Google confidential Campaign Management Upskill Sales Training August 16, 2012 Adrian Mulryan Farzad Sani

Google confidential Purpose of the training You guys are key to the success of our business Primary contact with more customers than anyone else in the business We know you’re busy……but lets try and keep some key behaviors' front of mind Ownership/responsibility ultimately lies with you

Google confidential The Basics Organise a meeting Meeting Skills ‘Positioning’ of information Managing expectations Identifying Opportunities Escalations

Google confidential Organising a meeting What is the brief/agenda? Whose agenda is it? How long do we have to fulfill the agenda? Who is the audience? Tech, Media, Creative? What is our relationship What are we trying to do? Educate, Sell

Google confidential Meeting skills Are the attendees as expected? Who is the most important person in the room? Are we sticking to the brief? Time/ mood of the room is fundamental Is you don’t know the answer, don’t guess We always need time to discuss follows/actionables?

Google confidential Positioning of information Things usually go well…..can on occasion go wrong Negative words/phrases BUG…Work-around… Hack….NO Studio doesn’t do this. Its on our roadmap Alternatives Solution, bespoke, resolution, reviewing options Always give timescales for updates and how, and make sure you meet them

Google confidential Managing expectations Will full serve lead to less headaches/burden? Is what the client wants doomed from the start? What should we do if we don’t think its going to deliver on time?

Google confidential Identifying Opportunities The person on the end of the phone thinks you are the expert Ask leading questions Campaign Objectives? Media Plan, KPI’s Sites, mix of rich/standard? Are they using DSP? Who? And provide ‘expensive’ recommendations? Have you tried video (TV ad?), Dynamic, Advisability, data capture, YT component? Synced Ads Reporting objectives? Mastheads only? Where is the rest of the campaign?

Google confidential Escalations- examples Turn around times Missed launch dates Live Issues on sites Functionality issues once the unit is live Technical services didn’t catch something

Google confidential Escalations: best practices: Immediately loop in all internal parties (sales, management team, service team) and alert them to the situation via or meeting. Internal team responsible for coming up with a “game plan” on what options we have, and how we should message to the client In composing s to clients, you should include the following: Lay out options and let the client decide “Can do” attitude Timing of solutions (if possible) Clearly define roles (what are we doing and what do we need the client to do)

Google confidential Takeaways Our clients might ‘think’ they want something, we need to tell what they want which fits into our solution set We have a great team and great resources- lean on them If in doubt, ask a member of Sales