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Part Three: A New Gear

“ON THE ROAD: Marketing Navigation in a World of Perpetual Change.”


Wednesday, October 23, 2019
Reuters Building, 3 Times Square, New York, NY

As digital advertising prepares to celebrate its 25th anniversary, what better time to say goodbye to the past and hello to a new generation of leaders and ideas? In our final Seller Forum of 2019, we serve up “A New Gear,” a fresh look at the ongoing reimagination and reinvention of the industry. We’ll see the practical implications of those changes on the business we are doing today – in compensation models, cultural constructs, hiring practices and more.

In our unique, peer-to-peer environment, you’ll hear compelling speakers and interviews; take part in meaningful small group discussions; get a first-hand look at the data and business practices that matter most; and enjoy a day of fundamental reframing and reinvention that’s been created just for you.

As always at Seller Forum, seating is limited and only for qualified digital media sales leaders. We hope you’ll be there. An entirely new gear awaits you.

Speaker Joe


Chief Instigation
Speaker Sarah


Head of Innovation
Carat USA
Speaker Sam


Executive Director of Corporate Marketing
Speaker Ross


Chief Executive
Speaker Sara


Speaker Adam


VP, Content Business & Operations
FanDuel Group
Speaker Deirdre


Chief Revenue
Barstool Sports

Working Agenda

10:40 – 11:10
ALL GROWTH IS DIGITAL: Axios Looks at the Shape and Pace of Change
With Special Guest Sara Fischer, Media Reporter, Axios

News and business media coverage of our landscape can often feel a little thin and obvious. Enter Sara Fischer who covers the media beat for Axios. In this engaging market overview, she goes beyond what’s happening and who’s winning to explore how fast change will be upon us (spoiler alert: it’s here!) to help sales leaders make timely decisions. Insight is the fuel for strategy, and this insightful opening session will be pure premium.

When it comes to creating value for marketers, publishers have begun to offer a large and varied array of services. But has our approach to pricing and compensation models kept pace with the diversification we’ve seen in products and services? Have the bright lines between CPM and performance pricing started to dissolve? In this high-energy discussion segment, sales leadership peers will choose from a number of thought-provoking questions to better understand shifting models and practices.

11:55 – 12:30
Your Team’s Belief System: True North in Turbulent Times
With Special Guest Ross Martin, Chief Executive Officer, Blackbird

As the baton is passed to the next generation of media and technology sales leaders, business plans and organizational structures just won’t be enough. Blackbird CEO Ross Martin shows why every successful organization needs a belief system to inform and inspire the future of its business, and to express the power and potential of its brands. Ross helps major marketers and media companies develop and live their beliefs, and in this instructive interview he’ll explain how doing so can help you attract, retain, motivate and optimize the talent you’ll need to compete and win in 2020 and beyond.

12:35 – 1:20
Networking Lunch

1:25 – 2:05
STRETCHING THE FIELD: Barstool, FanDuel & the Marketer Relationship in 2019
With Special Guests Deirdre Lester, Chief Revenue Officer, Barstool Sports, and Adam Kaplan, Vice President Content Business & Operations, FanDuel Group

An edgy voice in a “brand safe” world, Barstool Sports continues to push boundaries, challenge norms and develop deep, intricate relationships with major marketers. In this candid, interactive discussion, CRO Deirdre Lester and FanDuel VP Adam Kaplan tell us how the relationship came together, and how other challenger brands and dynamic marketers might do likewise.

The columns on today’s org-chart could easily have been lifted from the 1980s: sales, marketing, account management, research and so on. As we shift from answering RFPs and pitching packages to creating new value for marketers, do the standard roles still stand up? Or are we continuing to iterate our orgs and hire people into roles and models that no longer matter? This lively, hands-on discussion will help you start with a truly clean slate on your org, how it works and who you’ll hire.

Want to know how much others are paying a seasoned rep at goal? How about performance vs. goal for last quarter and confidence in next? We’ve been anonymously collecting this data and more for well over a decade, and as a Seller Forum attendee you’ll be among the first to see the latest numbers. You won’t want to meet with your CEO without having this data at your fingertips.

Nobody gets up one morning and says, “I’m going to send a lot of meaningless email today!” But somehow it keeps happening! Upstream Group CEO Doug Weaver has been coaching sales orgs on how they talk to their customers and one another since he was next gen! In a fast paced, prescriptive 20 minutes he aims to stop the madness and start the real communication.

3:45 – 4:45
FROM COST CENTER TO BUSINESS BUILDER: The End of Advertising as We Knew It
With Special Guests Joe Maceda, Chief Instigation Officer, Mindshare; Sam Olstein, Executive Director of Corporate Marketing, GE; and Sarah Stringer, SVP, Head of Innovation, Carat USA

Imagine there’s no ad budget. It’s easy if you try. Procurement, shrinking margins and brand-agency friction all tell an unmistakable story. Marketers and the brands they serve are demanding deeper and more profound levels of business integration and the advertising-business-as-usual will never again be what it once was. In this highly provocative closing town hall discussion, sales and agency thought leaders debate the existential questions: Where do we go from here? What new business will we now invent for ourselves?

It’s the 25th anniversary of digital advertising. We’ll feature a special recognition and toast to the birth of our medium. And, yes, there will be music, cocktails and plenty to eat. Join us and continue the conversation!

Companies Registered

Waze BuzzFeed WarnerMedia IBM Watson Discovery iHeartMedia Spotify Turner Sports Samsung Ads Hulu Reuters Hearst Autos Viacom Verizon Media Daily Mail NPR DISH Media Centro Kargo NBC GroundTruth Fullscreen true[X] Barstool Sports Twitch EMX Digital Vevo Yieldmo ALC Smithsonian FOX News Digital McClatchy Fandom SmartAsset Google Investor’s Business Daily Tremor Video Twitter Meredith The Washington Post Roundel Experian Automotive WeatherBug Trusted Media Brands Amazon Bleacher Report IDG LiveIntent Everyday Health