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  "documentTitle": "Future-proof ad sales: The new transformation imperative",
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      "text": "Media companies need to seize that opportunity now. It's time to take stock of your plans, evaluate how achievable they are, what they'll deliver—and, most important, how you change to make them reality.",
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      "text": "With a baseline established, a media company can then plot its course to the desired end state. At this stage of the game, a true cultural and emotional commitment to speedy action is needed among sales leaders, accompanied by informative communications that make the case for change. These two key elements are vital to giving the transformation the organization-wide impetus and drive it needs to succeed.\n\nFinally, everyone involved has to agree to invest the money generated by revenue growth and unlocked through cost savings into changing the ad sales operating model to build media-tech capabilities and strong data skills and deeply integrate the art and science of ad sales.",
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