing mediascape and get to work to improve their dated sales process. It gives me no pleasure to report that little has changed since this post first appeared. The good news...with some creative collaboration and hard work we can get this done and get it right.

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fnjacobs — Fri, 05 Aug 2011 12:01:20 -0000

Dave, this is a great piece, and it speaks to the idea of CX which has come up a great deal at our company. Why doesn't legacy media think more about the Customer Experience? And in the case of your blog post, maybe CX is the Client Experience.

Too often, sales reps only see the world through their own lens - something that you address very well here. It should come down to solving the client's problem - not making your goal. Although if you do the one, you will more than likely achieve the other.

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