"An audience wants to know, 'Where am I going to make money?' Making money from external sponsors and advertisers is a huge relationship game. It's important to establish a revenue model beyond subscriptions and be specific in your planning. Being random costs you time, energy and money. Prospecting is a dying skillset, and it is so valuable to sales success."
In speaking last week with Michelle Godwin, head of enterprise sales for London-based Incisive Media, the biggest takeaway is their commitment to face-face communication—both in holding on-site product how-tos, and especially in challenging sales people to schedule five face-to-face meetings a week.
In her excellent list of five things we need to do to change our sales conversations and sell more, Leslie Laredo (pictured), president of the Academy of Digital Media, urged preparation.
"Sales is undergoing dramatic changes," said Tim Hartman, CEO, National Journal Group at our recent BIMS Conference. "[You hear] a lot of talk about editorial transformation and holding editors to higher standards. But sales gets under emphasized."