2. Overview The state of advertising revenue Its not (just) about FOS Sales approach shift Sales structure of today

3. From 1995- 2000 advertising revenues were on the rise Source Naa.org

5. Sales Model 1.0 Rep Prospect http://youtu.be/IO7NGKwrlHA?list=PL7D5E47B5EDB7AF40

6. Source Naa.org By 2013, total advertising declined 33% from 1995, steepest declines were from 2006 to present.

7. Recruitment 2009 FOS is the answer. Digital will exceed print in 2012. Hire “new business’ disrupters Hire closers. Results after 6 months:

9. WHY? All digital revenue was tied to a print upsell Internal competition caused in fighting and discounting revenue we already had Lack of skill in out bound calling No definition of value propsition No defintion of territories KPIs focused on activity and not result

10. By 2010, we were growing again Rebranded product line internally and externally Analyzed and segmented the account base, set goals by rep…created experts KPIs instituted that focused on results Infused product knowledge not competition Hired managers that were professional managers.

11. Sample KPI circa 2010 110% +100-109.9%94-99.9%86-93.9%79-85.9% % to goal403020105 Phase B Revenue 50% of total digital revenue30201050 Digital revenue 50% percent of total revenue25201050 take rate 75%1510530 Make goal in focused sales effort107500 Key: 115 plusexceeding expectations 90-114meeting expectations 79-80requires improvement plan KPI’s must focus on results…not activity

12. Sales Structure 2009 vs 2010 2009 30 reps. 10 new business, 3 digital only, 4 job fair, 13 handling a list. 4 managers. 90% of digital revenue was connected to a print buy. No scheduled out bound time. Total revenue decline (75%) 2010 8 reps, 2 digital experts embedded. All multi media sellers. Each rep had a category and account list segmented by employer size. 25% of digital revenue was connected to a print buy. Weekly scheduled outbound time. Revenue growth 20%.

13. Sales Model 2.0 CRM Multi-tethered relationships Marketing to gain leads and retain current

14. Prospect Rep Inside appointment setter/fulfillm ent coordinator Marketing to create leads/soften market In market education Todays sales funnel is a circle

16. Arm your sales force with a concise audience based presentation

23. Prospect Rep Inside appointment setter/fulfillm ent coordinator Marketing to create leads/soften market In market education Todays sales funnel is a circle

24. file:///private/var/folders/lc/n7mh6lfs2yl8dqvztmg4_czc0000gp/T/TemporaryItems/fcctemp/Attach0.html

25. A. RESPONSIBILITIES: New Job Title: Multi Media Fulfillment Coordinator Sell advertising to assigned accounts Sell advertising into special sales projects Prospect for new business via phone Call inactive accounts to set appointments for outside reps Send e-blasts and follow up on responses Assist/coordinate sales projects and events Assisting Account Executives Writing insertion orders, interfacing with clients, returning phone calls when requested by sales reps, making spec requests, proofing ads electronically. Back up sales territories when sales reps are ill, on vacation, or in the event of an open territory Works with design team to create marketing/sales materials and keeps them stocked and available Accurately quotes rates for all products and provides necessary client assistance Coordinate special sections and production schedules Assists with account history and billing information, as requested Must meet deadlines Responsible for reviewing overall advertising quality to ensure accurate, error-free product

26. Goal Setting: Each AE will receive three (3) goals each month. Total Revenue Goal Active Account Goal Digital Media Goal % to GoalCommission % Below 85%0.00% 85% - 89%0.50% 90% - 94%1.00% 95% - 99%2.00% 100% - 104%4.00% 105% - 109%5.00% 110% +6.00% Measuring performance to Total Goal drives right behavior

27. AA%+DM% xCommission by 140 or below0.85% 141 - 1490.90% 150 - 1590.95% 160 - 1791.00% 180 - 1891.05% 190 - 1991.10% 200 - 2091.25% 210 - 2191.30% 220 -2291.40% 230 – 2391.50% 240 +1.60% Performance to active account goal and digital sales to goal modify the base commission, positively or negatively

28. Example: ACTUALGOAL%PAYOUT Revenue$41,000$40,000102.5% $1,640.00 Active Account 3335 94.3% Digital Media $ 8,000$ 7,000114.3% AA% + DM% = 209.0% $1,640.00 x 1.25%=$2,050.00