Sales in Platform-Driven Markets with Anna Serner
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Anna Serner, founder of REDAME and expert in retail media and data-driven business models, joins Oplev Salg to discuss how sales changes when data, platforms and retail media become central to commercial decision-making.
Together with Michel van der Borgh (Professor at Copenhagen Business School, CBS), Anna explores how data reshapes power dynamics between brands and retailers, why traditional negotiation matters less, and what this means for modern sales organizations.
Key topics:
— What retail media actually is, and how it differs from traditional trade marketing
— Why traditional negotiation skills matter less as data becomes central
— The shift from salesperson to consultant in data-driven B2B relationships
— Where retailers typically struggle when building retail media capabilities
— Why more data doesn't automatically lead to better decisions
— What commercial leaders need to unlearn — and relearn — to compete
A conversation about sales, decision-making and the changing sales role in a platform-driven market.
This conversation is relevant for commercial leaders, sales professionals, and anyone working at the intersection of data, retail and B2B sales.
(00:00) Introduction: what is retail media, really?
(04:04) Retail media vs. traditional trade marketing
(07:38) Which traditional sales skills are becoming less relevant
(09:41) From salesperson to consultant: the Coca-Cola example
(13:03) The organizational challenge: where does media sales belong?
(15:10) The commission question: compensating a new type of salesperson
(18:00) Why more data doesn't automatically mean better decisions
(22:45) What commercial leaders need to unlearn — and relearn
(25:22) Amazon's "every day is day one" philosophy
(26:52) One concrete action: start monetizing what you already have
Connect with Anna Serner: https://www.linkedin.com/in/anna-serner-103b39125/
Visit REDAME: https://www.redame.dk/
Connect with Michel van der Borgh: https://www.linkedin.com/in/michelvanderborgh/
Subscribe to the Oplev Salg newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7421478328148070400
Follow Radiant on LinkedIn: https://dk.linkedin.com/company/radiantdk
Oplev Salg is a podcast created in collaboration between Radiant and Copenhagen Business School (CBS), exploring modern B2B sales leadership.
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