Video: Former Cygnus & Penton CEO John French on Why & How Media Sales Needs to Evolve
As the former CEO of Penton and Cygnus Business Media, John French is well aware of how crucial the success of the sales team is to the success of the overall media organization. He’s also keenly aware of how urgently media companies need to change their sales strategies to accommodate the needs of modern marketers and the complexities of the digital marketplace.
Since his last position at Cygnus, French has formed French LLC., an advisory firm aimed at helping media executives transforming their companies for a digital- and data-driven world.
In the below video -- a first in a series of video blogs -- French explores key considerations media executives should be making to propel their sales forces upwards. French touches on the importance of paying successful salespeople well, periodically reexamining compensation plans, and why data IQ is central to a media seller’s success.
Have a question about media revenue strategies? Send John your question email@example.com.
Denis Wilson is the content director for Target Marketing, Publishing Executive, and Book Business, as well as the FUSE Media and BRAND United summits. In this role, he analyzes and reports on the fundamental changes affecting the media and marketing industries and aims to serve content-driven businesses with practical and strategic insight. As a writer, Denis’ work has been published by Fast Company, Rolling Stone, Fortune, and The New York Times.