In a volatile advertising market, publishers' sales teams need to be nimble, innovative, and ambitious to keep RFP win rates up and ultimately keep ad revenue coming in the door.
There's been a steady movement from sales teams being brand-centric to being assigned to sell a specific advertising category where all of the clients a seller has fall under one sector like pharma, beauty, or tech.
Condé Nast is a notable example of a major media company revamping its sales org to take on a categorical concentration. In 2018, it reorganized its U.S. sales division, which shifted sellers from being dedicated to a specific brand, like Wired or The New Yorker, to being dedicated to a specific advertising category, like luxury or technology.
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