b'Our first question: In your opinion, how much better is a highly talented, top-performing seller than just an average sales rep?Steve said he believes a highly talented rep is five to10timesbetter.Andbetterinallaspects, pointing to better billing, longevity, new business development, and digital adoption. Scott agreed, explaining they are exponentially better and adding the highly talented, top per-formers for us continually excel in target account development, key account attrition, and are our longest tenured sellers.Our next question: Why is having a talent-based sales organization such a priority for you?Stevesaid,Talentiseverything,andwenton to explain that he sees no point in hiring sellers with limited talentits a waste of time and ulti-mately leads to turnover. Scott explained, We are an organization small in scale, so our success is dependent on excelling in what we call the Metrics that Matter: a high per-centage of local direct, high digital composition, target account development and low-key account attrition. Having a talent-based sales organization is paramount for our success.Scott Sutherland, EVP,Steve Goldstein, SVP/GM of Regional Media Operations,2060 Digital and Strategic Bonneville International Sales leader for Hubbard Radio A View From the Executive Suite7'