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1、2 THE ADVERTISING SALES EQUILIBRIUMIntroductionAs artificial intelligence(AI)drives advertising sales to become more automated,the ad sales process and salespeoples roles will be reinvented.Their path forward hinges upon the evolution of a complex,fast-changing,advertising sales ecosystem.Advertisin

2、g sales is a nearly 700-billion-dollar industry1 on the precipice of massive change.AI,connected televisions,new privacy policies,and content options as diverse as the audiences that consume them have converged to create a wild west of whats next.While opinions vary on what advertising and the sales

3、 ecosystem it supports will look like once the dust settles,one question at the fore is how programmatic advertising sales will shape salespeoples roles as well as the roles of those who surround them.After all,people,and the relationships they forge,are the heartbeat of sales in any industry.So,wha

4、t happens when AI does the job quicker and,in some cases,better?Interest in this new sales dynamic and anxiety surrounding it prompted Salesforce to take a closer look at how the roles of salespeople,sales leaders,and chief revenue officers will be redrafted in the age of machine learning and sales

5、automation.As Jesse Redniss,co-founder of Brave Ventures and ad-tech visionary,said,“When anybody reads a headline around the idea of being replaced by an algorithm,or something thats been productized to be more efficient,thats immediately going to hit home.”To forecast whats next,we began by lookin

6、g at whats now including the tensions,inefficiencies,and ethical debates about automated advertising sales technology in its current state.I think ad salespeople are wrestling with what value they will have in the future.If AI and programmatic is the new method of buying and selling,what happens to

7、the salespersons core value proposition?Brian Vellmure Senior Director Strategy and Innovation,Salesforce1 eMarketer,October 20203 THE ADVERTISING SALES EQUILIBRIUMMethodologyExploration into this topic is based on interviews with more than 200 global industry experts,advertising sales executives,ag

8、ency heads,and chief revenue officers in the United States,United Kingdom,and Australia.We conducted deeper conversations with an expert panel of 15 leaders and futurists in advertising sales and innovation.Expert panelAdam Bergman,Vice President,National Ad Sales,VIZIO Brian Vellmure,Senior Directo

9、r Strategy and Innovation,Salesforce Brian Wieser,Global President,Business Intelligence,GroupM Craig MacDonald,Partner,Media and Advertising,McKinsey Dan Walsh,Global Head of Business Strategy&Operations,Spotify David Trumpey,Partner and Vice President,Design,BCG Digital Ventures Gadi Amit,Presiden

10、t and Principal Designer,New Deal Design Gila Wilensky,President,Xaxis U.S.Jesse Redniss,Co-founder,Brave Ventures Jim Keller,Executive Vice President,Digital Ad Sales and Advanced Advertising,Discovery Channel Julie DeTraglia,SVP Research,Insights&Analytics,Disney Media&Entertainment Distribution L

11、isa Spira,Head of Content Intelligence,Persado Michele Devine,Vice President,Programmatic&Commerce Partnerships,BuzzFeed Oliver von Wersch,Founder and CEO,vonwerschparter Digital Strategies Technical executive,global audio publisher4 THE ADVERTISING SALES EQUILIBRIUMExecutive Summary Advertising sal

12、es is quickly moving into a world where salespeople will straddle two very different ways of selling:One that emphasizes efficiency and precision targeting and the other that elevates experiential and emotional connections.Debate continues over the pros and cons of working alongside AI.New legislati

13、on and policies on the privacy of third-party data means publishers and brands cant count on the consumer data they used to.Beyond building their own deep audience insights,the ad sales ecosystem will need to reestablish consumer trust and forge a more give-and-take approach to advertising.The promi

14、se of AI is that it will become a personal assistant,handling the manual labor and analytics that has tethered salespeople in the trenches of the sales process.The result is that technology will,counterintuitively,humanize sales by freeing up salespeople to do what they do best be human.The salesper

15、son of the future will mix science and sociology to adopt a more consultative role in sales one that emphasizes empathy and trust as much as efficiency and effectiveness.Publishers,agencies,and brands will adopt a“rising tide lifts all boats”mindset,partnering across competitive lines to vie for ad

16、sales budgets commanded by Big Tech.In doing so,they have the power to create a new ecosystem-to-ecosystem economy anchored in the promise of unity.EthicsEfficiencyRelationshipEquilibriumTransactionVSVS5 THE ADVERTISING SALES EQUILIBRIUMAutomated,DebatedWe are quickly moving into a world where sales

