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Recently I was asked to consider contributing to a "Master/MistressClass" on Developing Online Sales for a major publisher. This has kicked off my thought processes regarding matching up my current knowledge from working with new businesses at the leading edge with my prior knowledge of sales strategy, and the process of feeding into budgetary planning and corporate objectives.

So, what should I consider and how much would this bottom up information feed into corporate objectives, or are these clearly set already?

Here's my very first scope to cascade down from:-


User Behaviour - who is doing what, when, how, where etc and how do individual publisher audiences compare?

Customers - Consumer and Commercial - How well are they served? What sort of data exists and how is this managed by senior management to measure the efficiency of the business?

Employees - Who is responsible for new fast growing sectors? New roles/structures/teams?

Suppliers/Partners - Are they keeping up? Are their processes up to date? What is the scope for new ones?

What sort of Leaders are there?


Forecasts for total Advertising & Marketing growth for 3-5 years (Important note that it's not just ad revenue to consider, as several sectors fall outside of markets measured (Email; Games; E-commerce; Apps; etc).

Comparison to existing publisher performance

Competitive Landscape - What's happening amongst the competition now and likely in the next 3-5 years

What are reasonable objectives and revenue/share targets in all sectors, and what innovation is required to achieve them?

Can costs be minimised without compromising service levels


The Operational Landscape

What should a state of the art sales process be in 2012

Is it modular and flexible, or fixed and tied into key suppliers on long contracts

Where are there cross overs with other parties

What can be outsourced? 21st Century Growth Ad Monsters adconion Agillic amazon AOL apps aQuantive BallouPR BBC Online behavioural science Bladerston Capital blog-ola Bloggers blogosphere Bootlaw Brainient Brandcast Media BSkyB Channel 4 Charlotte Street Hotel Ciklum City Am Claire Paterson COADEC Codility CognitiveMatch com comscore inc Comufy Cowboy Ventures customers David Cameron digital Digital London digital marketing digital revolution bubble Doubleclick e-commerce Eagle Eye Ebay Email Eric Schmidt Erply EU cookie legislation Eyewonder Facebook FaceBook FCC Figaro Flattr Forrester FT Games General Motors generator global economic crisis Google Google+ Group M Professor Hargreaves Hulu i-level IAB IBC IBM SmartCamp independent Innovation Warehouse InSkin Media Inspire Conference IP ITV kinetise Launch 48 location targeting technology Luca Media martin sorrell MashUP* Microsoft Mind Candy MoshiMonsters Multiple channels Naked Play Neo@Ogilvy Netflix Now For The Long Term Ogilvy online danger online sales Online T's & C's online video Oodle OpenX Orange Oxford Martin Commission for Future Generations Parag Khanna PatientKnowsBest people Policy Exchange; smart cities ; GLA; Catapault; Bristol Futures; UK Broadband: Camden Council; Bartlett Centre for Advanced Spatial Analysis Postmates process Propel London Proximity London PWC recession revenue Rory Sutherland Seedcamp Shuttle Sky SkyPlus social marketing ROI social marketing systems social media Social networks Soundcloud Spotify Start Ups Stephen Shakespeare Stradbroke Advisors Sunday Times Tech Hub TechCity Techcrunch techcrunch Tess Alps The Europa awards ThinkBox Timesonline TV Genius Tweets Twitter Uber UCL; Sharing Economy; Love Home Swap; unknown unknowns;;; UK Trade & Industry Unanimis Unicorn Club User behaviour VAST web security Webinar White Bear Yard wordpress WPP Yieldex YouTube Zeebox Zonerider