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The coronavirus (COVID-19) pandemic is forcing publishers around the world to rethink how they work. It is now essential to transform the business with the reality of the new world we inhabit. Companies that have started their cloud adoption journey are prospering. They already see the benefits of cloud infrastructure as they transition to the new normal.
Traditionally, media companies have used on-premises data centres that house large numbers of servers to meet their computing needs. In the past, that was a configuration that worked. The data seemed safe and sound, and any problems that came up could be addressed in-house by the IT department. The problem with this model is that it is extremely expensive. Those servers take up a lot of room: valuable office space that has to be rented. These also meant you could only access the data in the office or via VPN access. Clearly that was not ideal for fully remote working. For Publishers this is especially important with the explosion of On-Demand/OTT content. The greater amount of storage, along with the flexibility of security offered by the cloud is critical.
Even companies that were resistant to the concept have been forced to embrace remote working. But they have found that in many cases, productivity is higher, with greater happiness and satisfaction from their employees.
However, many publishers lacked the technology infrastructure to offer this capability. This has forced companies to fast track cloud adoption and digital transformation.
Polls taken after the start of the pandemic show coronavirus has hastened the shift to the cloud. A recent MariaDB survey of 559 enterprise tech managers in France, Germany, the U.S. and U.K. revealed that:
Cloud adoption technologies have become key for publishers to survive and prosper in our new world.
Publishers need to provide the workforce with tools that enable them to sell, service and fulfil their customers’ needs. They need this wherever they happen to be working from. Additionally, they need to bring everyone in the business together. The phrase “one single source of the truth” is more important than ever with teams distributed.
It’s time to look at how the traditional enterprise systems and workplace processes operate in the new ‘normal’. Are they fit for purpose? Can traditional on-premise systems even be justified anymore? The costs for this far outweigh those of the cloud, let alone the benefits and flexibility that it offers.
This is why it is so important now for publishers to have the right Order Management Systems (OMS). This is the only way to take advantage of the digital swing and truly embrace the cloud. Empowering users with all the key information at their fingertips. They can see all their customers’ activities – from quotes to invoices. Working remotely for users is now the new norm. There is no going back to how we worked previously.
Publishers need to embrace the new ‘normal’. The lean and agile will prosper. Those that are not will be unable to service their customers effectively. They will be unable to retain staff who develop a preference for working from home.
Cloud adoption sounds easy but it will require planning and thought. At BrightGen we want to help facilitate this for publishers. Here are five key points that publishers should consider when looking to move to the cloud regarding their ad sales solution.
Look for a solution that integrates CRM and ad sales management with one provider and reduces costs, such as Salesforce and BrightMEDIA.
Advertising will recover from this, so now is a good time to review your ad sales systems and processes. Find a solution that integrates your booking channels (Print, Digital, Events, OOH, etc), and enables sales to sell these together and intuitively, look at how the solution addresses revenue recognition as having a clear view at a press of a button and being able to react appropriately means your not behind the curve!
The solution should enable your teams to be as if they are in the office working together. Information should be shared by all and available to all, not in an email chain or in a spreadsheet. The solution should provide your teams to do all of this and more. This is a great segue to the next point below on the data and the 360° view of what your teams are viewing!
Solutions that are not integrated with your CRM inhibit the single customer view. With all your information in one system, teams have a 360° view on their customers and prospects, which can be leveraged for tailored sales and marketing activity. A 360° customer view will not only help you see what your customers have done, but it will also help you figure out where they might be going next, you can then use this data to drive better forecasts and make more reliable predictive analytics.
Understanding and managing the pipeline is essential for businesses to plan and react to change. Unless you have a clear picture you are blind to how your business is doing. But for true revenue recognition this needs to be based on when the items you have sold are happening – not when the opportunity is closed. If this is a digital line and it is over multiple months then you have revenue in both of those periods. Understanding what you are hoping will happen against what did actually happen for sales managers. The business cannot be understated as to its importance. Many companies have long-winded solutions involving many areas of the business in collating multiple spreadsheets to get this picture. That becomes out of date as soon as it is collated and presented. What is needed is this view at a press of a button and in real-time.
The future is uncertain and none more so with digital ads. The move to a cookie-less world, the new anti tracking policies being adopted by Google and Apple, means change. So the need for a flexible OMS that can adapt as you adapt is truly critical for your future. You also need to be self-sufficient, not at the behest of the software company. You need to react without those constraints.
Find out more about OMS in Salesforce with BrightMEDIA.
24th February 2021
by Keir Bowden
16th February 2021
by Jon Maynard
15th February 2021
by Julia Valentine
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