Many publishers are shifting their focus from “customer relationships” to “enterprise relationships”. They know that by implementing a sales system across all channels of the enterprise, sharing a common view of customers and the market, their business will be better positioned to identify new opportunities and leverage corporate assets while reducing duplicate, overlapping and conflicting initiatives.
Paradoxically, an enterprise-wide approach will allow a business to allocate tasks to sub-groups. However, in an enterprise-wide implementation, the “big picture” will not be lost.
For example, does it make sense for your sales staff to spend time chasing a large number of unqualified leads or would you prefer them to focus on closing deals by working down a smaller list of qualified prospects? Similarly, if your call centre receives a call from an advertiser who wishes to make a small change to their ad schedule, would it not be more efficient to have the call centre deal with that, right there, instead of interrupting the original sales person to deal with such an administrative task?
With a seamless integration between the prospect-side, the buy-side and order management - with real time access to pricing and scheduling, order status, contract fullfilment and product availability, publishers can achieve closer alignment across the entire business.