ABM Lead Your Company's Next Game Changer
20
LIVE Webcast Manu Warikoo Operative Senior Vice President, Solutions January 12, 2012 Lead Your Company’s Next Game Changer
-
Upload
operative -
Category
Technology
-
view
304 -
download
1
description
Join us to learn how top media companies are using innovative technology to transform their businesses. As your advertising business grows, the manual processes and disparate systems used to support the business quickly become insufficient and cumbersome to maintain. When new technologies and processes are thrown into the mix, this continues to add complexity to selling, executing, and billing ads. How will you manage the complexity in a scalable way? Learn how your company can streamline processes, increase profitability and better serve your customers with innovative technology that supports your whole business. In this interactive webinar, Manu Warikoo, Operative’s SVP of Solutions, shares learnings from top digital media companies, to help you learn: The costly impact of running your business with manual processes and disparate systems How an advertising business management platform can help you scale The short and long-term ROI to adopting a business platform Best practices for ensuring a successful enterprise-wide technology initiative The webcast will be followed by a Q&A session.
Transcript of ABM Lead Your Company's Next Game Changer
LIVE Webcast
Manu WarikooOperative Senior Vice President, SolutionsJanuary 12, 2012
Lead Your Company’s Next Game Changer
Provide software and services that help media companies run their advertising businesses
11 years deep digital domain expertise
250+ employees in New York, São Paulo, London, Melbourne, and Bangalore
Customers are 200+ media industry leaders
100,000 placements trafficked monthly
$6B in global ad revenue run through Operative solutions
Who is Operative?
2
Companies can’t scale if they can’t bring it all together.
4
Publisher
Product/Inventory
Sales
Ad Ops
Finance
Main Functions of a Digital Media Company
5
Is there Inventory?
YesComplete spreadsheet with Sale details
Send completed spreadsheet to Ad Ops
Get IO and creatives from agency
AD SERVER
BILLING SYSTEM
Reserve inventory
SALES PROCESS
CAMPAIGN EXECUTION
BILLING
Enter campaign information
Enter delivery for billing
Pull delivery, and prepare reports to send to the agency and the Finance team
Send invoice to agency
EXCELMonitor performance and send updates upon request
Enter campaign information
Confirm which delivery maps to original campaigns
RFP
AGENCY SALES AD OPERATIONS FINANCE
6
LEGEND
SYSTEM
Data/TaskDuplicate Data
Interface
Re-key
Linked Workflow
Disconnected Data and/or Processes
A Real Life Example Proposals
Media Plans
3rd Party Data
Revenue Forecasting
Account Management
Signed IO’s
Offline (Excel, Email, etc.)
Campaign Details
Campaign Delivery
Reporting
Reservations
Modifications
Sponsorship Calendar
Creative Brief
Proof of Execution
Accounts
Contacts
Opportunity Mgmt
CRM
Campaign Details
Finance App
Account ReceivablesAdjustmentsCredit Limits
Revenue Recognition
Campaign Delivery
Ad Server (Display)
Ad Trafficking
ModificationsCampaign Details
Inventory Avails
Campaign Delivery
Ad Server (Video)
Ad Trafficking
ModificationsCampaign Details
Inventory Avails
3rd Party Data
3rd Party Ad Server
• $30M digital ad revenue
• 12 salespeople
• 100 campaigns per month
7
Data scattered in multiple places and getting lost in translation
Duplicate, manual re-entry of data
Spaghetti processes
Departments operating in silos
Deals closing without the proper checks and balances
IMPACT: SCALE Impeded ability to be nimble Operational inefficiency Lack of transparency Leaking $ Slower speed to market
Reality Check: What’s Really Happening
8
How Can We Run Our Business Better?
9
Key Business Requirements
Flexible model for creating products & packages
Associate inventory to sellable products
Tie products with trafficking instructions for automation
Product Sales Ad Operations Finance Consolidated view of all
sellable products Provide easy access to
inventory availability Integrate with CRM Maintain accurate
revenue forecasts
Integrate with all your ad servers
Automate trafficking Reconcile delivery data
from all sources
Reconcile Sales’ contract information with campaign results
Prepare billing data for invoicing
Integrate with your financial application
Executive Robust reporting & analytics Customizable workflow Enterprise security
Support various business models and new types of revenue opportunities
Support international business
End-to-End Integrated Agnostic
10
Enterprise business platforms:Brings together people, processes, and technology applications into one business platform
ad management
for digital media businesses.
for digital media companies
11
Enterprise-wide discipline and compliance
Streamlined, automated processes
Elimination of duplicate data entry
Centralized data
Enterprise-wide transparency
Integrated reporting
Why Advertising Business Management?
IMPACT: SCALE Operational efficiency Improved productivity Ability to adopt innovation with minimal business disruption Path to long-term success
12
LEGEND
SYSTEM
Data/TaskDuplicate Data
Interface
Re-key
Linked Workflow
Disconnected Data and/or Processes
A Real Life Example
Offline (Excel, Email, etc.)
Proposals
Media Plans
3rd Party Data
Revenue Forecasting
Account Management
Signed IO’s
Campaign Details
Campaign Delivery
Reporting
Reservations
Modifications
Sponsorship Calendar
Creative Brief
Proof of Execution
Accounts
Contacts
Opportunity Mgmt
CRM Finance App
Campaign DeliveryAd Trafficking
ModificationsCampaign Details
Inventory Avails
Ad Server (Video)
Campaign DeliveryAd Trafficking
ModificationsCampaign Details
Inventory Avails
3rd Party Data
3rd Party Ad Server
Campaign DetailsAccount Receivables
AdjustmentsCredit Limits
Revenue Recognition
Product Packaging
Accounts & Contact Mgmt
RFP Management
Trafficking Operations
Campaign Management
Invoice Processing
Reporting
Inventory Management
Business Intelligence & Data Warehousing
Advertising Business Management With
Ad Business Management
Ad Server (Display)ONE SYSTEM
13
What ROI Can I Expect?
14
Sales: Reduce RFP response time by 60%.
Ad Operations: Increase operational efficiency by 30%.
Finance: Reduce billing cycle times by 50%.
Executive: Reduce operational costs by 50%.
The ROI.
15
How Does One Ensure Success?
16
1. Clear goals & objectives
2. Executive sponsorship
3. Participation from key stakeholders across the organization
4. Clear approach and commitment to adoption
5. Strong partner aligned with your goals & objectives
Five Key Drivers to Success
17
What’s Next?
18
1. Are we currently operating efficiently and effectively?To help you uncover the health of your business and identify potential areas of improvement, complete this COMPANY EVALUATION WORKSHEET.
2. How do I start socializing this idea?Read this quick 1-page overview on HOW TO GET INTERNAL BUY-IN to learn who needs to get involved and how to get them engaged.
3. How do I make this a reality? To help mobilize your organization, create a Plan of Action which identifies milestones and key owners.
Three Questions To Ask Yourself
19
Questions?
