The Right-Brain 'Art' of Sales vs. the Left-Brain 'Analytic' – Musings on Media from the 'Sell' Side, with Occasional Forays into Music…and Wine
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!