Webinar Recap: Elevating the Sales Game in a Data Directed World

Leverage Lab’s third episode in The Growth Lab webinar series provided valuable insights into how sales teams can adapt and thrive in the rapidly evolving landscape of digital media.

Here are some highlights of the discussion lead by John French with Joe Cantu of Fusable and AnnMarie Wills.  And as always, you can catch it on demand here.

Adapting to Change and Quality Over Quantity

  • The digital marketing world emphasizes data quality over quantity. The transition to digital has sped up, necessitating sales teams adapt quickly to market demands and technological advancements.
  • The future of sales in digital media lies in understanding and leveraging multi-channel and cross-channel strategies, as buyers are not exclusive to one type of ad product.

The Importance of Webinars, White Papers, and Social Media in B2B Advertising

  • Webinars and white papers are strong channels for generating high-quality leads, with 51% of marketers stating they deliver the best results and offer a 3:1 average return on investment.
  • The unexpected shift towards social media advertising for B2B media, exemplified by companies like Red Hat allocating a significant portion of their budget to platforms like Facebook and Instagram, underscores the blurring lines between B2B and B2C marketing strategies and the importance of omni-channel products and selling strategies.
  • High-quality leads and strong ROI from white papers and webinars proved that content-driven marketing is an important piece of your product mix

Sales Compensation, Training, and Adaptation

  • Sales compensation plans need to be reevaluated and aligned with the company’s current product offerings and market dynamics. This ensures that sales teams are motivated to sell new and complex ad products.
  • There’s a critical need for ongoing sales training to equip salespeople with the knowledge and confidence to sell beyond traditional ad products, preparing them for the evolving demands of digital marketing.


The transition to a digital-first sales environment is not just about adopting new technologies but also about changing mindsets and sales strategies. The webinar underscored the importance of agility, quality over quantity, and the need for comprehensive training and supportive compensation plans. As we move forward, embracing these changes and leveraging data to direct sales efforts will be key to success.

Stay ahead of the curve by investing in training, revisiting your sales compensation plans, and continuously exploring new ad formats and channels. The future of digital media sales is dynamic, and those prepared to innovate and adapt will lead the way.

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The Growth Lab Webinar Series

C-Suite Webinar Series

How Media Companies Can Transform Data into Profit

Join us in this webinar series as we dive deep into the strategies, insights, and innovations that drive revenue and audience growth in the ever-evolving media landscape.