First-of-its-Kind Curriculum Designed by Digital Media & Marketing Industry Leaders on the IAB Education Advisory Board
NEW YORK — IAB, the national trade association for the digital media and marketing industries, launched a comprehensive, two-day Media Sales Leadership Training program to help digital media sellers retain and develop their top sales talent on the key skills they will require to run productive, efficient, and innovative sales teams, essential to succeed in the 21st century media and marketing environment. Notably, this first-of-its-kind curriculum for digital sellers covers many timeless issues required by sales team managers such as building strong business strategies, teaching and coaching, and setting revenue projections, all in the context of today’s and tomorrow’s rapidly evolving digital media ecosystem.
“One of the greatest, but perhaps least discussed, competitive challenges in sales leadership is talent retention—and it is likely to continue to be, unless we do something about it now”
This course has been created for sellers, prospective sales managers, and current sales managers in the digital media industry and will cover:
- Driving peak performance
- Transitioning from seller to manager
- Managing performance, not just results
- Revenue development
- Business intelligence and data-driven management best practices
- Assessing revenue and setting revenue projections
- Talent
- Building a strong team through recruitment and onboarding
- Skill development: how to develop a strong seller
“New technologies and customer preferences are changing the way media is bought and sold, and this program fills a major need in the continuing education of digital advertising sales leadership required to build successful media companies,” said Michael Texidor, Vice President, Learning and Development, IAB. “While it sometimes may seem like digital advertising sales are increasingly driven by automation, in reality, it’s people—with strategic judgment, and, emotional intelligence—that are running the show. This program brings these essential people management skills to the fore, because performance doesn’t begin and end solely with algorithms.”
This program was designed by the IAB Education Advisory Board, which is comprised of top executives and sales leaders from across the digital ecosystem. Members of the board include:
- Elyssa Byck, Vice President, Global Business Strategy, BuzzFeed
- Eric Danetz, Global Chief Revenue Officer, AccuWeather
- Trevor Fellows, Executive Vice President, Digital Sales and Partnerships, NBCU
- Todd Haskell, Senior Vice President, Chief Digital Revenue Officer, Hearst
- Scott Hendrickson, Senior Vice President, Sales, News Corp
- Mark Howard, Chief Revenue Officer, Forbes
- Travis Howe, Senior Vice President, Head of Global Business Operations, ESPN
- Meredith Ian, Global Head of Sales Training, Spotify
- Doug Jossem, Chief Revenue Officer, North America, Vice
- Erin Madorsky, Chief Revenue Officer, Verve
- Kevin McGurn, President, Sales and Distribution, Vevo
- Dave Morris, Executive Vice President, Advanced Advertising and Client Partnerships, CBS Corporation
- Marla Newman, Senior Vice President, Digital Sales, Meredith
- Rachel Tuffney, Head of Finance Vertical Sales, Dow Jones
“One of the greatest, but perhaps least discussed, competitive challenges in sales leadership is talent retention—and it is likely to continue to be, unless we do something about it now,” said Eric Danetz, Global Chief Revenue Officer, AccuWeather. “This is one of the issues that the IAB Education Advisory Board, agreed deserved further education for sales leaders. This starts with coaching and feedback, and extends to learning better how to show people that they are valued. It’s about time strategies for talent retention are being taught in a formal educational environment—and those that learn it will no doubt win out.”
The first two-day session will be held June 25 and 26, 2019 in New York City. The cost is $2,499 for IAB Certification Holders, $2,699 for other IAB members, and $2,999 for non-members. For more details and to register, please go to www.iab.com/leadership-training-media-sales.
About IAB
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. Its membership is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, it develops technical standards and best practices. IAB and the IAB Education Foundation are committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and has a San Francisco office.
