Entravision transforms media sales with Acrobat Sign as global automation standard

Entravision Communications Corporation is a global media company with an extensive portfolio of digital media properties, advertising technology platforms, and over 100 US TV and radio broadcast stations. Their top performing content and extensive digital distribution capabilities give their clients access to 57 million people in a unique way.

By the time Entravision’s clients are ready to make their media selections, they’ve completed all the analysis and creative work required to launch their campaigns. With their finalized media plan in hand, they want to launch campaigns as quickly as possible. The most important final step — and all that is required to get their campaign live — is the signing of specific media insertion orders.

Entravision’s history of growth by acquisition, however, had created challenges to signing these orders. According to Josh Ferree, business applications manager for Entravision, “Every company we acquired had a different sales process — and virtually all of them were manual. We needed to automate the end-to-end insertion order process across all our forms of media — digital, tv, and radio — from generating the custom insertion order to obtaining the client’s e-signature to securely storing the contract in the cloud. And our goal was to replicate the same process worldwide, using the same technology solution in every sales office around the world.”

Creating Entravision’s global insertion order automation standard

To build out that standard solution, Entravision’s Business Application team began by performing a comprehensive assessment of what technology was in place in every sales office — no small challenge with 55 worldwide offices. Some offices already used Acrobat Sign for e-signatures, but others had sales reps driving across town to get a contract signed. Some offices are using Salesforce Sales Cloud, others had no CRM installed. A few offices were using Conga Composer to generate client contracts, but most were still performing manual research and data entry to build insertion order contracts.

Entravision selected the integrated solution of Acrobat Sign + Salesforce Sales Cloud with Adobe’s Document Builder as the technology foundation for its global insertion order transformation initiative. “To automate the generation of custom client insertion orders, we needed a flexible tool that would populate contracts with accurate data from Salesforce at the click of a button,” said Ferree. “Document Builder’s conditional logic lets our sales team instantly tailor an insertion order to reflect each client’s specific ad placement plan, pricing, country, and other terms. Document Builder was very easy to set up and helped us rapidly tackle our deployment project pipeline.”

In just a few months, Entravision launched its new automated insertion order process in Spain, Africa, Mongolia, and Iceland. Deployment throughout South America will begin in July 2023, followed by a roll out across Entravision’s Asian offices.

Accelerated sales for Entravision and its clients

Automating the end-to-end insertion order process has been fantastic for Entravision and its customers. According to Ferree, “Implementing this standard not only accelerated our sales process, it has also ensured that Salesforce data is always accurate. When insertion orders are automatically pre-filled with data from Salesforce — instead of having a sales rep enter data manually — Salesforce is always up-to-date and every contract is correct.”

That means fewer errors, faster business and most importantly, faster launching of time-critical media plans. And Entravision clients are happy about that. “Because clients can now receive and approve their insertion orders without delay, they get the benefits of running their ad campaigns sooner,” says Ferree.

Multiplying automation gains across the organization

Entravision is applying the same Acrobat Sign and Salesforce technology standard to additional processes. For many years, their employee time-off approval process has been a pain point. Employees had to search for the right form, update the PDF file, print it, sign it, then scan it back into a PDF file and send it to their manager. Then that manager followed a similar, printing, manual signing and scanning ritual to complete the process.

Entravision’s HR department is using Acrobat Sign to obtain e-signatures related to documents such as new hire employee contracts. Ferree is integrating Acrobat Sign with Salesforce Service Cloud to automate the time-off approval process and is using Document Builder to streamline the generation of each time-off form. “We can turn this painful process into one that’s automated and can be completed in a few clicks. Document Builder will allow us to standardize on a single time-off form that uses conditional logic to instantly customize content for employees, as needed.”

Entravision is also using the Acrobat Sign + Salesforce integration with Document Builder to help its legal department customize service agreements and NDAs. The process is already up and running in Pakistan and Dubai.

The Adobe Acrobat Sign and Salesforce integration with Document Builder is allowing Entravision to fully automate strategic processes across their business. Starting with end-to-end insertion order automation, clients are experiencing a faster, more efficient campaign launch. This makes clients happy, and when clients are happy, Entravision is happy! As they expand automation across the organization, Entravision is seeing the benefits multiply — happier employees, happier departments, and happier clients and partners — which allows them to focus on being the best global media company they can be.