Consider the plight of media agency executive today: The holding company that owns the place is hell-bent on replacing your team with an automated trading desk. Your clients (when they’re not taking dinners with the shop that wants to unseat you) are holding you responsible for getting them great deals on only the best websites. In the next 18 months, many of the people on your team are going to (a) get poached by another shop, (b) take a job with a media sales organization, or (c) finally realize that grad school is where they belong. There are 14 messages on your voice mail and 62 in your e-mail inbox from reps who just want to “check in” on this or that account or brief you on their new site redesign. And all the while, friends and relatives who watch Mad Men think you’re doing nothing but gourmet dinners and courtside seats.
Madison Avenue needs a friend right about now.
The Drift is proudly underwritten this week by Krux Digital, which gives websites a platform to safeguard, manage, and make responsible use of consumer data signatures across multiple devices, sources, and formats. Find out how.
Some media sellers might think this is the perfect time to turn their backs on the agency. They would be sorely mistaken, and they’d be leaving tremendous opportunity – and money – on the table if they did. Now is the time for a new creative level of engagement with the media agency. It’s something that the sales leader and the sales rep can commit to, measure and execute. And if pursued consistently and well, it will lead to good things. Here’s the roadmap:
- Focus on the Agency’s Relationship with its Clients. Every shop is trying to differentiate itself; every media exec wants a personal victory with her client. Constantly challenge your team to consider whether and how you’re making a difference in these relationships. But before you can do that, you have to…..
- Cultivate Those who Actually Talk to the Client. Most digital sales teams spend countless hours and entertainment dollars currying favor with media buyers and RFP jockeys. We don’t get to see the people at agencies who really own the client relationships because we don’t….
- Have a Point of View on Creating Value and Growing Budget. Face it: Most of us are simply focused on helping agencies spend budgets. We’re just a bunch of birds in the nest, all crying for the same worm. All we usually ask senior agency executives is “help us get more.” Instead we should be focused on how we can….
- Give the Agency a Strategy and Resource Boost. “We want to grow our relationship with this agency, help you extend your services and help you grow the budgets you touch by generating and fostering ideas. But we can’t do that until you help us….”
- Get Off the RFP Crack Pipe and Get Greater Visibility. I know, this is bitter medicine. Working the RFP machine was a good strategy for many years, but it’s just not any more. Many reps and sales teams are victims of their own past success, and can’t envision an immediate future where enterprise selling skills and long-term relationship incubation are needed. The faint ringing you hear is your wake up call.
Take responsibility for your own behavior in the agency relationship. Operate from a place of generosity and vision. Teach your people to be 70% of the relationship that they want with the agency. The shops you call on will define themselves based on how they respond. Those that reject the fresh approach I’ve outlined above may indeed not be worth the effort. But if you reject it yourself, than you’ve got no one to blame.
Leading a sales organization? Over 50 of your peers will be gathering in New York on March 16th at the Upstream Seller Forum, the only industry event just for sales leaders. Request your invitation today or call us at 802.985.2500 to reserve your spot.
The Privatization Of Public Data Sets A Bad Precedent
from the please-make-it-stop dept
Last summer we wrote about a troubling lawsuit filed by a company called Public Engines against a competitor called Report See. Each company runs their own open website that reports crime data. Public Engines runs CrimeReports.com. Report See runs SpotCrime.com. They have very different business models, however. CrimeReports is ad free. It makes its money because Public Engines signs expensive deals with local police departments around the country to take their crime data and format it for better use. SpotCrime, on the other hand, whose business model is based on advertising, collects whatever data it can from public sources, including police departments who publish the data, newspaper crime reports... and, at one point, the data it found on CrimeReports.com.
It's this bit that got CrimeReports.com so upset. It filed a lawsuit alleging a whole bunch of things, all of which seemed pretty questionable. There was a Computer Fraud and Abuse Act claim, which is the anti-hacking law that has been abused quite a lot recently. But there was no "hacking" going on here, as the data was (a) public data and (b) posted on an open website. Claiming that it's hacking to get the data is simply ridiculous. Then there was a breach of contract claim, but, of course, Public Engines has no contract with Report See, so again it's difficult to see this claim making any sense. Then things get bizarre. Public Engines claimed that SpotCrime violates a cyber-terrorism law. That one is so ridiculous it doesn't even need a response. On top of that there were false advertising and the once-again popular "hot news" claims -- again, neither of which makes any sense. There was no false advertising, and this is data, not news, so there's no hot news claim.
Unfortunately, however, it looks like the legal costs were a bit much for Report See and SpotCrime, and it finally agreed to settle the lawsuit, and drop the data, rather than get a ruling on the legality of it. While this doesn't set any sort of legal precedent, there are reasonable worries that it can and will create significant chilling effects in similar situations.
But the even larger issue is how this kind of privatization of public data is being allowed, and these kinds of ridiculous lawsuits create a path for these private companies to make such public data proprietary even though the courts have long rejected the idea of copyright on data collections. Without copyright, Public Engines was still able to break out a whole list of absolutely silly legal claims, and they were enough to get Report See to back down. This should be terrifying for anyone who believes in the importance of transparency in government and public data.
Oh, and one final point, just to ward off anyone who thinks that this data "needs" to be privatized in order to get it released to the public in the first place. That's simply ridiculous. First of all, it's entirely possible for police departments to figure out ways to release the data to the public directly, and I'm surprised that standard reporting software hasn't popped up yet, but I imagine it's only a matter of time. Second, the idea that CrimeReports.com couldn't compete against SpotCrime.com if it couldn't keep the data proprietary is simply ridiculous. First of all, if you compare the two websites directly, it's not hard to see that CrimeReports' website is simply nicer and much more user friendly. There's no reason it can't compete (and compete strongly) even if SpotCrime is copying its data.
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