Agency Capability Assessment Platform

Media Publisher product

What is Calibr8or?

Calibr8or is a new SaaS platform that provides Media Publishers with detailed information on the state of their relationship with every major Media Agency across 8 different metrics relative to other Media Publishers.

Information is collected from Media Publisher’s sales teams on a quarterly basis to provide feedback against 8 aspects of the Publisher/Agency relationship:

  1. PROGRESSIVE – Is this Agency one you would categorize as progressive and forward thinking?
  2. ACCESSIBLE – Are they organized in a way that makes the relevant personnel available? Is Management’s leadership and vision
  3. RESPONSIVE – How readily do they respond to your ideas and do they you give ample time for thoughtful RFP requests?
  4. CONSTRUCTIVE – Do they provide constructive feedback that keep you motivated and encourage continued innovative thinking?
  5. PARTNERS – Do they treat you fairly and respectfully as a colleague encouraging direct client access, seeing you as a partner rather than an adversary?
  6. OPEN MINDED – Are they open to your ideas beyond the brief when your ideas are aligned with client objectives?
  7. FAIR – Do they always put client needs and goals FIRST, ahead of all other considerations, taking advantage of first- mover opportunities you make available to them?
  8. TRANSPARENT – Do they operate on a media neutral basis rather than play favorites? Do they provide a clear and consistent rationale for decisions when you do not get the business?

Scores are compared with those of other Media Publishers - Agency by Agency. also provides media agencies with a quantified understanding of their strengths and capabilities compared to the market offering. advertisers, media agencies and media owners. It provides value to all levels of the media value chain.

Media Agencies are able to determine how their skills, strengths and capabilities compare to the market and manage their development and implementation more effectively.

Advertisers are able to objectively determine if they have the best media agency fit for their requirements. Or select a short list of media agencies better suited to their specific requirements.

Frequently Asked Questions

WHY USE IT?

  1. My sales force is small, can’t I get the same information from just asking my sellers their opinions?

    Oftentimes, the feedback you get from your sellers about an agency’s performance is based on informal anecdotes. The stories might be interesting and colorful, but are they sufficient to give you a full and fact-based understanding of the nature of those relationships?

    Calibr8or fills the gaps. It’s an easy to use tool built on a platform that collects and organizes your sellers’ feedback in minutes so your organization can reach higher levels of efficiency and accountability internally and with your agency partners. Plus, your competitors’ data is aggregated and available as a basis for comparison.

    Up-to-the-minute data, available 24/7, at your fingertips.

    EXAMPLES CAN INCLUDE:

    • How is a particular holding company treating us on a market by market basis, in the US and around the world?
    • How effective is one division of my sales organization vs. another with a particular agency and what is behind that effectiveness?
    • Is our sales force being treated less favorably than our competitors with this agency?
    • Does the revenue we are generating from an agency align with the level of effort we are expending to build the relationship?
    • Our sellers are ineffective in selling BIG IDEAS to a particular agency. Is it a flaw in our approach or does this agency shut down BIG IDEAS from everyone?
    • Are the agreements we reach with agency executive management reflected in how senior and mid-level agency management interact with us on a day-to-day basis? How can we suggest ways to help improve the relationship to the betterment of all?

  2. My sales force is large with representatives in markets around the globe. Will our sales team input create an imbalance in the aggregate results?

    No single publisher’s input will dominate the aggregated results of Calibr8or. We will build the competitive base quickly ensuring the inclusion of publishers of all sizes and types. Best of all, as the pool grows over time, you will be able to compare your results with others meeting your customizable targeting criteria (e.g. sales team size, competitor type, geographic markets, etc.).

  3. Agencies are challenged with far too many reps vying for their time and attention. Will Calibr8or help us address this structural issue?

    Calibr8or data will not solve the problem of too few agency professionals trying to meet with qualified media publisher’s reps, only agencies themselves can alleviate this pressure. However, pool comparisons provided by Calibr8or will provide you with a deep understanding and solid evidence into how your sales team is treated relative to other vendors. So, you may discover that if competitors with similar inventory aren’t experiencing the same agency barriers it may signal other you have other issues getting in your way, like quality inventory, sales rep effectiveness or even pricing.

  4. For various reasons, Agencies seem biased in favor of established companies. Will Calibr8or help a start-up/less established company get its fair share of attention?

    Yes. We will champion the role of media publishers of all sizes. Through Calibr8or data we will be able to quickly and publicly identify agencies who are neglectful of smaller players because we know that advertisers count on their agencies to know and be familiar with the most up-to-date offerings of media publishers of all types and sizes.

  5. Programmatic selling is an increasingly important component of our sales efforts. Do we still need Calibr8or?

    If you are replacing your entire sales team with technology then Calibr8or has no role. However, if you still recognize that successful human relationships with media agencies are key to the successful adaptation of your programmatic product, then Calibr8or’s advantages still apply to your business.

WHEN SHOULD WE JOIN?

  1. When will Calibr8or have a big enough pool to create meaningful norms?

    We anticipate a robust pool comprised of sales input from various Media Publishers by mid 2016. We plan to introduce subset averages for comparative purposes by Market, Medium and by Media Publisher size once statistically viable.