17、people will straddle two very different ways of selling:One that emphasizes efficiency and precision targeting and the other that elevates experiential and emotional connections.This shift isnt without debate over the pros and cons of working alongside AI.A recent conversation among TV advertising e

18、xecutives hosted by Variety concluded with a clear prediction for the future of advertising sales:“The inevitable future is that all advertising and media will become some form of digital,some form of programmatic data-driven and automated.”Industry leaders echo the growing influence of programmatic

19、 advertising sales.In fact,programmatic sales has exploded,from$59 billion in 2019 to an estimated$95 billion by 2022,according to eMarketer.A 2020 report from the Interactive Advertising Bureau(IAB)is even more aggressive,estimating that programmatic advertisings meteoric rise will reach$98 billion

20、 in ad spend in 2021.While the exact size of the future market is still to be seen,according to our study,91%of sales managers and executives name the shift toward programmatic advertising as one of the most exciting trends to shape the advertising sales industry.The data and industry enthusiasm sur

21、rounding programmatic advertising is clear,but not without considerations about whether it is growing in an engaging and ethical way.Gadi Amit,founder of New Deal Design and tech futurist known for creating the FitBit,argues that people are becoming increasingly savvy about being targeted through pe

22、rsonal data and theyre growing tired of it.Backing this up,78%of those we surveyed agreed(37%)or somewhat agreed(41%)that“mass media marketing is dead people want communication at a 1-to-1 level that is relevant to them.”I would be surprised to see any sales leader who doesnt believe that the future

23、 of advertising is going to be automated.I see the growth of automation in video,digital video,growing exponentially over the next couple of years.Jim Keller Executive Vice President Digital Ad Sales and Advanced Advertising,Discovery Channelof sales managers and executives said their day-to-day rol

24、es have been impacted by sales automation technology in the past two years,with 65%saying the impact has been“significant”(55%)or“radical”(10%)93%6 THE ADVERTISING SALES EQUILIBRIUMPut another way,they are looking for brands to take a more custom and human approach,rather than an automated one.“Its

25、quite clear that the tension between the customer base and the headquarters chasing them is becoming more palpable,”Amit explained.“People are much more aware of their privacy today than they were five years ago.They are aware of how what they say on Facebook and the ads that pop up on Google are re

26、lated.”In other words,the same technology that made advertising more targeted also made consumers more skeptical.Managing cookies and mobile phone settings,dealing with data breaches,discerning fake news,and proving youre not a robot has put people on edge,wondering what is happening behind the scen

27、es.Sales executives recognize the issue:94%said one of the key hurdles for the future of advertising will be earning back consumers trust.Even industry veterans admit they dont entirely understand the current state.“Its a black box,”Oliver von Wersch,founder and CEO of vonwerschparter,a digital stra

28、tegy consultancy,said.“I was surfing on Amazon,searching for a product,and when I opened the Facebook app on my mobile phone two minutes later,it had a personalized Amazon ad in it.I still dont,technically,understand 100%how this works.”Von Wersch,who consults for both advertisers and publishers,say

29、s its not just consumers who are feeling wary of whats going on brands also feel in the dark.Measurement contributes to the black box effect.A large share of advertising sales goes to a few big players operating within a closed data ecosystem or“the walled gardens,”as the industry calls them.That le

30、aves brands without unbiased,third-party visibility into ad performance.This is something Michele Devine,Vice President,Programmatic&Commerce Partnerships at BuzzFeed,said is critical so that publishers arent“grading their own homework.”of sales executives said the ad sales industry is“highly ethica

31、l,”or an 8,9,or 10 on a 10-point scalereported it was borderline unethical,rating it as a 5 or below42%24%Advertisers surprisingly often say,I dont know what my agency is doing.I dont know whats going on.I only put my spending targets in the planning,and then the agency gives me monthly reports.Ever

32、ything else I dont know about.Oliver von WerschFounder and CEO vonwerschparter Digital Strategies7 THE ADVERTISING SALES EQUILIBRIUMAmit said the absence of unbiased measurement is a big underpinning of the current sales ecosystem,and questions Big Tech companies about their approach.“What I found i

33、s that the economics are unclear,”Amit told us.“Lets put it simply:In the good old days of junk mail,there was a very strong number;I think it was about a 3%reaction.In the ad world today,this is one of the more secretive numbers thats usually masked by a lot of junk words you actually dont get a nu

