"SHARING BEST PRACTICE" SESSION - SALES
Berlin "Classifieds EVOLVE or die" General Meeting
Please read the accompanying Overview details (available at http://www.icmaonline.org/ICMA/events/general-meetings/berlin-2010/sharingbestpractice/default.aspx) and complete the data in the yellow boxes. This Excel
sheet should be returned to Head Office by Friday 16 April at the very latest, by email to firstname.lastname@example.org. We will send a reminder on Wednesday 7 April but if your data is not received by Friday 16 April, regrettably,
you will not be able to attend the session in Berlin.
Metric Definition Your results
Site 1 URL Site 2 URL
1 Online revenue split The % of online revenues that come from advertising networks and agencies for the fourth quarter of 2009. x%
E.G. In the fourth quarter of 2009, total online revenues were EUR 50,000. Revenues from advertising networks and
agencies (such as Google Adsense) were EUR 12,500. Therefore, 25% of online revenues come from advertising networks
Average click through rate for home page banners on main classified web site from advertising networks and agencies for
2 Click Through Rate on home page x%
fourth quarter of 2009.
E.G. In the fourth quarter, Google Adsense provided 10 clickthroughs on 500 impressions and Agency 2 provided 30
clickthroughs on 600 impressions on home page banners. The average clickthrough is (10+30) clickthroughs divided by
(500 +600) impressions or 3.6%
3 Digital Sales Compensation Yield Ratio of sales dollars to compensation for digital only sales representatives for the fourth quarter of 2009. x:y
E.G. In the fourth quarter of 2009, In the fourth quarter 2009 digital only sales reps generated 100,000 euros and were
compensatied an aggregate of 30,000 euros. The ratio is 10:3.
"Sold" versus "self-service" The ratio of advertising revenue which is "sold" by field or telesales reps versus that which is "self-service" i.e. bought by "sold" X% "self-
advertising revenues advertisers directly using an online placement system and with no person-to-person contact for the fourth quarter of 2009. service" Y%
E.G. In the fourth quarter of 2009, your sales reps sold EUR 60,000 of online advertising and sponsorships whereas the
online self-service system brought in EUR 13,5000. Your results for the fourth quarter of 2009 would be 81% "sold" and 19%
4th Quarter 2009 - #
5 Online Products Total number of online products offered in the fourth quarter of 2009.
of online products.
E.G. In the fourth quarter of 2009, your offered classified listings, banner/buttons, display ads, email, and video products.
Therefore, you offered 5 online products to your customers.
6 Primary Charging Model What is your primary charging model flat rate, CPM, revenue share, pay per action or other for the fourth quarter of 2009. Charging Model
E.G. In the fourth quarter of 2009, there were 5,000 online product sales. Sales through a flat rate accounted for 60% of
sales, CPM accounted 35%, and 5% of sales were through pay per action. Therefore your primary charging model is flat
7 Online Inventory Sales Percentage of online inventory sold for the fourth quarter of 2009 for all web sites. % Sold
E.G. In the fourth quarter of 2009, there were 200 banners available for sale on all of your websites. In that period, 80 of
those banners were sold to customers. The rest remain unsold. Therefore, 40% of your online inventory was sold.
8 Revenue per employee Average revenue per employee print and online for fourth quarter 2009. Euros
E.G. In the fourth quarter of 2009 you had an average of 100.5 employees(100 full time and one part-time that works 50% of
a work week) and total revenues of EUR 100,000. Average revenue per employee would be EUR 995.
Name of participant:
Company profile (overview of the
company, main products and