  2. How do I justify spending this investment when it doesn’t directly improve my revenue production?

    Calibr8or provides a wealth of information and learning that should directly influence sales performance. The swift identification of issues and opportunities provide Sales Management with the means to quickly offset Calibr8or’s cost. Calibr8or Service Agreements can be cancelled at 3 months notice if tangible benefits fail to materialize.

  3. Is Calibr8or built on an open API so I can migrate results into our own systems?

    Yes, BUT we would need to understand the specifics of your system requirements before providing a definitive answer. Any costs incurred to develop customized feeds would be passed through to the Publisher at Calibr8or’s cost.

  4. Will Calibr8or data match our particular global sales structure?

    Yes, the platform can match the configuration of your sales structure so that you have access into relevant data across all aspects of your relationship with a global Media Agency anywhere you operate.

  5. Do agencies also pay for this service since they benefit from Calibr8or data?

    No. The system was designed with the media publishers’ needs in mind. Media Publisher will use the Calibr8or data to streamline their sales processes, allocate critical resources in increasingly efficient ways and improve revenue performance.

    Of course, Calibr8or WILL be able to identify those agencies who treat their media partners well and those that treat them poorly. Aggregated and anonymous data will be reported publicly so marketers will have a window into which agencies enjoy the healthiest relationships with media providers and which don’t for the very first time.

IS CALIBR8OR COMPLICATED TO USE?

  1. Will Calibr8or be a time burden on our staff?

    Set Up: We work with a system administrator that you assign to upload all of the relevant details about your sales teams. The one-time initial set up is the most time intensive part of the process. Set up is estimated to take 8-10 hours in total.

    Training/Input: We train your admin how to send out and track response rates to the quarterly surveys of your team. We will demonstrate, remotely or in- person, how the system works to your staff. Your sales members will take approximately 3-5 minutes to fill out the quarterly surveys. Total training and outreach time is estimated at 5-7 hours in total. No additional time is required once the survey link has gone live.

    Updating: The system admin will update the data base of sellers for hires, terminations and reassignments as needed. This is estimated to take 2 hours per year.

  2. Can we be sure we’ve interpreted Calibr8or results correctly?

    Yes. Your Calibr8or representative will, at your discretion, conduct quarterly meetings in your office to discuss survey findings with you. Although the system is designed so that you can quickly and easily retrieve and understand the data on your own, we are always there to help you dig deeper for additional market insights.

  3. Will Calibr8or data help to identify a bad team within an otherwise effective agency?

    Yes. The system is flexible enough to allow for your sales personal to be filtered according to your own specific needs. If you suspect there is a bad team within an agency, you can isolate and assess individual criteria ratings compared to the overall agency’s performance.

YOUR SECURITY IS OUR MAIN CONCERN

  1. How do I know my data is secure?

    The Calibr8or Service Agreement provides a legally binding commitment attesting to the safe storage of a media publishers information. All information is housed on a secure server. Access to your data is limited to Calibr8or representatives bound by confidentiality agreements and a restricted list of personnel you determine who are each identified with secure individual login and password tags.

  2. Can we be sure our privacy is protected?

    Calibr8or will never release a list of participating publishers. However, it is inevitable that participating companies will come to be identified over time through the movement of sales personnel within the industry.

  3. Do Calibr8or account for sample bias?

    The system is designed to mitigate and eventually eliminate bias over time.

Where can you access Calibr8or

The Calibr8or Media Publisher product is launching in early 2016 in the US and Australian markets with a plan to expand into other regional and global markets in late 2016.


Media Agency product

What is Calibr8or?

Calibr8or is an innovative platform that provides an objective and quantifiable evaluation of the capabilities, skills and effectiveness of media agencies, and through that, a fact-based method to match media advertisers with media agencies based on the profile of their specific needs.

It also provides media agencies with a quantified understanding of their strengths and capabilities compared to the market offering.

Who should use Calibr8or?

Calibr8or is designed to provide objective, fact-based insights to media advertisers, media agencies and media owners. It provides value to all levels of the media value chain.

Media Agencies are able to determine how their skills, strengths and capabilities compare to the market and manage their development and implementation more effectively.

Advertisers are able to objectively determine if they have the best media agency fit for their requirements. Or select a short list of media agencies better suited to their specific requirements.

Agency Testimonials

Why you should use Calibr8or?

In an increasingly diverse and complex media market, advertisers and their agencies need fact-based, validated, objective knowledge and insights into their requirements and the best-fit solution to deliver those objectives.

Calibr8or is an innovative platform that provides an objective and scientific evaluation of the capabilities, skills and effectiveness of media agencies, and through that, a science-based method for all stakeholders to the media value chain to better understand and align themselves to deliver increased value and performance..

How do you access Calibr8or?

Calibr8or undertakes a regular assessment of the media agency landscape in the market and calibrates their capabilities and strengths across 8 major categories, with 4 criteria in each and up to 8 aspects of each providing significant insight into the media agency and how they are positioned in the market.

To access this data as an advertiser you can either contact Calibr8or directly or one of our consulting partners.

If you wish to be considered for assessment as a media agency, or wish to have access to your specific details, please contact Calibr8or.

Where do you access Calibr8or?

The Calibr8or Media Agency product is currently deployed in the Australian market with a plan to expand into other regional and global markets over the next 3 years.