CRM meet ABM – Best Practices for Integrating your
Sales Management and Ad Business Management Systems
Join Operative and our guest, Michael Goefron, Senior Director of Ad Ops for Alloy Digital, for an Exclusive Webinar: CRM meet ABM – Best Practices for Integrating your Sales Management and Ad Business Management Systems.
Description
Online advertising has solidified itself as a significant revenue stream. In fact, and according to a recent Forrester Research study, by 2016 advertisers will spend $77 billion on interactive marketing – as much as they do on television today! Billions of advertising dollars flow through the digital media ecosystem each day, and media companies that wish to capture that revenue and the growth predicted must scale up. Those that opt to integrate their CRM system with an ABM system stand to reap significant benefits in terms of fewer deal errors, less redundant data entry, more focused sales efforts, and a more accurate ability to forecast revenue!
In this webinar, Michael Goefren of Alloy Digital will discuss his experience integrating a CRM solution, Salesforce.com, with an Ad Business Management system. He will review why Alloy decided to integrate versus customizing the CRM, what the vendor selection process was like, and what benefits they will achieve through the CRM and ABM integration.
Attendees of this webinar will learn:
- Where in the operations process a CRM system fits in, and why it needs to integrate with a larger business system
- What Alloy’s vendor selection process and criteria looked like
- How the integration is solving operational pains at Alloy
- Other benefits media companies can achieve by integrating a CRM solution with an ABM solution
The webinar will be followed by a Q&A session.
Presenters
About Michael Goefron, Senior Director of Ad Ops, Alloy Digital.
Michael Goefron is Senior Director of Ad Operations at Alloy Digital, where he oversees the Ops Team which covers ad serving as well as revenue management, new technology platforms and inventory controls. He works closely with sales, account management, finance, editorial, marketing and creative production to build and maintain a high-performing advertising eco-system.
Michael has been working in Digital Advertising since 1997 and was one of the first users of a new ad serving system launching that year called Doubleclick DART. He has worked with some of the largest media companies in the industry including MTV Networks, Rodale, Conde Nast and the advertising agency, OMD.
Michael has also been asked to speak at a number of industry conferences about Digital Ad Operations including at the IAB and AdMonsters.
A native New Yorker, Michael lives in Brooklyn, NY with his partner.
About Geoff Petkus, Senior Director of Product Management, Operative
Geoff is a respected online advertising veteran, bringing to Operative more than 15 years experience and a firsthand understanding of publishers’ needs for effectively running their business. As Senior Director of Product Management, Geoff guides Operative’s market strategy for the software suite domestically and internationally; acts as a liaison between sales, account management and development; and is continually designing solutions to ongoing publisher challenges. Geoff is also an active participant in industry-wide efforts, and received an IAB Service Excellence Award in 2009 for his contributions to the IAB E-business Interactive Standards initiative.
Geoff joined Operative in 2006 after serving as Director of Sales Development for Interactive Corporation (IAC). There, he was responsible for the online advertising strategy of properties such as Ticketmaster, Match.com, Expedia and Evite. Prior to his time with IAC, Geoff served as Director of Advertising Systems at Edmunds.com.
Who Should Attend: Publishers
