Why Media Strategy Needs Sales Data
Andreia Abud explains how sharing commercial metrics guides planning, even for brand awareness campaigns.
In a conversation on Marketing - The Podcast, Andreia Abud discusses the importance of alignment between agencies, marketing, and sales teams. Connecting commercial results and data allows brands to recalibrate their media plans with greater precision.
Integration across media, marketing, and sales is critical for maximizing communications investment efficiency. Speaking with Bruno Gimenes on Marketing - The Podcast during an episode focused on market trends, Andreia Abud, CMDO at Felina and CONAR board member, emphasized that agencies must serve as strategic partners to bridge departments that often operate in silos within the client's organization.
For Abud, every communications initiative ultimately serves business generation, even when direct conversion is not the immediate focus. "The goal isn't always direct sales performance. Obviously, at the end of the day, everyone wants to sell, right? You build a brand to sell; whatever you do, it's to sell," she stated. In this context, maintaining continuous dialogue with the sales team ensures communications remain aligned with overarching business goals.
Data access and media recalibration
Planning precision directly depends on having visibility into the commercial impact generated by campaigns. Abud points out that a client's hesitation to share complete raw sales databases does not prevent effective work, as long as performance variations are communicated: "If you can't share raw data with me, just tell me if sales grew by 10% or dropped by 20% so we can connect our strategies." According to her, even in awareness-driven campaigns, knowing whether there was sales traction is vital for adjusting the media plan.
Signing non-disclosure agreements (NDAs) has facilitated this data flow as companies realize the technical and responsible use of their information. In the video above, Abud details how direct feedback from the sales department provides the insights needed to make media targeting more assertive and effective.
