How Entravision Built a Data-Driven Sales Culture The 105-station media company uses business intelligence to evaluate sales performance and get more for its inventory. Assessing sales performance can be a challenge for finance teams. At companies with a large number of advertising partners buying from more than 100 properties, it can be hard to see whether sales executives are maximizing the potential of their relationships. Entravision knew its data held the key to a quantitative review of business performance. In 2012, Entravision’s VP Finance and Business Intelligence Aaron Trujillo initiated Tableau dashboard reporting. It generated valuable insights that led to further investment in using traffic data to optimize pricing and evaluate account executive performance. Entra

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