New Borrell Research Finds Digital Sales Divide
January 7, 2015 at 11:05 AM (PT)
BORRELL RESEARCH released the results of its latest survey of 322 sales managers, which found a clear digital divide in local media: Half believe in hiring digital AEs, and half believe their existing reps can sell digital by themselves.
But the end result of each strategy is also clear: Managers with digital-only sellers report far greater confidence in their staff's ability to understand market trends and customers' needs -- and they generate four times as much digital revenue. For instance, two different newspapers, each with a total of 22 sales reps, reported $7 million in digital sales last year and $360,000 in digital sales. The difference? One had seven digital-only reps; the other had none.
Maybe not so coincidentally, the study also found that the percentage of radio stations that have hired digital-only reps has gone from 11% to 38% in the past year.
The 32-page report, 2015 Update: Assessing Local Digital Sales Forces, examines the latest attitudes among sales managers, compensation and revenue performance among local media companies trying to seize the digital moment.