CSS has rolled out a new service called the Digital Revenue Generator that takes a different approach to helping companies build their digital revenue -- a sequential approach that combines training, coaching, and on-going support to help traditional media salespeople become more comfortable and effective selling digital. Matt Sunshine is running the Digital Division for CSS. As former Director of Digital for Susquehanna and now CSS Executive Vice President, he sees a large gulf between those who speak digital and those who speak analog. The CSS Digital Revenue Generator is designed to bridge that gap.

The CSS Digital Revenue Generator sequence includes a number of options that a client can use to increase their digital billing. The Palm Beach Post in West Palm Beach took advantage of our Certified Digital Marketing Professional (CDMP) workshop (the name of this workshop just changed to Digital Sales Accelerator) and the Digital TargetDrive that follows the workshop. In this sequence, salespeople attend the CDMP and then are required to make a sale, using their new insight. 

The CDMP workshop ran in West Palm Beach on June 10, 2010 and as of September 30, 2010 (a little more than 90 days), they have closed $335,000 in business! This sequence is improving their overall digital billing as well. Since the Certified Digital Marketing Professional workshop, the Palm Beach Post has seen an 16% increase in their digital billing!  Here’s what their director of digital revenue Raul Vielma had to say about all this: “We have seen a significant increase due to the training and a focused effort around digital.”

Many companies provide an expansive baseline training regimen on the technicalities of the broad digital landscape, but helping traditional media sellers understand how specific digital assets fit as a tool to create an integrated marketing solution is what actually moves the digital needle for media companies. Instead of dumping digital detail as a training event, a sequence that involves on-going coaching and support has proven more effective. CSS has designed the Digital Revenue Generator sequence to help media salespeople make all the right connections to their current business. Here is how Matt and his people are changing digital outcomes in an analog world: 

· Digital Sales Accelerator — This two-day workshop is designed to help media salespeople gain a better understanding of the overall Digital landscape—so they will be more likely to hear Digital opportunities during their CNAs and to propose smart integrated solutions to the advertisers they call on.  Each workshop participant will have a chance to earn the CSS Certified Digital Marketing Professional certificate—but only if (cha-ching!) they make a Digital sale within 90 days following the workshop to an advertiser that has not previously bought a Digital solution from your company — we call this our Digital TargetDrive.  Digital Sales Accelerator at-a-glance

· Digital What and Why  — This primer breaks down the key digital terms local media sellers need to understand... letting them know what the term means and why it's important.  Read more about how this tool was used to help the Cox Media Group improve their digital expertise.  Digital What and Why

· Digital Pro Coaching — Training is only one piece of the puzzle. Matt points out that individualized coaching will do more to increase sales than detailed training which is why CSS is launching Digital Pro Coaching. This element supplements the sales manager’s efforts—with a personalized, telephone-based coaching service from a Digital Coach designed to accelerate the digital sale. CSS has already hired Kim Peek to serve as Digital Coach and will be announcing a second Digital Coach soon.  Digital Pro Coaching 

· Interactive Insight — An ongoing webinar series that focuses on the latest developments in digital marketing.

· The CSS Digital Edge — Edge publication featuring helpful tips or stories designed to help traditional media salespeople get comfortable incorporating digital assets into their solutions for their clients.

· Digital Case Study Repository — We are collecting a library of case studies where digital assets have become part of the solution for an advertiser. Salespeople often learn best when someone tells a story. It brings otherwise technical or hard-to-grasp concepts to life.

· Digital Sales Meeting Kits — A series of Sales Meeting Kits managers can run to maintain focus on digital development and revenue.

· Partnership with www.2adpro.com . This is a company that produces top-notch digital creative and CSS clients can get special access and help.

We know that battles are won in the pursuit, not the attack, and digital is no exception. For more information on the Digital Revenue Generator sequence, contact your CSS consultant or Matt Sunshine.