Something troubling that we're seeing in our training sessions is increased annoyance on the part of online media sales reps with agencies – almost to the point of animosity. It seems to come from frustration, and not understanding how to work with agencies due to cumbersome structural issues on both sides. And I know the agency side has its issues with reps as well.

While there needs to be some amount of friction between buyers and sellers, the feelings we’re seeing go beyond the norm.  The problems are felt most acutely by sellers who are bundling online into a cross-platform package and trying to get to the right people within the agencies to make any traction. 

So there are a few issues: no consistency in terms of how and to whom  a cross-platform proposal should be pitched (your digital guys talk to my digital guys, or you talk to your regular agency contact?).  Second issue is that there is no standard in terms of agency structure (digital silo, traditional silo, or integrated?), and thirdly the publishers are still sorting their structures (do our digital guys only call on digital agencies, and you stick to your print/radio/TV buyers and try to pitch cross-platform?, etc.).  This is a challenge that will continue to evolve along with the digital media industry.  In the meantime, acknowledge the reality and develop strategies that work for you.

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