A Mass Media Company Eliminates Restrictive Silos with Sales Cloud
Client Success Snapshot
- Overview: A mass media company specializing in news and entertainment
- Industry: Media (Television)
- Team Size: 9,000
- Annual Revenue: US$ 2 million
- Headquarters: NY,USA
- Markets: Global
Gerent’s client, an American mass media company, struggled with data silos and lacked the means to track ad agencies, advertisers, and associated brands. Any updated advertising deals the company was offering couldn’t be effectively shared with budget decision-makers.
Gerent proposed a two-phased approach. The first phase was aimed at ad agencies, the second would relate directly to advertisers. Both would leverage the same three Salesforce products: Sales Cloud, Partner Communities (via Community Cloud), and Wave Analytics. Our team also rolled out Seismic, a third-party application that generates context-perfect content recommendations by using and analyzing data from the CRM.
Today, the company can generate a 360-degree view of its clients, brands, and associated spending. This perspective empowers the organization to make more informed business decisions about which agencies or advertisers to target and when. The Gerent-tailored solution also allows the television company to pinpoint how, when, and on what an agency or advertiser will spend ad dollars – powerful insights it never had before.
Client Success Story
Television companies must know as much as they possibly can about their advertisers, from what their spends will look like to how spending will unfold. They have to ask — will budgets mostly go towards web-based content or to live productions like the Super Bowl and other top-flight sports and entertainment one-offs?
Our client, an American mass media company specializing in news and entertainment, needed to attain a better understanding of its advertising clients and their spending patterns — but didn’t have the technology to achieve that perspective. The company contacted Gerent for insights and advice on how it could leverage innovative Salesforce technology to resolve the lack.
Silos Limit Data Analysis and Forecasting
After taking a deep dive into the media company’s situation, Gerent discovered that data was primarily stored on personal spreadsheets and scattered into countless silos. As a result of a complete lack of coordinated information, the media giant had no idea how much each of its advertisers was spending or planning to spend. Any forecasting the company did was little better than guesswork.
The company lacked a technology solution to track advertisers, brands, ad agencies, and parent companies. Any updated advertising deals the company was offering couldn’t be shared effectively with the budget decision-makers.
Gerent proposed a two-phased approach for its new media client. The first phase was aimed at ad agencies. The second — which utilized the same Salesforce elements — would relate directly to advertisers. The plan involved the following Salesforce products:
Through Community Cloud, the media company could share real-time information with agencies and advertisers and permit two-way communication by connecting and facilitating electronic interactions. Wave Analytics enables the company’s sales force to use a mobile app that works with large data files to create graphs, PowerPoint displays, and other illustrations. It also integrates with the company’s own system to bring ad data directly into Salesforce.
Along with Sales Cloud, Partner Communities, and Wave Analytics, Gerent also rolled out Seismic. This third-party application generates context-perfect content recommendations by using and analyzing CRM-stored data.
With Sales Cloud, Visibility is Only a Click Away
Today, the company can generate a 360-degree view of its clients, brands, and associated spending. These capabilities empower the organization to make better-informed business decisions about which agencies or advertisers to target and when. The Gerent-tailored solution also allows the company to pinpoint how, when, and what an agency or advertiser will spend ad dollars on – generating powerful insights it never had before.
Contact Gerent today to find out how we can help your business achieve its ideal future state!