Schedule / 2023 Lead-to-Cash Bash

SCHEDULE

WEDNESDAY, NOV 20TH 2024

5:00 - 8:00pm // Welcome! Phins Disney Dolphin Atrium

Walt Disney World Swan & Dolphin Resort and Conference Center

Make a splash at this stylish watering hole offering specialty cocktails, premium spirits, beer and wine plus gourmet bar fare. Check it out!

THURSDAY, NOV 21ST 2024

9:00am // Registration

Walt Disney World Dolphin Resort and Conference Center, Swan Ballroom 10

10:00am - 3:00pm // Conference Sessions

Walt Disney World Dolphin Resort and Conference Center, Swan Ballroom 10

10:00am - 10:45am

Keynote :: Driving New Revenue and Behavioral Change with the ICE Prioritization Model

Nearly four year's ago, Jean-Marc's CEO presented him with a challenge....find $2m per year in revenue from new initiatives. To accomplish this sisyphean feat, Jean-Marc knew he was going to need a lot of great ideas, and a way to quickly evaluate -- and implement -- rapidly. In this session, you'll learn about La Presse's amazing story of transformation -- from a Montreal daily newspaper founded in 1884, to a digital only product (they stopped the presses entirely in 2018), and on to non-profit. Jean-Marc will showcase how La Presse approaches new revenue initiatives scientifically, and, continues to deliver on his CEO's challenge. New revenue. Year over year. And a well-oiled idea-machine that relies on the ICE (Impact, Confidence & Ease) Prioritization model popularized by Itmar Gilad, former Product Manager, Google.

Jean-Marc De Jonghe, Vice President of Digital - La Presse

10:45am - 11:15am

Building a Powerful Sales Compensation Plan

The smartest sales compensation plans can not only help you recruit high-quality reps, but also motivate them to perform at their best. But creating and implementing the right compensation plan can be challenging. Do you put more emphasis on goals, revenue or activities? In this session, we'll hear from a panel of Basher's ready to help you put a winning plan in place.

Moderated by Todd Handy, Advisor - Audience

Mellesa Boudeman, Senior Director of Advertising Analytics - Lee Enterprises

Bryce Jacobson, Chief Revenue Officer & Publisher - Seaton Publishing

Bob Allen, Sr. Director of Strategic Revenue - Graham Media Group

11:30am - 12:00pm

Crushing it with SEO: A Case Study with Salem Media Group

Is SEO a product that your teams have a hard time understanding, selling, and retaining along with everything else they're pushing? Then learn how you can rinse and repeat the successes of Salem Media Group. In this session, AdCellerant's Vice President of Business Development, Ben Bouslog, will lead a fireside chat with Salem Media Group's SVP of Broadcast Digital, Jamie Cohen, about how they worked together to grow SEO revenue 200% in just four months. Learn about tactical details that helped the team crush their growth goals and what you can do today to realize the same success.
Moderated by Ben Bouslog, Vice President of Business Development, Adcellerant

Jamie Cohen, Senior Vice President, Broadcast Digital - Salem Media Group

12:00pm - 12:30pm

Building a World Class Lead-to-Cash Machine: The Netflix Journey

When you think about a Lead-to-Cash challenge, they don't get much bigger than Netflix. A year on from joining Netflix as Head of Applications and Tooling, Lauren Farber will tell us about her journey. Guests will hear about lessons learned, and key takeaways for anyone looking to plan for a world-class Lead-to-Cash ecosystem, from the ground up, in less than a year.

Lauren Farber, Former Head of Applications & Tooling - Netflix

12:30pm // Lunch Break - Swan Ballroom & Osprey Breakroom

1:30pm - 1:45pm

Finding Talent in 2024: What Are Ad Tech Employees Thinking?

Over the course of the past few months, Robert Hawthorne, Founder & CEO of Hawthorne Search interviewed well over 125 industry professionals of all levels, in an effort to get their take on what is important to them and their thoughts on the industry at large. Individuals included professionals ranging from entry level to senior level with a majority being in Millennial and Gen Z categories in markets across North America. In this session Robert will present his findings so this year's guests can learn how to find -- and retain -- top talent in an extremely competitive industry.

