Media Planning [Selling, too] for eCPA and Other Performance Metrics – ClickZ


While Hollis Thomases writes here essentially from the ‘Buyer’ perspective [in yet another great piece of hers on ClickZ] to obtain an “eCPA” figure for budgeting/planning purposes, there could be a flip side to that of course from a ‘Sales’ perspective, and it comes to mind in two parts for me:

1] Know who you are selling to, what is important to them, what their objectives are, and…
2] To be effective and talk intelligently, these straight-ahead, in-the-trenches types of calculations are ones WE also need to know on the Sales side.

Reading Hollis’ side for helping Buyers…is like a free lesson for us on the Sales side, every time. With that inside look she gives us, all we need to do is pay attention, listen, learn. Thanks, Hollis: I’ll be glad to pick up Lunch should we ever meet!

via Media Planning for eCPA and Other Performance Metrics – ClickZ.

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~ by MindOnMediaSales on February 13, 2010.

One Response to “Media Planning [Selling, too] for eCPA and Other Performance Metrics – ClickZ”

  1. Thanks for the kind words & perspective, Ken! You’re right — understanding the media planner/buyer is good for whomever is selling to them. Glad to be a useful resource regardless of where someone lines up down this aisle!

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