Having digital-only sales rep on staff lifts attitudes, increases understanding of digital products and increases digital revenues for traditional media companies. But competition is stiff to hire digital reps: Pureplay companies are offering 50% more base pay than traditional media companies.

1. Slideshare
Summary
Summer 2013

2. Introduction
The following slides summarize
research published by Borrell
Associates in May 2013 in its report,
“Assessing Local Digital Sales Forces.”
The full report is available at
www.borrellassociates.com.

3. First, the Methodology
• Survey conducted April/May 2013
• Sales Managers & Digital Managers
• Conducted online
• 220 participants
• Solicited via RAB, LMA, LSA & Borrell Clients*
• Mean size of digital operation: $1.5 million
Local Media Association
Local Search Association
Radio Advertising Bureau

4. Key Findings
 Hiring digital AEs on the rise again
 Stiff competition from pureplays
 Digital AEs make big difference
 Comp plans vary widely

5. Source: © Borrell AE Compensation Survey May 2013; N = 220
Who Has Dedicated AEs?
Radio
continues
to lag
industry.

6. Source: © Borrell AE Compensation Survey May 2013; N = 87
Two-thirds have just 1 or 2 reps
Number of Digital-Only Reps

7. Effect of digital-only reps
Having digital-only reps seems to
vastly increase the staff’s
understanding of digital products.
See the results on the
next slide.

8. Source: © Borrell AE Compensation Survey May 2013; N = 191
Understanding Digital Products
50% say Excellent
to Outstanding.
14% say Excellent
to Outstanding.

9. Effect of digital-only reps
Having digital-only reps helps
the staff do a better job of
educating advertisers.
See the results on the
next slide.

10. Source: © Borrell AE Compensation Survey May 2013; N = 191
Helping Advertisers Understand
23% rated this
poor to average.
43% rated this
poor to average.

11. Effect of digital-only reps
Having digital-only reps improves
the staff’s motivation to sell.
See the results on the
next slide.

12. Source: © Borrell AE Compensation Survey May 2013; N = 191
Motivation to Present Digital
63% rated this
excellent or better.
25% rated this
excellent or better.

13. The Most Amazing Thing
Having digital-only reps tends to
double digital revenues.
See the results on the
next slide.

14. Source: © Borrell AE Compensation Survey May 2013; N = 176
Multiple of total digital revenue

15. Want more?
The full report answers these
additional questions:
 How much revenue does a typical digital AE generate?
 How much are digital AEs being paid?
 What are pureplay Internet companies paying local AEs?
 What’s the breakout between salary and commission?
 Do non-digital reps get different commissions on digital sales?
Download it at www.borrellassociates.com.