34、mber.”He also pointed out,“If you get a million impressions on an ad,ask them how many positive reactions you got?Its going to be very difficult to get a straight answer.”To Amits point,the sales executives we surveyed said that the top challenge for advertisers and brands in the future right after

35、capturing consumers attention will be measuring the emotional impact of advertisements,not just the reach.Craig MacDonald,Partner,Media&Advertising at McKinsey,said the black box of measurement extends beyond the walled garden:“Theres just been an enormous amount of work done to try to figure out ho

36、w to measure the effectiveness of programmatic advertising,particularly given the fact that in the past its had,I would say,a negative connotation with very heavy administrative fees.”Underscoring the point that measurement in the automated era isnt solved just yet,Brian Wieser,Global President,Busi

37、ness Intelligence at GroupM,acknowledged,“Even the most performance-oriented marketer has to be conscious of the fact that word of mouth or things that cannot be measured will impact brand sales.”of sales managers and executives agreed,“Advertising has become a black box”85%To build more trust betwe

38、en advertisers,we need to focus on making advertising valuable for consumers and then doing as much education as possible so advertisers understand whats inside the black box.Gila Wilensky President of Xaxis U.S.Walled gardens can rely on scale,but at the end of the day are extracting value out of t

39、heir consumers versus creating it.There is something to be said of the personalization,trust,and transparency.Some of the brands that I buy from hunt me very well.Of course,its creepy.But its also convenient.And what weve seen over and over again in the progression of this is that what we perceive a

40、s creepy today just becomes convenience tomorrow.Michele Devine Vice President Programmatic&Commerce Partnerships,BuzzFeedDavid Trumpey Partner and Vice President,Design BCG Digital Ventures8 THE ADVERTISING SALES EQUILIBRIUMFor these reasons,Amit predicted that advertising sales isnt on the cusp of

41、 the tech-first frontier that programmatic advertising promises,but instead is at the end of an overly automated era:“Slowly but surely,the traditional salesmanship of ad targeting and bombarding people or even harassing people with ads is coming to an end.Were getting segregated into these silos.Th

42、e trend is against targeting.”While this argument runs counter to what many industry leaders say namely,that people enjoy advertising so long as it is relevant to them he has a point:More than three-quarters(77%)of sales managers and executives admit they,themselves,are tired of being targeted.This

43、poses a challenge for the programmatic approach of selling,since data-based targeting is one of its key selling points.But Amit also acknowledged that the path forward isnt paved yet:“The question is,whats the alternative?Thats,like,the trillion-dollar question.”Jesse Redniss,also a longtime futuris

44、t in this space,agreed that advertising as we know it has reached an inflection point:“I think the interruptive ad experience game is up.”His bet is that the old model will be replaced by contextual,experiential,engaging content that grabs audiences attention rather than disrupts it.The need for con

45、textually relevant,engaging advertising is broadly acknowledged.Even those most excited about the possibilities of programmatic sales are quick to recognize the need to balance it out with more bespoke,off-the-cuff options.As Dan Walsh,Global Head of Business Strategy&Operations at Spotify,said,“Bra

46、nds are looking to engage with their customers in a more one-to-one relationship.”So,alongside programmatic offerings,Spotify has leveraged podcasts as one way to build deeper bonds.“Podcasts have helped brands get closer to their audiences,”said Walsh.“Clients can feel that were creating something

47、specific for them and bringing them to be part of the content.With traditional media,we have opportunities to do that as well,but its never usually tied as close.”Similarly,BuzzFeed is focused on contextual relevance through gamifying its quizzes with the launch of Quiz Party in 2020 as well as crea

48、ting more active shopping experiences across their network.“These types of executions are very custom in nature and not something that I see being activated programmatically outside of display media,”Devine,of BuzzFeed,told us.Measurement is one of the biggest problems with the industry theres no st

49、andard way to do it.In an older era,you had essentially one provider of a measurement for a given medium;you had an established truth and could improve the measurement of effectiveness around that historical truth.But were now in a world where you get to kind of pick your own truth.Brian Wieser Glob

50、al President Business Intelligence,GroupMWhere salespeople come in is in the need to have that human adjustment in advertising.Otherwise,at the very least,ads become boring for the consumer,and at the worst theyre an annoyance.And then the consumer just deletes and moves on.David Trumpey Partner and

