October is Girls in Gross sales Month, and to rejoice, we acknowledge many gifted and hardworking ladies who work on this trade, the dear contributions they make to it, and their skilled insights on the long run.
Becoming a member of this episode of Enhancing Gross sales Efficiency is visitor Stacy Kauffman, Regional Vice President from San Francisco and Sacramento at Audacy.
Stacy has many observations, akin to prioritizing your focus amidst the flurry of knowledge that’s consistently at our fingertips (Trace, trace, do not beat chain to your desk), how Account Executives can not put on all of the hats like they used to, and why you may’t construct a workforce of unicorns.
Tune in now or maintain studying for a quick overview.
Girls in Gross sales – Stacy Kaufman
Stacy Kauffman presently serves as Regional Vice President from San Francisco and Sacramento at Audacy.
Kauffman has served because the Senior Vice President and Market Supervisor of Audacy Sacramento since 2018. Previous to that function, she held Director of Gross sales and Basic Gross sales Supervisor roles for then-Entercom Sacramento.
Previous to becoming a member of Audacy in 2015, Kauffman held varied gross sales roles at Hubbard Broadcasting, Radio One, and Susquehanna Radio WFMS-FM.
KPIs to Measure in Gross sales
Stephanie begins the dialog off with this query, if you take a look at the general gross sales group, and even all the way down to a person station or between the 2 markets, what are the three to 5 issues that you just take a look at to know that you just’re on observe for achievement?
“First, I’d say, the tradition, the vibe, and the power that we’re seeing. And, in fact, on this new regular of this hybrid setting, what individuals wish to be within the workplace for,” Stacy explains. “So simply seeing the collaboration that is occurring. I prefer to be somebody that walks the halls a bit. And once more, it’s very completely different as a result of you may have to have the ability to just about stroll the halls as effectively.”
So far as the important thing efficiency indicators (KPIs), she mentions specializing in main indicators “as a result of that is a possibility for us to nonetheless do one thing about it versus the lagging indicators, that are, in fact, how are we performing to our price range and our expectations.”
“I actually encourage our workforce and our leaders to slim what are the least quantity of issues that we will give attention to to have the largest quantity of impression,” she continues. ” After I’m a macro stage for the area, I am wanting on the roll-up of what number of new enterprise calls, what number of of these new enterprise calls are we doing? What is the pattern line of that? Are we including gross sales velocity there? After which the {dollars} and the quantity of ask on a weekly foundation.”
As Stephanie mentions, typically in these conversations, there’s lots of emphases positioned on the tip outcome. “These, the efficiency metrics, they’re essential. Everyone knows that they are essential. However I like the pondering of if we put extra emphasis on the entrance finish are actually being attentive to your level of deal measurement and name quantity and all of these items, the tip outcome’s gonna occur.”
What Ought to Gross sales Managers Focus On Proper Now?
What’s the greatest precedence for gross sales managers to give attention to proper now?Â
With out hesitation, Stacy solutions with “Recruitment.”
“Recruiting, retaining, rising expertise,” she states. “That is not distinctive to our group. I see it throughout our trade. The best Account Govt at this time is completely different. And it is a actually distinctive alternative as a result of we will take a look at enterprise sellers as a possibility versus traditionally, you wanted the expertise to get the expertise.”
“And simply with the best way that we’re evolving our gross sales construction and having extra shopper success managers and extra of these Account Supervisor assist sorts, it offers us a possibility to actually develop what the perfect gross sales govt may seem like.”
Recruiting the most effective expertise and having them proceed to develop and develop is the primary most essential precedence. Then, one of many issues that’s so nice concerning the gross sales trade, is that it’s at all times evolving and altering. “What made us profitable a yr in the past just isn’t going to be wholly the successful recipe at this time. I’d say that we additionally take a look at simply managing the gross sales velocity,” Stacy explains.
“So, how are you a catalyst for enterprise on your workforce? How are you guiding them on the place and focus their time as a coach? And the third factor is knowledge insights – not being chained to your desk, however how do you determine what the 2 or three fast studies or numbers you can take a look at that enable you to prioritize the place you may have the largest impression of the place, how, and with whom you spend your time are.”
In accordance with Stacy, for those who nail this stuff down, that is the recipe for achievement.
The Evolving Gross sales Construction and Gross sales Chief
Within the podcast, Stephanie and Stacy focus on in additional depth how the function of Account Executives has modified. To listen to the dialog, flip in now!Â
Stephanie additionally asks Stacy to elaborate on how the gross sales construction has advanced. She asks, “Do you envision gross sales construction persevering with to evolve? And if that’s the case, what do you assume the construction’s going to seem like within the subsequent few years? How do you anticipate or see that altering once more?”
“On this enterprise, there are jobs that do not even exist but,” Stacy explains. “They’re even going to exist in three years. That is a part of what’s so enjoyable about it, is it is consistently evolving. We even used to have station-specific sellers, and most of us have enterprise sellers. So these issues are consistently evolving, and there is at all times the ebb and movement of going to in-house businesses and out-of-house businesses. So far as what is the pattern? I am probably not positive what it should be in three years. However I can assure it will be completely different.”
By way of how gross sales leaders, how have they modified?
As Stacy factors out, “If we’re being completely clear, there was once extra gross sales managers. You had native gross sales managers, basic gross sales managers, and an NPR director. “There was only a larger layer of native gross sales administration that does not exist now. So it is actually difficult.”
As we speak, we’d like leaders who can get the buy-in, get the workforce motivated, and get them caring concerning the better imaginative and prescient and mission and objective of why we’re all right here.
“You’ll be able to maintain individuals accountable with out belief. It is simply not very efficient,” explains Stacy. “However to the place you are holding them accountable, they usually truly care as a result of they perceive it is extra than simply them. This half does not change. The half that adjustments is what do they should be good at. And ideally, they’re in all probability each left and right-brained as a result of they want to have the ability to use knowledge insights rapidly to determine the place and the way they’re gonna spend their time.”
Tune in now to listen to Stacy’s ideas on what it’s best to search for when hiring a model new ales chief at this time.Â
