One Order to Rule Them All: Inside Gannett’s Massive Workflow Centralization Mission
By Gavin Dunaway January 06, 2016
If you think standardizing and centralizing sales workflow across a few properties is Sisyphean effort, spend some time in Gannett’s shoes.
The national and regional media powerhouse is in the middle of a massive sales workflow centralization project and has already integrated a single-entry order system for digital products across 92 properties. (You’re allowed to have a Keanu “Whoa” moment.) At the heart of this mission is OrderHub, an entry system built on top of the Mediaspectrum platform that unites the CRM with the various digital fulfillment systems (DFP, email, social) as well as billing.
Centralizing workflow and order management has had most pleasant side benefits, including digital rate card standardization across regions and a shift in sales focus from banner ad sizes to holistically meeting local advertisers’ marketing and audience objectives. While the process has had its challenges, particularly with resource management, it’s highlighted the path to revenue success and tech-enabled sales support.