What is matrix sales management? How does it apply to newspaper advertising?
Cargill: The matrix sales management is managing by the numbers. If you recall, a moment ago I talked about leading indicators. There are five phases of every new account sale. The first phase I call a target. A second phase is a first meeting. Third phase is the information point where information is being exchanged. Then we go to the decision point, and then ultimately to a close. We help the managers set thresholds of activity for each of those five phases. Then, manage the account executives to meet or exceed those thresholds. When you do that, you eliminate much of the management’s thrust, which comes about as a result of managing with lagging indicators. API: What are the biggest challenges facing today’s newspaper advertising manager? Cargill: Today’s newspaper advertising manager’s biggest challenge is probably finding good talent. I’m concerned that there aren’t any schools around today teaching people how to sell as there were back in my day. I started selling in 1970. At tha
