Capitol Gains Efficiency With Efficio
N.C. — Capitol Broadcasting Co. is a forward-thinking,
technology-driven, locally-owned and operated television and radio
broadcaster in North Carolina. CBC is well-respected in the industry
as a technology leader, with many firsts and numerous national
Local Sales Director Niel Sollod, right, conducts a one-on-one
Efficio meeting with Account Executive Melissa Carney.
it came to providing CBC’s radio and TV sales teams with technology
to manage accounts and maximize client relationships, we determined
that Efficio Solutions would be the best fit because they, too, were
an industry leader and well-respected for their technology and
forward-thinking systems for media sales.
is a Web-based media sales solution utilizing a centralized dashboard
and integrated sales modules. This centralization enables stations to
manage advertising clients and all sales processes, from account
management, CRM and budgeting to sales activity, yield management and
business unit within CBC works collaboratively but independently of
other divisions. We wanted a way to share information, but at the
same time preserve autonomy. Adding to the complexity was our
utilization of different traffic systems in our radio and TV
stations, and a Web product that was sold by all the divisions. The
goal was to help integrate sales analytics, provide salespeople with
relevant data, and provide reporting up the chain for a global view
of how we were doing with key accounts as a whole across all business
units. I was on the committee to select the vendor for this task.
doing our research, it became apparent to our team that there were
few, if any, products that offered the ability to bring this data
together in one centralized location and link our sales teams with
reports in one analytics tool. We interviewed several companies and
ultimately Capitol Broadcasting decided to hire Efficio solutions.
Efficio was tasked with bringing together everything in one database
to help leverage our sales data to outperform the competition. With
Efficio’s Customer Relationship Management tool, we were able to
use an all-in-one solution with our multiple traffic systems across
its many useful features, Efficio’s Corporate Rollup view allows
senior management to see data from a top-down view. This saves time
for managers, by eliminating the need to pull multiple reports.
Efficio helps account executives be more effective, capturing their
activities and tracking opportunities which gives them a desktop
snapshot of their daily priorities. Via weekly one-on-one meetings,
managers are able to provide better support to account executives, by
going over their individual sales efforts in a guided fashion using
Efficio as a platform for discussion and coaching. In turn, account
executives are able to maximize their busy day by having all the
pressing information in one place for the manager at all times. In
the case of CBC, Efficio worked collaboratively with Colearn, a sales
training firm, to integrate the company’s sales methodology so that
the sales processes were uniform and recognizable for all users.
CBC’s needs evolved, Efficio provided software and a service, by
making enhancements in the system which were tailored to changing
business practices. For example, as opposed to manual importing of
revenue data, Efficio was able to provide close-to-real-time auto
upload synchronization with our different traffic systems at
different stations. This provides more reliable information and
serves to reduce wrong data from human error.
By utilizing Efficio
across the company, Capitol Broadcasting has been able to find ways
to collaborate internally that did not happen routinely before. For
this one aspect alone, Efficio has made a profound impact on giving
our sales teams a common platform to work together and at the same
time maximize the individual potential of our business units,
managers and account executives.
contact Chris Crawford, general sales manager, at Efficio Office
Solutions at (877) 333-4264 ext. 2 or visit efficiosolutions.com.