Doug Weaver

Sales Christmas.

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As this is the last Drift of 2017, I want to use it to thank and appreciate the sellers in our industry; the women and men who put themselves on the line every day and who monetize all the great digital content and services that the other 99-plus percent of the world take for granted.  I also want to send along a few gifts – sales ideas and insights I’ve shared with salespeople like you in workshops throughout the year.

The Drift is proudly underwritten this week by Digital Remedy, a digital marketing and technology solutions partner to publishers, advertisers, and influencers. Digital Remedy delivers performance-based and cross-channel solutions to increase monetization and operations potential of any organization while exceeding standard KPIs. Visit Digital Remedy to learn more.

Don’t Tell Me What You Sell, Tell Me What You Solve.  The era of the product describer armed with his dense PowerPoint and techie demo are over. You will succeed because you obsess over the client’s business and marketing problems and start every note, every meeting, every sentence with them.

Presence is Power.  We all live in a multi-screen world of perpetual distraction.  Your customers and co-workers feel alienated, unheard and ignored.  You will be amazed at how much your full, undivided attention and empathy can do.  Once they feel truly seen and heard, most of your job is done.

People Always Buy the Same Thing.  A Better Future.  It’s always been true.  Don’t tell me about your tech or content.  Tell me how my life will be different when we are working together.  And then work hard to live the promises you make.

Action Forms Around a Point of View.  Many sellers are afraid to take a position, to commit, to adopt and defend an opinion in the presence of the customer.  So they wait and see what the customer thinks and then change their own colors to fit the moment.  In doing so they leave their most powerful tool on the shelf.  Your informed point of view is fuel to the client relationship.  Bring it.

You Get Delegated to the People You Sound Like.  In our comfort zones we all speak the local language of tech and media arithmetic.  And we rarely realize that senior customers don’t speak those tongues at all.  So they send us to the people who might understand what we’re saying.  Commoditization ensues.

Do the Math.  Then Show Your Work.  When we estimate the actual size and cost of our customer’s marketing and business problems, something magic happens.  Don’t tell me you can help me be more efficient:  tell me how much money you think I’m losing every month I don’t work with you to fix my problem.  I’m not going to ding you if your math is off.  Show me your work and I’ll help you adjust your numbers.  I’ll also appreciate your vision and lean into our relationship.

#deserveit.  Nothing more needs to be said.

Live and Work in the Present.  The past is all nostalgia and regret.  The future is all hope and anxiety.  None of it does you any good.  The best sellers – the best people – are the ones who stay focused on what’s right in front of them.  If you get sideways or lose your bearings, sit down and make a list of what you’ll accomplish in the next few hours.  Win today.  Be happy today.  Do it often enough and you will build a truly great life.

Merry Christmas, Happy Holidays and a wonderful 2018 to all of you. We never stop thinking about you and send you our very best wishes for health, hope and happiness.

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Saving Programmatic.

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Last week in this space I suggested that one unintended outcome of our decade-long dance with programmatic buying was the dark, dangerous alternative world we’d brought into being.  Borrowing an analogy from the Netflix series Stranger Things, call it “The Programmatic Upside Down,” rife with fraud, bots, hate speech, fake news and every other means of foul beastie.

In a speech last week in Los Angeles, I suggested that while an uncritical devotion to “tech for the sake of tech” had opened the breach to this world, it was people who would help close it.  Here, then, are the four types of people we should endeavor to find, groom, hire and deploy in the programmatic world of the next five years.

The Drift is proudly underwritten this week by Digital Remedy, a digital marketing and technology solutions partner to publishers, advertisers, and influencers. Digital Remedy delivers performance-based and cross-channel solutions to increase monetization and operations potential of any organization while exceeding standard KPIs. Visit Digital Remedy to learn more.

The Activator.  Ironically, those who plan and build programmatic stacks and strategies can be too closed in their thinking and too slow to act on new insights and improvements.  The Activator is the executive who can not only explain why, but why now.  He or she can create urgency around meaningful change and development from the outside – who can lay waste to the kind of group think and inertia that assure many a programmatic strategy will bear poisoned fruit.

The Fixer.  The role of The Fixer is also to disrupt the destructively myopic processes and decision making of the group.  Except he or she works from the inside out.  The Fixer is willing to call out the bad outcome the group might not be considering…to ask the hard question.  Blessed with a good strategic mind and highly-evolved pattern recognition, The Fixer can help the group abandon the path that leads into The Programmatic Upside Down.

