How NBCUniversal Became a Tech-Driven Content Company and Earned New Fans
In Their Own Words...
1. Unify data so sales teams work from one version of the truth.
Today, the Global Advertising and Partnerships division easily connects advertisers of all types with their target viewers. This requires sales teams to create customized ad packages across a large product portfolio — from NBC Sports’ channels and NBC News’ channels to affiliate cable channels and the organization’s Peacock streaming service.
To deliver this single, scaled advertising offering, NBCUniversal had to first unify disparate internal teams and improve visibility over clients’ data. Leaders implemented a sales CRM solution to provide a 360-degree view of advertisers’ activity across the organization. As a result, sales teams can now manage advertising spend and performance more effectively.
Next, NBCUniversal app developers customized this integrated platform with low-code tools to improve productivity. This includes unifying sales and revenue management systems to efficiently capture sales estimates and actual revenue in local currencies, enhancing collaboration between sales and finance divisions.
Salespeople will also soon be able to consolidate important account data — including account plans, close plans, opportunity strategy, and meeting notes — into a shared collaboration tool embedded in the CRM.
“This single source of trusted value and truth is the cornerstone of everything we do," said Yaccarino.
2. Execute targeted communications — in half the time — to increase sales pipeline.
NBCUniversal adopted Salesforce’s B2B marketing automation platform so that marketing and sales teams could work closely together to drive growth.
The unified platform lets the company’s marketing team quickly create automated, personalized email campaigns for potential leads, based on interactions like page visits or email opens.
Intelligent notifications let sales reps know to follow up once a lead hits a certain threshold of engagement. Sales reps can then personalize the next interaction using insights from an account’s buying activity.
Personalized messages have improved open rates by 100%, which helps the company build a stronger sales pipeline and close more deals.
“With Salesforce, we’re building a unified information source to help us reimagine collaboration across our entire platform," said Yaccarino. "This will enable NBCUniversal to continue delivering the highest level of transparency, insights, and results for our customers.”
Behind the scenes: Accelerating Time to Value with Salesforce
3. Extend reach and impact with partners through AI-powered analytics.
NBCUniversal’s partners also rely on data to make decisions. To serve them, NBCUniversal has adopted an AI-powered marketing intelligence platform that will allow both internal teams and the company’s agency partners to easily track ad delivery and campaign performance, helping them to optimize campaigns across divisions and channels.
The company also plans to use a data analytics and visualization tool to analyze data across different business systems and make insights more accessible to employees.
Having a greater understanding of how ads perform unites team members around common goals to optimize impressions for television and digital audiences through targeted or broad-reach advertising campaigns.