Three agency meetings before lunch
Ad sales is a corridor business. A planner at ten, a brand marketing head at noon, a sponsorship conversation at four, and a stream of calls in between. Every one of those meetings contains a brief, a budget hint and a date, and none of them will be written down unless somebody does it in the lobby afterwards.
The brief has a short shelf life
Category, objective, audience, budget indication and campaign months. Captured within minutes, that is a proposal. Captured in the evening after two more meetings, it becomes a general sense that the brand is interested in something during the festive season, which produces a plan nobody asked for.
Deadlines are the real inventory
Closing dates and material deadlines decide whether a plan turns into revenue. When those dates live in one calendar, the team cannot help, cover or escalate. On the deal record, they become a shared list that everybody can see and act on before the week they close.