The White Hat.   A few years ago, Chief Privacy Officers were all the rage.  Perhaps the next five years we’ll see the emergence of the Chief Hygienist….The White Hat.  An unwavering advocate of transparency and quality, The White Hat invites scrutiny from meaningful third parties and holds the organization to the highest standards.

The Integrator.  For most of its existence, programmatic has run along its own parallel track alongside creative solutions and direct sales.  Clearly those tracks are starting to cross now, which leads us to the need for The Integrator.  He or she will be the one who plans and sells programmatic solutions as part of a larger marketing, creative and business mix.  The question will no longer be “how much should we spend programmatically?” but rather “how will programmatic solutions help us scale and deliver all of our unique benefits to marketers?”

Your organizations – publisher, agency, marketer, tech provider – will call these archetypes by scores of different titles.  But know that you need them…now and for the rest of your existence.  They are what stand between you and technology run amok.

Read my original article on 212NYC’s new thought leadership newsletter, The Scryer.

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The Programmatic Upside Down.

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There are no serious spoilers in this post, so if you’re not yet finished with season two of “Stranger Things” – or if you’ve not seen the Netflix show at all – you’re safe.  I’m giving nothing critical away by telling you that the core of the story revolves around a dark, frightening dimension that’s a reverse-mirror image of our world; a place that’s slimy, cold and gray and full of dark corners and scary things.  It’s called “The Upside Down.”

Over the past decade we’ve all been part of the invention and growth of programmatic advertising.  While there’s no question that data-fueled automation and process reform are hard trends that will continue to grow and develop, it’s also true that – just like the scientists on “Stranger Things” – our blind devotion to technology may have blown open a passage to a dark version of the internet.  Let’s call it “The Programmatic Upside Down.”

The Drift is proudly underwritten this week by Digital Remedy, a digital marketing and technology solutions partner to publishers, advertisers, and influencers. Digital Remedy delivers performance-based and cross-channel solutions to increase monetization and operations potential of any organization while exceeding standard KPIs. Visit Digital Remedy to learn more.

The internet we describe and sell to advertisers is filled with great articles and creative videos, all being eagerly consumed by attentive customers.  It’s a well-lit world with laws and crosswalks and predictable ROI.  But along with the rest of us, marketers are now seeing that our sometimes-myopic devotion to technology for its own sake has meant that their brands and messages sometimes end up in The Programmatic Upside Down.

The Programmatic Upside Down is a cold gray place of fraud and bots, of risque content, hate speech and fake news mills.  It mimics the shape and structure of the internet we describe, but it’s in no way the one that marketers would willingly buy into.

The good news?  It’s that 2017 brought its existence into focus with unmistakable clarity. We can see it and we can understand why it’s happening and what’s feeding it.  Collectively we all now have a mission:  we must now devote our business models, our technology and – most importantly – our people to shutting off access to The Programmatic Upside Down.  Devotion to purity of supply and quality of data are a good start.  Embracing the oversight of qualified third-parties to police us is also critical.

And perhaps most important is that we fully realize that there is no longer a convenient, situational middle ground:  you’re either part of the solution or part of the problem.  There’s no time to waste:  The Demo-Dogs are already on the run.

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17 Thanks.

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As we wrap up a year of political, social and business turmoil, a post about thanks might be seen as the ultimate Pollyanna gesture.  But I believe that gratitude is what unlocks possibility and excellence.  So I hope that you will indulge me and read on.

  1. I’m grateful that the response to so much awfulness has been a steady current toward social justice and gender equity. More please.
  2. I give thanks that the barriers to entry for entrepreneurs in today’s world remain so low. Starting businesses and pursuing ideas used to be what only the wealthy could do.
  3. Thanks to the dozens of CROs who trusted me with their teams this year.
  4. And to the sellers in those workshops who suspended disbelief and allowed that something good and even transformative might happen for them.
  5. I’m so thankful for Sharon, my amazing wife and partner who’s still laughing and drinking coffee with me 30 years later.
  6. I’m grateful that I’ve gotten the chance to build a business through friendships and friendships through great work together.

