For years, sales were treated as a siloed function. Sales were focused on hitting targets, closing deals, and moving on to the next client. But that model no longer reflects reality. Today, successful sales teams collaborate closely with operations, technology, and creative delivery to drive outcomes beyond just closing deals.
Sales without silos
In publishing, this shift is especially clear. Advertisers expect fast turnaround, measurable ROI, and campaigns that run smoothly across channels. That means that sales teams need to be part of the process from start to finish. And not just at the point of signing a contract. They are increasingly involved in the production, review, and delivery of advertising assets.
This shift is backed by industry data. According to findings from Alexander Group, 43% of media companies have expanded sales compensation eligibility to include roles like campaign managers and sales engineers. This signals deeper integration between sales, marketing, and delivery teams.
From closing deals to delivering outcomes
This transformation requires sales professionals to adapt and expand their skill sets. Today’s successful salesperson must embrace technology, understand operational workflows, and collaborate closely with production teams. Their role goes beyond simply selling campaigns — they help ensure those campaigns are executed successfully. The challenge, however, is achieving this without overburdening sales teams or pulling them away from their primary focus: selling.
At Mediaferry, we see this evolution every day. By integrating ad production workflows with sales processes, publishers can eliminate silos and deliver a better experience for advertisers. Promises made are promises kept, and that builds stronger, longer-lasting relationships.
AI is reshaping sales operations. According to a 2024 Sales Compensation Trends for Media Companies report, a third of media companies have adopted AI solutions to support sales compensation design and administration. AI tools can help align performance with outcomes, improve transparency, and streamline operations. This makes sales more accountable and agile.
Sales should no longer be a standalone function
The shift also empowers sales teams to contribute meaningfully to campaign outcomes, not just hit revenue targets. By understanding the mechanics of delivery, sales teams become strategic partners in execution, not just intermediaries.
The new sales mindset for modern media
The future of sales in publishing is collaborative and technology-driven. It is about working across functions, adapting quickly, and recognizing that success depends on more than signing contracts. For publishers embracing this change, the result is stronger sales teams and more sustainable revenue models.
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