Robert Hawthorne, Founder & CEO - Hawthorne Search

1:45pm - 2:15pm

Shaving Margins and Minutes off Your Ad Operations: Case Study - Baltimore Sun Media

Doing more with less is more critical every year. Efficiency Savings: Learn how to identify and eliminate hidden time and money drains within advertising operations. We'll explore strategies to reduce media CPM (cost per thousand) by up to 50%, driving more sales and optimizing media spend. Discover how leading technology solutions can streamline workflows and enhance efficiency. This session, sponsored by Compulse will showcase customers who have realized efficiencies by leaning on best practices that get the most out of people, process and platforms. Moderated by Jonathan Muzio, Vice President of Business Development, Compulse.

Todd Frederick, Vice President, Sales - Baltimore Sun Media

Crystal Browning, Manager, Digital Operations & Support - Baltimore Sun Media

2:30pm - 2:50pm

Maximizing Revenue & Efficiency: Unveiling the True Cost of Inefficiency in B2B Media Operations: Case Study - Hometown Values Magazine

In this session, Travis Henderson from Hometown Values Magazine will delve into the true costs of inefficiencies in B2B media operations. This session will explore how consolidating production workflows and reducing data silos enhanced Hometown Values’ efficiency, saving significant resources. You'll learn how Hometown Values Magazine was able to work with their partner, Mirabel Technologies, to tap AI-driven solutions to let their teams work smarter, not harder. This case study offers insights into real-world transformations that drive productivity and revenue growth in the publishing industry.

Travis Henderson, Associate Publisher - Hometown Values Magazine
Jakob Fenger, Technical Sales Director - Mirabel Technologies

3:00pm // Happy Hour
Sponsored by VISTAR MEDIA

Our insanely popular 10am - 3pm conference schedule ensures our sessions are lean and the day moves fast. We'll break at 3pm to kickoff Happy Hour (3-4pm) and give you time to get ready for the evening action.

5:00pm // EPCOT Center 2024 Food & Wine Festival - Park Entry Starts

Join us at Disney's EPCOT Center for the Annual Food & Wine Festival. Just a 10 minute walk from our host resort at the Disney Dolphin, all guests get to enjoy park entry at 5pm and get a few hours to explore this iconic Disney property. Cocktail hour and dinner kickoff at 6pm at the Terrace des Fleurs in EPCOT's France Pavilion. We'll get fireworks, followed by our group ride at Guardians of the Galaxy Cosmic Rewind (limited to the first 100 registrants). Late night continues on the Disney Boardwalk at Jelly Rolls dueling piano bar.

6:00 PM - 9:00 PM - Cocktail Hour & Dinner, Terrace des Fleurs - France Pavilion

FRIDAY, NOV 22nd 2024

8:00am // The Lead-to-Cash Dash "Almost 5k" Fun Run

Sponsored by: Popmount

Now in its 3rd year, and a staple of the Bash, the Lead-to-Cash Dash gives those who are up to it a spirited race around the Disney Dolphin property and Disney Boardwalk. Not quite a 5K, Bashers can run or stroll at their own pace, or cheer on the always competitive group of runners.

Starting Line: Back Entrance of the Disney Dolphin

10:00am - 3:00pm // Conference Sessions

Walt Disney World Dolphin Resort and Conference Center, Swan Ballroom 10

10:00 - 10:30am

From Broadcast to Bank: How FOX LA’s "The Hookup" Transformed Audience Engagement into Revenue

Join Jeremy Claypool, VP of Marketing at FOX LA, and Creighton Green, co-founder of Audience, for an inside look at how Audience’s platform powered The Hookup, a innovative local morning show that turned passive viewers into active participants. Through the use of QR codes, interactive polls, and real-time engagement, FOX LA captured valuable zero-party data while driving leads, attribution and revenue for both the station and its advertisers. Learn how FOX and Audience transformed the viewer experience, growing a rich data set and delivering measurable results and revenue.

