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The media world is in the midst of a tectonic shift. The old currency - how much it costs to make a thousand impressions - is being replaced by a new currency - one that values what it costs to find a thousand qualified prospects or to sell a hundred widgets. As dollars continue to migrate to platforms that can deliver those metrics, traditional media outlets could continue to suffer substantial losses in revenue. These losses will be profound and will change those businesses forever. Unless they are willing to make substantial changes in how they run their sales operations.
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