October is Girls in Gross sales Month, and to have fun, we acknowledge many proficient and hardworking ladies who work on this business, the dear contributions they make to it, and their knowledgeable 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, comparable to prioritizing your focus amidst the flurry of information 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 possibly can’t construct a workforce of unicorns.
Tune in now or preserve studying for a short overview.
Girls in Gross sales – Stacy Kaufman
Stacy Kauffman at present 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 numerous 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, while 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 simply take a look at to know that you simply’re on observe for achievement?
“First, I’d say, the tradition, the vibe, and the vitality that we’re seeing. And, after all, on this new regular of this hybrid surroundings, what individuals need to be within the workplace for,” Stacy explains. “So simply seeing the collaboration that is occurring. I wish to be somebody that walks the halls a bit. And once more, it’s very completely different as a result of you could have to have the ability to nearly stroll the halls as properly.”
So far as the important thing efficiency indicators (KPIs), she mentions specializing in main indicators “as a result of that is a chance for us to nonetheless do one thing about it versus the lagging indicators, that are, after all, how are we performing to our funds and our expectations.”
“I actually encourage our workforce and our leaders to slim what are the least quantity of issues that we will deal with to have the most important quantity of impression,” she continues. ” Once I’m taking a look at 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 amount of ask on a weekly foundation.”
As Stephanie mentions, typically in these conversations, there’s plenty of emphases positioned on the tip consequence. “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 taking note of your level of deal measurement and name quantity and all of these items, the tip consequence’s gonna occur.”
What Ought to Gross sales Managers Focus On Proper Now?
What’s the greatest precedence for gross sales managers to deal with proper now?
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 business. The best Account Government at the moment is completely different. And it is a actually distinctive alternative as a result of we will take a look at enterprise sellers as a chance 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 consumer success managers and extra of these Account Supervisor help varieties, it offers us a chance to actually increase what the perfect gross sales government may appear like.”
Recruiting one of the best expertise and having them proceed to develop and develop is the primary most essential precedence. Then, one of many issues that’s so nice in regards to the gross sales business, is that it’s all the time evolving and altering. “What made us profitable a 12 months in the past will not be going to be wholly the profitable recipe at the moment. 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 the best way to focus their time as a coach? And the third factor is knowledge insights – not being chained to your desk, however how do you establish what the 2 or three fast stories or numbers that you would be able to take a look at that assist you to prioritize the place you possibly can have the most important impression of the place, how, and with whom you spend your time are.”
In response to Stacy, for those who nail these items 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!
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 in that case, what do you assume the construction’s going to appear 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 all the time the ebb and stream of going to in-house companies and out-of-house companies. So far as what is the pattern? I am not likely certain what it will be in three years. However I can assure it’s going to be completely different.”
When it comes to 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, normal gross sales managers, and an NPR director. “There was only a greater 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 in regards to the higher imaginative and prescient and mission and objective of why we’re all right here.
“You possibly can 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 really care as a result of they perceive it is extra than simply them. This half would not change. The half that adjustments is what do they must be good at. And ideally, they’re most likely each left and right-brained as a result of they want to have the ability to use knowledge insights rapidly to establish 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 the moment.
