MVP 3.0

Who’s the MVP on your sales team?  And more importantly, why?

Through Upstream Group, I’ve gotten to work with thousands of digital sellers and managers over the past 21 years.  And I can guess why your team MVP is winning the award.  It’s for very different reasons than you might have awarded the prize ten or fifteen years ago.

STAQ is proudly underwriting this week’s Drift.  STAQ’s Industry Benchmarks provide insights into programmatic performance compared to the broader marketplace. This week’s insight: The 300×250 dominates as mobile continues to grow. The ad unit’s share of mobile revenue increased to 59% in 2019, while its share of revenue on desktop dropped to 19%.  Join STAQ Industry Benchmarks.

In 2004 your MVP was probably a lone wolf… a rainmaker with a Rolodex, charm and boundary issues.  It was a wide open, upwardly mobile time in the business.  The name of the game was revenue.  Full stop. Just get the deals… put numbers on the board…prove the concept… satisfy the investors or the markets. You didn’t have a separate rule book for your MVP, but you might as well have.  Don’t worry about profit or sustainability… you make the numbers, we’ll make the business.

By 2009 the world had changed, and you judged MVP 2.0 by a different measure.  He or she was a part of the system… could work the machine, whether that machine was a trading desk or the RFP rhythms of an agency media team.  While MVP 1.0 knew which ears to bend, 2.0 knew which buttons to push.  If digital selling was a game, she’d have been the one who bothered to read the inside of the box.  Don’t worry what the machine is actually producing… run it well and make it work in our favor.

Ten years later we live in yet another very different era.  Clients are demanding real outcomes with real customers based on real data.  Digital media and marketing are exponentially more complex and layered, and sales success is more interdependent than ever before.  MVP 3.0 gets the award today because she’s able to lead others to excellence.  He can sit at the middle of a project and organize, inspire and reward those around him.  She makes her teammates better even as she navigates them toward success for the client – a client who has infinitely more choices but is likely to be spending more with fewer vendors.  Don’t just make the numbers…make them work for the client and for us.  Margin matters and so do our people.  Make them both better.

On April 4th at the 212NYC Gala at the Edison Ballroom on Times Square, I’ll be presenting the third annual Weaver Awards for Digital Sales Excellence.  One award will go to a manager and the other to an individual contributor who are defining excellence in the New York market.  If there’s someone on your team who improves the lives and the success of those around them – someone who moves your whole organization that much closer to excellence – please take the time to nominate him or her today.  (Then be sure to tell him or her that you did!)  We’ll take nominations through Tuesday March 19th and will contact and interview finalists shortly after.

There’s an MVP 3.0 on your team.  There are scores of them at work in our industry every day.  Thanks for taking the time to recognize yours and showing our peers what excellence looks like.

Tickets and company sponsorships are still available for the 212NYC Gala.  Whether you are attending or not, you’re free to nominate a colleague for recognition. 

Whole Selling.

If you’re in sales today, there’s a simple three-word phrase that you might consider tattooing onto your forearm: Finish the Job!

Unless yours is the most transactional commodity-for-price type of selling (in which case you have an entirely different set of problems), you are finding that getting the customer to “yes” may actually be the easiest, most straightforward part of the job. Bringing the deal to fruition, fulfilling the terms and ultimately recognizing the revenue… now that’s another story.

This week’s Drift is proudly underwritten by Krux, the Salesforce DMP.  Krux drives more valuable content, commerce, and advertising experiences for the world’s leading marketers and media companies. Clients include Anheuser-Busch In-Bev, JetBlue, Kellogg, L’Oréal, Meredith Corporation, NewsCorp, the BBC, and Peugeot Citroen. Learn more at www.krux.com.

The name of the game is co-dependence.  To realize success in today’s increasingly complex, high-touch program and platform sales, the seller depends on finance, legal, account management and creative services.  As this side of the business and the predictable tension and friction grow exponentially, weak sellers acclimate themselves to a culture of blame:  “I sold it, but (at-fault department here) didn’t do their job!”

No more.  Motivating, empowering and rewarding other team members for supporting your deals is the new definition of your job.  Don’t think it should be this way?  There is no should:  there is only must.  Great sellers have always realized this and behaved accordingly.  They are the ones who other team members gladly stay late for.  The ones who inspire and share credit are the ones who win.  It’s not even close.  This is not just what defines excellence:  it’s what survival and relevance look like in 2017.

Maybe there’s someone on your New York team who embodies this definition?  Along with the New York area’s premier digital marketing organization, I’m very proud to announce the 212NYC Weaver Award for Digital Sales Excellence.  If you’re a sales leader or manager in digital media, ad tech or services, you can nominate your special team member for special recognition by his or her industry peers.  I’ll be participating in the judging myself, and we’ll recognize the top three finishers at the 212NYC Winter Gala on Wednesday March 22nd in New York.

Sales excellence isn’t what it used to be.  And it doesn’t just happen.  It’s high time we started calling out the deeper qualities of the great seller…qualities that are driving a renaissance in our business and our profession.  It’s time to celebrate the best of the best among us.


212NYC_WinterGala2016_6245Last Thursday night I received a wonderful honor when 212NYC — the New York digital advertising club — presented me with one of their 2016 “Thought Leadership Awards” — at least in part for the ideas that I share here in The Drift.  After acknowledging the 212 leadership (past and present) and thanking my wife, Sharon, and the members of my team at Upstream Group, I used the occasion to say a few words about what our collective work in online advertising really means.

This week’s Drift is proudly underwritten by Index Exchange, the principled exchange for publishers. The people behind Index engineer the best technology to create a neutral, transparent exchange that enables digital publishers and suppliers to sell their ad impressions in real time, and gives them the data, knowledge and context they need to understand and act.

“The last 22 years that I’ve spent in the digital world have been a gift that I work hard every day to try and deserve.  For the last 18 years I’ve gotten to live a truly unreasonable life.  From the thriving digital hub of Shelburne, Vermont, I get travel the country and the world and help digital sellers as they invent and reinvent a brand new profession.  I get to work with people who are fun and courageous and creative, and I get to work with them at the precise moments when they are working to get better at what they do.  Who am I to be so lucky?  Why should anyone have this life?

In closing, I’d like to propose a toast to all of you here tonight and all of your colleagues, competitors and fellow travelers.  What we do – what you do – matters so much.  Your work is financing the reinvention of how the world reads, watches and listens.  People have new ways to connect with information and community because of the work we do.  Your work creates jobs and economic opportunity and more.

So from someone who watches you all very closely and sees the hard work you do every day, thank you.  You’re creating a new world and a new economy.  You guys rock!  Here’s to you.

Thank you so much for this honor.” ~ Doug Weaver, 18 February, 2016


Congratulations to fellow honorees Jennifer Gardner, Carl Fremont, Gary Vaynerchuk and Scott Hagedorn.

Photo credits to Jane Kratochvil and Sunny Norton.