Today media salespeople need to be data-savvy because selling data about one's audience is critical to most advertising deals. Whether publishers offer lead generation or industry research, advertisers are looking for more powerful ways to connect with consumers and businesses. In this video, media sales expert and former Cygnus CEO John French explains how media salespeople can get more comfortable selling data by tying the numbers to the people and markets that advertisers want to reach. 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 firstname.lastname@example.org.