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  "documentTitle": "Future-proof ad sales: The new transformation imperative",
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      "text": "Organization: Most established media sales organizations are plagued by a number of shortcomings, including siloes that persist from incomplete transformations, lack of skills needed to be fully competitive, and incentives systems that aren’t fully aligned with the enterprise’s overall revenue growth goals.",
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      "text": "Data: Enterprise data isn’t unified in a structured format that supports rapid and easy use.",
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      "text": "Product and technology: Complex legacy environments aren’t fully integrated, preventing full visibility of inventory and forecasts across platforms, business models, audiences, and formats.",
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      "text": "All of these are complicating traditional media companies’ ability to participate fully in the long-tail recovery from COVID-19. The pandemic is accelerating digital transformation in the larger ad ecosystem and traditional media companies aren’t fully positioned for this change.",
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      "text": "The fact is, despite this competitive, dynamic advertising marketplace, we know from experience that it’s possible for media companies to differentiate and grow. While the macro backdrop may appear gloomy, this really is a significant time of opportunity.",
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      "text": "But it won’t be easy. Rotating from near-term revenue preservation to longer-term growth is hard enough. But striving to avoid cannibalizing traditional revenue streams while expanding digital ones is further complicated by entrenched organizational challenges (Figure 6) that remain the biggest obstacles to fully transforming and becoming more competitive in ad sales.",
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      "text": "It seems like a daunting balancing act—and it can be. But it’s already happening, with some sales leaders moving quickly to neutralize threats and getting results.",
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