Video: Upfront Tipping Point - Warburton, Stimmel, Muszynski, Hutton, Reed

One of the most spirited exchanges among the executives occurred when discussing the inherent conflict between buyer and seller For John Muszynski the Upfront tipping point is fast approaching and sales partners need to do a better job of putting their clientsamp8217 needs firstMuszynski said amp8220When the first question they ask is amp8216Whereamp8217s your budget versus a year ago If youamp8217re not gonna show me growth weamp8217re not gonna have a further conversationamp8217 Well if thatamp8217s what youamp8217re worried about is where your budget is you arenamp8217t really looking at my clientamp8217s business Youamp8217re not interested in helping me grow Youamp8217re interested in helping your business growamp8221 Check out Muszynskiamp8217s pointed response to that approachShenan Reed agreed amp8220It is a challenge because the sales reps come into us on a regular basis with the commentary amp8216I canamp8217t afford to do what I do anymore you guys are driving us down to the bare bone39amp8221 Reed went on to share her favorite threat from a sales rep during the negotiation processCatherine Warburton spoke of the need to evolve in order to create more productive relationships amp8220We have the sales organizations realizing at the higher levels that they canamp8217t move on when the ratings are falling selling just on a plain age sex demo In order to increase their yield for the future theyamp8217re going to have to get more sophisticated in that sellamp8221 Click here for her thoughts on what buyers need to understandJon Stimmelamp8217s take on the Upfront is that future success depends on media owners leveraging the breadth of their assets He said amp8220The Upfront is not TV amp8211 the Upfront is TV plus their extensions Weamp8217re doing Google preferred deals in the upfront weamp8217re doing Hulu deals so it is a video agnostic kind of approach to the Upfrontamp8221 Stimmel then spoke about media owners who are managing the Upfront best and what makes the difference in great buyers and sales people amp160Watch more of this insightful exchangeamp160here and view all the round table discussions with senior industry executives at wwwLegendsLeadersorgThe Legends ampamp Leaders Video Series was made possible by a generous grant from Warner Brothers Media Sales and is presented by Jack Myers KnowledgeExchange and MediaVillageVideo Media Agency Transformation Muszynski Warburton Reed Hutton StimmelVideo Upfront Tipping Point Warburton Stimmel Muszynski Hutton ReedA Seat at the Table Season 2 of Legends ampamp Leaders Videos with Jack MyersClick 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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Video: Upfront Tipping Point - Warburton, Stimmel, Muszynski, Hutton, Reed

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Video: Upfront Tipping Point - Warburton, Stimmel, Muszynski, Hutton, Reed

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