51、 Vice President Design,BCG Digital Ventures9 THE ADVERTISING SALES EQUILIBRIUMJim Keller,Executive Vice President,Digital Ad Sales and Advanced Advertising at Discovery Channel,and a big advocate of programmatic advertising,admits hes seen it go wrong when it misses a sensitivity chip.He recalled hi

52、s time as Executive Vice President,Digital Ad Sales at Hulu:“When The Handmaids Tale first launched,it was a very sensitive topic.When you watched it,it evoked a reaction with you as a human.So then if you served an ad that was just completely out of sync,Twitter would light up with,Why would you se

53、rve me this ad?”Whats clear from the debate about the pros and cons of automated advertising is that both programmatic selling and more one-to-one,contextually engaging options have their place and purpose.As such,we are quickly moving into a world where salespeople will straddle two very different

54、ways of selling:One that emphasizes efficiency and precision targeting and the other that elevates experiential and emotional connections.need new image hereof sales executives agreed(45%)or somewhat agreed(47%)that in the next five years,content marketing and content advertising will become the pri

55、mary way that brands reach consumers and audiences92%89%A majority of sales executives choose“ethics”over“efficiency”for advertising sales going forward10 THE ADVERTISING SALES EQUILIBRIUMFrom Cookies to ConsentNew legislation and policies on the privacy of third-party data means publishers and bran

56、ds cant count on the consumer data they used to.Beyond building their own deep audience insights,the ad sales ecosystem will need to reestablish consumer trust and forge a more give-and-take approach to advertising.Evolving privacy policies and new legislation will inevitably change the sales ecosys

57、tem and the roles within the ecosystem.Notably,Apple announced that it will require developers to ask for explicit permission to track iOS device users across apps and websites.And in 2022,Google will ban third-party cookies from its Chrome browser.According to Nick Barnett,former Director,Digital&M

58、edia Technology at Westpac,this will render up to 85%of marketing and digital investment useless,effectively doing away with much of the media-advertising ecosystem in one fell swoop and making this year a pivotal one.This comes on the heels of an alphabet of recent data privacy legislation,includin

59、g the CDPSA,CCPA,and GDPR.Many executives we spoke with feel that 2021 will be revolutionary for how the digital advertising ecosystem moves forward.But they also agree that these ground-breaking privacy policies,while disruptive to the industry,are a good thing:The majority choose ethics over effic

60、iency as a guiding light for advertising sales going forward.This is something that Gila Wilensky,President of Xaxis U.S.,feels is imperative as AI evolves.“Were passionate about mindfully and purposefully getting the relationship between AI and ethics right,”she told us.“AI must reflect unbiased hu

61、man values and human decisions for it to work.If were unable to improve biases in advertising and improve its value to consumers and society through AI over the next 10 years,we have failed.”The consumer is smart.Theyre the change agent of anything in the future.If the consumer decides to opt out of

62、 everything,were going to have a harder time reaching them.Jim Keller Executive Vice President Digital Ad Sales and Advanced Advertising,Discovery Channelof sales executives agreed,“The cookieless future of advertising will completely change the ad sales ecosystem”11 THE ADVERTISING SALES EQUILIBRIU

63、MOne burgeoning question the industry is wrestling with is what digital consent will look like in this new cookieless world,when people are in the drivers seat of who can and cant access their data.This is a topic Redniss has been considering since his days at Warner Media.He admitted that digital c

64、onsent has been clunky thus far:“99%of people arent reading their 200-page privacy policy.Therefore,publishers are going to bury all kinds of stuff in there and just say,“Youre getting Wi-Fi right now for free.And now Im going to target you.”Keller agreed that the privacy of consumers has been compr

65、omised:“The reality is a lot of the digital publishers are pretty smart in terms of getting people to relinquish their information without them realizing.Its something to be aware of and something to be concerned about.”Redniss sees better ways of doing things and the importance of doing them:“At th

66、e end of the day,the ads that people are receiving have an emotional impact,a lasting impression that affects peoples mood,their mental state.Everyone needs to be cognizant of that.”Redniss believes that consent needs to be a continual dialogue with consumers:“Once you build a rapport with your cons

67、umer,then you can dynamically offer them opportunities that are a real value exchange.Rather than being a privacy center in which you go through a whole laundry list of psychographic insights,break that up and make it into an experience thats delightful.”Amit also believes a continual dialogue albei

68、t a less digital variety is critical to the future of sales.Like Redniss,New Deal Design is betting on a strategy that helps brands earn the respect of audiences.Underlying this more give-and-take approach is a shift in mindset from targeting to attracting;rather than aggressive salesmanship.“People

