Audience data is king in modern media sales. Salespeople need to have a deep understanding of their audience in order to help advertising clients connect with that audience and convert them to a purchase. In order to do this, sales expert John French recommends media salespeople tap into the most valuable resource in their organization -- the audience development manager. This person can provide powerful insights on audience analytics which can help a salesperson explain why an audience segment is uniquely valuable to an advertising prospect. French is co-founder of French LLC., an advisory firm aimed at helping media executives transforming their companies for a digital- and data-driven world. Have a question about media revenue strategies? Send your question to johngfrench@frenchllc.com.

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