As artificial intelligence (AI) drives advertising sales to become more automated, the ad sales process and salespeople’s roles will be reinvented. Their path forward hinges upon the evolution of a complex, fast-changing, advertising sales ecosystem.
Advertising sales is a nearly 700-billion-dollar industry1 on the precipice of massive change. AI, connected televisions, new privacy policies, and content options as diverse as the audiences that consume them have converged to create a wild west of what’s next. While opinions vary on what advertising — and the sales ecosystem it supports — will look like once the dust settles, one question at the fore is how programmatic advertising sales will shape salespeople’s roles as well as the roles of those who surround them.
After all, people, and the relationships they forge, are the heartbeat of sales in any industry. So, what happens when AI does the job quicker and, in some cases, better?
Interest in this new sales dynamic — and anxiety surrounding it — prompted Salesforce to take a closer look at how the roles of salespeople, sales leaders, and chief revenue officers will be redrafted in the age of machine learning and sales automation. As Jesse Redniss, co-founder of Brave Ventures and ad-tech visionary, said, “When anybody reads a headline around the idea of being replaced by an algorithm, or something that’s been productized to be more efficient, that’s immediately going to hit home.”
To forecast what’s next, we began by looking at what’s now — including the tensions, inefficiencies, and ethical debates about automated advertising sales technology in its current state.
This article is posted at salesforce.com
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