69、 will come to you,”Amit said.This approach isnt limited to the conversations between brands and customers.It applies to building relationships between publishers and advertisers.As Adam Bergman,Vice President,National Ad Sales at VIZIO,put it,“You have to earn the right to talk about your products.I

70、 dont think most salespeople subscribe to that.I think most salespeople describe their products,and then,at the tail end of a 30-minute meeting,try to squeeze in,Hey,tell me more about your business.”Were trying to convince our customers to build a conversational brand that has trust.You build a bra

71、nd to be a good advisor.That means that most of the interaction between customers and the brand is functional,and the brand assists the customer.And then from that perspective,every once in a while,the brand is in the position to offer a service or a product.Gadi Amit President and Principal Designe

72、rNew Deal DesignConsumers have an incredibly high bar for the protection of their data,and they choose to trust companies that they interact with to use that data appropriately.It is ultimately the companys responsibility to uphold that relationship.Julie DeTraglia SVP Research,Insights&Analytics Di

73、sney Media&Entertainment Distribution12 THE ADVERTISING SALES EQUILIBRIUMThese conversational approaches to selling require that advertisers and publishers alike know their customers beyond targeting data.“I think getting complete consumer insights is really,really valuable that I dont think a lot o

74、f sales teams today are taking advantage of,”Redniss told us.“Really knowing and understanding your audience,and having the tools and insights platforms that provide that to you,to make you more strategic.”Some consumer insights will,of course,come from first-party data.But building audience knowled

75、ge based on first-party data alone wont be enough.Julie DeTraglia,SVP Research,Insights&Analytics,Disney Media&Entertainment Distribution,said a combination of high tech and high touch is key to getting a 360-view of audiences.“At Hulu,we have algorithms that recommend content for our subscribers,bu

76、t there is a lot of human input and curation that goes into the viewer experience as well,”she explained.Hulus“Taste Picking”feature allows customers to get beyond the algorithm and tell the platform exactly which content they like and dont like.“Weve found success in the balance of editorially driv

77、en and algorithmic recommendations,”DeTraglia noted.All of this points to the fact that the salesperson of the future will need more comprehensive consumer insights to advise brands and create open dialogues between these brands and consumers.Put another way,in an increasingly cookieless world,deep

78、consumer insights will take center stage.As Bergman noted,“Nobody should be selling products.They should be selling the value and why it benefits somebody.”Consumers dont live in one bubble where its like,Oh,Im a CBS household.That doesnt exist anymore.The salesperson is equally responsible as adver

79、tisers to be a study of consumer behavior.Adam Bergman Vice President National Ad Sales VIZIO13 THE ADVERTISING SALES EQUILIBRIUMAI Is the New Personal AssistantThe promise of AI is that it will become a personal assistant,handling the manual labor and analytics that has tethered salespeople in the

80、trenches of the sales process.The result is that technology will,counterintuitively,humanize sales by freeing up salespeople to do what they do best be human.One trend we consistently heard from the leaders is that programmatic advertising will help salespeople do what they do best:be human.The same

81、 algorithms that have salespeople anxious in the first place will help them out of the technical dredges and back to the human interactions that have long been at the heart of sales.One way Vellmure,of Salesforce,sees AI lightening salespeoples workloads is by helping them to prioritize:“Imagine you

82、 have 250 accounts and youre responsible for all of them.Salespeople used to have to carry the burden of how to prioritize.Fast-forward to now,and weve developed algorithms to create solutions like propensity to buy.Therefore,in surfacing the account list,salespeople can prioritize where they should

83、 spend their time to make them more successful.”AI-and ML-based tech will also spare salespeople from pure manual labor.AI-based technology will serve as a new personal assistant,allowing salespeople to be more creative,strategic,and human.As Amit put it,“Machine learning could help a lot in sifting

84、 through mountains of data,finding some rationale behind the data,and then being able to personalize it and give some people good advice.”Salespeople are then free to run with that intelligence.Lisa Spira,Head of Content Intelligence at Persado,sees the opportunity for more creativity as a major ben

85、efit of AI in the future of sales.“With AI,human creativity will be pushed to new heights because the marketer can now focus on higher-order issues and use the deep insights unearthed by AI to fuel their creativity,”she said.David Trumpey,Partner and Vice President,Design at BCG Digital Ventures,see

