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How 3 Media Companies Used Salesforce to Transform their Operations

By Jonathon Millman 01.11.22
Reading time: 3 minutes

Many media organizations have an ongoing struggle to keep up with the fast pace of industry change, whether they are adapting to multiple channels or adjusting to a new toolbox of advertising options. They are stuck with outdated systems and processes that are not able to meet their clients’ expectations, and teams are challenged by the never-ending steps involved with planning, reporting, tracking, and executing that go into making a media company successful. 

Media businesses have turned to Salesforce to stay in sync with the industry’s evolution. Salesforce helps enterprises streamline business processes, improve workflow integrations, and create a single view of their customers. The platform delivers better experiences internally to their teams and externally to their customers. 

We have over a decade of experience helping media companies leverage the Salesforce platform to make changes in their organization for the better. Here’s how three leading companies have taken advantage of the platform to drive digital transformation in media and entertainment. 

New York Magazine transitions from a print to a digital business

Since 1963, New York Magazine (‘NY Mag’) has ignited important conversations, analyzed, and reported on culture, news, and an array of personalities pushing the world forward through both print and digital mediums. In 2018, NY Mag wanted to transition their business model from a predominately print to a digital enterprise. Their sellers were providing advertising data in various formats, resulting in significant errors and continuous manual reconciliations. NY Mag lacked visibility of the sales pipeline, which meant opportunities and deadlines were missed on a regular basis. 

NY Mag switched to Salesforce and now has a streamlined system that processes data more efficiently. Sellers have adopted it quickly because it simplifies data entry requirements and ensures that they use consistent sales data with every customer. The result is more well-informed decisions about NY Mag’s print and digital product ad sales revenue and improved forecasting and resourcing.

With our customized solution Silverline has laid the foundation for us to effectively use the data passing through Salesforce on a daily basis. Silverline helped us leverage our data to make well informed decisions at all levels — from executives to sellers.

Jeanette Galloway, Director of Business Operations, NY Mag

Global broadcaster improves forecasting with a highly structured process

A global broadcaster with subsidiaries in sports, entertainment, news, and more, found themselves plagued with missed forecasts due to poor visibility and reporting. They were dealing with siloed teams and systems that made it nearly impossible to consolidate and report on accurate pipelines, work in progress, and delivered campaigns. Previous CRM implementations had failed due to their inability to meet the business’ needs since the broadcaster needed an effective CRM that could scale with their ad revenue as it significantly shifted from linear to digital.

By moving to Salesforce, the broadcaster gained a 360-degree view that allows them to identify relationships between advertisers, brands, and agencies. The organization developed an enhanced picture of its account landscape and now has the ability to forecast early stage revenue across linear networks and digital properties. Salesforce also provides the tools for sellers to bring supporting contributions from various internal teams into an opportunity to drive business to closure. 

The global broadcaster’s Executive Vice President of Revenue understood the value and impact a successful Salesforce implementation can have on a company to serve their business needs now, but also be flexible enough to adapt to future requirements. 

Tapad unifies operations for better workflows across teams

Tapad is the leader in cross-device content delivery. It uses ground-breaking, proprietary technology to assimilate billions of data points to find the human relationship between smartphones, desktops, laptops, tablets, connected TVs, and game consoles. The company was using cumbersome and time-consuming email and spreadsheets to manually manage its clients’ dozens of complex advertising campaigns. As a result, the sales and operations teams lacked the end-to-end campaign visibility and simplified coordination needed across departments. 

Silverline helped bring sales and operations onto a single platform by building and integrating Opportunity Product Scheduler onto Tapad’s existing Salesforce system. The sales team can now track ad sales and schedules, and communicate campaign changes to the operations team in real time. The enhanced system brings efficiency and control to Tapad’s teams and allows them to scale to support Tapad’s rapid organizational growth.

We’ve now created a one-stop shop in Salesforce for all the information that flows between sales and operations. It’s the hand-off between teams that’s the core benefit.

Michael Gelberg, Director of Sales Operations, Tapad

Maximize your Salesforce investment with Silverline

As a certified Salesforce partner, Silverline provides tailored digital transformation solutions to meet the media industry’s current and future needs. The Silverline Media and Entertainment team has insight acquired through over ten years in the business, thousands of engagements, and real-world expertise gained across the media and entertainment industry, including broadcast, publishing, and agencies.

If you want to learn more about how Salesforce can help your media business, download our free ebook. 

Ready to see real results? We can help.

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