For Spectrum Reach's Kim Norris, Selling the New Requires Two Things

quotMy team is amazingquot she saidamp160 quotI have so much respect for the work they do and how they don39t run from complexityamp160 That39s what it takes nowadays there39s not much time for talk over actionamp160and things move fastamp160 You need people who understand complicated ideas and tools and can make them easy for our customers to usequotWith experience in traditional sales strategyamp160and operations and a history of driving innovation Norris is uniquely suited to a role that requires her to champion the newamp160 I first met her when she was a Divisional Vice President of Sales at Comcast Advertising and later worked with her when she served as Executive Vice President in charge of strategy and operations at Cablevision as it introduced the industry to addressable televisionamp160 In between those roles she served as the founding president of OVAB then the OutofHome Video Advertising Bureau now known as the DPAAamp160 and afterwardamp160as COO of rep firm Viamedia where she introduced one of the industry39s first inventory marketplacesamp160 I asked what her history had taught her about introducing advertisers to new products and ideasquotWith products like Ads Everywhere and our data products like AudienceTrak and Audience App not to mention Linear Household Addressable which will be rolling out later this year after a successful test in our LA market there39s a huge amount for our people even our most experienced people to learnquot she explainedamp160 quotThat requires curiosityamp160 The most successful media people salespeople sales managers marketers assistants everyone are curious to learn and try new things even when those things might not be part of their everyday responsibilities yetquotJust keeping up with the industry takes a huge amount of time these daysquot sheamp160continuedamp160 We all know there39s never enough time to read everything but according to Norris they make curiosity a priority amp160quotThe best salespeople are as curious about what we can do for their clients as they are about their clients themselvesquot she saidamp160 quotClients know it tooamp160 If you39re not in a state of continual learning you39ll stand in placequotSalespeople also need couragequot she continuedamp160 quotIt takes courage to tell an advertiser who you39ve been working with for years that you have a new solution they need to consideramp160 For executives it takes courage to make the investment in time and resources necessary to launch new productsquotNorris39 advanced advertising sales team is led by Vice President Carolyn Sheflin who runs the enterprisenational team and Vice President Bill Herman who leads field salesamp160 Both have backgrounds that include traditional digitalamp160and agency experiencequotThey39re wicked smartquot Norris said adding that the servantleader management philosophy she39s adopted throughout her career is something her team exemplifies as wellBeyond curiosity and courage her team and the entire sales organization at Reach is armed with some powerful toolsamp160 Ads Everywhere for instance isn39t simply the ad inventory created when consumers authenticate their Charter subscription and log into programmer apps like ESPN GO and HGTV Watch a product known in the industry as TV Everywhereamp160 Instead it39s a quotcocktailquot of that inventory including over 50 network apps plus inventory on Spectrum39s own TV App viewable live and ondemand inside and outside the home on platforms like Roku Amazon and Apple TV and on smart TVs and traditional settop videoondemand inventoryamp160 It can be targeted at a DMA or zoneamp160and soon by zipcode level andamp160advanced audience attributesquotWith products like that we39re better able than we ever have been to make advertising more precise and powerful and to help advertisers optimize their budgetsquot Norris notedamp160 quotHaving experts like the people on my team along with good marketing support makes our whole organization more effectivequotIn Norris39 opinion the people on her team with digital roots have it a bit easieramp160 quotFor a digital person to learn TV today that39s complexity they39re used toquot she explainedamp160 quotMaking the transition to nextgen databased television and letting go of old habits can be harder for traditional sellers but it39s the same kind of transformation companies across the whole industry are facingamp160 Look at what39s happening at NCC look at the biggest agencies we39re all changing fast and learning new skills and it39s going to be better for everyonequotClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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For Spectrum Reach's Kim Norris, Selling the New Requires Two Things

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