THE BOARDROOM
Perspectives on inventory intelligence, OOH sales strategy, and what it takes to compete in a data-driven media market.
The three jobs every owner-salesperson should give to software before hiring a rep.
Process first, person second is sound advice. It is also incomplete. The honest sequence is now: process first, software second, person third. Here are the three jobs the owner currently does as the sales team that should be assigned to software before any human being is brought in.
The regional hiring trap: why you're choosing from a talent pool of twelve.
OOH operators keep hiring locally because new reps need local knowledge. But that constraint is a function of the model, not the market. When institutional knowledge lives in a system instead of heads, the talent pool goes from twelve to twelve hundred.
Your GTM stack knows who to reach. It doesn't know your boards.
Your Sales Intelligence contract tells your reps who to email. It can't tell them what to say. For OOH operators, the gap between contact data and context data is where pipeline quietly dies — and no amount of configuring the GTM stack will close it.
The photosheet is dead. Long live the photosheet.
The photosheet was infrastructure for a 1995 sales motion that operators have been running on autopilot for thirty years. The motion stopped working somewhere around 2018. Here's what replaces it.
The human medium is also a medium of human places.
The OAAA picked the right theme for 2026. But "The Human Medium" leaves something important unsaid about the sales motion underneath the medium.
Come find us in Dallas
May 11–13, the OAAA's 2026 OOH Media Conference takes over the Hilton Anatole in Dallas. Our co-founder Thiru Saravanan will be there for all three days. Come find us.
Inventory has a DNA. The industry just hasn't learned to read it yet.
For thirty years, the question every OOH sales conversation has started with is: what do you have? That question is the ceiling. Here's what changes when you ask the right one.