86、s this as a chance for salespeople to“go up a level.”But he also acknowledged not everyone will make the leap:“If youre task-oriented and thats what rewards you in your job,I think that you have a tough time leveling up.”The right person for the future job,he said,is the person that likes thinking a

87、bout the problem and different ways to potentially solve it:“If they can do this,it gives them an opportunity to turn their job into something that they probably didnt ever imagine.”How do you make AI more human,so that its your best friend and best weapon as a salesperson?Jesse Redniss Co-founder B

88、rave Ventures14 THE ADVERTISING SALES EQUILIBRIUMThe AI Assist:Friend or Foe?While the vast majority of sales executives see AI as having a positive influence on their future roles,many harbor some fears about it.How Executives View Sales Automation Technologyof sales executives see AI as having a p

89、ositive influence on their future roles86%of the same executives also voiced concerns68%are somewhat concerned that their job will no longer be as relevant64%Pros53%said it will help us learn more about audiences and consumers we will,therefore,be able to target more effectively47%said it will help

90、free up my time,or my teams time,so we can be more efficient46%said it will allow the human salespersons role to become more strategic or consultativeCons39%said it will promote,or facilitate,more fraud/discrepancies in the ad sales industry31%said it will kill the“art”of selling I fear well lose th

91、e human touch and creativity that helps to build strong relationships30%said it will make the human sales role redundant salespeople will no longer be as valuable in the sales process15 THE ADVERTISING SALES EQUILIBRIUMThe Rise of the Storyteller/Data ScientistThe salesperson of the future will mix

92、science and sociology to adopt a more consultative role in sales one that emphasizes empathy and trust as much as efficiency and effectiveness.The result of AI assistance in the sales process is an emphasis on the consultative salesperson,more akin to management consulting than traditional salesmans

93、hip.This will require salespeople to allocate their time differently and to develop new skills altogether.“As the environment becomes more complex,it will no longer be about whether I have the product to meet your exact needs,”Vellmure said.“Thats becoming less and less the case.The new approach is,

94、How do I package up a myriad of solutions to align with exactly what youre talking about?Its like some principles of management consulting are creeping into the sales profession.”Similarly,Walsh,of Spotify,sees this next generation salesperson as a trusted advisor to brands:“Brands are looking for t

95、hat trusted advisor with the different platforms to help them understand how to find their audiences.I think for a seller,thats a skill set theyre going to want to keep developing.”This advisory role will likely take different forms,but one will be to shine a light into the black box von Wersch spok

96、e of,helping untangle the tech for advertisers who dont understand the mechanics of it all.One technical executive of a global audio publisher reflected that her most successful client relationships have been based in this type of deep-seated trust-building around the technology that is put on the t

97、able:“A lot of what goes into sales and especially sales with technology is building trust,building accountability for what youre putting on the table.When I had my breakthrough with a client,it was because we tackled something really hard.I delivered them the truth as to why something wouldnt work

98、and offered them an alternative solution that technology backed.Thats where this trust became so monumental,to not only that individual deal,but then the growth within that partnership.”What I do think will happen is that the role of selling will become more about working with big brands,big adverti

99、sers,and around strategy,planning,measurement,and creating more complex bundled deals that the programmatic stuff just cant handle.Craig MacDonald Partner,Media and Advertising McKinseyI do not believe that automation is going to dramatically remove the amount of people that are in sales.I think its

100、 going to change the skill sets that are needed to be successful.Jim Keller Executive Vice President Digital Ad Sales and Advanced Advertising,Discovery Channel16 THE ADVERTISING SALES EQUILIBRIUMVon Wersch describes this new,trusted sales advisor as a“storyteller-slash-data-scientist”who is able to

101、 look into the data models and bring the numbers to life through storytelling.Keller,too,sees the salesperson of the future representing a mix of science and sociology:“I think that the new rash of people that are going to join our industry arent necessarily going to be the,Oh,I had a marketing degr

102、ee,or I had an advertising degree.Theyre going to be data scientists.Theyre going to be sociologists.”factor that will impact the future of advertising sales,according to sales executives:“Reestablishing trust between brands and consumers and brands and publishers”Beyond being a trusted advisor,or a

103、n expert at data-based storytelling,others we spoke with emphasized that the most important skills for salespeople in the future will be empathy.“I have always been a proponent that we need to continue to humanize the digital advertising space,”Bergman,of VIZIO,stated.He feels that as the sales ecos

