Situation

As the company set out to grow its advertising business, it lacked ad products designed around the strengths of its own medium, and sales and production were not run as one operation. With a small team, sales materials and proposal frameworks had not kept pace.

What agitoy handled

agitoy took on ad product development, sales enablement and production management across the board. Rather than staying in the position of an outside partner, we worked as a member of the business unit, involved in planning, decisions and execution. We also designed communication inside and outside the company, which accelerated the growth of the business.

What we did

• Developed and updated ad products and menus
• Designed proposal templates and sales tools
• Planned campaign ideas for advertisers and joined client meetings
• Set up production scheduling and management
• Built partnerships with PR firms and advertising agencies
• Planned and ran study sessions and knowledge sharing

Team and cadence

• Joined the weekly sales meeting to review every deal in progress
• Handled day-to-day matters through per-deal chats and documents
• Co-wrote and adjusted every advertiser and agency proposal
• Directed production, including bridging to the production team

Outcomes

• New ad products went on sale and contributed revenue from the first year
• Deals and production stopped depending on individuals; sales activity became repeatable
• Collaboration grew beyond the business unit and extended into revenue initiatives outside advertising
• Demonstrated that placing an outside partner inside the business works