The Drift is proudly underwritten this week by Digital Remedy, a digital marketing and technology solutions partner to publishers, advertisers, and influencers. Digital Remedy delivers performance-based and cross-channel solutions to increase monetization and operations potential of any organization while exceeding standard KPIs. Visit Digital Remedy to learn more.

  1. I’m grateful that the problems we all complain about in this industry are all about abundance and growth. Don’t look now but this is the 20th straight year of growth and there’s no end in sight.
  2. I’m thankful that you and a few thousand other people in our business are reading this post and the dozens of others that I’ve written this year. I know how little time and attention you have to spend.
  3. For the sponsors, advisors, hosts and – most of all – the participants in Seller Forum, who have been coming together to prove the wisdom of the crowd for over 15 years. So grateful it works and still amazed.
  4. I’m grateful that of the 300+ professionals I interview on the phone each year, the overwhelming majority are good, caring people who genuinely want to help their customers.
  5. For Tamara Clarke and Liza McCabe who do so much to make our customers feel special and who completely share in the success of this business.
  6. For Scot McLernon and Lisa Milgram who both represent and embody the ideals of the company and treat it like they own it themselves.
  7. I’m grateful for the people in our extended network of professionals who never really make us feel like they have any other clients: Monty Markow, Sheila Kellerman, Cara Nelson, Karen Branon and Jude Domski.
  8. Thank you to the State of California for having such a generous public education system in the 1970s so that I could go to college.  And thank you to all the employers in our industry who are saying no to educational exclusionism.
  9. I’m thankful that the digital marketing tent is big enough to include both amazing technologists and intensely creative storytellers and that the lines between the two are blurring.
  10. I’m so grateful for my daughters Lucy and Madeline who each in her own way are creating non-traditional lives for themselves around the things they love.
  11. I’m delighted, amazed and so very grateful that my company, Upstream Group, is celebrating its 20th birthday and that we continue to contribute positively to the business I love. More please!

To you and all you love and care for, Happy Thanksgiving.

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The Front of the Jersey.

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Welcome to the world of the free agent.

While the talent pool from which we draw is rich and talented, it is also ephemeral.  Even though she’s genuinely serious and committed about your opportunity, the new seller or account manager you’re interviewing today already has a foot out the door.  It’s not that she’s shallow or underhanded; she’s just always thought differently about her career than you have about yours. She expects short term assignments with many, many teams over the arc of her career.

And who can blame her?  The speed at which companies and strategies are launched today is eclipsed only by the pace at which they are abandoned.  Your rep is not thinking about ten years with your company because she can’t imagine your company thinking of ten years of anything.  Which leaves you, her manager, with the coach’s dilemma.

The Drift is proudly underwritten this week by Digital Remedy, a digital marketing and technology solutions partner to publishers, advertisers, and influencers. Digital Remedy delivers performance-based and cross-channel solutions to increase monetization and operations potential of any organization while exceeding standard KPIs. Visit Digital Remedy to learn more.

A well-worn slogan in sports is “getting them to play for the name on the front of the jersey, not the one on the back.”  But can this even be done in a world where everybody keeps their resume polished and their LinkedIn profile up to date?  It can, but it takes dedication to a strategy.

Call Out the Elephant in the Room.  “We both know that you won’t necessarily always work here…” can be the phrase that really opens up your dialogue with your employees and shows that you’re treating them as adults, not assets.  It puts their time with you in the context of their careers and their lives.  And that’s a great place to be.

How Does Today’s Action Create Long Term Value?  Want your team members to get better at something?  Frame the discussion around their long term value in the marketplace.  Every rep has a stock price and that stock price is either going up or down.

Commit to Them.  Tell them that you want this to be the best place they’ll ever work, and that you’d like to be remembered as the boss who made them better at their craft.  Then do what you say.

Put the Relationships in Long Term Context.  Put their relationships with others on your team in the context of their “career network.”  Will there be a network of people out there who speak well of them in the future, or a network that’s felt slighted, overlooked or abused?  In the context of career growth, this matters.  And they’ll get it.

Foster a Culture of Presence.   Great managers are like parents. We don’t always like or do what they say, but we feel their absence.  Be present for your team, individually and collectively, and focus on what’s happening right now.  Be the boss who celebrates the outstanding proposal and the great example of customer service.  This makes the name on the front of the jersey mean something today, and makes those wearing it – even if for a little while – play all that much harder for it.

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