Maximizing Market Potential & New Revenue

The National Journal Group

The National Journal Group is the leading publisher of political analysis and content in Washington, DC.  It markets print, digital and broadcast media aimed at political decision-makers, lobbyists, trade associations, and other organizations that seek to understand politics and government.

Challenge:

With the decline of print advertising revenue, the National Journal needed to improve the organization’s ability to leverage, package and create new revenue streams that build on the core print and editorial product.  After enjoying years of little competition, the sales team now faced aggressive new competitors and threats from cable, satellite radio and online media. As a result, the company was losing both market share and revenue growth.

Solution:

The client enlisted Kevin Corcoran to help clarify its overall sales strategy, analyze market potential and territory opportunities, and improve its sales team’s skills to take advantage of those opportunities.

Kevin’s and his team took a number of steps to achieve those objectives. They helped design a new sales process along with a new value proposition and messaging that promoted a more comprehensive set of advertising solutions (“Your message in print, online, on air, on demand”).

After performing a sales competency study, he designed a training and skills development strategy along with new processes that focused on sales management and coaching, sales forecasting, and territory analysis and account assignment.

Kevin and his team also took steps in other key areas including developing and executing CRM business requirements; providing consultative sales skills training; developing a recruiting and on-boarding process and even advising on the company’s incentive and compensation programs.

His team also provided sales call observations and advised on joint selling projects with partners such as Washington Week. 

Result:

With Kevin’s help, The National Journal streamlined its sales processes while producing measureable improvements in a wide range of areas including forecasting, sales effectiveness, solution development, presentation skills, territory management, sales coaching and quota attainment. To this day, Kevin provides ongoing consulting for the National Journal’s sales executives and sales managers for problem solving and performance improvement.