104、ystem has become more digitized,its lost its human touch.“People talk about data,users,and targeting.Take a step back.A brand wants to talk to a customer,and a brand wants to find new customers,”Bergman explained.“We will absolutely use technologies to facilitate that communication,but theres a leve

105、l of self-awareness and empathy required of the salesperson.”Or,as Vellmure pointed out,“The AI is not going to know if a person had a bad day.The person who has the relationship with the stakeholder will.”This idea of empathy weaving its way back into the salespersons role brings the sales ecosyste

106、m full circle.Salespeople have long been described as peoples people social,empathetic,engaging,relationship-builders.Now that technology is expected and taking a back seat(albeit an important one),humanity is whats refreshing,valued,and needed.In this context,humans are once again the heartbeat of

107、sales,even in an automated era.“What humans are great at is synthesizing a lot of information and then intuitively knowing where to go next,”Trumpey told us.“And its really hard to train a machine to be intuitive they just respond to rules.”There is always room for and a need for human creativity no

108、 matter how much the industry shifts to data-backed,AI-generated content.As long as the AI output requires human input,youll need not just a human touch,but humans shepherding the entire process.Lisa Spira Head of Content Intelligence Persado#117 THE ADVERTISING SALES EQUILIBRIUMThe Ecosystem-to-Eco

109、system(E2E)EconomyPublishers,agencies,and brands adopt a“rising tide lifts all boats”mindset.They are partnering across competitive lines to vie for ad sales dollars commanded by Big Tech.In doing so,they have the power to create a new ecosystem-to-ecosystem economy anchored in the promise of unity.

110、Perhaps one of the biggest takeaways in exploring how AI and humans will come together to shape the sales ecosystem next is a growing desire to broker high-level partnerships for the good of all involved.This idea that“a rising tide lifts all boats”comes at a time when theres a new cultural backdrop

111、 and consumer mindset centered on unity and the power of togetherness.But its also just a necessity:With the walled gardens commanding the vast majority of ad sales,and everyone else fighting for the rest,theres an opportunity to partner to compete.“Every brand owner,every marketer,every business sh

112、ould be thoughtful about alternative distribution strategies,”Wieser,of GroupM,explained.He cited Spotifys partnership with Hulu as one that was“novel”for its time,effectively bringing together two midsize companies for the betterment of both.However,he admitted,partnerships like this arent yet turn

113、key:“Theyre just complicated to do.”Despite the challenges of coming together,there are opportunities for strategic partnerships on both the tech side of the sales ecosystem to make programmatic selling smoother as well as the human side of sales to create more holistic solutions for brands.On the p

114、rogrammatic side,tech executives we spoke with felt its time for third parties including tag companies,measurement vendors,and more to unite and put aside the“ad tech ego”so they can embrace a more holistic approach.Bergman said VIZIO is also excited about what they can create through technical coll

115、aborations,such as partnering with Zoom or GoToMeeting to bring their technology into VIZIO televisions.On the publisher side,von Wersch regularly plays matchmaker.He described this as a competitive necessity:“Were forming alliances against Facebook,where publishers see the synergies they have and r

116、ealize,We should cooperate.These are my former competitors,and they remain to be my competitors in certain areas,but with the market concentration toward the core so high,we have to do something.These kinds of projects have drastically increased in the last two years.”Vellmure described this new app

117、roach as“ecosystem-to-ecosystem”sales.This creates a new,powerful E2E economy.“Something fundamentally shaping sales is the ability to not only sell what Im offering,whats in my bag,but also partner to create value for our shared customer.How can the three of us,for example,help the customer in a mo

118、re synergistic way,”said Vellmure.The future of sales is about optimizing forests,not trees.Brian Wieser Global President Business Intelligence,GroupM18 THE ADVERTISING SALES EQUILIBRIUMA great example of three parties coming together in a synergistic way is the collaboration between Procter&Gamble,

119、Target,and Disney,positioned as a solution for the“linear TV crisis”that P&G is facing.Ultimately,the data-share partnership allows the consumer packaged goods(CPG)leader to understand how their advertising spend on Disney and the sales of their products at Target connect in real time.Another win-wi

120、n,E2E exchange is Rokus partnership with Kroger,which integrates data from the supermarket behemoth into its just-launched shopper data program.While Vellmure acknowledged that these types of partnerships have been happening for some time now,he predicted it will trend up:“Selling is not just a one-

