Are you suffering from these common symptoms of an unconnected ad booking process?
7 ways unconnected Salesforce and Google DFP platforms are killing your ad sales and operations
May 16, 2017
With advertising a key revenue stream for digital publishers, a chink in your ad booking armoury is a weakness you can ill afford.
But, for many Media businesses, this frustrating deficiency is an everyday reality that inhibits their ability to deliver a seamless ad booking process.
The root cause of this issue for digital publishers is the inability to link their CRM and ad publishing platform. In the majority of cases, the unconnected platforms in question are the market-leading Salesforce CRM and leading ad publishing platform Google DoubleClick for Publishers (DFP).
We’ve seen this exact problem ourselves with our customers including Spotify, Newsday, Fairfax Media, NewsCorp and Reed Business Information.
While Salesforce and Google DoubleClick for Publishers (DFP) are both best-in-class, their relationship is a somewhat loveless marriage, with both parties inhibited due to their inability to talk to one another. This lack of communication becomes a fundamental driver for inefficiencies within Media organizations, hindering the productivity of sales and ad operations teams, reducing visibility and leading to a drop in overall performance.
If you have invested in both Google DFP and Salesforce, it naturally figures that you want to get the most from your outlay. But, if your Google DFP and Salesforce aren’t connected, you’re definitely not making the most of either platform.
The lack of coherence between your platforms means you’re probably also suffering from a number of common issues with your ad booking.
Symptoms of an unconnected ad booking process
Whether you’re using Salesforce and Google DFP or a different CRM and ad booking system, an unconnected ad booking process leads to significantly reduced productivity across both ad ops and sales teams.
Here are some of the issues we regularly hear about from digital publishers.
1. Wasted time creating duplications
Without a connection between Salesforce and Google DFP, your operations team have to duplicate any orders from DFP in Salesforce just to maintain your records. This manual rekeying and input is not only tedious, but also inaccurate and a waste of resource.
2. A lack of visibility across ad booking
The use of multiple unconnected platforms leads to a limited knowledge of real-time inventory or visibility of customers and prospects across sales and ad operations. In turn, these issues slow the sales cycle and breed inaccuracies, damaging the customer experience in the process.
3. Inaccurate revenue forecasting and reporting
Errors and a lack of visibility across platforms mean reporting and revenue forecasting can be inaccurate. This is frustrating not only for sales and ad operations teams but for senior management figures attempting to plot the organization’s future roadmap.
4. Continual switching of platforms
We’ve all felt the frustration of having to continually switch between tabs or tasks. Switching platforms to complete any ad-booking process wastes time and this ‘swivel chair’ ad booking system increases the likelihood of errors. This also leads to lower adoption of systems, longer onboarding for new hires and increased IT maintenance costs.
5. Slow bookings
If your Sales team need to use intermediaries to check inventory and book ads it’s slowing down your time to value for clients. When you delve deeper into the impact this could be having on your customer experience and conversion rates, isn’t it time you fixed the problem?
6. Lack of data integrity
We’ve already mentioned inaccuracy a couple of times. But, while small errors on individual orders from rekeying or switching platforms can be rectified or smoothed over with clients – repetition of these errors corrupts your data over time. With no real link between platforms your data is susceptible to human error.
7. Inability to find the error sources
Without a link between systems, finding the source of any errors and troubleshooting them can prove to a lengthy fruitless task.
If something has gone wrong, you need to find out where and why quickly so you can fix the problem fast. Working on unconnected systems using manual processes increases the chance of errors and makes finding the underlying issue a longer, more involved process.
The problems we’ve covered are all similar, yet significant. The lack of any link or automated processes between a CRM and ad publisher not only means everything takes longer, but also makes your output less accurate and the end product you serve your customers worse.
Bridging the gap: Salesforce to Google DFP Sales Connector
With all the problems we’ve seen stemming from an unconnected ad booking process, it makes sense to join as much of the process as possible.
At CloudSense we’ve helped the likes of Spotify to link their Salesforce and Google DFP:
“The CloudSense Platform will deliver a more efficient ad sales process and accurate forecasting for Spotify without leaving Salesforce.” Richard Bolton, Spotify Product Owner, Global Advertising CRM.
The CloudSense Salesforce to Google DFP Sales Connector provides a bridge from your Salesforce to your Google DFP, enabling you to build ad orders with the Salesforce Sales Cloud and automatically push to Google DFP.
This connection provides a unified ad booking process, making life easier for your ad operations and sales teams by eliminating the need to rekey or manually check orders and improving data integrity along the way.
“We were looking for Salesforce native technology with out-of-the-box integration with Google DoubleClick for Publishers to increase efficiency and standardize our global advertising sales and back-end fulfilment process. We selected the CloudSense Platform after a competitive process as it matched this profile exactly.” John Paul Bedwell, Sales Director, Reed Business Information.
By taking away unnecessary manual processes you leave your sales team more time to do what they do best – sell. The Connector also enables you to utilize Salesforce as it was designed to be used, as an end to end platform and the hub of your business.
Connecting your CRM and ad publisher will deliver tangible improvements in speed and accuracy for your entire ad booking process, improving visibility and communications across sales and ad operations and ultimately keeping your customers happy.
Better still, if you’re already a Salesforce and Google DFP user, integrating the two platforms is a rapid process (no matter how they’re customized), so you’ll see a return on investment in no time.
To discover more about how CloudSense can help you sell more ads, faster and error free, check out our Salesforce to Google DFP Sales Connector Solution Overview.