People of Ad Tech: Upstream Group CEO Doug Weaver

Upstream Group Founder and CEO Doug Weaver tells WIT Strategy Partner Bill Brazell that while sales is always a solitary profession — “it’s you and your number” — the automated algorithms of ad tech can make it even more so. Drawing on deep experience, Weaver urges salespeople to avoid bragging about their product right off the bat. Instead, he says, offer prospects your take on their business challenges. Ask questions, learn their needs, and then tell them which problem you can help solve. Describing his left-brain/right-brain approach, he explains why the potential is all on the right — and how salespeople can thrive in the new world. Upstream’s latest insights are available each week via The Drift‘s email newsletter.

Music: “Morning Rays” by Jim Duffy. Used with permission.