121、to-one anymore.It actually looks more like a many-to-many.”This next phase of E2E selling will arguably elevate the sales role even further,from trusted advisor to new market creator.Its a big shift from selling products to making markets and one that will likely not happen overnight.As Keller point

122、ed out,“How many people in the last 10 years have added the word partnership or strategy to their business card?Putting it on a business card and then actually doing it are two different things.”We believe in a world where advertising works better for everyone and to achieve that,our entire ecosyste

123、m needs to come together to find solutions of value.Gila Wilensky President Xaxis U.S.of sales executives agreed,“Strategic partnerships even with competitive organizations are the future of sales”96%19 THE ADVERTISING SALES EQUILIBRIUMConclusion:Human Touch Elevates Ad Sales TechThe continued growt

124、h and potential of AI promises to elevate the salespersons role to one that is more consultative,empathetic,and ultimately human.Key to this shift will be reestablishing trust between brands and publishers through education and transparency in how automated advertising technology works and creating

125、dynamic standards of consent between advertisers and consumers in a new,cookieless frontier.The art of storytelling,deep consumer insights that go beyond third-party data,and multidimensional measurement that accounts for the emotional impact of advertising will be opportunities for the future of th

126、e industry.For CROs,the challenge will be threefold:trusting technology,balancing measurement with innovation,and,critically,developing and hiring talent that straddles ad saless new sweet spot:a mix of sociology and science.Perhaps the largest opportunity for all is unity through strategic E2E part

127、nerships.By coming together,advertisers and brands have the ability to better compete by extending their reach,fine-tuning their measurement,and creating more immersive,engaging,and emotionally impactful content.20 THE ADVERTISING SALES EQUILIBRIUMYoure going to need a CRO that is not just a CRO,but

128、 also a CMO and chief product officer.Because as we think about the components of how we package up a great experience for clients,the CRO needs to understand the content and the context of the content.And what that program is really about.What platforms is it really going to be distributed on,from

129、linear to iPads and phones and on Rokus and other things,and what are the unique types of products and experiences they can develop to bring clients in?They really need to become part of that experience.Technical experience and background are going to become more and more important in the CRO role,p

130、robably than ever before.And I think thats exciting for a lot of current CROs as theyre building up those skill sets.And I think its exciting for folks in other types of roles inside an ad organization that can bring those skills to the sales team and help drive the organization to change.The bigges

131、t challenge for the CRO will be the transition from individual sales to enterprise sales.This shift means that the constituents involved are different,the cycles are different;its a very different kind of sale and a different kind of salesperson that will thrive in those kinds of circumstances.Jesse

132、 Redniss,Co-founder,Brave VenturesDan Walsh,Global Head of Business,Strategy&Operations,SpotifyBrian Wieser,Global President,Business Intelligence,GroupMBy the NumbersThe top challenges and opportunities for the CROs future role include trusting technology,developing sales teams with new skills,and

133、prioritizing innovation.Heres a full breakdown of the top five things sales executives said CROs will need to do:Trust technology more so they can focus on higher-level approaches to reaching audiences.Build sales teams with new skill sets as sales automation technology continues to play a larger ro

134、le in the sales process.Be more future-forward;innovation will play a larger part in their role.Become“jacks of all trades”beyond their focus on revenue,theyll need to be involved in innovation,marketing,and product development.Act as quasi-data scientists;understanding data is the key to maximizing

135、 revenue.Experts Weigh In12345The Future CRO Copyright 2021 S,inc.All rights reserved.Various trademarks held by their respective owners.S,inc.Salesforce Tower,415 Mission Street,San Francisco,CA 94105,United StatesAbout this Research Research for this study was commissioned by Salesforce,with signi

136、ficant contributions from Alp Pekkocak,Global Head of Industry Marketing Media&Entertainment at Salesforce and Siva Natarajan,Global Head of Industry Strategy Media&Entertainment at Salesforce.The expert interviews,quantitative research,and whitepaper editorial were conducted by Culture Co-op,a bout

137、ique trends and insights agency specializing in generational insights,ethnographic research,and quantitative studies.About Culture Co-op For nearly twenty years,the collective Culture Co-op team has studied the lifestyles and behaviors of youth culture and industry trends,leveraging these insights for clients including Hulu,Marriott International,Spotify,BuzzFeed,Twitter,and PepsiCo,among others.Culture Co-op was founded by Melissa Lavigne-Delville,a leading research,trends,and generations expert.