From Transactions to Transformation: Go-to-Market Sales Leadership in the AI Era

We are no longer living in a world where reach and frequency alone drive marketing investment Todayamp8217s buyers are armed with algorithmic planning tools outcomebased performance dashboards and growing skepticism about legacy currency and value propositions Theyamp8217re not looking for media theyamp8217re looking for results Theyamp8217re not buying spots and dots theyamp8217re engineering ROIIf you are a sales leader seller or revenue strategist inside a media organization this is not just a shift in positioning Itamp8217s a call to transformation And itamp8217s urgentAs detailed in the newly released Myers Report 2025amp82112026 Marketing Advertising ampamp Media Economic Forecast a 75page briefing built on real market data executive interviews and proprietary trend analysis The road ahead is both clear and challenging Budgets are tightening Metrics are shifting Value is being redefined If youamp8217d like to dig deeper into the data behind this report or schedule a strategic review session for your leadership team I invite you to connect with me directly at jmjackmyerscom or explore the full resource at wwwmyersreportscomLetamp8217s explore the five essential imperatives outlined in my leadership blueprint strategies that are driving performance and partnership in todayamp8217s highly scrutinized media economy1 Shift from Transaction to TransformationSelling media is no longer enough Todayamp8217s successful network sales teams are those who shift from transactional relationships to transformational partnerships Your clients arenamp8217t buying units theyamp8217re seeking business outcomes And your role is to show how your inventory your audience and your innovation can help move products off shelves and services into shopping cartsIf your team still leads with legacy value propositions CPMs reach charts or quotweamp8217ve always done it this wayquot rationales itamp8217s time to transform You donamp8217t need a new product You need a new lens Thatamp8217s exactly what we help organizations develop through our strategy sessions and customized insights If youamp8217d like to discuss how we can help reframe your gotomarket narrative Iamp8217d welcome a direct conversation2 Lead the Currency ConversationThe fragmentation of media currencies is creating paralysis for some sellers and opportunity for others Instead of waiting for consensus on what counts lead the conversationDo your clients use Nielsen iSpot VideoAmp Comscore The answer is yes all of them And more Your job is to help them navigate this mess with clarityThatamp8217s why The Myers Report includes detailed comparative currency analyses to help sales teams sharpen their positioning But data alone isnamp8217t enough You must coach your teams to confidently speak to the quotwhyquot behind the metrics and to demonstrate how your offering delivers results across whichever lens the client appliesIf your team needs help developing this fluency or if youamp8217re looking for custom talking points tied to the buyer landscape email me Weamp8217re equipping sales teams with these capabilities today3 Embrace IdentityBased PlanningThe cookie is crumbling Device IDs are disappearing Whatamp8217s rising in their place Identitybased planning rooted in authenticated consented audience data Itamp8217s the only way forwardThis isnamp8217t just about compliance Itamp8217s about competitive advantage Media companies with clean room partnerships direct subscriber relationships or authenticated audience graphs are outperforming those that still rely on modeling and guessworkAre your sales teams equipped to articulate this value Have you built partnerships with players like LiveRamp TransUnion or Experian Are you prepared to explain how identitybased buying integrates into creative commerce and measurementIn our private strategy sessions I work directly with revenue leaders and clientfacing teams to demystify this space and reframe it as a valueadd for clients Reach out to discuss how we can align your identity narrative to buyer expectations4 Invest in Creative Innovation at ScaleOne of the most undervalued levers in sales today is the power of creative effectiveness in premium environments When creative is aligned with context when brands are integrated into content that matters performance liftsThis isnamp8217t just theoretical The Myers Report includes detailed data on performance gains from highquality creative within brandsafe environments Weamp8217re seeing consistent uplift in brand favorability message recall and even shortterm conversion when campaigns are wellintegratedSo whatamp8217s holding sellers back Often itamp8217s a lack of infrastructure to package and scale creative innovation Thatamp8217s solvable Whether itamp8217s dynamic creative optimization AIassisted content variation or branded content integrations the future belongs to sellers who can bridge media and messageIf your team needs a framework or partner strategy to build this capability letamp8217s schedule a working session Iamp8217ve supported multiple teams in developing exactly this5 Publish and Share Your Own Value ResearchLet me be blunt if you39re not telling your value story someone else is And in todayamp8217s datadriven marketplace independent validation mattersThatamp8217s why I created The Myers Report to give sales leaders access to economic behavioral and performance data that speaks the language of the buyside But having the research isnamp8217t enough You have to translate it into stories case studies sales tools and marketfacing leadershipI work with media organizations to do exactly that turn data into enablement turn insights into opportunity If your organization would benefit from custom data briefings leadership content or professional development based on The Myers Report research email me at jmjackmyerscom or explore more at wwwjackmyerscomReinvention Requires IntentionalityWeamp8217ve talked about shifting from transactions to transformation Weamp8217ve talked about embracing identity leading the currency dialogue integrating creative with data and owning the value story What connects all of theseLeadershipNot in title but in behavior Leadership in this environment means letting go of outdated assumptions It means choosing reinvention over comfort And it means aligning performance with purpose data with delight and transformation with trustAs I write in The Tao of Leadership the organizations that will win are those that recognize when the old road has ended and choose to build the new one brick by brickHereamp8217s What Comes NextIf you39re a corporate subscriber to The Myers Report your full PDF of the 2025amp82112026 Marketing Advertising ampamp Media Economic Forecast is in your inbox If you didnamp8217t receive it contact me directly at jmjackmyerscomIf youamp8217re not a subscriber yet you can purchase the full 75page report for 2950 or subscribe to the full 2025 24report series at wwwmyersreportscomAnd if youamp8217d like to explore how this intelligence can activate your team through private briefings strategic workshops sales enablement content or executive collaboration Letamp8217s Talk Visit wwwjackmyerscom or reach out directly at jmjackmyerscomThe future isnamp8217t waiting Neither should weJack MyersStrategic Futurist Author Media Ecologistwwwjackmyerscom jmjackmyerscom

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From Transactions to Transformation: Go-to-Market Sales Leadership in the AI Era

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From Transactions to Transformation: Go-to-Market Sales Leadership in the AI Era

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2025-2026 The Myers Report Economic Forecast on Marketing, Advertising and Media #7

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