Jeremy Claypool, VP, Creative Services & Marketing - Fox Television Stations [Fox 11 Los Angeles]

Creighton Green, Co-Founder - Audience

10:30 - 11:00am

Driving Revenue with Location-Based Advertising: Case Study -- iHeartMedia

Since 2018, iHeartMedia has been using observed real-world consumer behavior, including location and purchase data, to create target advertising campaigns across all screens for their advertisers. iHeartMedia's growth in revenue has been nothing less than otherworldly. In this session, we'll hear from the iHeartMedia team, led by Jaga Tomlin, who will lead us through their journey -- past, present and future -- and help our guests learn how they can implement a plan to realize similar results.

Jaga Tomlin, Sr. Vice President of Digital Services and Strategic Partnerships -- iHeartMedia
Crystal Gans, VP Business Development, Multi-Market Partnerships -- iHeartMedia

Erin Hagood, Division Vice President of Digital Sales -- iHeartMedia

Will McEachern, Director of Partnerships -- GroundTruth

11:00 - 11:30am

The Seven "Must Haves" for a Successful Media Kit

Publishers spend too much time perfecting their media kit, and lose sight of why the media kit exists in the first place. Your media kit doesn't have to be perfect -- but it does need seven things. In this session, we'll cover the seven "must-haves" every media kit should have to drive revenue and build meaningful connections with your customers. We'll even offer up invaluable takeaways including examples of successful local and B2B media kits and a media kit template (in Google Slides) that you can use today.

Kenny Katzgrau, Publisher - Red Bank Green / CEO Broadstreet

11:30 - 12:00pm

Monetizing Recruitment -- Improving the Connection Between Job Seekers and Employers

Axel Neff is a distinguished technology leader whose expertise has been featured in global brands like TechCrunch, the Washington Post, Forbes, and Wired Magazine. As Senior Product Leader, Axel spends his days crafting the strategies for one of the world's largest advertising (and recruitment) platforms. In this session Axel will offer some candid thoughts on how to better serve the needs of job seekers and companies looking for the right hire.

Axel Neff, Senior Product Leader - Indeed

12:00 - 12:30pm

Prospect to...Performance? A Panel on Tech Stack Planning from Leading Digital Agencies

So we've been talking about Lead-to-Cash for a while now. As it turns out, there's actually a pretty important step AFTER the "cash" event. How did these campaigns perform? And how to we ensure retention and growth from our valuable base of advertisers. In prepping for this session, we think we might have coined a new term. "Prospect to Performance" goes even further upstream, to prospect, and further downstream, to analyze campaign performance. In this session, we'll hear how some of today's leading digital agencies are actively transforming their Lead-to-Cash operations and technology.

Moderated by: Adam Burnham, Chief Revenue Officer - AffinityX

Jolene Sherman, Vice President, Business Development and Market Strategies - Amplified Digital (Lee Enterprises)

Shalonda Lewis, Director of Operations & Shared Services - Tribune Publishing

Steve Goldstein, President - 2060 Digital (Hubbard Broadcasting)

12:30pm // Lunch Break & Technology Showcase
Walt Disney World Dolphin Resort and Conference Center, Swan Ballroom 10

1:30 - 2:00pm

Sales Activation Programs that Drive Results: A Case Study with Entravision & MIDCO

Outsourcing has more recently been viewed as a way to move expenses to cost of good sold. In this session, you’ll hear from two brilliant women, representing two great companies, and learn how they leveraged an outsourced training program to make operations more efficient. You’ll also hear how both leveraged a unique sales activation program to make their sales teams stronger and more engaged.

Jessica Martinez, General Manager, U.S. Digital Business Solutions - Entravision

Amy Enget, Digital Sales Manager, MIDCO

Moderated by Mike Smith, VP Business Development - Frequence

2:00 - 2:30pm

Driving New Revenue with Marketplaces and Audience Engagement

The concept of affiliate marketing isn't new, but the spin the team at Oahu Publications Inc. sure is. In this session, we'll hear how Aaron Kotarek, SVP of Audience and Circulation at Oahu Publications Inc., approached the challenge of increasing revenues through commerce without compromising authenticity. You'll learn how to reclaim revenues lost to tech platforms and increase engagement by allowing visitors to earn by sharing your local advertisers goods and services.

Aaron Kotarek, SVP of Audience and Circulation, Oahu Publications Inc.

Joe Cooper, President, A Marketing Resource (AMR)

2:30 - 3:00pm

TBD

3:00pm // Happy Hour