Clear Channel Outdoor

The Client

A leading outdoor advertising company, Clear Channel Outdoor gives brands opportunities to connect with consumers in public spaces. With extensive sales and marketing teams across various regions, the company produces and utilizes numerous resources to support client acquisitions and campaigns. Prior to this project, Clear Channel Outdoor struggled with fragmented content storage that impeded sales efforts and created inefficiencies in resource discovery and utilization.

The Situation

Clear Channel Outdoor faced challenges with marketing and sales materials scattered across multiple platforms, including Salesforce Content Library, Dropbox, SharePoint, local servers, and email attachments. This fragmentation made it difficult for users to locate and access the right materials quickly, leading to inefficiency and frustration. The company recognized the need to centralize and streamline access to these resources to enhance sales enablement, improve efficiency, and ensure brand consistency across teams and regions.

The Challenge

Clear Channel Outdoor encountered several hurdles while optimizing its approach to sales and marketing resource management:

• Fragmented content ecosystem with materials dispersed across multiple platforms
• Lack of standardized taxonomy for organizing and retrieving content effectively
• Poor user experience in previous systems like Salesforce Content Library, leading to user abandonment
• Limited transparency into content updates and usage
• Significant change management requirements to ensure adoption across teams

The Solution

Clear Channel Outdoor implemented a comprehensive Sales & Marketing Resource Center (SMRC) using Acquia DAM:

Content consolidation: The team migrated resources from fragmented systems into Acquia's DAM platform, curating and categorizing assets by focusing on high-impact, solutions-based content such as case studies, creative best practices, product one-sheets, and regional resources.

Streamlined organization: Clear Channel Outdoor developed a user-centric taxonomy to structure resources intuitively, allowing users to locate materials by type, vertical, client KPI, or regional relevance.

Dedicated portals: The solution created specialized portals for specific needs — such as case studies, RADAR solutions, and creative resources — incorporating visual previews, a table of contents, and FAQ guides to simplify navigation and resource discovery.

Training and updates: The team provided ongoing updates and quarterly training sessions to maintain engagement and usability across the organization.

Data-driven iteration: Clear Channel Outdoor monitored usage metrics to identify top-performing content and continually optimize the library based on team needs.

The Results

The Sales & Marketing Resource Center facilitated impressive outcomes:

Content engagement: The platform recorded over 5,500 downloads in Q3 2024 alone, with a 12% year-over-year increase in asset engagement from 2023 to 2024.

Efficiency gains: Clear Channel Outdoor saved an estimated 15% of team time by consolidating resources into a single hub.

Enhanced sales enablement: The solution provided instant access to curated content, improving proposal speed and quality and boosting closure rates.

Time and cost savings: The SMRC reduced duplicate efforts, cut costs from competing systems, and saved an estimated 10+ hours per new hire during onboarding.

Streamlined organization: Implementing a clear taxonomy allowed users to more easily navigate and discover content while providing administrators with valuable insights into user preferences and content utilization.

The Sales & Marketing Resource Center now serves as Clear Channel Outdoor's comprehensive digital library, allowing seamless access to thousands of curated sales and marketing assets. The solution empowers teams with case studies, creative solutions, and product resources, streamlining content discovery to support strategic sales efforts throughout the company.